If you are looking for a more effective way to improve your website and conversion rate, a website heatmap is what you should consider.
In this guide, you’ll learn everything you need to know about this powerful analytics tool.
What Is a Heatmap?
Heatmap is a data visualization method. It uses different colors to visualize the data, each representing a different data value.
The method has been used since the 19th century. In 1991, software designer Cormac Kinney trademarked the term heatmap. He used heat mapping to display financial market information.
Nowadays, heatmaps are used in different industries. Here are some examples of where they are used:
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We will discuss website heatmaps in more depth later.
What Is a Heatmap Used for?
A heatmap is an analytics tool used for making complex data easily understandable. The colors on heatmaps offer a clear and instant insight.
Heatmapping helps us make sense of numerical data at a glance. It is especially useful when we are working with large volumes of data.
The important thing about heat maps is that they are straightforward without requiring extra information, unlike other data visualization methods.
What Is a Website Heatmap?
A website heatmap is an excellent analytical tool for marketers and website owners. Website heatmaps use colors on a scale from red to blue to show the most and least engaging elements on a webpage.
Website heat mapping is used to analyze users’ behavior on web pages. It provides valuable information about the users’ interactions on the website. These interactions include clicks, taps, scrolling, mouse movement, etc.
Heat map analytics has become very popular among marketers because of all the useful information it offers.
The Advantages of Website Heat Mapping
Website heatmaps can help businesses grow in many ways. Here are some examples of how they can help businesses:
1- Improving Click-Through Rate
By using a heat map on your websites, you can find out the popular areas on web pages. Then, you can put your important content in these areas for a higher CTR.
2- Improving Your Website’s Usability
Are users able to interact with your website effectively? Can users perform actions quickly? Is your website engaging enough? Heat maps can help you figure out the answers to these questions to improve your website’s usability.
3- Coming Up with Web Design Ideas
Website heat maps can give you ideas for optimizing your website’s design considering your visitors’ needs and behavior.
4- Making Better Decisions
Website heatmapping gives helpful insights into users’ behavior. With a more comprehensive understanding of your website’s visitors, you can make better decisions to satisfy them and grow your business.
5- Eliminating Distractions on Your Website
If your call-to-action elements are not receiving enough clicks, heat maps will tell you. They can also show what elements are probably distracting users from the CTAs, so you can minimize these distractions for a more effective call-to-action element.
6- Detecting and Fixing Problems
A quick way to figure out your website’s problems is using heat mapping. If the users’ interactions are not as you planned, there must be a problem.
7- Facilitating User Testing
Website heat maps are an excellent tool for facilitating user testing. Imagine you want to perform A/B testing on your landing page. Most user testing tools will only tell you which variation performed better, but you need more information to understand the reason. You can use heat map visualization to obtain information about the users’ interactions with each variation. It shows you exactly why one of them is more effective.
8- Increasing Conversion Rate
A heatmap can show you if users are taking steps toward the conversion goal or abandoning your website. You can find out what’s preventing users from converting and fix it. Heat mapping helps you create a better user experience, resulting in a higher conversion rate.
Types of Website Heatmap
Different types of heatmap visualization are used on websites, and each of them displays a different aspect of user behavior on your website. Here is what heat maps enable you to track on your website:
- Mouse movement
- Users’ locations
- Website performance on different devices to compare them
- Areas of your website that users put more attention to
- Where people are looking when browsing your website
Let’s take a closer look at the types of website heatmaps.
1- Click Maps
A click heatmap shows you the clicking or tapping (on mobile and tablet devices) behavior of users on your website. It can tell you which elements on the web page are more engaging, as well as the number of clicks each has received. The warmer the color of each element is, the higher clicks it has received.
With click-tracking heatmaps, you can figure out whether you have placed the elements on the web page effectively or not. Are important links or CTAs gaining enough attention? Using a click heat map, you can find the answer right away.
Click maps also show you the clicks on unclickable elements. This helps you find out if an unclickable element is receiving too many clicks. If so, it means that users are expecting it to be clickable, and you have to eliminate this confusion.
2- Scroll Maps
A Scroll heatmap displays the percentage of users that scroll down to each point on your website. It also shows the average time spent on each color section. Usually, on a scroll map, the top of the page is red and the color gets colder towards the bottom of the page. This means fewer people scroll down till the end of the page.
Scroll maps tell you if your content is engaging enough to keep users scrolling further down.
It’s essential to place your important content above the fold so it can be visible to all of your visitors.
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3- Move Maps
A move heatmap tracks users’ mouse movements while they are browsing web pages. The redder spots on a mouse heatmap indicate more mouse movements in that area.
A Move map can be used as a website eye-tracking heat map since people’s eyes usually follow their cursor.
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4- Device Heatmaps
A device heatmap is used to compare a website’s performance on different devices. You can see how users interact with your website on each device. If one of them is performing poorly compared to the others, you can quickly detect the problem and make changes. For example, maybe the placement of your call to action on mobile devices is not as effective as on desktops.
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5- Geographical Heatmaps
A geographical heatmap tells you where your website visitors are mostly from. With this information, you can optimize your website and campaigns for your audience based on their location.
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6- Attention Heatmaps
An attention heatmap shows which areas on your website are capturing the most attention. You can find out which content on your website engages users the most and which they ignore.
Attention heat maps use data such as:
- The average time spent on each part of the page,
- The percentage of users who have seen each part of the page
- The average time of users’ engagement (activities like clicking, tapping, mouse movement, etc.) in each part of the page
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7- Eye-tracking Heatmaps
Eye-tracking heatmaps show what users are looking at the most on your website. This type of heat map is a very powerful tool, but it’s not accessible to most website owners.
These heatmaps are more expensive than other types and require special tools. Eye-tracking heat mapping can be performed both remotely and in person. The remote method uses the user’s webcam, while the in-person method employs eye-tracking glasses.
A cheaper alternative is a predictive eye-tracking heatmap. It uses pre-collected eye-tracking data to determine the most and least eye-catching parts of a website.
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