Understanding how customers use your website and where they spend their time when they get to a landing page can tell you a lot about why your website is getting conversions, or not.
Heat mapping is a great way to get a visual display of the areas of a page most customers and website users go to when they come to your website, and can give you an idea of which parts of the page get more attention.
It can even help you figure out any areas of a page that might be confusing your users, or those areas that don’t get a lot of attention – for examples the bottom of pages where readers might not be scrolling down to.
How are readers engaging with your webpages?
Heat mapping can provide you with important data to help you improve the performance of your webpages.
It can help you understand which content on your site users are finding most useful, which sections of your website are getting the most attention, whether people are viewing the entire page or just the top of the fold, and where most people drop off your webpage.
This data is critical for a number of reasons.
Are readers seeing the information you need them to?
If you’ve put all your social proof and case studies at the bottom of a page, but users aren’t scrolling down that far, then no-one is seeing that important information.
It can also help you understand how interesting your content is, and can help you figure out which type of content your users are most interested in.
If people are scrolling all the way to the bottom of certain articles, and not others, are there elements of some content that is keeping people on the page?
You can use heat mapping to help work this out.
Are your CTAs working?
As well as seeing if your website users are seeing the information you want them to see, you can also use heat mapping to monitor if they’re engaging with your CTAs.
It might be that your CTAs are placed too far down and no-one is getting to them.
It might be that your CTAs are hidden by too much information surrounding.
Whatever the reason, heat mapping can show you the information you need to better design your website pages.
What tools are best for heat mapping?
There are a lot of tools that can help with heat mapping, but we tend to use Hotjar because it’s easy to use and interpret the information.
Hotjar can also show you recordings of how people engage with your website so you understand exactly what is happening.
Using this information you can start to understand any trends that show you that your website needs to be adjusted.
For example if a number of people seem to stop using a page at a certain point, it might be that the section needs to be edited.
It can also help you prioritise where to put your important conversion information to get better results from your website.
Using heat mapping as part of your overall marketing performance
Of course heat mapping is just a part of your performance analysis and shouldn’t be used in isolation.
But heat mapping can provide some useful insights into how your pages are being used, and help you get more conversions.