Impact website visitors’ behavior to boost conversions.
Choose the website behavior or action you would like to change, such as the number of annual subscriptions you’d like to produce or the frequency of user checkout.
Collect data on how customers are currently engaging with your website by interviewing sales and customer support teams.
- Customer questions.
- Customer complaints.
- User stories tied to motivating or demotivating factors.
Beyond collecting qualitative data, collect quantitative data on website engagement. Utilize tools like Crazy Egg or Hotjar to monitor website engagement and identify common customer behaviors.
These metrics or considerations should represent both positive and negative impacts. Ask yourself things like:
- Does your website serve a critical purpose?
- How does the experience compare to other websites?
- Is there a cost of entry or what information needs to be provided to get started?
Your list might also include the perception the user has of your effectiveness based on reviews, customer support tickets or survey verbatim.
Identify user actions or considerations that positively and negatively impact a website action, like how difficult the action is to complete.
For example, how often does a user need to fill out a form to request information or complete an activity, and what prerequisites are there when performing a task? Make sure you have an understanding of:
- Number of clicks.
- Required steps.
- Time spent on page.
- Abandon rate.
Refer to industry reports from trade groups and similar regulatory or advocacy groups, as well as analytics reports from third parties like HubSpot or Mailchimp.
For each action you have compared, quantify the effects your experiences have on user ability or motivation.
This task often involves creating a point value system. Consider the following questions to help with incrementing and decrementing ability and motivation points:
- Are the number of steps greater than or less than those in the industry?
- How often are the steps completed?
- How does your completion rate compare to the industry?
- How long did it take for the user to complete the steps?
After mapping ability and motivation, write Hard to Do at the X vertex, and Easy to Do at the end of the X-axis. Write Low Motivation at the Y vertex, and High Motivation at the end of the Y-axis.
Starting at the X Y vertex, list your metrics, actions, or considerations for hardest to do and lowest motivation to the outside of the X Y-axis.
List metrics, actions, or considerations associated with ability along the X-axis. List those associated with motivation along the Y-axis.
Divide motivators from demotivators, separating steps that are easy to perform from those that are hard to perform. This line also separates tasks that are easy to do from those that are hard to do.
Use this map to identify potential optimizations to your website. After implementing these optimizations, perform a follow-up analysis to see how user behavior has adapted.