LAST UPDATED FEB 12 2020
When should you use a website heatmap?
To be honest, the right answer is always. Actually not just even for heatmaps, you should use all web analytics tools – both qualitative ones and quantitative ones – every minute as long as your visitors come to your web site.
As we mentioned just above you can reach any answer via heatmaps. Here are some scenarios where having heat map data can provide insight and help you quickly to make better decisions
1. Redesigning your website
Well, the redesign of a website could be long and really expensive. Even though the designers and development teams are expert some times things get messy. One of the main reason of redesign a web site is making better UI and get more engagement. At that point to provide real user insights to the designers can save time and money. Sure it is your designer has lots of ideas based on popular trends and the core of your brand however at the end of the day if those design not based on real action and real data of visitor sorry but they are just guesses. With the help of a user guiding heatmap, you can understand how user behavior is impacted by color, CTA text, place of elements, etc.
Once you get these insights you can use them to redesign your website with the smarter UI and you can save your time and money.
2. Usability test and UX
When you make ready to launch your website you think you cover all the way, funnel a user can follow. Sorry but you miss somethings and it’s %100 normal. Since every user has different behaviors they navigate your website differently. The advantages of having mouse movement and clicking data will show you where your visitor stuck or at which point they drop. Therefore you will able to understand what kind of UX change you should do. Maybe you need to change the CTA button color or maybe you need to remove some distraction unclickable images.
A heatmap with all the data of mouse movements and click allow you to see some suggestions for smarter UX. It gives the opportunity to think like the way of your users.
3. Bounce rate optimization
Does your website has quite good traffic but also a high bounce rate? Unfortunately, high bounce rates are proof of somethings are wrong. Your visitors don’t convert and click on your site.
They say a user decides in the first 15 seconds he/she will stay or leave the site. So basically you have 15 seconds to impress your audience and with the wrong UI & UX this fist impression won’t be good and this will be the reason for your high bounce rate. So you need the figure out why people don’t spend time on your website why they don’t make any kind of engagement with it. Heatmaps can help you reveal what is the problem and how you can optimize your website layout, the place of images, type of content, etc. Therefore you can reduce your bounce rate and increase your conversion with the help of a heat map.
4. To reach more sign-up numbers
To collect more lead all the sign-up users’ experience must be smooth and as much as perfect. Especially if you have a B2B, SaaS or content base business sign-up numbers are crucial for you. You need to get lots of emails from the free trial, free demo, newsletter CTA.
Another pitiless fact about users they don’t search for that CTA button. Let say you are a publisher and you put your sign-up button just above the footer. Do you sure is this the right place for it? In that case, the best solution lets your heatmaps detect the most popular place of your website and then you can remove it there. You can try to change the color or shape and observe which one gets more attention from your users.
5. A/B testing
You are running the A/B test because you believe your existing design does not get enough conversion. So do you know you have to change it a little or change it completely? How will you decide if it needs a little part of your site or a complete transformation? Making small or big any kind of change on your website costs you very expensive. Because of that before making any change the best solution making tests. To make a meaningful test you need data actually.
You can create separate heatmaps for every version of your website and then you can compare the result to define which one is more user-centric and gets more conversion.
6. Content marketing engagement
To reach more users and customer you spend lots of time generating content. In theory, you are absolutely doing the right thing however do your visitors see these content as the picture in your mind? With the heatmap after you detect the most popular areas ion your website, you can move your latest content there. You can also detect what kind of headline and image gets more click and attention from a heatmap. Then you can shape your strategy based on your users’ behaviors.