Analyzing how your visitors interact with your website is not easy. You can create a user-friendly design to lure visitors into clicking on a specific part of a page, like an ad, subscription box or a buy button, but you really don’t know how your visitors will react until you have enough data. Heatmaps is one of the ways to resolve this.
Simply put, heatmaps are visual guides that reveal a user’s habits. It is a graphical representation of data where the individual values contained in a matrix are represented as colors. A simple way to understand a heat map is to think of a spreadsheet that contains colors instead of numbers. Heat maps can be used to identify clusters of rows with similar values, as these are displayed as areas of similar color.
A heatmap tool can provide users valuable insight into the way that visitors interact with their site. These tools can answer questions like — where do visitors click, how much are visitors scrolling on the page, or what actions can I optimize to increase profits?
By capturing and analyzing the action on a given page, users can learn what needs to change on a web page to get higher conversions. The visitors will provide the clues on what needs to be tested or optimized.
However, you still need to know what to look for in these heat maps. When you create a web page, you have an end-goal in mind for the visitor. For an e-commerce site, you want people to buy your merchandise or if your content is long, you might be curious to know if people are reading all the way to the bottom.
Heatmaps highlight varying intensities to depict the density of user activity at each point of the page and are typically annotated with data. For instance, number of clicks on elements and other useful ratios like clicks or hovers.
Broadly speaking, there are two ways to analyze this: eye-tracking and mouse-tracking.
Eye-tracking is a form of user testing where you select a sample size of your website’s user population and track their eye-movement as they engage with the flagged webpage. Since the test itself is done only on a sample of your population, the results might not always be reliable.
In mouse-tracking, the movement of the cursor and activity of all visitors to a site are tracked over a period of time. One question that pops is how good an approximation mouse-movement is of eye-movement. Studies have compared mouse-movement and eye-movement have found that the average distance between cursor and eye gaze is 90 pixels, and 40% of those times the distance was less than 35 pixels.
Types of Heatmap Tools
Depending on what you are trying to discover, you can employ different heat map tools. Here we look at the popular types of heat maps and how they help in identifying barriers to conversion.
Click: A bad web design is bad for business. Click maps show you where your users click on a page to help you weed out unwanted distractions on the page to streamline user experience.
Mouse-Movement: Mouse-movement heat maps track the movement of the cursors of the users and then represent the data visually over the page. It reveals patterns behind how users read and navigate the page.
Scroll: Scroll maps help you understand to what point of a page users scroll and where they abandon the page. Depending on the scroll behavior of users, you can adjust the length of your webpages for maximum effectiveness. For instance, a study by the Nielsen Norman Group have found that 84% of visitors’ attention is spent above the fold.
5 Heatmap Tools To Help Ease Your Decision Process
Here are the top heatmap tools, ranked by their number of customers amongst Siftery’s list of 250,000 top companies.
Hotjar: A cloud-based user tracking tool that provides the users insights from their web and mobile sites. Apart from heatmaps, Hotjar combines a number of conversion optimisation features like session recordings, funnels, form analytics, polls and surveys, and a recruiter tool to get testers into one platform. Hotjar offers click and tap, scroll, and mouse movement heatmaps.
The pricing plans start from $89 per month for 20,000 page views. Hotjar also offer a limited free plan, which users can try out.
Crazy Egg: A popular heatmap tool, Crazy Egg offers click heatmaps, mouse cursor heatmaps, and scroll heatmaps. Apart from a plugin for WordPress, Crazy Egg provides an additional feature called confetti heatmap, which allows users to see how visitors from various sources like social networks or search interact with their website.
In addition, Crazy Egg does not limit your usage to per site, this means you can use the same account on multiple websites. For more research, it provides custom dimensions to compare on-page activity, such as conversion or logged in vs. non-logged in users.
The pricing starts from $9 per month for 10,000 visitors and 10 active pages. All plans come with free trial for a month.
Inspectlet: Helps the companies analyze the behavior of the users when they use their websites by recording the behavior of the visitor via session replay. Provides various types of heatmap tracking devices, including cursor-tracking, click, and scroll.
Also offers conversion funnel analytics with a filtering feature, including a tagging filter, which can be used to tag individual users to see how they interact on returning visits. Inspectlet also provides form analytics to understand and optimize your lead generation.
The pricing starts from $39 per month with 5000 recorded sessions limited to one site. They also offer a free plan limited to 100 recorded sessions for a single site.
Mouseflow: Offers an easy-to-use heatmap tool, especially for WordPress users, Mouseflow’s heatmaps range from click, scroll, movement, and attention heatmap.
It also offers recording of website visitor activity, where you can look at a user interacting with your website. Another useful feature is form analytics, which allows you to see why users are abandoning your forms.
You can also track funnels and set custom funnels to see how users from different traffic sources behave differently on your website. Mouseflow can also be integrated with third-party software.
The pricing starts at $29 per month for 1,000 recorded sessions limited to one website. Also offers a free plan limited to 500 recorded sessions for a single site.
Lucky Orange: The conversion optimization suite offers heatmap tracking for clicks, movement, and scroll depth. Apart from that, they also offer session recording and traffic segmentation. Offers heatmap tracking for clicks, movement, and scroll depth. In addition, they also offer session recording and traffic segmentation. Lucky Orange also comes with forms analytics, conversion funnels, live session recordings, visitor polls, and a live chat software that you can add to your website.
The pricing for Lucky Orange starts from $10 per month for 25,000 page views on single site. Also provides a free trial for seven days.
There are other great tools that you can try, if you have tried all of the tools above or want to try something new, you can look for a heatmap which fit in with your company’s stack.