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What is a heat map and how can it help you?

March 22, 2023

Website heatmaps are one of the most valuable ways to analyse how your audience are behaving on your website. With this information you’re able to make data-driven decisions about your website and your business to help convert more customers and more.

But what exactly is a heat map and how can it help you and your business? Keep reading to find out more.

What is a heat map?

A heat map, or heat mapping, is a tool or piece of software used to analyse what your users are doing on your website. It gives you data on where they are clicking, how far they’re scrolling, what they’re looking at and equally, what they’re ignoring. The data is presented graphically and the values are portrayed in a series of colours.

There are multiple different types of heat maps and it’s important to understand which one will work best for your website because each type helps you to investigate a slightly different aspect of your website’s performance. The three most popular types of heat maps are:

  • Click maps – this type of heat map shows where your customers are clicking the most on your website and is a great way to see how your CTAs are performing.
  • Scroll maps – this heat map shows how far your audience is scrolling on your web pages and can tell you if your pages are compelling enough.
  • Move maps – this shows you where your customers are focusing and navigating to on your website and if there are too many distractions on your pages.

What are the benefits of heat mapping?

Heat mapping allows you to build a better understanding of what is receiving the most attention on your website. It allows you to manipulate your website to place important information that you want your users to see in a position that is more likely to be viewed. Other benefits include:

Strategic content placement

If you have a piece of content that you want your users to see, it is usually best placed at the top of the page. But by using heat mapping tools, you can see exactly where your audience typically leaves your web page and ensures your content is strategically placed before they reach that ‘drop off’ point. This kind of data also allows you to place your most important CTAs in areas your audience will see them before they leave your web page.

Increased conversions

Whilst heat mapping provides you valuable data on how your users are behaving on your website, if you combine this with split testing (or A/B testing), you can accurately evaluate which of your changes are generating the most clicks and attention. By trying out different styles of CTAs for example, and implementing heat mapping tools at the same time, you can effectively optimise your website to help increase conversions.

Better user experience

Heat mapping tools allow you to provide a better user experience for your customers and the data acquired from heat maps can provide website designers with information for their usability testing efforts. It can give them an understanding on what pieces of content inspire your audience to take action, identify any patterns of behaviour as well as determine if your CTAs are placed where they should be.

Want to learn more about heat mapping?

If you’re looking to increase your conversions, enhance your user experience, or you’re simply looking to learn more about heat mapping, why not get in touch with our experts today? We can advise you on the best type of heat map tool for your requirements and we can even do all the hard work for you from implementation to analysing results.




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