One of the most useful tools I've used over the years to optimize pages is heat maps.
The simple combination of heat maps, confetti maps, and scroll overlays lets you determine what content to remove.
Just for fun, here's the stats for a few different pages on Copywriting Course. I made sure each of these tests had at least 1,000 views:
Copywriting Course Blog:
Blog Heat Map [image^]
Blog Confetti Map [image^]
Blog Scroll Map [image^]
What these maps tell me about the Blog Page:
- All the header items are getting a lot of clicks, so the site header is doing well.
- People are most likely to click side-bar articles towards the top of the page, so if I want more traffic to something I should move it higher up the sidebar.
- While most people scroll down the main blog page about 4 screen lengths, very few go all the way down, sometimes low as 4% of visitors. This tells me I could probably shorten the amount of blog posts shown on the blog roll from 10 to 5.
Copywriting Course About Page:
About Page Heat Map [image^]
About Page Confetti Map [image^]
About Page Scroll Map [image^]
What these maps tell me about the About Page:
- The page might be a little long, and the part getting the least action is the Press Kit. Can probably consolidate that long display of images into a small list of links.
- If I want people to "Follow Me" on different platforms, it might be better to move those links to the top of the page where people are more likely to click.
- The top of the page sees far more clicking than the bottom.
- Far fewer people click the sidebar links on the About Page than on the /blog page.
Copywriting Course Sales Page:
Sales Page Heat Map [image^]
Sales Page Confetti Map [image^]
Sales Page Scroll Map [image^]
What these maps tell me about the Sales Page:
- The page is probably SLIGHTLY too long, as less people are not reading the stuff in blue. However most of that stuff is relevant, so I would leave it.
- People scroll but don't click, except on buttons, which is to be expected.
- People on mobile have to scroll A LOT to see the whole sales page.
Copywriting Course Subscription Page:
Subscription Page Heat Map [image^]
Subscription Page Confetti Map [image^]
Subscription Page Scroll Map [image^]
What these maps tell me about the Subscription Page:
- People click about what I expected them to click (not many options).
- More people click the "Quarterly" button than the "Yearly" button.
- Most people view the entire page since the page is quite short.
I often get a lot more value just from looking at these simple maps than some of the hardcore number analytics we have.
Hope you enjoyed seeing these behind-the-scenes maps!
P.S. If you have any questions about this process feel free to ask and I will answer :-)