Let me ask you a question, how do you track your users and visitors?

You probably have some sort of analytics software installed on your website right now.

I’m not here to tell you that you don’t need heat maps either.

But as everything goes in marketing, you need to have a reason to justify the use of a heat mapping tool.

And some hidden use cases that you might not have seen coming but can prove crucial to you.

You probably already know what a heat map is, but do you know the different types of maps?

Heatmap Examples

There are 3 major types of heat maps, these are:

  • Scroll Maps
  • Move Maps
  • Click Maps

Scroll Maps: 

Photo by Anete Lusina from Pexels

Scroll maps show you where visitors spent most of their time as they scrolled through a web page. 

They are helpful for identifying which parts of a page should have more content or images, and how big these parts should be.

You can see this data in aggregate but also through the eyes of individual users. 

You will get feedback from each one, telling you exactly what they focused on during their visit. 

This information is really useful to find out if people like certain features that might not be very popular with other visitors.

An example: 

If you wrote a blog that you think would be interesting for your readers, and Google Analytics is showing you that you get +5 minutes of time spent on that page; that’s a good indicator right?

Well, no. Simply put your data might be deceiving you.

If you want to know if people are reading your blog or not, you can check a scroll map.

If enough people reach the conclusion part, then you’ve done a great job and you understand what your reads want to read.

But if you reach 50% of the blog and you’ve seen that you’ve lost 70% of your readers, then this is a good indicator that you have a problem.

Move maps: 

Photo by George Milton from Pexels

It’s similar to a scroll map but instead of tracking the scrolling, it tracks where users move their mouse on your website or app.

They are useful for trying to determine how users move around within your website.

You can see if the intended flow that you’ve designed for your users is working properly or not.

As with scroll maps, you can see an aggravated view of what the users did, or you can see an individual’s move map.

An example:

If you’re a UX designer who just finished the design of a new eCommerce website.

You can deploy your new design on a beta subdomain, install heat map analytics on it, and see what your users do.

In one scenario you’ll find that your flow is clear enough for your users to understand.

But you might be surprised to see that the users ignore what you’ve designed and creating a flow of their own.

That’s why move maps are crucial to test user behavior on your website

Click Maps:

Photo by Vojtech Okenka from Pexels

Click maps track mouse movements when people click on a web page.

This allows you to see where users clicked on the webpage to determine if it is where you want them to click.

It’s a little similar to move maps, but it shows real clicks, not just hovers which can become in handy when doing some CRO testing.

An example:

Let’s go back to the article you wrote, you know that people have read through most of the blog by now, right?

But the question shifts from do people read my blog to the end, to what section caught the most attention?

Knowing such information can change your direction when it comes to writing blogs.

Why use a heatmap tool?

FigPii Heat Mapping Tool

You can easily see what interests your users more than others, and double down on it.

These are the major 3 heat maps that heat mapping tools like FIgPii offers you.

But we haven’t still answered the question, do you really need a heatmapping tool?

To answer that question, you need to know what are you looking for exactly.

Do you have Google Analytics installed on your website? If not do you have any other web analytics tools installed?

Take a look at your web analytics dashboard, crunch in the numbers, and try to come up with conclusions about your website visitors.

Now try to summarize all of the data that you’ve collected and see does it answer your questions?

Let’s take the article as an example.

You know that people spend time on that page right? But did they actually read?

Or were they distracted by other elements on your website?

Such questions about user behavior can’t be answered using numbers.

You need to see and make a call depending on what you see visually.

Heatmap tools help you uncover critical information

Heat maps are designed to co-work with other analytical tools.

Because no analytical tool helps you visualize your user experience like a heatmap tool.

Go to your Google Analytics dashboard, see what you can conclude from the numbers.

Yes, you’ll be able to see things like transactions happening and what pages have more visitors, etc etc.

And besides the bounce rate and time spent on-page metrics, can you tell anything about your user experience?

It’s hard because you can’t see what were the website visitors doing right?

That’s when you know you need to have a website heatmap because you need to see the mouse movements, you need to see which areas are getting the most focus, etc.

This is the kind of information that CRO experts like the ones at Invesp use to increase conversion.

They know to optimize conversion rates they need to dive into deep and see what makes their customers tick.

Now let us take a look at some of the data that you can only see using heatmap tools

Mouse Cursor Movement and Click Patterns

This is probably the most obvious reason to use heat maps, but you can still gain valuable information about your website by seeing where people click.

Here are some questions that you could answer or improve by using a heatmap tool:

How easy does your website’s navigation work?

Do people click on the right buttons?

What parts of your website are not being used?

Do people not like a certain part of your website or do they even know that it is there?

How much time does each section get viewed for?

Do users tend to stay on one page longer than another one?

View Scroll Paths and How Long People Stay On Your Website

The scroll map helps you see how far down the page your visitors go, but you can improve this by adding annotations which include:

Tips, Notifications, Alerts, or other instructions to ensure that users read it.

Time Spent On Each Section Of The Page

What Areas Should Be More Prominent (this could be an ad, newsletter sign up, or simply form submission)

If people are clicking on a certain area of the website then it is probably due to a lack of information or they do not know that it exists.

Do I need a heatmapping tool?

Photo by Andrea Piacquadio from Pexels

To answer this question you’ll need to ask yourself the following:- 

Is my current analytical tool giving me enough information?

Do I need to see what my users do on my website?

What are my blind spots when it comes to data?

If you feel like these questions are present in your head at the moment and you’re lacking information that you think might be crucial, then you need a website heatmap. 

If not then you might be able to work with the analytical tool that you have now.

Conclusion

Heatmap tools have gained a lot of importance lately.

And while a lot of people think that they need a heatmap, the truth is they might not.

We’ve walked with you through the thought process of why do you need a heatmap tool, and when to choose one.

But this blog is just one man’s opinion, every one of us has his circumstances, and what might work for me might not for you.

You’ll have to test and see, like when CROs have a theory, they use A/B testing to see what fits the most.

If you’re looking for a heatmap tool, alongside a suite of CRO tools, then you’re in luck.

FigPii specializes in providing high-quality web analytics tools such as heatmaps, user polls, A/B testing, and session recordings so signup today for 14 days free trial period and see how we can grow your business together!

Author