Sunday, August 14, 2016

Increase conversions using heat maps

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Heat maps - if they are used correctly, you could get powerful insights into the mind and the perception of your average user. Using color variations, the heat maps can tell you where the action is on your website and what your users are actually doing after they land on one of your pages.

The bigger the sample, the more correct the insight you will get out of these powerful tools. The best practice shows that you should have more than 2500 page views - per page / per device in order to have relevant findings. 

Be smart. Be one of the few.

Studies have estimated that less than 13% of the websites are using heat maps in order to make their appearance more user friendly. If nothing, you should use the privilege of knowing this information and start using heat maps (today) in order to make your website more to the customers liking.

Before you start, you should know the basics.






There are several types of heat maps:

Click Heat Maps

These maps show you where your visitors are searching for answers and what are their actions if they can’t find any. You can always see the spot where they click, hoping for some more information, or trying to find some specific content.

Mouse Movement Tracking – also known as Hover maps

The most common type of heat maps that shows and highlights the areas where mouse cursors have hovered. They are used because people tend to hover with cursor as they are focusing on that area (reading or watching intensely).

Scroll Heat Maps

Very useful tool. These maps show you how much your visitors scroll down on the specific page, and what content stays below the fold for the most of them. This is very important, because one of the first rules of usability is that you need to put the most important information above the fold. Usually, above the fold represents the space that the visitor sees when he lands on the website.

Eye-tracking Heat Maps

Using modern technology, these maps show you exactly what does your visitor look at, as he browses through your website. They are very insightful and if used correctly, they can do wonders for your conversion rates.


Convert more.


Using these tools and using split tests with them, you can always try out new ideas and by applying “peel and stick” method. You should use those tools that are proven with good conversion rates and discard those that don’t convert as much.


After using heat maps you will come to the conclusion that you need to do (at least) one of the following: 

- Move your most important information above the fold and to the left.
- Make your buttons larger (especially for tablets and mobile phones).
Change the emphasis on your CTA.
Add a hyperlink on a specific keyword.
Change the design of the website.



And yes, you should change one or all of these things (depending on your findings and of your website's structure).

Just make sure that you don’t make the same mistake twice. Developers, managers, designers and business owners tend to lose track of what is the most important thing on the website, and that is (and always will be) information.

Simplicity.

When people come to your website, searching for some information, you should provide them with one. And if they want to buy something, you should make that process as easy as possible. In order to increase conversion rates on the website all you need to do is to listen to your visitors. Search between the lines and find out what do they need. One of the best ways to do that is by using heat maps.

Map out your website, perform split tests as much as you can, and remember that the customer is always right.  


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Conversion Rate


Conversion Rate
- The number of sales of a product compared to the number of people who visit a website to look at that product, or to the number of phone calls or sales visits that are made. (Cambridge dictionary)

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