What exactly is a heatmap analytics and how does it function?


Heatmaps are a time-tested, effective product experience (PX) analytics tool that helps organizations visualize user behavior to enhance the user experience and drive growth.

How can successful firms, including startups, use the heatmap analytics tool to meet goals? Heatmap analysis isn’t rocket science, and it’s simple to get UX insights from a few instances.

What is a heat map?

Heat map analysis involves studying and analyzing heat map data to get insights about user engagement and behavior. This data analysis may enhance site designs by reducing bounce rates, churn, drop-offs, pageviews, and conversion rates. Usability tests (A/B testing) may improve these outcomes.

Heat map analysis checklist: 5 questions

We’ve compiled a checklist of 5 questions you can answer using heat map analysis.

Is the information relevant to the audience?

Take a look at a scroll map to check whether customers are really viewing important material on your product page.

While a scroll map shows whether visitors view certain material, a click map shows if they click on it.

Your website helps consumers locate information, sign up for services, and purchase products. Examine a click map’s primary calls-to-action (CTAs), buttons, and links to see whether they’re being clicked or, in the case of a mobile heat map, touched. What’s their interaction? Unpopular product feature?

Use product experience insights to make rapid design adjustments or justify user research. If you change the product page, the click map will allow you to compare behaviors and gauge its performance.

Do non-clickable items confuse users?

Non-clickable components that seem clickable might confuse and frustrate users who waste clicks.

In the case above, someone touched on a testimonial logo, anticipating engagement. Keep this in mind when you analyze your click maps for non-clickable items that exhibit click and tap activity.

If you witness this sort of user behavior, you may need to ask your tech or developers department, or a freelance software developer or web designer, to make a few aesthetic adjustments to separate clickable and non-clickable items or provide links where there were none.

Is the consumer being distracted by stuff that is unnecessary?

Multiple web page items may distract consumers from the most essential action(s).

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Review your move heatmaps to see whether cursor activity is dispersed around the page instead of on essential messaging, CTA buttons, and links. Check whether there are portions of the product page with minimal or no interaction; you may need to redistribute or remove/replace information.

Product managers work collaboratively with content and marketing teams to generate short, actionable slogans and material that keeps user attention on the product, improving conversion and lowering churn.

With Creabl feature, customers can construct a ‘collection’ of heatmaps, highlight a specific snippet, and simply share it with teammates, executives, and stakeholders, helping them to establish a solid business case and achieve stakeholder buy-in for their product or website.

Are many devices affected?

Your website or product page can look different for desktop and mobile users: important content that is visible on a desktop may be below the fold on a cell phone, where fewer users see it; vice versa, your page content may look compact and well-structured on a mobile device, but sparse and poorly organized on large screens.

Successful product managers and online business owners compare mobile and desktop scroll maps of the same page to see if people consume more/less content on different devices; analyze how users engage differently on desktop vs mobile by comparing scroll maps with click maps.

If you see noticeable variances, hire a UX or UI designer to assist you to make quick-win improvements or entirely rethink your page(s) for optimum optimization.

Web analytics solutions like Google Analytics let you understand what your website visitors do and how they do it.

Traditional analytics solutions can measure conversion rates, clicks, and traffic, but they’re hard to analyze. Record user interaction website show your staff the behavior of your visitors visually.

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