How can Heatmap help improve conversions or my website?

In this article we will discuss about how Heatmap can help you improve your landing page or your website efficiently.

Let’s begin with the basics. In this article just like on our websites, we will define the visitor of your website as the end-user or simply visitors.

What is Heatmap?

Heatmap is a feature available on our web analytics platform to allow webmaster to create better pages to increase conversions or leads. By recording the clicks done by the end-user throughout the page where the heatmap is activated, you can easily understand by looking at a heatmap where the engagement happen the most.

How does it work?

It’s quite simple. When you create a new Heatmap, you must specify the path of your page in order to tell the platform to start recording clicks for that specific page.

Wizard Creation for Heatmap

You also need to enter a name which would help you to identify the Heatmap in your account. This is only used for identification purposes and doesn’t affect anything in particular.

Once your Heatmap is created, you don’t need to do anything else as long as you have installed the tracking code on every pages. As soon as a visitor come on that specific page, we will start capturing clicks and record where they click on that page.

After a few days or hours depending on your traffic, you should have enough data to help you analyze how your end-users engage with your page.

For this example I setup a basic landing page powered by Bootstrap v5 by using one of their example pages available to download from this link and edited a bit of that page to represent a website or landing.

I also installed the tracking code on the website and I asked a few of our colleagues to head over that website and simply browse it so I can collect some insights to show you guys.

Now let’s take a look at what we have so far.

Heatmaps page (Dashboard)

For each Heatmap, you would have three icons and there’s a meaning behind these three icons.

  • Desktop (it will only display clicks from desktop environment)
  • Tablets (it will only display clicks from tablets environment)
  • Mobile (it will only display clicks from mobile phone environment)

The color of the icon have an indication about the current status of your Heatmap. When the icon are grey it mean there’s no data available for consultation. Once there’s some data available then the icons would turn blue as seen on the screenshot above.

You can click either on the name of the Heatmap or any of these icons to go directly to the view of that device type.

We’ll go over the two layouts were the data are available for us to look at. The Heatmap represent data in circle of different sizes. The largest the circle, the more clicks we recorded over that area. It’s pretty straight-forward.

Desktop (Before)

Desktop variant of the Heatmap

Mobile (Before)

Mobile variant of the Heatmap
Mobile variant of the Heatmap (bottom of our landing page)

From the dataset that we have available on the Heatmap, we can see that we are missing an opportunity where the main hero on the landing page doesn’t have any CTA button to convert our visitors. This is also where most of the engagement happen and as per the Heatmap most of my visitors didn’t bother scrolling down because we don’t have any data or barely at the bottom of the page.

Same goes for the mobile view of my landing page.

What’s next?

Since we know that most of our engagements with our audience happen on the top of the page. We can modify our landing page to optimize it in order to increase conversions.

The most common thing to do based on the data we analyze from the Heatmap would be to add a CTA (Call-to-Action). A CTA is mostly used for conversions purposes where the visitor must interact with your website to generate conversions or leads. This can be done with a button or a form.

In this example, we just added a simple button that would redirect to a form where they can enter their information.

Now that we have added a CTA, we’ll need to retake the snapshot of our landing page to show the changes that we have made or simply create a new heatmap for the same path.

Again, I told my colleagues to head over to my landing pages and let them test it. This is what I got after a few hours.

Desktop (After)

Desktop variant of the Heatmap

From what we can see from the full-sized website (Desktop), we can already see different areas where my colleagues actually click on the landing page. The higher part of the landing page (Hero called Custom Jumbotron on the screenshot) did attract more attention than the lower CTA (Call-to-Action) as mentioned earlier.

According to the data, it seems that most of our visitors are clicking in the area where we can convert or capture leads by using a CTA.

Mobile (After)

Mobile variant of the Heatmap

The same also goes for the mobile view of the landing page, but now at the first sight we can see a button where I can easily convert visitors without them scrolling the whole page.

This example is really a simple one, but this is to demonstrate you how Heatmap can help you create better pages and that doesn’t only go for conversions, but also in terms of making the user experience better.

If you see some area where the engagement is low or nothing at all, then you might need to reconsidering it since it’s doesn’t do the job well.

The role of Heatmap is to give you new opportunities by showing you how your visitors/end-user engage with your content or webpage. It’s always better to be aware of miss-opportunities and take appropriate action to resolve it.

If you have any other questions regarding this article or any comments, please leave them below and we’ll make sure to reply to your inquiry.

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