Evaluate paid traffic quality using CRO tools
1. Open heatmaps and view the top three paid traffic entrance pages on your website.
Select these pages based on where you’re sending the most paid traffic, even if that’s across more than one traffic generation source. Find the areas of each page receiving the most attention. Note whether your CTA is above or below the effective fold and whether there is a focus on other key content elements on the page.
2. Filter heatmaps by paid and organic traffic to see if there is any difference in behavior between them.
Look for any differences in average scroll depth, engagement with menus (use a click heatmap) and forms (use form analytics) or a change in attention throughout core content blocks.
3. Filter heatmaps by new visitors and returning visitors.
See where returning visitors navigate and which elements they engage with first upon arriving. Visitors returning to your site should have a better understanding of where things are. See which key page elements are ignored by new visitors but not by returning visitors, to find reorganization ideas.
4. Watch session recordings for paid traffic and follow the path of users arriving to the website from a paid source.
Users who arrive from the same source often share similar paths around the site. You should: Note which content sections on the page they view just before completing your goal action – or abandoning the website. Note which content they hover over (indicating reading) throughout their visit, and prioritize key pieces of information.
5. Combine the subjective insights gained from conversion tools with back-end sales data.
This will give you a full benchmark picture that you can use for future comparisons. If your business requires a multi-step sales funnel, note how website behavior relates to that further down the funnel.