Don't be hesitant to make simple basic changes to your website based on what the data is telling you.

For example, I looked at our heatmapping snapshot recently and found that in a two-month look at our website's homepage traffic, only 20 total clicks occurred on our social media icons in our website's header navigation.

This is in comparison to 32 clicks on "Services," 89 clicks on "Our Team," 29 clicks on "Blog," 53 clicks on "Academy" and 19 clicks on "Work With Us."

Even though our site's overall traffic and engagement went up during this snapshot's period, our homepage bounce rate went in the wrong direction (it increased 3%).

Putting things further into context, the heatmap I'm referring to is only of the homepage, and our 2018 Data Driven Download - a look at Data Aggregated from more than 326 Google Analytics accounts - that simply shows what's working best from a web design and digital marketing standpoint based on real web data - shows that...

  1. The ideal homepage layout for user engagement has social icons in the footer
  2. eCommerce websites convert at a 25% better rate after social icons have been moved out of the header.

In this case, all data I'm looking at makes this a simple decision.

Time to pull trigger and watch the conversion rates soar, peeps.

The video below walks you through visualizations of the data I'm referring to.

Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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