Lesson 1: Find out whether or not people are seeing your products and content

Course content (10 lessons)

Traditional analytics tools like Google Analytics can be helpful when it comes to seeing how long people are staying on various pages of your website. But where these traditional analytics tools fall short is being able to tell you what they’re doing once they’re on your page.

In this lesson, we’ll discuss how to determine if you’re placing your higher margin products at a point on the page where your visitors are seeing them and if not, how you can rearrange your product placement so those high margin products get seen. Through the use of tools like scroll and mouse movement heatmaps, you can figure out where people are focusing most on your site and spot opportunities to showcase your highest performing inventory.

[MUSIC PLAYING] Traditional analytics like Google Analytics can be helpful when it comes to seeing how long people are staying on various pages of your website. But where these traditional analytics tools fall short is being able to tell you what they're doing once they're on your page. Are they reading the content at the top of the page? Or are they scrolling all the way down to the footer?
One tool you can use to figure this out is a scroll heat map. For example, let's say your top-selling item is women's jeans. It also happens to be the item you're featuring prominently on the home page. Do you know if your customers are buying women's jeans because that's what they're most interested in? Or is it because of the prominent placement on your store?
Let's take a look at how a scroll heat map can help us answer this question. In this example, you can see as we move down the page, the red gets lighter. That means fewer people are getting to this part of your website. And when you reach the point where this white line hits 50%, that's called the effective fold. That means that half of your store's traffic stops scrolling at this point.
So how can you use this? If you're placing your higher margin products at a point on the page where your visitors aren't seeing them, you can rearrange your product placement. So those higher margin products are above the effective fold. In our jeans example, if you can make a higher margin on shoes, then swap out where you're featuring jeans with a probably plays photo and link to your shoes.
You can also use a mouse movement heat map to figure out where people are focusing on your website. People often move their mouse along the same path where they're focusing their eyes. Their mouse follows what they're reading or looking at. In this example, you can see the yellow highlight on the hand symbol, indicates the visitors mouse is moving from the right to the left, then down the page.
This can be helpful to spot areas of your page that aren't of interest to your visitors. These can be opportunities to replace them with new content that captures your visitor's interest. [MUSIC PLAYING]

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Lesson 1: Find out whether or not people are seeing your products and content

Course content (10 lessons)

Overview

01 |Module 1: Ways to Discover What Visitors Want to See

02 |Module 2: If they Don’t See It, They Can’t Buy It

03 |Module 3: Stop ‘Em in their Tracks Before they Abandon their Cart

04 |Module 4: Newbie and VIP Visitors: Understand Both to Grow Sales