Surely, you are trying very hard to get good results on your website. You know you use landing pages; you have a blog, publish content regularly, share it on your social networks, use an app promotion service, etc. But it is not always enough.
The good news is that in the digital world, everything is measurable and can be improved. Today we want to show you a brief tour of the definition, characteristics, and interpretation of the heatmap.
It is a measurement technique used to obtain a graphical representation of the behavior of users within a website. Use a color code to reflect the different stages of the activity:
The redone. It is the warmest zone and represents the highest values, where there is more interaction, and the user spends more time.
The blue. It is the coldest zone and represents the lowest activity.
Intermediate values are shown with the colors that separate red from blue (orange, yellow, and green).
The code is added on the website and constitutes a potent analytical tool that differentiates it from other instruments. Google Analytics, for example, provides us with precious information on traffic at a quantitative level. Still, the heatmap gives us specific and relevant details about what the user does on our website.
Being such a visual resource, it is used in many disciplines.
Are you aware of all the information that a heat map can give you? It is a potent tool to conclude the behavior of users who visit our website and make decisions about it.
Next, we show you the main types of a heatmap that you can use on your website:
Movement maps. They follow the movement of the mouse pointer and match as if the cursor were the gaze, although they do not always match. Normally, they agree 88%, so it is a very representative indicator. A script is installed on the server-side to obtain this data, where the mouse movement information is stored on each visit.
Interaction or click maps. They are more reliable because they only begin to collect data when you interact with the page, be it in a button, in a filter, in a field. That is, it only shows the points on the page where users click. It is exciting because it can reveal some usability problems. Within this heatmap, the confetti map indicates the colors to show other complementary data (operating system, browser type, etc.).
Scroll or vertical scrolling maps. It offers information at the total level of the screen and the areas of the web where the user spends more time. Are visits reaching the footer? Do they leave the site immediately after entering? Where do they linger the longest? What kind of information are you offering in it?
Knowing what the user does when they enter your page, where they look, where they place the cursor, how many times they click on a button, which pages interest them the most, which parts attract their attention the most, or how they interact is vital. And not only to design personalized strategies but also to improve the structure of our pages and the user experience when browsing them.
Imagine that you have designed your own page with a special offer on a product. For example: “Recover from summer excesses and get in shape. See products!". You have placed that offer in the central right part of the page because it was very nice.
With the heat map of your website, you can:
Find out if visitors who come to that page pay more attention to the upper left (which appears in red), while your offer has much fewer visits and appears in yellow color. Or if the opposite happens.
Make better decisions. Since you already know what your visitors do, you can try to make the ad more striking (type, color, video, image) or change your site offer. In this case, to the left, because it is where most of the visits are concentrated.
Know at a glance which areas of the web with the most visited (strong colors such as red, orange, or yellow) and with the fewest visits (soft colors such as green, blue and turquoise. You can also detect if a striking Visitor is a zone or what you have put in that zone.
Know what elements of the page attract the most attention of visitors and obtain relevant information to make the appropriate modifications. This translates into benefits for the user and the business.
Detect own mistakes in the selection of marketing strategies, in programming, etc. There are often errors on the product purchase pages that do not allow customers to finish their process.
Discover new opportunities to start designing strategies from scratch to know the errors and the most interesting areas for those who visit you.
Define CTAs more accurately. These elements focus on attention, and in them, you have to place the content you want users to access. If clicks aren't registering, something may be wrong.
There are many platforms to perform the heatmap of your websites, such as Nelio A / B Testing, Aurora Heatmap, or others. Now that you know how to interpret a web heatmap, it's time to use it to improve your page.