Top 5 features that you should look for in your analytics tool

Conversion optimization is a methodical process for increasing the conversion rate of your website. From tracking and analyzing visitor behavior to optimizing web pages, it’s one interconnected process. Using multiple products for implementing conversion optimization techniques might prevent you from gaining complete insight into your visitor behavior and also dilutes the results. Here are the must-have features that every conversion optimization tool should have. Check if the analytics and feedback tool that you use have these features.

1. An integrated CRO suite with a holistic approach to conversion optimization.

To increase your website conversions, you got to know what your visitors see and how they interact with your website and then optimize your web pages by trying out different variations to check the results. So you need tools to analyze visitor behavior, optimize web pages and provide tailor-made experience to different visitor personas.

Unfortunately, most of the CRO tools lack one feature or the other.  Look for a tool that helps you analyse, optimize, personalize and as well as engage with your website visitors to increase conversions.

Benefits of using an integrated CRO suite

Better understanding of visitor behaviour: Using an integrated CRO suite helps you get a better understanding of your visitor behavior. Each feature connects to every phase of the customer journey to give you a complete insight into visitor behavior. Insights from heatmaps help you build a hypothesis for A/B testing experiments and results from A/B testing experiments help you personalize visitor experience.

A/B testing integrated with heat maps: Heat maps help you see what your visitors see. From clicks, taps, and scrolls, you can exactly know how your visitors are interacting with your website. Wouldn’t it be useful if you can also see the heat maps for every variation you do an A/B test? Unfortunately, you might not be able to do this if you use a different tool for heat maps and A/B testing.

Better return on investment: Using multiple tools for different conversion optimization techniques can also be expensive. Just an A/B testing solution alone might cost you a fortune. Signing up for two different products for heat map and A/B testing and then integrating them, is downright pointless when you can do both with one integrated suite. Therefore, a single tool also means low cost and better ROI.

2. Know how visitors interact with your website with dynamic heatmaps

While there are quite a few tools for generating heatmaps, you can only view them in snapshots or with sampled data. Heatmaps in snapshots have plenty of limitations. It doesn’t track every element on your website. On the other hand, dynamic heatmaps help you track all the elements and also provides real-time reports.

If you’re still viewing heat maps in snapshots with sampled data, it’s high time you move on to dynamic heat maps. It’s advanced and accurate.

Benefits of advanced dynamic heatmaps

Track every element on your website: With dynamic heatmaps, you can track clicks, scrolls, and taps even for moving and interactive elements like sliders, falling cards, dropdowns and so on. For example, if you have an e-commerce website, you might want to know which category of apparel that your visitors choose the most. More often such categories are ‘drop-downs’, in that case, only dynamic heatmaps can show you the number of clicks and taps for such drop-downs.

Capture and track clicks, taps, and scrolls in real-time: With sampled data approach, only a random portion of your traffic is used to run experiments and generate reports. Say actual visitors per day = 5,00,000, only a portion of it will be taken to generate reports. This might not be accurate. Make sure your heatmap tool uses real-time data of all your visitors.

Visitor segmentation: With visitor segmentation, you can segment the results with the help of filters based on different types of visitors. This helps to acquire deeper insights about a specific category of visitors so that you can personalize their experience for a better conversion rate.

3. Easily run A/B testing experiments with Chrome extension.

With the Chrome extension, you can easily run and manage your CRO experiments. If you find A/B testing too technical or complicated, you should try doing it with a chrome extension. It’s easier and also does not require much technical expertise. It also takes much less load time and editing web pages is a lot easier.

Moreover, when you have an extensive website and run experiments quite often, it’s easier to manage all your experiments with a chrome extension from the top right corner of your browser. 

Benefits of Chrome extension

Edit pages beyond login screens: Most of the popular A/B testing solutions use Iframes to edit web pages. This might not be the best way as its page load time is high and it does not work for pages that have Iframe busting logic. Using a Chrome extension is much easier and also lets you edit gated content and edit pages beyond login screens.

Easily edit web pages: Moreover, editing web pages also require technical expertise. However, with Chrome extension, it’s comparatively easy and you can edit web pages, make minor changes without taking help from your tech team.  The visual editor is also much intuitive and easy to use.

Run experiments on the go: With a Chrome extension, you’ll also be able to run and manage your experiments easily. Each time you need to view a heat map or create variations for A/B testing, you can get started by just clicking on the top right corner of your browser.

4. Advanced audience targeting and filtering options

Advanced audience targeting and filtering options let you track visitor behavior for each unique visitor type or segment. Your CRO tool should let you categorize visitors based on device type, geolocation, age group and also let you create custom audience segments to track their behavior to provide a personalized experience to increase conversions. You should also be able to segment the results of your experiments with the help of filters to acquire deeper insights about a specific category of your website visitors as well.

5. Integrations with other analytics tools

Lastly, you should also be able to integrate your CRO tool with other third-party tools that matter to your business. Integrations with other analytics tools like Google Analytics, Mixpanel or Kissmetrics helps you get detailed reports and make the best out of both the worlds.  For example, with Google Analytics integration, you can get all your statistics for variations that you create in your A/B testing tool, inside GA as well.

To sum it up, look for an integrated CRO tool that has both heatmaps and A/B testing, a smart chrome extension, advanced targeting and filtering options and the capability to integrate with other third-party tools.  If you’re already using a conversion optimization tool and looking for a Hotjar alternative or Optimizely alternative, or in the process of choosing one, look out for these features for an effective and efficient conversion rate optimization.