Heatmap: What Is It, Why It Works and How to Use It?

Analytics
March 15, 2020

Heatmap : What Is It?

It is from far the best way to understand complex data and to make a decision from color coding process!

A heatmap is a data visualization way of the most operating areas of a web page or a website. It shows graphically users behavior individual values, which are contained in a matrix, represented as colors. It is intuitive, easy-to-use, clear and self-explanatory. It makes complex data sets understandable and actionable. ll the bright areas, call "hotspots" (yellow to red colour spectrum), are the most viewed of clicked on and on the contrary, the leaser ones are called "coldspots" (green to blue colour spectrum).

If you want to understand the most active areas of your website, a heatmap will show you a graphic representation of the ones that get the most attention. It allows you to visual users path and traffic : where they click, how far they scroll, what they look at or ignore, how long they spend looking at info, etc.. Then, it makes it simple for you to find out the best actions to be taken and discern how may your visitor be confused. Should you move, remove, or change the color of button?

"Where on this page should the most important content be placed?" Heatmap will show you. As simple as this!

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Heatmap analytics Heyflow
Data mapping of an example business website showing coldspots and hotspots

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Heatmap : Why it works?

There are a certain number of benefits comings from using a heatmap on your website and convert visitors into users/customers. Heatmap is among the most effective, powerful but also reliable analysis tool with which you can myriad of insights on exactly how your visitors engage and connect with your website. Basically visualize and understand their behaviors! To be able to make use of those interactions to enhance your website's engagement and re-think the design for it to a smarter user interface. Here's where comprehending the aspects of those interactions comes into action.

Website performance

Focus on very specific and key data that is simple and easy to understand, that will highlight the default settings and lead in calls-to-action to increase your conversion. For example, they are many visitors who try to click on a un-linked image.

Data simplification

Real-time data will give you an immediate overview at how the changes you have made impact users behaviors on your website (redesign a page for the more intuitive user interface, just reduce bounce rate, or simply drop navigational gaps).

Website conversion

Discover and study the most appealing content that will make users scrolling and dive deep into your site. But also figure out which content distracts the user from your most important content and information (which makes them click).

A/B Tests

Run a test to check the overall workflow of your website navigation, if it is actually working (easy to find the information, easy to locate the content when scrolling, etc.) and if it leads in the increase of user sign-ups.

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Heatmap : How to use it?

A heatmap tool works by accumulating data from a web page as well as help you recognize your website visitors actions via data visual depiction (density map with a procedure of color coding), easier for you to interpret. Before choosing to make use of a heatmap, you need to recognize a problem area to address for which you require site visitor habits information. Your analysis ought to move from your goals, not the contrary. Make certain to select pages that get a great amount of traffic, are business-critical and are diverse enough for evaluation. Here are the main steps to set up a heatmap on your website.

Define your target page

Firstly, you need to wrap up the web pages on which you want the heatmap to be plotted. Due to the fact that you will just end up being overloaded by lots of pointless data, outlining it on the entire site will certainly not make any sense. As an example, one business-critical web page or a mix of pages whose efficiency has a bearing on each various other, as opposed to outlining heatmap on all the web pages of the website.

Collect your data

Secondly, you need to select the kind of heatmap that you intend to use for your site visitor actions study. The sort of heatmap you pick will certainly constantly rely on the goals you set. A scrollmap will help you identify the optimal size of a page; a computer mouse tracking density map, will certainly help you analyse which areas visitors hover around one of the most and the very least; a click map will certainly check the site's navigability yet additionally establish hyperlinking chances that visitors can prepare for. As soon as you complete the pages you desire to understand, carry on to setting up heatmaps on them. Every tool will certainly ask you to set up a smart code on the page you want to assess so a heatmap can be outlined on it. This clever code makes it possible for the tool to start tracking activities as well as clicks.

To collect purposeful data, you require to establish your sample size and also example period, which is representative of your entire web traffic or else, the information collected will just represent fifty percent of the ground reality. When setting up site heatmap on your web pages, it is important that you inform visitors concerning the cookies that track click habits for website performance evaluation and also take their approval. You must not break any laws that are set to guard your audiences' info as well as personal privacy. So it is important to inform visitors about the cookies that track those click habits for internet site efficiency evaluation and also get their agreement.

Analyze your data

Thirdly, being able to analyse the heatmap data. This is the most crucial step in the entire process of how website heatmaps work. It has to resolve the problem of monetize a website traffic - how to maximize the conversion - which is mostly affected by the website design. Every adjustment ought to be made based on extensive data evaluation to accomplish the very best result. Heatmaps can provide you information when

  • you wish to measure engagement
  • you upload an article on your website
  • you want to know whether the content is great or not
  • where your site visitors stop scrolling
  • where they communicate with your site most.

After accumulating information from the heatmaps, you will clearly see the changes that need to be made to your site. Then, validate your analysis through experimentation, tests. Indeed, the way you analyze a heatmap will depend on the goal that you are tracking and the type of heatmap that is used (effectiveness of the changes for example through A/B tests).