I did a test case study in early October using the CrazyEgg.com technology, and shared my results at a private forum. I’d like to share them with you now:
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This test is at about 4k visits and 2k clicks.
This is a snapshot of my “Order” links - see the first one? “Click Here to Get Your Copy…” etc.? NO CLICKS AT ALL. The second order link is the one that gets the clicks. Now, I know marketers teach having more then 1 order button, and I always have, but to see that absolutely NO ONE clicked the first order button illustrates just how important this little tip is.
And here’s a shot of the very bottom order button - it too got some action. So much for the first button though!
Then there’s those checkboxes salespages have that actually don’t *do* anything but make the user get involved in the process. I’m surprised at how much play they received as well:
Lastly, I’m including a shot of the top/nav bar. I’m surprised at how many people pick out the “The Secret” link on the right - must be some sort of magic word! And also surprised how many people USE the top nav bar instead of the sidebar. See both “Newest Updates” and “Support” got almost all their action from the top rather then the sidebar.
As expected, people follow instructions and “Push For Demo.”
I hope this helps, if nothing else, enforce some of those marketing principles we’re taught and gives some ideas on site layout/salespage and conversion tactics. I’ve certainly found it fascinating!
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Call to action: Duh! Go get your own CrazyEgg heatmap and check out what people are doing on your site. There’s a free trial.
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Whoa. This CrazyEgg thing is uber-cool Michelle … I haven’t seen anything this affordable yet (well, the lame ones are all text-based … no heat maps).
By the way, Andrew mentioned your recent delivery … Congrats! I hope you have recovered and now get to enjoy Colum’s company all the time 
Stay well,
Rachit
Thanks for this Michelle, this is really helpful. I run a mail order business at http://www.lifetools.com which sells personal development products such as how to PhotoRead at 25,000 words a minute, how to live an effort-free life etc. I’d been thinking of adding tick boxes in my sales copy and now I’ve seen proof of the value of them.
On a few of our pages we have a row of credit cards along the bottom of the page, and these are not clickable. Having seen how these shine on your screen shot above, I now see that I need to make them clickable!
I’m signing up with crazyegg today.
Warmest,
Chris
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