Heat maps are among the most widely used web analytics tools which help in understanding the behaviour of the website visitors when they are browsing a website. Heat maps are especially useful when you are trying to evaluate the effectiveness of your landing page.
Heat maps precisely exhibit that on what areas of your website the people are clicking the most and which areas are not getting clicked by the website visitors at all. So, heat maps have become the best tools to understand that how visitors are interacting with a website.
What is a heat map?
A heat map, can be simply understood as a two-dimensional representation of data on which different colours represent the different values. The areas of a web page which get the highest number of clicks are termed as “hot” areas and thus, they turn red, and the areas which are “cold” and receive the least number of clicks appear bluish in colour. The areas which receive average clicks are exhibited in orange, yellow and greenish colours.
How Can You Understand Visitors Better with Heat Maps?
So, heat maps can be quite helpful if you want to learn which elements of your website are attracting a higher number of visitors, and which areas need improvement if you want to enhance the user influx and the generation of resourceful leads.
Heat Maps Go Much Beyond Simple Website Tracking Report
Heat maps do not show the simple stats related to the number of website visitors, instead they show that which areas of the web pages are preferred by the visitors and which areas are completely neglected. This can help you understand that what your visitors are finding interesting, and what they do not like at all. Heat maps also help you derive customised analysis of the website, and this information can be used to improve the user experience on the website.
Heat Maps Help You Identify Clicks Leading Visitors Nowhere
Heat maps help you identify the areas which are frequently being clicked by the website visitors. If the visitors are continually clicking the areas in which their clicks are leading them nowhere, you can evaluate that why visitors are clicking there and introduce some changes to your website’s layout so that those clicks can be leveraged for the benefit of the website. For instance, if there are a lot of clicks in an area which is not a link, you can reconsider those page elements which look like link but actually are not to avoid visitors getting mislead.
Find Out What Interests Your Visitors More
Using the heat maps, you can easily find out that which elements, keywords and images are resonating the most to your website visitors. Later, you can use the same images or keywords in your other web pages or advertising campaigns to attract the attention of the visitors.
So, using the information derived from the heat map testing, you can improve your website’s layout, placement of the elements and enhance the user experience by desired changes to the web page’s layout.