No one ever said running a website would be easy.
The assumption that “build it and they will come” has been tried – and failed – several times over across a wide range of websites, and in today’s ever-evolving digital world, more web owners and developers are turning to online tools to help make their websites the best it can be.
It may have worked in “Field Of Dreams,” but the same can’t be said for today’s websites.
There is good news, website owners: you aren’t in this alone.
The days of needing a Ph.D. in data analytics to get the conversion tools you need are over. Tools like Lucky Orange shed new light not only visitor behavior but open new ways to validate design changes.
Here’s How It Works
Robert C. Gallagher once said, “Change is inevitable – except from a vending machine.”
Websites don’t have that same luxury, however.
Now, it’s not a bad thing for websites to change. In 2017, missing out on mobile-reactive designs or a strong search engine optimization could have negative implications on web traffic, engagement, and conversion – or the act of visitors becoming customers.
Some companies spend months upon months securing design changes before pushing them live. Others may be more spontaneous and immediately reactive. There are pros and cons to both methods, and the end result could mean different things to different companies with different websites in different industries.
What I’m trying to say: There’s no one-size-fits-all method for web design.
So once a change is made, how to establish its success or lack thereof?
Most people who are deep in the trenches of website development will likely say something like Google Analytics (or the like) to get the ball rolling.
We don’t disagree – Google Analytics can be an excellent asset in your digital toolbox, but that alone isn’t enough.
Using Google Analytics to validate changes to a website would be like using a thermometer to diagnose an illness. It’s a great start and can truly indicate problems, but it’s only part of the story.
Enter Lucky Orange‘s dynamic heatmaps.
Case In Point: TaylorMade
If you’re a golf fan, you’ve likely already heard of TaylorMade. Since 1979, the company prides itself on providing golfers of all skill levels with superior golf products to help them reach their golf potential. Suffice to say, the company has seen its fair share of changes over the last 38 years, and their website is no exception.
Nick Frame is the company’s Lead User Experience Designer and found his team frustrated. They had turned to other heatmap options on the market but weren’t satisfied.
Running experiments or looking at a previously populated image of a heatmap weren’t allowing the team to be as reactive as they needed to be towards potential usability issues.
You could say Nick and his team wanted to score a birdie instead of a bogey and needed to update their clubs for the right wedge.
Okay, so bad golf analogies aside, Nick decided to go with Lucky Orange. It’s been nearly a year since he’s started using Lucky Orange’s dynamic heatmaps, and as they say, the rest is history.
“The most notable improvement that Lucky Orange has provided is allowing our designers to elevate their work past personal or creative preference and into the realm of data-driven design,” Nick says. “That, paired with the knowledge of what problem is being solved for, has gotten our designs to better places more rapidly with a data trail to validate them.”
Though his team had access to all of Lucky Orange’s features, they undeniably use dynamic heatmaps the most which help them keep an active eye on users. Finding where the site is easy or difficult to use is simple and offers a new level of analytics.
For TaylorMade designers, dynamic heatmaps added an even different look. Now redesigns could be validated internally and prioritized accordingly.
“Lucky Orange is a helpful tool to add to our arsenal of data-driven design,” Nick concluded.
Are You Ready?
I could geek out about heatmaps for hours and have countless examples of how heatmaps have helped companies change their websites for the better. Are you ready to…
- …Face reality? – It may not be easy to see the truth, or rather, it may be difficult for upper management to digest what needs to change. Use heatmaps to support the decision to change (or not!) a design.
- …Dive into your website? – Once you have Lucky Orange’s dynamic heatmaps at your fingertips, go for it! Segmenting by browser, region, device, or behavior tags will populate only specific data for an even greater insight. If you’re ready to start, so are we.
There’s really no excuse you have not to use dynamic heatmaps or any conversion optimization tool. If you are still on the fence, give a free trial a go – I don’t think you’ll regret it.