Marketing is all about getting traffic and conversions, right? You probably know where your traffic comes from, but how many of these visitors made purchases or opted in to your mailing list? Find out how to analyze your visitors’ experience using heatmaps and click tracking so you can improve their overall experience and increase your conversion rates.
Heatmaps? What are they? Heatmaps are used to represent data in a two-dimensional format using colors. A basic heatmap, like this picture representing the parties from the House of Representatives, can provide simple and immediate data analysis while more complex heatmaps allow you to analyze more difficult data sets. There are several types of heatmaps used to determine how your website visitor interacts on your website.
Click or Tap Heatmaps
Using click or tap heatmaps allows you to see where your customers are clicking or tapping, if they’re using a mobile device, on your page. Because it records where they clicked, click heatmaps can test certain elements or design changes such as buttons or links. Are your visitors clicking in an area that doesn’t have a link or a button? If so, it may be confusing them and cause visitors to abandon your site and cost you conversions. Click or tap heatmaps can also track down which sections of your page might be distracting and thereby costing you conversions.
Since we can’t track eye movement to see how your visitor reads a page, mouse-move heatmaps are the next best thing. Tracking mouse movement shows patterns in how visitors navigate on your page. In general, most people follow an F pattern. However, certain design elements can change how users interact with your page. If your page has heavy content, users will more than likely employ the Gutenberg Diagram of reading which found that users scan the top left quadrant and scan moving diagonally to the bottom right quadrant. Does your page have a lot of information represented graphically? Then your users typically scan and read your page in a Z pattern. Knowing how your page is read can help you place the most important information in their path of reading.
Scroll heatmaps tell you how far along your visitors got through your page before either going to another page on your site, or exiting your site altogether. Unfortunately, this doesn’t show how long a person spends on your page, so they could be just scrolling. It also doesn’t record where they go after they leave your page. Scroll heatmaps do allow for you to notice how engaging your content is for your visitors. Try moving content that gets heavy engagement below the fold and adding anchor links above the fold for content located below the nearer the bottom of your page.
What is Click Tracking?
Click tracking is a feature commonly used with email subscription services although it is also used to for banners, links, emails, and any other type of clickable ad. It simply tracks the number of clicks on the ad. The success of your ad campaign can easily be evaluated using the help of a click tracker.
There are two types of click tracking models available; static and dynamic.
- Static Click Tracker – To utilize the static click tracker, you will need to manually add the destination URL to the ad tag. There are two settings to the static click tracker: archived and unarchived. Once a static click tracker is archived, the tracking URL won’t work and is no longer live whereas using the unarchived setting keeps the tracker live. When this click tracker is not live, it doesn’t record any numbers and it redirects your visitors to a landing page.
- Dynamic Click Tracker – The destination URL is automatically added to the ad tag when using a dynamic click tracker. With the dynamic click tracker, there are three settings: active, inactive, and archived. Using the inactive or archived status will not record any clicks and will redirect your visitors to a blank page.
Using both heatmapping and click tracking analytics can help provide useful insight into how your visitors view and interact with your site. As a site administrator, you can really see where you need to tweak your page for the best user experience and create conversions. It will also allow you more insight into your A/B switch tests. There are several heatmapping and click tracking tools. Drop a comment below with your favorite one; I’d love to hear from you.