Heatmapping Explained in Brief

Heatmaps are charts and overlays that show where people click at when they browse your website. A heatmap colors regions depending on how high-profile the spot is. The idea is simple: when redesigning your website place important user elements on the hot spots.

These are a examples of insights heatmaps can give you:

  • You can reveal poorly performing areas of you website. This can make you decide to switch content to make your visitors focus more on the parts where you placed your ads.
  • What are the highly trafficked areas? You might even notice which parts of your menu’s your costumers find most attractive. With a heat map, you can see which parts of your links are being clicked.

The “Golden Triangle” is an industry term referring to the sweet spot on a search engine results page, which happens to be shaped like a triangle with its most viewed point near the region where a website’s logo typically rests.

This particular heat map region is a benchmark not only for websites, but for articles and even search engine results pages. It is also a major determinant for ad placement. In this example, when looking at Google AdWords placement: the top/center region gets the most visibility, with the top of the right column getting second string.

golden-triangle-heatmaps

Heatmaps as a Marketing Analysis Tool

One of the most profound advantages of website heatmaps is that they give insight into visitor behavior. You’ll be able to see what most people on average are clicking or gravitating to. Here are a few other important points:

With a heatmap, you can see which part of a link is being clicked more. For instance, if you have a link such as “house for sale,” you might notice that most people are clicking on the word “house” within that hyperlink, instead of the “for sale” part of it. Look for these kinds of behaviors as a whole, and you can more effectively fine tune your site’s navigation and enhance your linking strategy.

You can reveal poorly performing areas of your website with a heat map. For instance, if many visitors are clicking an non-hyperlinked image, they’re probably expecting something to happen. These kinds of actions are much easier to diagnose when your website has a heat map feature. Locate these spots, and hyperlink them accordingly to where visitors are most likely expecting them to point to!

As previously mentioned on this page, look for “high click traffic” spots on your page, and consider putting an ad there for maximum results. Also, pay attention to highly trafficked areas on your menu. Is there anything you can do to make it better or less cluttered?

Leading Heatmap tools:

What’s the Point?

The data that you get from a heat map is more than a bunch of pretty colors: they show what areas of the page your users are looking at…or ignoring. This is invaluable data that you’d never be able to get from any conventional analytics package.

By taking full advantage of the “hot” areas on a heat map, you can either enhance your site’s navigation to boost usability, or improve the visibility of your ads to increase profitability. It’s like having a focus group for your website, telling you exactly how to improve.

 

About The Analytical Consultant

Analytics and Business Intelligence professional with over 15 years of experience.

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