Using Heat Mapping To Increase Conversion

  • Author: Ana Watts

Heat mapping is a visual tool which allows online businesses to see which areas of their website are receiving the most engagement from traffic e.g. which buttons users click the most and how far they’re scrolling down a page. 

To put it simply, heat mapping is thermal imaging on a website – the darker the area, the more attention it is receiving.

RED: Very large presence in that area – viewed frequently and consistently.

YELLOW: Viewed often with active traffic.

WHITE: Little or no engagement

Heat maps are commonly used as they are far easier to read in comparison to detailed analytics and statistics, cutting down the time spent reviewing and implementing new strategies. 

Having this insight into how users are viewing/interacting with your website then enables you to create a better user experience based on what’s working and what’s not. This ultimately enhances CRO (conversion rate optimisation), by making the content as accessible and attractive as possible.

Types of Heat Mapping:

Click – provides a visualisation of the most clicked or tapped elements in your website. With this feature, you can easily determine the element or type of content that interests your users the most.

Scroll – tells you how far users scroll down on the different pages of your website, which can help you in determining the right length for your content. Like the click scroll map presents data visually.

Hover – As its name suggests, shows where the visitors hover their cursors on the screen. This gives you a glimpse which elements within your website attract visitors the most

Benefits:

Website usability testing – With heat maps, you can see which functions of your website that visitors interact with the most and which are not as effective. By analysing and correcting these elements on a website frequently, you can dramatically increase the usability of your site and boost user experience as a whole.

Identifying issues – Heat maps identify the fields that are causing visitors to bounce off the website, allowing you to resolve these issues and prevent large bounce rates.

Ad Placement – Heat Mapping is great when it comes to identifying the most attractive aspects/areas of your website. If you’re using display ads on your site, placing them strategically in the layout to grab the attention of visitors is crucial. 

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