Ever wondered why your users aren’t converting? How to get more visitors to take action? Well, a heatmap could help you answer those questions. A heatmap is a graphical representation of what users do on your webpage, giving you an at-a-glance view of where users click, tap, scroll and look.
Heatmaps show user behaviour
What do heatmaps show, you ask? Heatmaps visualise user behaviour. A heatmap uses a colour-coded overlay to highlight the areas of your site getting the most attention. Aggregating all interactions with your website, a heatmap uses colours on a spectrum from red (hot) to blue (cold). A heatmap presents complex data in an easy-to-analyse format, giving you a birds-eye view of your digital performance.
You Get a Birds-Eye View
Heatmap is an umbrella term for different heatmapping tools. Each one will help you investigate a slightly different aspect of your digital performance.
- A click heatmap reveals the user’s clicking (or tapping, on mobile) patterns.
- Movement heatmaps track mouse movements.
- Scroll heatmaps show the exact percentage of people scrolling down to any point on the page.
- Geo heatmaps reveal the locations where conversions are high, and where they are not.
- Desktop and mobile heatmaps compare the performance of your site on different devices.
When Should You Use a Heatmap?
- If you want to provide a great experience to site visitors. Know that your users are moving through the conversion funnel in the way you want.
- If you want to increase engagement. By being informed, you can improve bottom-line results, giving you greater ROI and lower bounce rates.
- If you want your website to be used in the way you intended. Are users failing to use the page’s main links, content, buttons, opt-ins and call to actions?
- If you want to know what’s distracting your user. Eg. non-clickable elements.
- If you want to get team members and stakeholders on board easily when changes are needed.
How Do You Generate a Heatmap?
How We Use Heatmaps at Vine Digital
For anyone on the team involved with conversion optimisation, this tool is indispensable. For our designers and UX/UI specialists, it helps us better structure a page in a way where all the important information is going to be consumed. It allows us to make data-driven decisions, helping us test hypotheses and A/B testing. It helps us determine if updates or design revisions are needed.
So maybe we’ve made you aware of a heatmap’s benefits. If you’d like help interpreting heatmap data and think it could help you improve the user experience of your website, give us a call. We are experienced in drawing actionable insights from data, all to help you grow.
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