You must be wondering what exactly a “heat-map” is as you might be hearing this term around a lot, recently. During a weather report, or watching a cricket match analysis, even being used in medical industry now, heat-maps have been around for quite some time but certainly being identified as a powerful tool today to analyze a specific set of data in the most re-presentable format for a better insight.
What is a Heat-Map representation?
It is a graphical representation of data depicting each cluster of value with different colours. This depiction is a combination of cold and hot colors – usually the red represents the pain areas whereas green indicates a favorable value while the yellow and orange hover around mediate values.
How does it help analyze your website?
The conventional sources of analytical data such as Google Analytics, Flurry etc. help you get an overview on ‘what’, ‘when’, ‘how many’ and ‘from where’ the traffic came on your website or application. Furthermore, often these analytical data is interpreted incorrectly which leads to misdirection of future plans & implementation and ultimately, resulting in a disaster.
The most crucial component – ‘why’ these actions happen is something only a heat-map helps us analyze and as may be required, refine your interface to boost usability and improve conversions from your website.
Bridging the gaps between most-hit and least-hit sections of your site
The visual-analysis through heat-maps, by way of color codes represent the buttons or sections of your website that are most-clicked by your users. Similarly, it also identifies the sections which do not catch the proper attention of the users which you are intending to have.
Here’s an example from a real situation – A very popular eCommerce store have had no problems generating huge traffic to their website. However, their pain area was the fact that most of the users were actually adding products in the shopping cart but not really completing the check-out process. A heat-map analysis identified that just after the products were added in the cart, the checkout button was not placed at the right section of the visible area on each device and the users were distracted with a promotions banner which redirected them to the products page and eventually frustrating the user to quit without completing the check-out. A design revision, as identified through heat-map increased their check-out rates by a whooping 45%.
Benefits of using a Heat-map – most crucial analytic data
- Helps user & align your “Call to Action” buttons effectively
- Improve the overall appeal including product pages by adding navigation pointers in easy to find sections of your site
- With an extended tool within heat-maps, ‘hover-maps’ help you identify sections most attractive to your users to read by pinpointing sections of your site exactly where the user stopped to hover the cursor.
- Scroll-maps – Yet another extension of the heat-map tool which represents user data in terms of the length and amount of scrolls a user does on your page. For example, your home page may have a long scroll with various folds of information available. The ‘scroll-maps’ tells us if your users are actually going till the very bottom to read or interact with information there or bouncing back just after 2-3 scrolls itself. In this case, the relevant information at the bottom of the page could be moved up a bit in the folds or even completely change the layout to make it shorter in scroll length.
In a nut-shell
Heat-map is an incredibly innovative analysis for your website helping you identify the pain-points and improvement areas in your website design, addressing to which in a strategic and logical manner are guaranteed to bring you desired results and conversions.
At Red Fox Web Technologies, we can help you identify these key areas of improvement and based on which work-out a plan for your website and marketing campaign. We can be reached at +1 646 755 9669 or email at firstname.lastname@example.org