How to use heatmaps

  • Created : Oct, 18, 2019
  • Last Updated : Jun, 25, 2022

What is a heat map ?

A heatmap is a graphical representation of data that depicts data values in the form of colors.

They are the most commonly used tool for depicting statistical data. Each sector is using heatmaps to depict different values with color codes. Digital Business is also not aloof in taking benefits from its usage.

The major advantage of these heat maps is that they are self-explanatory.


How does heat map work in digital Business ?

A business can only grow if a marketer deeply analyzes each and every click of a customer. That’s how a business can run in the long run. A marketer must be aware of the internal insights of the website. i.e. clicks,scrolls and mouse movements of visitors. And a heatmap allows you to see through everything with minute details. It lets a business enhance its growth by achieving conversion goals.

What all can you analyze through a Heat map ?
  1. No. of clicks on specific elements on your website.
  2. View behavior on elements like modal boxes, pages behind logins, and dynamic URLs.
  3. Find out till what point visitors have scrolled down the page. Check if they have missed important elements.

Heat maps help a business in analyzing and recognizing trends of user engagement. So, that it can improvise to get higher conversions.

Heat map represents the most popular and the less popular elements of a webpage. Depicted by color codes ranging from warm to cool, they are versatile in nature. Warm colors depict the popular elements and the cooler ones depict least ones.

Heat map

How to use heat map ?

Heatmaps are of different types: Scroll maps, click maps, move maps. Different types of maps reveal different elements of the webpage.

You can use heatmaps to gain meaningful insights into :
1. Analyze google analytics

While performing a heatmap analysis. Look at where your heatmaps fit into your customer research.Look into the weakling points within your funnel. Locate the problems to optimize them effectively.

2. Ask questions

Make a list of different questions. Ask yourself questions such as

  1. Are customers coming across the relevant information ?
  2. Is call to action button seen easily by the visitors ?

Create questions to analyze what is actually happening to your Webpage.

3. Set up a heatmap

After creating questions. Let's set up a heatmap with a feasible software tool. You know beforehand, where lies the problem and what are the problem areas. Now get the answers to the root issues by setting up a heatmap.

4. Analyze heatmap

 Analyze heatmap on the basis of the questions you asked.

5. Get useful insights

Get useful insights from heatmaps. Now compare everything with the research you have done over the weeks. i.e. surveys, polls, and interviews.

Get useful insights

After getting insights on how to use the heatmaps. Let’s have a look at  how to create a heatmap campaign :

Heatmaps tell you the whole picture of what's happening on your webpages. Thus, Creating a heatmap campaign helps in understanding visitor’s behaviour.

  • You can create a heatmap campaign through heatmap software. The software gathers all the data from your web page.
  • Select the URL and take a snapshot of the page. The javascript of the site’s code sends the loaded version of the page to the other servers too.

heatmap software

  • Recruit a website optimization tool that creates all the elements of a web page. i.e. Elements related to user activity, their browsing behaviour, and everything. Heatmap creation includes all these elements and their tags.
  • The tool will collect all the data activity. It will mark the user activity every time the user engage with your website. Tool also takes care of duplicate users.
  • The tool records all the clicks and all the activities a user does on your website. So, you can see all the user’s activity after creating a heatmap.