Let me ask you a question, what’s your most popular landing page or blog post?
How do you measure its success?
You probably are looking at google analytics right now, but you can only see numbers.
You can’t see if your users have actually read the full blog post or not.
And that’s when scroll maps come to play.
Scroll maps are an excellent tool to find out if users have read the content or not.
You can use scroll map data to show what parts of your post resonate with readers, which ones they’re skimming over, and what topics you should focus on in future posts.
But let’s take a step back and look at what are scroll maps in the first place.
Scroll heatmaps explained
Scroll maps are a visualization tool that displays scroll intensity on the page.
Basically, a scroll map visualizes how far users scroll down your content.
When you look at scroll heatmaps from top to bottom, they will be color-coded: – red means high scrolling, and blue means low scrolling.
You can see that there is more skimming than reading in this article for example (green).
And it’s probably because I haven’t solved any problems yet or talked about what we’re going to talk about next so people don’t know why they should click through further into the post.
As mentioned before, scroll maps show where readers focus their attention while browsing web pages or grabbing information within posts by displaying scroll intensity on each pixel of a scroll map.
The scroll heatmap is a great way to figure out what your audience likes and dislikes about your content, which topics are popular with readers or not so much, as well as where you can insert the most important information in future posts for increased conversion rates.
A scroll map works like any other digital marketing report: it gives us insights into how users interact with our website or blog post so we can make improvements accordingly.
Scroll heatmap example
Let me show you what I mean exactly by using scroll maps to identify if your content is doing well or not.
We’re going to be analyzing this blog, check it out if you want more info about QA for A/B Testing.
What can a scroll heatmap tell you about this blog?
First of all, we know that most people land on the blog and leave, which is normal, not everyone will scroll down.
But what’s surprising is after the first paragraph we go from 100% to 75% percent of scrolls.
This means that the first paragraph was captivating enough for the users to stay.
But scroll maps show that after the first paragraph there isn’t much change, which can be explained by users who are reading the blog.
Scroll heatmaps tell us that readers will scroll only if it’s worth their time and effort so we need to make sure our content resonates with them right from the start because otherwise, they’ll just leave without reading anything.
The one thing you want to avoid doing at all costs when creating your next blog post is stuff information too quickly into it as this may cause people to skim rather than read through for valuable information.
We keep 75% of the users engaged and reading till it drops down to 50%, which tells us that either our content is becoming less relevant, or our users have found what they want already.
We maintain 50% of our readers till 2/3 of the blog, then we find out that we’ve dropped to 25%.
Most people don’t make it till the end, but if you have at least 25% of visitors sticking till the end that’s a good sign.
We’ve maintained our 25% till the end of the blog and that’s it.
What lessons did my scroll heatmap teach me?
I know that I need to make the first paragraph more captivating.
And maybe add an introduction of what we’re going to talk about next so people understand why they should scroll further down into the post.
Add some engaging content at the bottom to see if people will stop to read my question or not.
How to identify whether my content is good or not?
Check if your users are reading through your content or not using the scroll map.
If scroll heatmaps show that people are not reading your content you need to make the first paragraph more captivating and try a different topic.
Scroll maps will tell you whether it’s worth it for users to scroll down or if they should just leave without reading anything.
It doesn’t matter how many words you have, scroll intensity is what matters most.
Scroll heatmaps are a great way to know if your users are reading through your blog or not.
We’ve learned a lot about the content we produced as we walked you through our thought process when dissecting the scroll map.
And now that you know what you need to identify good content, I’ll pass the question to you.
When looking at your pages using scroll heat maps, did you find any surprises?
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!