Understanding What Your Visitors Truly Want Using VWO Insights - Web _ Webinar.pdf

Are you struggling to understand why your visitors aren't converting? You're not alone. Many businesses face the challenge of truly grasping what their visitors want.

Join us for 'Understanding What Your Visitors Truly Want Using VWO Insights—Web,' where Arjun Kunnath, Sr. PMM at VWO, will reveal practical methods to analyze your visitors' needs and behaviors. Discover why this knowledge is crucial for your success and learn actionable strategies to optimize your visitors' experience, leading to improved conversion rates.

1. Understanding
What Your Visitors
Truly Want Using
VWO Insights - Web

2. What Does It Mean to Understand Your Visitors?
Defining Visitor Needs: Understanding your visitors means knowing
why they behave the way they do. For a SaaS landing page, this might
involve figuring out why visitors click on your ad but donʼt complete the
sign-up or demo request.
Behavior and Motivation: In our example, visitors might be leaving
without signing up due to unclear messaging, a complex form, or not
being convinced of the productʼs value.

3. User Satisfaction: When you understand why visitors arenʼt signing up, you
can remove those barriers, leading to a smoother experience and higher
satisfaction.
Boosting Conversions: Addressing the reasons behind low conversion rates
can significantly increase your sign-ups. For instance, simplifying the
sign-up form or making the value proposition clearer can directly lead to
more conversions.
Building Loyalty: When visitors have a positive experience and feel
understood, theyʼre more likely to engage with your product and eventually
become loyal customers.
Why Understanding Visitor Needs is Crucial for Success?

4. Heatmaps: Start by tracking visitor actions. Where do they click? How far
do they scroll? For our SaaS landing page, this could mean analyzing how
visitors interact with the form and CTA.
Session Recordings: Watch real user sessions to see where visitors get
stuck or decide to leave. This gives you a clear view of whatʼs going wrong,
whether itʼs confusion about the offer or a difficult form layout.
Qualitative Data: Go beyond numbers. Use surveys to ask visitors why they
didnʼt sign up or request a demo. Was it due to unclear benefits, concerns
about the product, or the complexity of the form?

How to Start Collecting the Right Data with VWO Insights

5. Analyze Behavior Patterns: Look at the data to find common behaviors. Are
visitors leaving when they see the form? Or maybe they drop off after reading
the headline?
Friction Maps and Click Filters: Use friction maps and first/last click filters to
visually identify where users experience frustration or confusion on your site.
Survey Insights: Use survey responses to get direct feedback. Ask visitors
why they didnʼt sign up—this helps you understand their specific frustrations,
like unclear messaging or form length.
Cross-Reference Data: Combine behavioral data with survey insights to get a
complete picture of the problem. This will help you decide where to focus your
efforts, whether itʼs simplifying the form or clarifying the value proposition.
Identifying the Specific Pain Points with VWO Insights

6. Understanding JTBD Think about what visitors are really trying to accomplish. For
a SaaS landing page, their job might be to quickly sign up for a trial, gather detailed
product information, or assess if the product meets their needs.
Segmenting Session Recordings, Heatmaps, and Surveys: Segment visitors by
device type to identify different needs. Mobile users might struggle with the form
layout, while desktop users might seek more in-depth information.
Aligning Content: Ensure that your landing pageʼs content, design, and form layout
align with these jobs. If visitors want a quick sign-up, make sure the form is
streamlined and easy to navigate.
Uncovering the Real Jobs Your Visitors Want Done with VWO Insights

7. Prioritize Issues: Focus on the most critical pain points that are driving
visitors away, such as a complex form or unclear messaging.
Simple Changes First: Start with quick wins, like simplifying the form fields
or making the CTA more prominent. These changes can have an immediate
impact on conversions.
Long-Term Strategy: Use the insights youʼve gathered to guide more
strategic decisions, like redesigning the landing page to better align with
visitor expectations and needs.
From Insights to ActionA Brief Overview

8. Questions?