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March 7, 2022
Digital Marketing

Using Heat Mapping to Drive Website Conversion

Many websites find that even if they manage to direct traffic onto their site, conversions are negligible. This low conversion rate means that even if the user was interested in the website’s headline or overall look, they still clicked away. In this article, we explore how to combat this issue with the help of heatmaps. This software aids in analyzing customer behavior and is the key to driving website conversions effectively.

Heatmaps

A heatmap can be defined as a graphical representation of user activity on your website’s pages. This is essentially a behavior tracking tool that represents data activity by displaying colors on your webpage. Similar to weather reports, heatmapping uses colors to indicate areas of activity. Blue areas indicate low activity, and red areas indicate parts of the website that receive the most activity. Areas in between these extremes are indicated in either yellow or orange. Heatmaps are effective and easy to use primarily due to the fact that a simple glance at a heatmap tells you exactly what’s working in favor of conversions and what’s not.

Types of heatmaps

Behavior analytics is a vast field that looks into human behavior from several angles. Similarly, heatmapping also provides websites with different types of heatmaps that can help understand user activity from various perspectives. These types are as follows:

1. Click heatmaps

These heatmaps track what the users are clicking on your website. In the case of mobile/tablet, it’s where the user taps. This type of heatmap can help you get a better idea of what users do when they land on your webpage. It tells you whether users are able to find the call to action, or whether they are clicking on something that is considered unclickable.  

2. Mouse-tracking heatmaps

This heatmap provides data on mouse movement. It actively displays where a user’s mouse moves as they land on your website and tracks it until they leave the site. Many find this tool to be effective as it tracks eye movement and can help websites understand what the user first looks at when they visit a website.

3. Scroll heatmaps

This type of heatmap explores what a user does when they scroll down a website’s page. If they are scrolling to find a particular link or button, it’s best to place the button higher so that the scroll time is reduced. This concept allows for websites to actively reduce any scroll time and keep users engaged for longer.

How to use heatmaps

The benefits of heatmaps are undeniable, as they communicate what works and what doesn’t on a website. Implementing it is simple, and making the most out of it brings out its effectiveness and raises conversion rates. Given below are the steps your website can follow to implement this analytics tool in the best way possible.

1. Identify pages for analysis

Before implementation, it’s important to accurately pinpoint the pages that are performing poorly. This includes pages that receive a high number of visitors but proportionately have the lowest number of conversions. 

2. Identify unused elements

If you have elements that are not performing well, like call to action buttons or other links, use heatmaps to understand why they aren’t necessarily working.

3. Run A/B tests

This is the best way to understand what is and isn’t working for your website. This test allows you to simultaneously run two webpages with similar data but different placements and overall design. Using this method, you can compare the two websites and get a good idea about why one performed better than the other, and implement changes you think can increase conversions easily.

Heatmaps can help you get ahead of the rest, gain conversions, and make users more satisfied in the long run. These conversion rates are essentially driven by user behavior and using heatmaps can help you understand areas of improvement and what does not need to be changed.

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