Website heatmaps are visual representations that show the most popular areas (red-colored ones) of your website, as well as the less popular ones (green-blue colored ones). Using them, you can find which areas of your website users interact with the most, and which areas you should improve.
Using gathered data and colored representation, heatmaps make data analysis easier and let you see how people interact with your site at a glance. In this way, you can see where users click on, how far they scroll and what buttons they ignore, information that will help you improve engagement.
There are 3 types of heatmaps:
Move Map - displays how people move the mouse on your web pages. This type of representation is available just for desktop format. It offers really valuable information. You could potentially correlate mouse movement with attention. This means you could use this map to understand which elements users notice the most.
Click Map/ Tap Map - shows where people click the most on your website. The more users are clicking on a page area, the darker the red color will be. Tap Map is the same as Click Map, but it tracks screen taps, being used on mobile devices. The interesting fact about this type of map is that you can easily see even clicks on non-clickable elements.
Scroll Map - this type of heatmap shows how much people scroll on a certain page. Usually, the “hotter” area is above the fold and the footer represents the “colder” area, but it is not mandatory. By using it, you get a quick view about where your users stop scrolling.
Examples of using heatmaps and their impact on website results
The first case study illustrated is about a website that posts blog articles about topics related to their product. Their purpose is to get new subscribers, so they would send them notifications when they will post new articles. In order to achieve this purpose, they put a “Subscribe” button at the bottom of each blog post.
Even though they had at least 1000 clicks on each article, they had only 2 subscribers and they did not know why.
To find out why their readers did not convert into subscribers, they used a scroll heatmap tool.
After about one week, they discovered that only 5% of visitors were scrolling down to where the button was displayed. More than that, the bottom of the page was the coldest area for each article.
Knowing this, they moved the button to the top of the page, in the red area.
One week after that, they reached 1000 subscribers.
The second case study exemplifies how heatmaps can impact the conversions on the homepage. Company “WebsiteSetup” had a well-organized homepage, but they were struggling to get conversions from their homepage. They placed a CTA button on the homepage, but, even so, they still had 0 conversions.
To find out why their users do not click on the CTA button, they installed Visitor Heatmaps.
One week later, they realized that people paid more attention to the top and to the left side of the website, where the main message and menu were displayed. But their CTA button was on the bottom right. So they decided to move the button to the hot area.
After this change, they started to get conversions. One week later, they reached 378 conversions.
Benefits of using heatmaps
Of course, using heatmaps has a lot of advantages, and they can differ depending on your website needs.
Their main advantage is the ease of use and understanding, due to their visual representation of data.
They allow you to improve user experience because they let you identify hotspots and reveal user patterns, so you can benefit from what is well done on your website and make improvements where it’s necessary.
Also, they help you get conclusions fast and they will probably lead to increased conversion rates.
Heatmaps look different depending on the device
You should know that heatmaps look different depending on the device.
Why? Because user patterns are different on mobile devices compared to desktop devices. They scroll differently, they don’t click, but they tap, they can’t move the mouse on a mobile device, but they can touch different sections of the website page.
Also, the website may look different on a mobile device, depending on the screen size.
Now that you know what heatmaps are and why you should use them, would you think about giving them a try?