what is it, what functionality and 3 heatmap tools – WAU
The heatmap is the true tracking of your audience’s activities on a website. You stay on top of all user movements, which is a fundamental basis for making strategic changes and achieving outstanding results.
Anyone who manages websites and blogs needs to have more information about how their audience uses the content on those pages.
To better understand your interest in navigation, the heatmap is a valuable tool for proposing improvements. This technology helps to understand which sections, links and headers the user has clicked and selected the most times.
This perception helps to understand the interest of those who visit your website, which is an important basis for making strategic improvements.
If there is greater public interest in certain areas, just analyze them to understand how it is possible to deliver better results.
In this content we will talk more about heatmaps, in a detailed post on the following topics:
Continue reading and learn all about it!
What is the heatmap?
The heatmap, or heat map, in English translation, is a graphical representation that shows at which points of a website, or blog, there was more activity on the part of the user. This presence is the result of greater interactions with the mouse, also considering clicks and page scrolling.
Heat technology can be seen on several occasions, even in sport, showing how an athlete moves on a football field, for example. In practice, considering a website, the concept is basically the same: the heatmap shows which parts of the pages the visitor usually pays more attention to it’s time.
In this case, the heat map related to the sites will show that users, for example, clicked on certain sections, links and banners. This technology will also show, in a text, which parts of it the visitor has spent the most time on, which is interesting to assess, for example, if there are any videos in the content.
Indications of greater or lesser presence in certain areas of the heat map are made by colors. The most reddish areas are those that point to the highest navigation intensity, clicks, or length of stay at that point.
The bluish areas, on the other hand, represent less activity, with intermediate tones between red and blue. It is like a color scale, but heat is always represented by warm colors, in this case, where there is greater presence. The cool colors, of course, show the parts where the user spent less time.
The heatmap is proposed develop reports with these indications of visitor use. In this case, there is an important detail that helps to identify the user’s activities. There are three categories of interaction that can be detected.
Click maps are the heat indicators that show which areas of your site a user clicks on most. They can be CTAs, banners, links, icons or section indicators. The perception becomes more objective and it becomes possible to further analyze the interest of your audience in these areas.
At this point, page scrolling activity is shown. The idea is to indicate how far on the page the user is reading the content, that is, how far it goes. It is a good indication, for example, to realize if the size of your posts is ideal, in a Content Marketing strategy.
The broader hover map requires in-depth analysis. It only indicates the movement of the user’s cursor while he browses the site. It is essential to understand, according to each report, if the visitor actually consumed the content and the cursor was an indicator, or if he left the mouse still during the activity.
What is the role of the heatmap in the marketing strategy?
The heatmap can be a great ally in the strategy of a marketing team, always with the proposal to optimize websites and blogs. This is a continuous work and of great value, since there are two environments in which, in addition to capturing new leads, maintaining the relationship with the public and generating conversions.
Therefore, a heat map has very specific functions when used as an assessment tool.
Basically, what can be achieved is divided into two fronts: the first is the possibility of analyzing the user’s behavior on the site. The other is understand which parts of the site can be optimized for a better delivery of experience.
Next, better understand each of these two functions and how they provide significant improvements to the strategy!
Analyze user behavior
When designing a website, the user is the real starting point. Everything that is projected on that page is done thinking about how the visitor will interact, either with links, or with content from each area.
Because of this, it is essential to have a continuity work to understand how the visitor interacts with what is proposed by those who plan the site.
A well-done strategy is part of this work of analyzing public behavior, something that can be done with the support of a heatmap.
The report, especially with its levels of detail, helps to better understand this user behavior, whenever linking maps to other metrics, such as the bounce rate, for example.
Identify areas for improvement on the site
While the heat points show where the user interacts the most, it automatically makes it clear which points are being rejected. This is a precise and objective way of concluding where there is a need for strategic improvements. For that, it is also necessary to make an analysis associated with other metrics.
For example, a CTA that doesn’t receive clicks needs to be re-evaluated: is the button flashy? Is the phrase interesting? Does the offer make sense to the public?
These are some questions that need to be asked in light of these findings. Detecting points of low interest is an excellent opportunity to propose optimizations and then improve future results.
How important is it to map navigation on a website or blog?
When you map a website, there are more chances of delivering strategic improvements to it, which will generate greater interaction with those who visit it. Detailed and complete data on all pages and their points is a rich and valuable material for optimizations.
See how important it is to work with the heatmap!
Generate more conversion points
Conversions are critical to a marketing strategy, regardless of how well they are in relation to the funnel. A simple newsletter subscription, for example, is important. However, to achieve this, OCTA needs to be well positioned within the site.
The heatmap helps to understand navigation and user preferences. From that, conversion points can be positioned more strikingly, meeting the habits of visitors.
Optimized content is able to be more interesting to the reader. Scroll maps, for example, provide support for observing navigation, always with indications related to staying in different areas of a website.
When content is optimized, texts are delivered, for example, with strategic paragraph divisions. With good scanning parameters, always keeping an eye on the heat map, it is possible produce posts that are more likely to be read until the end, delivering the CTA next.
Reduce the bounce rate
The rejection rate is one of the metrics that most impact a strategy aimed at websites and blogs. There are many reasons for the user to leave a page, so the most important thing is to understand each one. The map helps, first, to understand when these people leave the site.
From this, it is possible to link these heatmap indications with the concrete motivations, just looking at what content is related to the activities on the map. Changes need to be strategic to generate greater permanence, something that impacts even the SEO.
How is the heat map made?
The heat map is made by automated work, always with the support of a tool. It is software that monitors the activities of each visitor to the site, generating reports with checks in different periods of time, according to what is desired.
All activities are tracked to create maps. They are built with the average of navigation, considering all the visits in that determined period. Thus, the heatmap is the result of automated work that checks every volume of visitors.
What are the 3 main heatmap tools?
There are good options for heatmap tools available, always with different and more in-depth features to help with analysis. Among the main ones of the moment, there are 3 that stand out for delivering good features and simple operation. Are they:
Full coverage of activities and time intervals fully customizable. It allows you to schedule A / B tests and also tracks all movement in the transition from one page to another.
One of the most used worldwide, Hotjar allows, in addition to the basic functions, to request feedback from the site visitor. These are more direct questions, which help to understand behaviors that are unusual in a user.
ClickTale’s proposal is to make large heatmaps, with complete and detailed information for those who have a really large access volume and want an in-depth solution. It is most recommended for large sites, with 500 thousand visits per month.
The heatmap is a modern, effective proposal that makes all the difference in a good marketing strategy for companies at all levels. Optimizing websites and blogs is a primary and fundamental job to generate more permanence and, consequently, conversions.
To continue your learning, now see a guide with the best tools for assembling landing pages. And don’t forget to do all the tests described in this post to maximize your results!