It’s all well and good having a great website but have you ever wondered what people do when they’re on there? Look no further… Heat-mapping is the ultimate way to understand how consumers interact with your website, or more importantly, how they don’t.
Heatmaps are a graphical representation of data in the form of a map or a diagram whereby different colours represent different values. You’ve probably seen them before whether it be Sky Sports pundits analysing a players performance (this is Ronaldo's), or a weather person predicting the intensity of a storm.
It works the same way on a website. Heatmaps will use a warm to cold colour scheme to show a web-page’s performance with the warmest colour representing the areas of your website with the highest engagement, and the coolest colours representing the areas of your website with the lowest. It sounds simple, but a heatmap can help to ensure your site visitors have the best experience possible, and here’s how:
It can help you remove unwanted distractions
A heatmap can tell you if your site visitors are getting distracted by and clicking on non-clickable elements or images. This allows you to remove these unwanted distractions from your website and shift the focus to the bits that matter or alternatively turn those unclickable elements into something to direct traffic to where you want it to go.
It allows you to create the right Call-to-Action (CTA)
Sometimes websites will have more than one CTA on a page. This can be a bit confusing for the visitor so a heatmap allows you to see which one gets the maximum attention and focus on that one with AB testing. Have statistics to back up decisions allows you to make informed and accurate choices.
It can help you to increase conversions
As mentioned before, heatmaps allow you to see where visitors click and where they don’t. You can also see how long they spend on each page and which bits of information they completely ignore or where they don’t scroll beyond.
If they are spending more than 10 minutes on one page, it might mean that information is missing or unclear. All of these things may hinder a possible sale or conversion, and a heatmap will enable you to identify these problems and then solve them.
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