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How To Optimise The Website User Experience With Heat Maps

A website heat map is a behaviour analytics tool that helps you understand how visitors interact with individual website pages. It gives you a colour-coded representation of the website elements that get the most and least interacted with. You get to see what people do on your website pages: where they click, how far they scroll, and what they look at. It helps to determine if people reach crucial content, click on the main links, buttons, and CTAs, or experience issues while browsing your site. When you see what visitors are clicking on, scrolling through, or ignoring on individual pages, you get a better understanding of what to change, what to start A/B testing, and what to improve - so you can give users the experience they deserve.


Scroll heat maps show you the percentage of users who scroll down the page: the redder the area, the more visitors saw it. Knowing how far down the page, people are scrolling can influence where you place important information and page elements. Click or touch heat maps show you where visitors click their mouse on desktop respectively tap their finger on mobile. The heat map is colour-coded to show you what users have clicked and tapped on most frequently, which helps you identify popular page elements and understand if people are clicking on what you want them to click on. Move heat maps track where desktop users move their mouse as they navigate the page and indicate which parts of your website they spend more time viewing.

While heat maps are great for showing user interactions, they are not perfect. The visualisation itself doesn’t directly tell you what you want to know. You have to interpret the heat map to figure out what users were engaging with. Modern web pages and applications are also dynamic: The location of the element a user clicks on varies, the scroll position, product inventory tables, or the content of a social media wall might change every minute.


When you use heat maps on business-critical pages like your homepage, product pages, and checkout page, you can use the insight from your visitors’ behaviour to improve your website and increase conversions. You are in a much better situation to create a great user experience.

Read on to get in-depth information about how to utilise heat maps: http://bit.ly/2LUUZum



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