Businesses do well to incorporate heat mapping as part of their website optimization strategy. A heat mapping tool is a simple yet powerful way to analyze user behavior and make data-driven decisions. When used correctly, they can help teams reduce cart abandonment on an e-commerce website, get users to respond to a CTA, or see if site visitors like your site content. website. Ultimately, heat mapping can be a great tool to help you achieve your goals.
So how do you do it? Take a look at our detailed explanation below.
What is a heat map?
Heatmaps are a visualization tool that can translate website visitor usage behavior into a geographic representation that your team can then analyze. The chart can help your team determine the “most popular” areas of your website, whether it’s a button, a webpage, or something else.
Software designer Cormac Kinney originally trademarked computer heat mapping technology in the early 1990s when he designed a program to graphically display real-time financial market information.
Fast forward to today, and the heat mapping tools use various color schemes, including grayscale and rainbow. However, since humans can discern more shades of color than shades of gray, rainbow-themed cards are often preferred (although there are downsides).
The different types of heatmaps
There are many different website heatmaps, but click maps, scroll maps, and mouse tracking heat maps are the most common. Each does the same job of measuring user behavior on a website, but they differ in key ways.
Dead click heatmaps
Non-clickable elements on a website or app are sometimes mistaken for buttons, and users press them expecting something to happen, resulting in a dead click. Dead clicks identify non-functional parts of your site or application that are mistaken for buttons, allowing you to determine how to minimize user confusion and irritation.
They can also help identify new opportunities by identifying behavioral tendencies over time and proactively eliminate user misunderstandings to improve conversions.
Scroll the cards
Scroll maps track user behaviors and make suggestions on web page length and format issues. For example, if a user stops scrolling halfway through the page, you can reasonably conclude that they have lost interest or are having difficulty with something on the page. Therefore, the loss of traffic may be due to the length of the page or the difficulty of navigating it.
A click map shows where users click most frequently on a website and its many web pages. A heatmap can help you understand how users interact with your website and which prompts and calls to action (CTAs) they find most engaging when applied correctly.
Click maps can also help detect problems with your website. These trends will be documented on a website’s click map if very few people connect to a particular CTA or if their clicks point to a bug, broken link, or other site issue. .
Mouse Tracking Heatmaps
Mouse tracking maps monitor overall mouse movement rather than mouse clicks. They can help identify angry users by showing where their cursor hovers, hesitates, or wiggles on a webpage.
According to research, there is a connection between where consumers are looking and their mouse pointer, so mouse tracking heatmaps are helpful. Mouse tracking can also discover hover patterns that indicate areas of visitor friction or irritation, optimize complex websites with dynamic parts, and gauge the relevance of search results based on click volume.
Although there is a connection between where users are looking and their cursor, the two are not identical, which could lead to inaccurate conclusions.
Information you can get from heatmaps
Heat mapping can give your business valuable customer insights, but it can also help you fix major web design flaws that could be hurting your business’ online performance. Here are some of those worth noting!
Determine navigation improvements
Your website navigation can increase or destroy your conversion rates. For this reason, a heatmap becomes crucial in proving that customers are clicking on the right menu items to begin their journey through the sales funnel. The data should show that users are moving away from higher-level information pages and into places where they can request more information or make a purchase.
On the other hand, a low rating may indicate that you need to update your navigation to better guide site visitors and let them know where they can go to take further action.
Collect customer information
Businesses frequently use heatmaps to reveal clicks and taps on a webpage, with each element on the page color-coded according to its popularity. Items that have been clicked or tapped the most may appear bright red, while those that have been clicked or tapped less may fade to cooler colors.
For example, if you know that certain products sell better during certain seasons, you can develop timely email marketing or paid search campaign for those times.
Create your own heatmap
There are several excellent heat mapping tools on the market, which means business owners have their work cut out for them. You’ll need to know which pages of your website you want to study and which type of map will show the data best.
It would be best to look for a platform that offers the greatest variety of heatmaps, with options going far beyond scroll or click maps. Businesses can then use everyone’s information to make the best decisions for their website.