Have you ever wondered if your new website is effective? Do you want to improve your current site, but don’t know where to start? This is where heatmap data can bring you essential insights for improvements to your website.
Heatmaps are used to increase ROI. Knowing how a customer interacts on your website can help you get inside the mind of a consumer and make UX and content adjustments.
A website heatmap provides a visual of where your customers went on your site and in what areas they spent the most time on. As the name implies, color indicates the intensity of heat. The white areas are the hottest parts of your site. In the graphic shown, the majority of people stopped scrolling just above the fold, which could be due to them reading content, which shows they are interested in that section of your website. Heatmaps also show hot spots on your sites, which are the areas with the most clicks.
If a graphic or phrase has a hot spot, but it is not a button, you can turn it into a button and link it to the right page. If an area on your site is blue or black then these sections are the least popular on that page. You can change those areas to make them essential by making small changes and do A: B testing to discover what is working.
Any page you want! Typically, when you create a brand-new website, it is a good idea to add a heatmap to the home page. This is a good starting point because you can see what appeals to your audience and what does not. You will also understand where the user is navigating. Another good place to add heatmaps is to pages with a conversion action. Adding heatmaps to these pages can help you understand where your users are dropping off.
Changing the color of a button or turning text and graphics into buttons are just some of the information that heatmaps can give you. Knowing where users are dropping off tells you that something is making them leave the page or not click on the conversion action. Perhaps you need to do some search engine optimization or UX changes to make the page either more appealing or less confusing to your audience. You may want to give that page a refresh with updated images and breaking up the content to help the consumer navigate to an action or purchase.
Think of heatmaps as your window into your user’s mind. One of the many tools we use allows us to see a replication of a user’s mouse movements on a page this allows us to see the hesitation points, areas they ignore and overall eye movements because the mouse typically follows the eye.
If you have any questions or concerns about your current or new website, don't hesitate to reach out.