TMK's The Fridge

Analytics are imperative. They provide marketers with the most up-to-date and relevant information about a websites performance. But the numbers don’t tell the whole story. Although they may show that conversions are lacking, the data doesn’t always provide the answers on how to fix it. Fortunately, there are tools available to help maximize conversions. Consider these tools — or others like them — to make sure your website is primed to convert.

Unbounce: Create landing pages proven to convert

Landing pages are an essential tool in campaign management. They are the first destination viewers are taken to when they click through from a pay-per-click ad, an email message or a Facebook promotion. Unbounce gives even the most design-challenged marketer the opportunity to produce effective landing pages, without needing to know HTML. Additionally, Unbounce allows users to create alternative versions of landing pages in order to perform variant tests. A/B tests help marketers maximize conversions by pinpointing landing pages that are most effective with their target audience.

CrazyEgg: Monitor on screen movement for maximum exposure

So, you’ve been pouring over your data from a variety of analytic tools, but you’re still not sure why your visitors aren’t converting. This is where CrazyEgg comes in. Through a variety sight tracking tools you can see your website exactly as your visitors see it. The Heatmap Tool tracks mouse movement which has been proven to correlate with eye movement; thus, giving you a clear pattern of what’s being viewed on your webpage. If the heatmap shows your call to action or essential information is not being seen, you may be missing opportunities for conversions. CrazyEgg’s Scroll Tool analyzes where your customer stopped scrolling, showing you everything they may be missing. If your call to action or promotion is located beyond the scroll point, it may be time to redesign the page.

Check My Links: Never question your link addresses again

Although this Google app is a fairly basic tool, developer Paul Livingstone’s  Check My Links looks for (surprise, surprise) broken links, identifying any which are no longer active or contain invalid destinations. Checking the accuracy of a link-heavy site will help prevent users from becoming frustrated with invalid links and prematurelyleaving your site. Publishers will find this link useful to ensure older webpages are still accurate. Check My Links is free, easy to use and provides a way to validate the accuracy of your website.

UserTesting: Get quick, live-action feedback for optimal performance

Short on time but need to get a better handle on your site’s performance? UserTesting provides customized feedback quickly. This usability testing site sets up live-participant tests showing you exactly how user-friendly your site is. Within an hour of the test’s completion you receive test results which include audio and visual recordings of the participants surfing your website. You will be able to see first-hand if there are any interface obstacles preventing your visitors from funneling through the sales cycle or converting. You will also receive a written summary of responses from each participant, answering what they did and didn’t like about the site and what they would change.

What’s the one conversion tool you can’t live without? If we didn’t include the tool you can’t live without, share it with us now.