Having a web shop that drives traffic is one thing. Nothing really special about it. It’s basically opening a store in a crowded part of the town. You fire up your marketing and people start visiting you.
How neat is that?
Too bad if they do a 180° turn and leave without any indication of interest. It turns out that getting visitors is just one side of the coin. Keeping them interested, motivating them to perform certain actions, go through your funnel is the real deal.
The first thing you have to understand is pretty obvious but somehow many website owners forget this after they get blinded by greens.
It’s all about them and their experiences! If they land on your web shop or landing page they might be just curious without any certain intentions. However, that’s the first step. If they consider the time spent there rewarding or see the opportunity to solve their problems find answers to their questions, you’re on track.
Now you might think, that that’s why conversion optimization tools — like a scroll heatmap or a click heatmap — were invented. This is partially true.