When to use heatmaps
You can use heatmaps as many times because of its versatility. Business main goal is to get higher conversions. So after planning a website optimization strategy. You can know what is captivating the users more and improvise your strategy further.
1. Website design
You can use heat maps before and after launching your website. You can check out what elements such as text, CTA buttons, images and forms of the site are catching user’s attention.
2. A/B tests
You can create two variations of your webpage. You can change the elements of a webpage. Thus, you can compare which variation is getting more conversions. Heatmaps give exact insight into visitor's activity on different versions of the page.
3. Content Analysis
You can check out by how far the visitor has scrolled down the content of your page. You can get the number of visitors who read the content. Hence, you can optimize your content further.
You can create your own heatmap campaign. Also, you can analyze a heatmap report. But before analyzing heatmaps. You must create a list of questions about user’s behaviour.
Look at some of the questions :
1. Are people viewing your content ?
With the help of scroll heatmaps, you can analyze how far visitors scrolled down your page. For example, Your landing page contains all the necessary information about your product. The color intonations will define the most read out content of your page. Hence, determine the number of visitors who have looked upon the key content of your homepage. Review it and make the changes to improve more conversions.
2. Are people clicking on the key elements of page
Determine the key elements of your website. Such as links, buttons, and CTAs. Are visitors just scrolling your page or clicking on these elements. In other words, are they signing up for your services or purchasing your product. Use click maps to determine the no. of clicks on key elements. Make the changes and see the results thereafter.
3. Are people deviating from key elements
Take note of the cursor activity of the users with move maps. know if the users are browsing through the whole page or not. In other words, check if the Key elements are being ignored.Thus recreate space for the key elements to capture people’s attention.
Case studies
Heatmap is a robust tool. It is not just a statement but it is a proven fact time and again. Let's have a look at the case study of a project management solution.
Case
A project management company wanted to analyze the user's behaviour on their website. They set the maximum number of sign ups as their target goal. Therefore, they placed a heatmap on the specific webpage.
With the help of heatmap analysis, the company found out the major issues through click maps :
Problem
They found out that people didn’t sign up or filled out the details. In other words, Instead of filling the details. They clicked on sign in bar which was given below. That means new users didn’t visit the site.
Solution
Thus in order to reach out to their goal, they removed the sign-in option. They rearranged the page. Thus the problem got fixed quickly with the help of heatmaps.
Let’s look at another case study :
Case
A digital marketing agency wanted to optimize its home page for a maximum number of sign-ups.
They wanted to enquire about user’s behaviour on their website. So as to have maximum conversions.
How heatmaps helped them
Problem
Heatmaps helped in determining the root issue. Visitors gave more attention to the additional elements instead of the key element.
Solution
The team executed the test using a bigger CTA button. Their sign-ups increased by 30 %.
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