{"id":3120,"date":"2016-06-25T14:59:11","date_gmt":"2016-06-25T21:59:11","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=3120"},"modified":"2021-04-13T21:25:15","modified_gmt":"2021-04-14T04:25:15","slug":"how-to-drive-conversions-with-heatmaps","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/how-to-drive-conversions-with-heatmaps\/","title":{"rendered":"How To Drive Conversions with Heatmaps"},"content":{"rendered":"\n

Heatmap tools are powerful in website optimization and driving conversions. They give a visual representation of average user behavior by aggregating data showing where users click, move and scroll through pages. More than just a single dataset showing total numbers of actions, heatmaps add more ammunition to the empirical data arsenal.<\/p>\n\n\n\n

Why Heatmaps?<\/h2>\n\n\n\n

Heatmaps fit rightfully into place in the big conversion testing weapons along with site analytics<\/a>, live user testing<\/a>, and A\/B testing tools<\/a>. Heatmaps may not have the breadth and variety of site analytics tools but they offer more clues to optimization by showing your site through the eyes of your users. Heatmaps also may not have the depth of live user testing but they do have greater sample sizes for aggregation and averages which can help weed out the outliers. Heatmaps and A\/B testing tools are complementary, in fact, we recommend running heatmaps on our A\/B tests as a standing best practice.<\/p>\n\n\n\n

Trends to Look For<\/h2>\n\n\n\nThe key to reviewing heatmap data is to look for larger positive and negative trends. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n

The key to reviewing heatmap data is to look for larger positive and negative trends. Concentrations of clicks in some areas of the site may mean different things depending on the intent of the page. For example, high concentrations of clicks on a header logo is likely a sign of users looking to return to the home page \u2013 which can be good if your home page is the navigational hub but bad if users are partially through the checkout process and abandoning.<\/p>\n\n\n\n

Heatmaps are run on single pages for all relevant responsive breakpoints and most commonly present data back in the form of click, scroll and movement tracking for a set of user sessions<\/a>.<\/p>\n\n\n\n

Click Tracking<\/h2>\n\n\n\n
\"Click
Click tracking heatmap showing 1,000 user sessions on a home page<\/figcaption><\/figure><\/div>\n\n\n\n

NOTE:<\/em> For the purposes of this Insight, we bucket \u201ctaps\u201d (the equivalent term for clicking on mobile and tablet devices) into \u201cclicks\u201d, however most heatmap tools will use the appropriate term by device.<\/p>\n\n\n\n

What to look for:<\/p>\n\n\n\n