Heat Mapping, Feel The Fire!
One of the most important aspects of marketing and creating a successful, high converting website is to do a lot of testing and analytics. Oftentimes, though, most users focus on analytics of the traffic making its way to a website but not much more. While it is important to understand where your traffic is coming from, it is almost extremely important to understand how that traffic is behaving on your website. With heat mapping you can see exactly how users are interactive with your website; here are a few ways heat mapping is one of the most effective methods of analytics you can use:
Heat Maps Help You Visualize What Users Are Doing On Your Site
Being able to see exactly how users interact with your website is huge. With a heat map you can see where users are clicking, how far they are scrolling down the page, and ultimately what steps they are taking before they convert from user to lead or buyer (or why they do not).
By seeing how users click through your site and where they are looking you will be able to redesign your site to put your most valuable information in areas that are most accessible to your viewers. For example: if you have a subscription box for your email list but it is tucked away too far down the page, a heat map will show you where users are clicking and at what point they stop scrolling so you can reposition your subscription box to get the most views (and conversions) possible.
Heat Maps Allow You To Easily Split Test
The reason website owners need to constantly analyze their website is so that they can make positive changes that result in more leads, sales, and ultimately revenue. The only way to know if these changes are working, though, is to make small changes and analyze how those changes work over time.
Heat mapping is a great way to pit two different website designs against each other and see which works more effectively. If you have always wondered if having a banner on the right side of the page or the left side of the page for your free eBook would be more effective, you can use heat mapping to analyze where users are more likely to click. You can then test between the two websites and see where the higher conversions are.
Put Important Items Where They Should Be
Heat maps allow you to see exactly where users are clicking which means you can place the most valuable content where it is most likely to be clicked. Having a call to action (such as “purchase now”) in an area that users are more likely to click will typically result in higher conversions; an ecommerce site can also be optimized through heat mapping by allowing you to place cross-promotional items, check out buttons, and other important information where it needs to be.
Ultimately heat maps are a new way of analytics that go beyond simply telling what a user is clicking on. Heat maps visually represent how your users are using your website making it an incredibly powerful analytic and testing tool.
Written by: Daryl Diemer – Founder of Diemer Corp
August 10, 2014