Analyze top Webpages with Heatmaps

• Created : Oct, 29, 2019
• Last Updated : May, 04, 2024

Uplift conversions through Heatmap analysis

Analyzing and optimizing a marketing campaign seems to be a complex task for any marketer. They cannot complete the analysis until and unless they are sure of the data metrics of their site. Analysis must be derived from qualitative insights and not just from the assumed numbers a marketer rely upon. You cannot improvise your strategy unless you have been given the internal insights of  the campaigns. That is the no. of clicks and scrolls on your webpages.

What Is A Heat Map ?

How can you get these insights? With the help of analytical tools. One such informative tool is heatmap. It provides us with valuable insights regarding the actions a visitor takes on your site. Also, you can know how your visitors interact with your website. I.e. what elements they like the most and what elements do they ignore. Considering all these factors you can modify the elements of your website.

Before knowing how you can optimize your top pages with the help of heatmaps. Let us know the definition of heatmap.

Let’s have a look at the valuable insights with the help of an illustrative image :

• The above image shows the areas of the page that are most clickable.
• The darker color tones (i.e. red and orange ) represent the sections that have fetched more attention by the users.
• The least visited areas are shown by the lighter tones. i.e. Blue and green.

Heat maps record each and every move of the visitor on a web page. Visitors data is generally visually represented.

Heat maps can help you find out :

• Know which parts of the web page are getting maximum and minimum attention.
• Know whether the important elements ( CTA and banners) are being clicked or not.
• Identify the elements that are distracting the users.

How can you apply heat maps to your top web pages :

Use heatmaps on the top pages of your website that are mostly visited by the users and that has the maximum chance of getting higher conversions.

Let’s have a look at those pages :

1. Home page

Your homepage is the focal point of your website. A brand’s reputation is generally identified with the way its home page appears. Reviewing the elements of your home page enables you to see :

• Internal site search : Are visitors capable of using your internal site search to arrive at their desired destination.
• Organized page categories : Are your page categories well organized so that the new user can easily navigate along the product or page he is looking for.
• Brand’s USPs : Are your brand’s assets fetching user’s attention.
• Homepage images : Are your homepage images in their apt spot or not. You can know whether they have been missed by your users or not.

Thus,plotting heatmaps on your home page enables you to look at your bounce rates and conversion rates.

2. Landing pages

Landing pages are the important pages of your website that  enables your visitors turned into users.

Review the performance of these pages with the help of heatmaps and know the following insights :

• Page Content : Know if your page content is catchy enough to fetch visitor’s attention.
• Navigation Menu : Know if your navigation menu is well placed. So that visitors do not drop off in the middle.
• Demo images : Are your demo images and videos spurring interest in your visitors to take the desired action.
• Call to action : Perceive if your CTA buttons are clear and concise. Review if your visitors are clicking on them.

Know what fetches users attention and make the necessary changes in elements or campaigns in order to optimize the conversion funnel.

For example : A famous bag supplier company is running their business since few years. However, they are unable to expose the reasons of lower conversion rates.They decided to plot heatmaps on their product pages to know the reason. They found out that product image thumbnails were fetching  maximum user’s attention.

Later they introduced more product images thumbnails to the product pages. What they discovered was incredible. They discovered an increase in the conversion rates.

3. Blog pages

Blog pages have an incredulous power to attract visitors and turn them into users. The content of your blog pages and CTA buttons placement can multiply your conversion rates to a greater extent.

You can analyze the following elements with the help of heatmaps.

• Blog posts : Know whether the visitors like your blog posts or not.
• Distractible page elements : Identify which page elements are distracting the users.
• Key elements : Align the key elements ( CTA buttons) of your web page at the perfect spot . So, that they are visible to the visitors easily.
• Scrolling rates : Know whether visitors are scrolling till the end or lost in the midway.
• Extra elements : Add extra elements to your website to fetch attention of your users.

Let’s have a look at the last point with the help of an example :

For example : A web designing company’s end of post CTAs are quite appealing. It still might not be able to generate great amount of leads. What all it did is it used heat maps and know where it is lagging behind. It found a major loophole. The company modified its strategy. In spite of putting the CTA button at the end of the post. It placed it below the introduction paragraph.

It helped the company in generating maximal leads. As the CTA Button in the introduction grabbed a user’s eyeballs more as compared to what it did in the last.

4. Product pages

Product pages are the most important part of your site as they inform customers about your products and attracts them to buy from you. They are great deal makers for your business.

You can analyze crucial elements of the product pages and know how these elements are interacting with your visitors.

• Product description : Know if the product description is influencing visitor’s decisions.
• Product Prices : Know if the product prices are visible to the users.
• Product images or videos : Get to know if visitors are paying attention towards the product images or videos.
• Distractible elements : Identify the visitor deviating elements such as pop-ups.
• Call-to- action button : See if your CTA is grabbing user’s eyeballs.
• Page Structure : Is your page structure great or do you need certain changes in it.

5. Check out pages

Check out pages are the most important and crucial web page of any site. It marks the final stage of conversion funnel.

With the help of heat maps, you may know why users are bouncing off at this stage.

Let’s have a look at some of the vital insights of checkout pages :

• Distractible elements : Recognize the areas where users are stuck with the payment process.
• Performance of page buttons : See why payment button is working properly not. May be users are stuck during the payment process because of it.
• Form length : Watch out for the length of the form. See if the visitors are capable of filling the whole form because of its length.
• Clickable elements : Check out whether users are actually able to find them or not with the help of heatmaps.

As discussed above, heatmaps enable us to see through the in-depth insights of the web pages. Thus you can see internal insights of the top five pages of your site with the help of heatmaps. Also, You can modify the web page elements and optimize your conversion funnel.