Heat Maps—Your Secret Weapon for Better Customer Connections

Oct 14, 2015

As a business owner, how would you answer this important question—Is your website doing a good job turning visitors into customers? If your answer is anything other than an emphatic “Yes”, then keep reading. DotcomWeavers has some insight about heat maps that can improve your customer connections and turn your website into a superior selling tool.

Over the past few years, one of the most interesting developments for gauging online customer connections has been the emergence of heat maps. Heat maps are a visual representation of user behavior on your website. In essence, they help you track where customers are spending time when they visit your website. Here is an example of how a heat map might look:
Heat Map

As you can see, a heat map shows where and how your customers (via mouse click or mouse movement activity) are spending their time. Why is this important? Because it gives you an amazing tool to analyze your site’s successes and failures…and provides specific insight about how you may need to adjust your tactics going forward.

Let’s consider an example. Suppose your eCommerce site offers 20 products, but only half of the items are actually selling to your satisfaction. With a heat map, you could determine if the 10 best-selling items are also generating the most clicks. If those items indeed are getting more clicks, you could do further analysis and site management to uncover more clues. Key questions could be:
• Are the better-selling items more prominently displayed?
• Are the photos better on the profit-generating items?
• Are the better-selling items lower-priced than the less successful items?

Once you have that type of information, you can begin taking additional steps like price adjustments, image replacement, and revised product placement. Then you can go back to the heat map at a later date and examine the impact of your changes. As the process of examination and adjustment continues, you begin to develop a website that is optimized for sales success.

Tracking your visitors’ mouse movement is another advantage of the best heat map software. With this feature, you can see, for example, how far down your page a visitor scrolls before stopping. This is a great indicator that all of the information below that section isn’t being seen. The lesson learned? Don’t put important information below that scroll-end point. Or, if you do have important information below the scroll-end point, move it up on the page.

You can also track the activity near any call-to-action on your website. You can use a heat map to find out which call-to-action is creating a stronger pull and also generating the most clicks. This is critical information to any business owner…and you can obtain it with a heat map.

Keep this Heat Map Cheat Sheet as a handy reference tool to improve your website.

If your heat map reveals… Consider these steps…
Items or areas with low click amounts Remove or re-position these items and areas. They may be distracting customers from other more engaging items.
Items or areas with high click amounts Use these areas to highlight important information like an upcoming sale or event. Move lower-selling items to this area and see if it boosts sales of that item.
Dead spots (areas where customers click on items that aren’t clickable) Change the design of these words. Customers are likely clicking on them because they are bolded, capitalized, or underlined.
Scrolling stoppage (area where customers stop scrolling on a certain page) Don’t put important information below that scroll-end point. Or, if you do have important information below the scroll-end point, move it up on the page.

Obviously, these are only a few examples of how you can use a heat map, but there are literally hundreds—if not thousands—of ways to seek information from this simple but very powerful tool.

To speak with a professional about the benefits of heat maps, contact DotcomWeavers at
[email protected] or 888.315.6518.

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