How a visitor interacts with your site is as important as how many visitors you have. Google Analytics is a great tool however it only registers traffic in the aggregate. You see that a page was viewed but was it read to the bottom? It also doesn’t measure if your call to action button is even being clicked. Don’t get me wrong, I use Google Analytics with all my websites whether I do the SEO and marketing work on them or not. It is a very useful tool. However, the love of my life now for true website usage analytics is SumoMe.
SumoMe is a plugin for websites that has several features including list building and social sharing, you can also link up outside tools like Google Analytics and Mailchimp which makes it great for gathering information in applications you already use. There are fourteen different features in all, but the two I want to focus on are Heat Maps and Content Analytics.
Heat Maps tells you where visitors click and how many have clicked in that spot. Why is this important? It’s important because it can tell you if the design of the site is working the way it should. Is the call to action button being missed? Are visitors clicking on the content below the fold? Which links are really driving the flow of traffic?
The great thing about Heat Maps is that you can break the data into campaigns. For example, that call to action isn’t getting the clicks you thought it would, so you decide to change it. You just start a new campaign and SumoMe will start a new “recording” of the clicks. You can then compare the clicks of the old call to action button to the new one. The one criticism I have is that it only gives you the numbers in the aggregate and there is no way to break them down by day or week. The only work around would be to start a new campaign whenever there is a change you want to measure. Not the end of the world as this is a very useful tool for measuring visitors’ interaction with your site. The other feature, Content Analytics, is even more enlightening.
I call this the ego buster tool. The purpose of this tool is to measure how far down the page a visitor scrolls and it gives you an overlay with percentages of the total readership. As you scroll down you can see the color change from red (100% readership) down to blue (0% readership). This is incredibly useful for blog posts. Why do I call it the ego buster tool? Because that post that got all that traffic in Google Analytics turns out that most never read it to the end. Ouch. Not that I would know anything about that. Anyway…
This feature is also useful for product and services pages. Are visitors reading the whole description? Combine this with Heat Maps you may notice that the Add to Cart button needs to be moved to the top of the page because no one is scrolling down to the bottom to see it. You can even use multiple features on a page in SumoMe. I always combine Heat Maps and Content Analytics together as it takes the guess work out of design changes.
SumoMe is a great addition to your website if you are serious about visitor traffic, list building and social sharing. I only covered two of the many features that they offer. Fortunately, you can try it for free but it does have feature limitations. For a year’s subscription, it starts at $240 per year for sites under 5,000 visitors per month. I think it is well worth it for the breath of features they include to help drive traffic to your website and convert visitors into customers.