Is there a way to know which parts of your website are getting the most attention? Heatmaps offer in-depth insights that can show you how users are scrolling, where they are clicking, and even the movement of their mouse. Tracking this type of data can ensure that you place the most important information about the areas of your page where people are spending the most time.
Not only do heatmaps give you unique insights that can help with optimizing your overall results, but this data is essential for improving user experience. Your website UX design is based on real behavior, not just a best guess about how the website might perform.
If you are investing in website optimization and/or conversion rate optimization, then heatmaps are a critical part of this process. Without the insights from heatmapping, you won’t be able to get the best results for your site.
Types of Heatmaps and What They Reveal About User Behavior
What are the ideal types of heatmaps that you should be using on your website? It depends on your unique goals and your overall strategy. Here are some of the most common types of heatmaps that we use:
- Click Heatmaps: This heatmap shows you where people are clicking, including which buttons, links, and images are bringing in the most interactions. Then, you can use this data to optimize your CTA placements and designs.
- Scroll Heatmaps: How far down the page are people scrolling? A scroll heatmap shows the point where you are losing people – which means that the information below is not being viewed by as many website visitors.
- Move Heatmaps: Next, we want to see where people are hovering their mouse. Even if they aren’t clicking, the mouse movements show you where their attention is going when they are on the page.
Each of these heatmaps can provide a different layer of insights, which is why it often makes sense to use multiple types of heatmaps. We take a deep dive to understand how people are actually using your site. Then the data shows us areas of optimization to deliver your message and get visitors to take the desired actions.
How to Set Up Heatmaps on Your Website
Different types of tools can be used to set up your heatmaps, making it simple to collect the data that you need. Some of the most popular heatmap tools to track user behavior include:
- Hotjar
- Crazy Egg
- Microsoft Clarity
Once you choose the tool that you want to use, then you will need to install the tracking code on your website. Put the heatmap code on the website pages that are getting the highest traffic: your homepage, landing pages, product pages, etc.
Keep the tool running for at least a few weeks to get the most accurate data that will help you optimize the page.
Interpreting Heatmap Data: What to Look For
As the heatmap data starts to come through, what do you need to know about this information to help with your website optimization? Look for the highest engagement areas on each page, which are indicated by the bright red zones on the heatmap. These are the areas where website visitors are most active.
Next, find any dead clicks that need to be fixed. Areas that look like they are clickable, but the links aren’t working. Correcting these issues can help move people to the next step in the funnel.
Pay attention to the insights you are getting from scroll heatmaps, so that you can ensure that the most important content is being seen. If this important content is in the areas of the page that are being ignored, then you will want to change the placement of the content to put it in the higher engagement areas.
Pairing Heatmaps with Other Analytics Tools
Heatmaps alone can provide important insights, but they can be even more powerful when you pair them with other analytics tools. For example, Google Analytics can help you see more details about your traffic sources, bounce rates, and the length of time that people are spending on the website.
Then, you can implement A/B testing to see the ways that people are interacting with different page variations and look at heatmap session recordings to gain insights about user journeys.
Avoiding Common Heatmap Mistakes
Just because you have heatmap data, doesn’t mean that it is going to have the desired impact on your website. The only way that you are going to achieve optimal results is by using the data to make the necessary improvements to your site.
One common mistake is making decisions from a data set that is too small. It’s better to wait for enough traffic to come through so that you have a solid set of data to make an informed decision.
Also, be careful to look at data differently for mobile-specific heatmaps vs. desktop traffic. The behavior is going to be different based on the size of the screen they are using to view your website.
FAQs
What is a heatmap, and how does it work?
Heatmap data gives you a visual representation that shows where people are clicking, scrolling, and moving their mouse. This information helps you see how people are interacting with your website.
How can heatmaps help improve website usability?
By evaluating behavior patterns, you will be able to optimize your designs and layouts, boost CTAs, and ensure that your most important content is placed in a location where you are getting better engagement.
What tools can I use to generate heatmaps for my website?
The quality of the tool that you choose will have an undeniable impact on the results that you get. We recommend popular heatmap tools such as Hotjar, Crazy Egg, Microsoft Clarity, and Lucky Orange.
Expert Website Optimization Services from ARYU Advertising
When you are ready to use heatmaps and other types of website optimization, then it’s time to reach out to our professional team at ARYU Advertising for assistance. Contact us to discuss your needs and we’ll provide the personalized recommendations that will improve your website performance.
