Hot-cold or why to make heat maps for the site
In order to track the behavior of users on the site, a variety of methods are used, including the compilation of heat maps. Thanks to heat maps, resource owners can understand which area of the page is more attractive to users, which of them are more clickable. But what is a heat map and what are the features of its compilation?
Definition of heatmaps
By definition, a heatmap consists of different types of maps that help track clicks, focus, and scrolling:
- A heat map of clicks is free information about all the clicks made by users on your resource page. Thanks to it, the marketer learns a lot about user behavior on the site and can find out what exactly customers like / dislike, as well as determine which areas need optimization;
- An attention focusing heat map helps to discover areas that are most attractive to users, to isolate the most attractive, attention-grabbing elements. Thanks to such a map, you can modify the design in such a way that users spend more time on the page;
- The scrolling heatmap will allow you to determine how dynamically users are browsing the site, as well as to detect “bottlenecks” in which the interest of potential customers disappears. Perhaps they didn’t like the selection of pictures or weren’t interested in the video, or perhaps you used a text canvas that was too long, which forced your customers to leave before reaching the target action.
By carefully studying the heat maps of the site, you can qualitatively increase sales. It is also advisable to compile them when you launch an updated design - then with the help of maps you can analyze how visitors react to changes.