Snapshot Goal: I want to redesign an existing page

Checklist of Recommendations:

  1. Rank the elements on your page by most valuable to your goals
  2. Look at your Heatmap overlaid with your Scrollmap to see if there’s another element receiving more clicks than your most valuable CTA and move that element further down the page during a redesign
  3. Check out the top 10 most clicked elements on your page by going to the List Report and look for elements that are links or interactive
  4. Click on the element to get taken to your Overlay Report so you can find out which segments are getting confused by this element
  5. Watch Visitor Recordings to look for behavior like rage clicks and excessive scrolling
  6. Create Snapshots of the A/B Test Variants that you launch so you can compare the Snapshot Reports side-by-side  

Hey everyone, it’s Cecilia from Crazy Egg and today we’re going to talk about redesigning an existing page on your site. Your goal going into a redesign is to look for areas of opportunity that you can use to decrease exits rates and increase time on page and engagement rates.

The best way to do this is to base your improvements on the real world behavior of your actual website visitors and that’s where Crazy Egg comes in.

The first step is to create a Snapshot of the page that you want to redesign. Once it has started to generate click activity, click into the Snapshot and you’ll be taken to your Heatmap. Speaking of redesigns, we recently added the Scrollmap to the Heatmap so you not only see hotspots of click activity on the page, you can also find out the number of impressions that each element receives.

Note: Crazy Egg counts impressions on the Scrollmap each time a person pauses as they scroll down your page.

The goal of adding the Scrollmap to the Heatmap is to decrease the amount of analysis time that you need to spend looking for improvement opportunities.

One good starting point for a redesign is to identify the most valuable element on that page and then look for visitor behavior that will move the mark on increasing engagement.

In this case, I want to increase the number of URL submissions on this primary CTA. But the element that’s receiving more clicks is this blog link up in the top navigation. When it comes to a redesign, one idea would be to move the blog link down the page, forcing visitors to have to scroll.

This could result in a boost in submissions on this primary CTA.

Note: Curious about why we have such a minimalist homepage? Check out this blog post detailing how we A/B tested our way to a reigning champion.

The next step is to head into the List Report. The List Report shows all the elements on your page ranked by the number of clicks that it received. Look at the top 10 most clicked elements on your page and try to find something that isn’t a link, so basically something that isn’t clickable.

This element says layout so I’m going to click on it to get taken to the Overlay Report. The Overlay Report will show me:

  1. Where on the page the element is located
  2. The number of clicks it has received
  3. It’s overall click popularity compared to other elements on the page
  4. The audience segments that have clicked on it using the 22 same filters you have on the Confetti Report

In this case, 65.9% of New Visitors are clicking on this headline text. One easy fix would be to make it a link and to see if that will increase conversions.

From there, I would go to see Visitor Recordings. You’ll be able to see in real time as people navigate through your site so you can spot behavior like rage clicks which is repeated clicking on an element that’s not clickable. An idea for decreasing frustration like rage clicks is to add a link to the element.

Another behavior to look out for is excessive scrolling which usually means people are hunting for information that’s not on the page. Keep watching to see where they go next, and see if you can incorporate that content into the page you want to improve.

Once you have ideas to A/B test and you’ve launched those tests, I would highly recommend creating Snapshots of each of the variants. This way, you can compare them side by side and see if changes in text, color, font type or size, or placement will increase conversions. This will give you an extra element of understanding into why one variant is winning over another.

Thanks for listening and happy optimizing! 

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