Trying to improve your conversion rates from 100 miles up?

By: Rod Dutton | April 13th, 2010

Most people are now pretty familiar with great map applications that provide maps, satellite imagery, and now immersive photographic street level views. And the latter is invaluable when you need to see how it really looks ‘on the ground’. The satellite view is great for perspective, but nothing can compare to seeing it first hand. Just like with weather maps – you need to be there, outside with the wind in your face, to really know what is happening

To be able to fully optimise your designs and maximise your conversion you need to see the big picture and know first hand exactly what your customers are experiencing.

You can get closer by conducting detailed analysis of search terms, which reveal good insights into the likely intent of your customers. There have been some great articles recently on this. However this still isn’t quite the same as seeing the experiences of your customers first hand.

So how do you get ‘on the ground’ insights?

One-to-one usability testing, with eye tracking, is the best way to fully understand how your design is performing and why your customers are doing the things you see in the analytics data.

By investigating your site from both the top down and the ground up, you can finally get the full picture.