Visitors aren’t converting despite the time you’ve invested in refining your conversion funnel.

You’ve made investments in the layout and design of your website, stepped up your marketing efforts, and are adhering to all the “best practices” for conversion optimization.

However, if you don’t comprehend the online shopping behaviors of actual customers, you’re passing up a chance to customize your e-commerce conversion funnel to take into account each visitor’s particular customer experience.

What is conversation funnel in Ecommerce

The process a visitor goes through from the time they first arrive on your website until they convert is known as an e-commerce conversion funnel.

Simply said, the conversion funnel is the process that leads from visitor to customer step by step.

Traditionally, a conversion funnel has five stages:

– A user accesses your website

– The visitor looks at a product page out of interest.

– With this goal in mind, the visitor adds a product to their shopping cart.

– A visitor makes a product purchase (and becomes a customer)

– The consumer interacts with the brand and, ideally, does so by endorsing it.

The optimization process is different in each stage, but there is a tool that can be useful in all of the steps. That tool is the heatmap.

What are heatmap tools

Data points may be represented in a very visual fashion with heatmaps. To identify user activity hotspots, they utilize a color code. These hues often run the gamut from blue (poor user activity) to red (high user activity).

A heatmap is often an overlay that is overlaid onto each individual web page when it comes to website analysis. The heatmap’s colorful regions show you which page components your viewers interact with most and which they tend to scroll through and ignore.

Heatmaps are helpful for determining whether the buttons and forms on your page function as you expected. By highlighting problematic regions of a web page, a heatmap can assist you in improving on-site user journeys.

User’s actions on a page, including what they click, how far they scroll, and even where they position the mouse pointer, are tracked by heatmap analytics. In contrast to the data points shown separately, a heatmap records this information and transforms it into a multicolored map of the website.

Optimize with heatmaps

After briefly going over the essential components and characteristics of conversion funnel optimization, let’s have a look at how the procedure actually works.

Continuous measuring is an essential component of the process. Unfortunately, without it, the procedure cannot be carried out successfully.

The process of heatmap analytics is used to gauge a website’s efficacy. You may learn how people use your website, what pages they visit on it, and which buttons they click by using heatmaps.

Let’s check out how it can help you in each part of your conversion funnel.

Upper stage

You must get to three things at the funnel’s top:

– Structure that is clear

– Decent content

– Details about you

Let’s begin where we left off. You must offer your website a clear structure if you want users to stay longer and not depart after a few seconds.

We advise you to put each of the key subpages in accordance with the analysis of your website’s most popular areas using heatmaps. This is crucial because you can then position them so that your visitors can easily discover that particular subpage.

Additionally, keep in mind that it’s possible that these visitors may land on your landing page first. Subpages that are crucial to the group in the top funnel alone must be indicated.

You can find these using heatmaps as the analysis will show you the pages you frequently visit. Make use of this information.

You should disclose as much information about yourself as you can at this point in the conversion funnel. On the landing page, you should make it clear who you are, what you’re trying to accomplish, and what issues you’re facing.

By doing this, you create rapport with your visitors and provide them the opportunity to become potential clients right away. However, where should you store this data? Fear not, heatmaps will provide the answer.

Displaying great content is the final little step you should take when improving your upper funnel. Based on the details you provide, visitors can infer what you are doing and how you evaluate your items. How do they know this is true, though?

Share some blog post details about you and your items on your landing page to give your visitors the impression that you are truly being honest.

Make your blog’s subpage accessible so that readers may view these articles if you don’t want this. You are welcome to utilize heatmaps to position this as well since doing so will enable you to position the blog subpage in the best possible location.

As you can see, improving the top part of your conversion funnel is a quite difficult process. You need not worry, though, as this is the most difficult phase and you have already passed it.

Middle and lower parts

The more particular work you must accomplish, the deeper down the conversion funnel you are. In other words, you will have fewer jobs to complete, but more of each activity will be required of you.

Visitors have already developed into potential customers at this point. In this stage, it’s crucial to persuade them to purchase your goods.

In this situation, you need to pay close attention to two things:

– Where your items are located

– Building trust

Use heatmaps to perform some initial analysis before diving in.

Investigate which of your merchandise is the most well-liked. Put these goods or services towards the top of your subpage so that customers won’t have to scroll down too far to locate them.

Everything needed to purchase the merchandise is available to us. What may the issue be?

The danger. When making purchases, keep in mind that this component is there at all times.

Make a scroll heatmap analysis of your website, and then put customer reviews based on the measurement, to get rid of this.

The scroll heatmap reveals how long customers spend scrolling across your website, allowing you to strategically position reviews. This will lessen the feeling of danger and make it simpler for customers to add your goods to their shopping baskets.

Your product is already in the cart at the lower funnel stage. The potential buyer is just one step away from being a buyer. What issue might arise?

If a potential customer objects to the purchase or is unable to pay, the solution is straightforward.

The examination of the cart mostly relies on the use of heatmaps. Investigate how customers utilize your cart, where they frequently click, and what they do.

With this knowledge, you can position the CTA asking for payment correctly and create a clear, safe structure for your shopping cart. If you want to maximize your conversion funnel, these elements are crucial.

Introduce cash-on-delivery as well, as there are still those who are wary about online purchasing.


Heatmaps are used throughout the whole conversion funnel optimization process, as you can see. Start the procedure in no manner without this instrument.

Of course, in addition to using heatmaps, you can also employ other measuring tools, such as session replays. This may make the procedure more effective.

Posted by Raul Harman

Editor in chief at Technivorz and business consultant. I like sharing everything that deals with #productivity #startups #business #tech #seo and #marketing