Table of Contents
What type of data do website heatmaps typically track?
Website heatmaps normally track the following data:
- Mouse movement
- On-page clicks
- Interaction points
- Attention, i.e. whether users are clicking you want them to
- The parts of a page seen by users (i.e. where they scrolled)
• Consider segmenting heatmaps to look at interaction across smartphones, tablets, and computers. You may also want to segment based on where your traffic comes from (e.g. search engines or social media).
What are the benefits of using website heatmaps?
Companies and bloggers may use heatmaps on their websites for the following reasons:
- Identifying room for improvement: Use the color codes in website heatmaps to determine where you may need to change your website. For example, if users aren’t scrolling to the bottom, you can make your arrows clearer and add on-page elements.
- Tackle problem areas where possible: Use heatmaps to look at where users are getting stuck on your page and think of potential solutions. You can consider whether you need to change color schemes or adjust banner ad sizes, for example.
- Navigation: Assess where users are moving around your website and where the hottest areas are. Then, use this data to think about whether you need to change your menu and other navigation aspects.
- Conversions: Use heatmaps to determine where you should put your calls to action. For example, you might prefer to put them closer to the top of your page if you notice more action there.
- User experience: Use heatmaps to look at your user behavior and figure out what they’re interacting with, along with what needs changing. Iterate over time and test any amendments you make to see if they’re working or not.
• A/B testing: Split test versions of your website to see what your customers interact with, and gather feedback as you go along.
How to use website heatmaps to improve your product?
You should use site heatmaps for different aspects of your website analysis, and you should also consider using them with analytics tools. Here are some ways to use website heatmaps:
- Identify click behaviors and patterns on different pages
- Look where users’ attention is, and whether there’s any content they stop at
- Test website layouts, menus, etc.
- Move your CTA higher or lower, depending on where users interact
- Adjust website aspects if needed
Consider looking at tools like Hotjar and Glassbox to track your website heatmaps.
• Goal-setting: Decide on what you’re trying to achieve when looking at your heatmaps and measuring your results accordingly. Clicks on different buttons are one potential thing to track.
How to create a website heatmap?
You’ll first need to pick software with website heatmapping features. Choose one that meets your needs by looking at the features available and trying different options before purchasing if possible. Hotjar, Fullstory, Heap, and Lucky Orange are some tools that online marketers use for heatmapping.
To use website heatmaps, you normally need to embed code into your website header. Look at budget and consider how much technical knowledge you have before you make a decision. Think about usability when testing different tools as well.
Considerations: You’ll need to think about usability, customer support, and features available before you pick a website heatmap solution.
Can heatmaps be used for other applications besides web design?
You might want to use heatmaps for content creation; businesses also use it for eCommerce to determine where they need to make changes on their website. Marketing is another place in which website heatmaps are used.
You will also see website heatmaps in UX and UI design, and businesses that sell services rather than products might also use them. It’s more about the metrics than the specific industry.
Marketing: Use heatmaps to look at your landing pages. If needed, change your layouts and copy. You should also use heatmaps in advertising campaigns and on your pricing pages.
Conclusion
While you might think of website analytics first, you should also consider using heatmaps. Heatmaps measure different metrics and user behavior aspects, such as how people interact on specific pages – with color coding so you can see where’s hot and where is colder. It’s used in content creation, marketing, eCommerce, and elsewhere.
Use heatmaps to see where users interact with your website and look for things you might need to change. Determine whether you need to adjust CTAs, alter website layouts, and determine where visitors’ attention is drawn to the most.
