In our last post, The Ultimate Small Business Guide to A/B Testing, we discussed the value of running A/B tests to improve your overall digital marketing strategy. Heat mapping is once great way to supplement your A/B testing strategy. Heat mapping provides insight into a visitor’s journey and interaction on a site. For example, heat mapping can show you where your call to actions (CTAs) are best placed on a particular webpage.
Heatmaps can arm you with valuable user data and insights necessary to optimize your website’s user experience and conversion rate.
What is a Heat Map?
A heat map shows how your users are engaging with a page on your website. It uses a color spectrum to highlight the areas that are getting the most engagement to the areas that are getting the least. The ‘hot’ sections are the sections with highest levels of engagement.
What are the Most Popular Types of Heatmaps?
The three main types of heatmaps are scroll maps, click maps and hover maps.
These types of heatmaps display what percentage of your visitors scroll through each section of a page on your website. If the section is hotter, it has been viewed by more visitors. This information can help you decide which sections of the site you should place Call-to-actions (CTAs) or other important elements on each page of your site.
If you notice a large shift in color on your scrollmap, you can identify sections of the page that have caused visitors to lose attention.
These heatmaps show the sections of your webpage that have the highest levels of clicks. If the section is hot, there are more clicks. This data can help you identify whether or not visitors are clicking on your CTAs or other links. It can also show if other non-clickable elements may be causing distractions.
Hover maps show where your website visitors are hovering their mouse when viewing your webpage. If the area is hotter, it shows that a visitor kept their mouse on that area for a longer period of time. This provides insights into how your website users actually navigate your site. You can then position important elements in the area where they’ll gain the highest level of attention possible.
How Should I Leverage Heatmaps?
It is the most efficient to place heatmaps only on pages that impact your site’s conversion rate the most. Below, we’ve identified high-conversion pages that you should consider:
The homepage of your site is the digital introduction to your business – it’s the first impression users get of your brand. Because this is one of the more important pages of your site, it is a great page to leverage heatmapping technology. It can give you insights into which sections visitors are scrolling through, if they’re hovering over critical information and if they’re engaging with CTAs. Once you have these insights, you will know where to place the important aspects of your homepage. This can ultimately cut bounce rate and increase overall conversions.
A landing page is generally a standalone web page that is used specifically for marketing or advertising campaigns. It’s the page where a visitor lands after clicking on an ad. Because of these are high-conversion pages and often include lead forms, it could be valuable to use a heatmap on the page to understand how to optimize the page for conversions based on visitors’ behavior and engagement.
Other High-conversion Pages
Review which pages on your website have the highest level of traffic and consider using heatmaps to better understand users’ behavior on these pages. You can use Google Analytics to determine this. If you’re unfamiliar with Google Analytics, check out our blog post, A Small Business Guide to Setting Up Google Analytics.
Best Heatmapping Tools for Small Businesses
There are numerous heatmapping tools available. Below we’ve outlined our favorite that we think are great options for small businesses.
CrazyEgg is a great option for businesses that need an easy-to-use heatmap tool. It also has A/B testing capabilities and advanced segmentation.
This is a great option to understand website friction points that may be preventing conversions on your site
This a great way to see real-time user insights that can help you create a personalize experience.
We hope that this post showed the value of heatmaps and provided actionable takeaways to use heatmapping on your own small business website. Take some time to determine which heatmaps would be best to reach your specific goals, and get ready to optimize your site to improve your website and bottom line.