Heat Maps are emerging as powerful analytical tools for marketers to view and measure website user activity and track website performance. They visually represent with colors how visitors are interacting with each element of a business’s website. Heat maps can represent different things like a visitor’s mouse movements, clicks, or scrolling patterns. These maps use color intensities to convey the intensity of user interaction or mouse movement. They are akin to weather reports which use darker colors to represent an intense storm.
The ultimate goal of using a heat map is to determine which parts of a company’s website visitors are most interested in. Based on this information marketers can remove the distracting elements and change the order of the content and customize the website to improve user experience. Following are other benefits of heat maps
Once the website heat map is set up, marketers can discover the website usage pattern when using a product or service and understand how customers are interacting with their webpage. The heat map gives data of the parts which are more popular and thereby getting more interaction and the areas that need improvement. Based on this data brands can remove the dead or cold areas and redesign their websites.
Heat maps also reveal the difficulties faced by customers while visiting a website. Based on this data brands can redesign the various elements of their webpage like the buttons, images, text, or overall layout. This will give a better user experience.
Heat maps also provide insights into where the users clicked the most, which areas are more attractive, and capturing the user’s attention. Using these data businesses can plan their product placement strategies so that it immediately catches audience’s attention.
Heat maps give the marketers details of links that are catching the attention of the viewers and those which are not and so have to be removed.
By using heat maps marketers can also know if they are doing the right amount of promotions or overdoing it so much so that their ads are turning to spam. Marketers can restructure their ads accordingly.
How did heatmaps work?
Heatmaps are based on an algorithm that analyses your user interface to generate a resulting visual based on several attributes of color, contrast, visual hierarchy, etc. There are different types of heatmaps: Click maps, attention maps, and scroll maps.
These types of maps show you an aggregate of click data of where a user has clicked the most to the least. The blue color area means fewer clicks, warmer red indicates a little more clicks, and the ones with the most clicks are either yellow or white. The click maps demonstrate how important optimization is and help you understand what is working and what not is.
Attention heat maps give you an idea as to which focus areas of the page are viewed most with full consideration of your user’s horizontal and vertical scrolling activities. These are a more useful form of heatmaps as they help you analyze the key pieces of information like text and visuals.
Scroll maps help you visualize how far users scroll on your page and where they tend to drop off. This can help in the case of long-form page landing pages to analyze if the design or content needs to tweak.
Hover maps give you an idea of the most hovered areas of your website with your mouse click. However, these types of heat maps are most questionable as it’s considered illogical because of the attribute it conveys.
Despite its many advantages, the fact remains that analysts still prefer to use Google Analytics over heat maps. Businesses should understand how heat maps can improve their marketing optimization strategies and how it could skyrocket your website performance further.
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