Conversion rates are the lifeblood of every e-commerce store, but how do you increase them? A perfect place to start is to analyse your visitors’ behaviour on your online store. By using your visitor behaviour analytics, you can make data-driven decisions to optimise your site and increase your conversion rates.

Visitor behaviour analytics is a tool that allows you to track and analyse how visitors interact with your website. By collecting and analysing this data, you can gain insights into what works and what doesn't on your website and use that information to increase conversions. In this blog post, we'll discuss five powerful ways to use analytics to boost your e-commerce store's conversion rates.

Identify Your Best-Performing Pages

One of the first things you should do when analysing your visitor behaviour is to identify your best-performing pages. To identify your best-performing pages, look for the pages that are receiving the most traffic, have the lowest bounce rates and have the highest conversion rates. Analyse what these pages have in common: do they have engaging headlines, eye-catching images, or persuasive calls to action? Once you've identified the commonalities, try to replicate these elements across your other pages.

Identify Pages with High Bounce Rates

You can also identify the pages on your website with the highest bounce rates. Once you have identified these pages, you can start to analyse why visitors are leaving. For example, if you notice that visitors are leaving a product page without making a purchase, it could be that the page is too slow to load, or that the call-to-action isn’t obvious enough. Alternatively, it could be that the product description isn’t clear, or the images are not appealing. Once you have identified the problem, you can make changes to the page to encourage visitors to stay longer and increase the chances of conversions.

Use Heatmaps to Visualise Page Activity

Heatmaps are a visual representation of the areas on a web page where visitors click, scroll, or hover the most. By analysing these heatmaps, you can identify areas where visitors are not engaging with your website as much as you would like. For example, you might notice that visitors are not clicking on a particular CTA button, even though it is prominently displayed on the page. You can then make changes to the page to encourage visitors to engage with that CTA button, such as moving it to a more prominent location where there’s more visitor engagement.

Use A/B Testing to Identify what Works

A/B testing is a powerful tool that allows you to test different versions of your site to see which one performs better. Start by identifying the pages on your site that need improvement. Create an A/B test that puts your existing page against a new version that incorporates changes based on your visitor behaviour analytics. For example, if visitors aren't clicking on your calls to action, create a new version of the page that emphasises the call to action more prominently. Run the A/B test and use the data to determine which version performs better.

Analyse Your Cart Abandonment Rate

Cart abandonment is a significant problem for e-commerce stores. By analysing the behaviour of visitors who abandon their carts, you can start to take steps to increase your conversions. Look at session recordings to understand how visitors interact with your checkout process and identify any barriers. You can also use email retargeting to remind visitors of the items they left behind and encourage them to complete their purchases.

Conclusion

Visitor behaviour analytics can provide you with valuable insights into how visitors are interacting with your website. By using this tool, you can identify areas of your online store that need improvement and make data-driven decisions to optimise your website for conversions. By implementing these strategies and continually analysing your visitor behaviour you can improve your site's performance and increase your conversion rates.