Companies that make an effort to improve the customer experience see an 80% increase in revenue.
You’re probably familiar with how much traffic you get and bounce rates. What if you want in-depth analytics on your website?
You can use heat mapping to find out how people use your website. What is heat mapping? It’s another set of analytics that tracks user behavior.
Is it worth it to use heat mapping on your website? It is and you should keep reading to learn the top benefits of heat mapping.
What Is Heat Mapping?
Let’s get into the details about what heat mapping really is. It is a set of analytics, but it gives you much more information about your site’s visitors.
Heat mapping lets you see how visitors interact with your website. Heat maps track mouse movements, scrolling, and other behaviors. You can even track select and copy behavior, which is when a user selects and copies text from your site.
The data gets compiled into a visual map of your website. You’ll see areas of yellow, orange, or red. These are warm and hot areas, meaning users spend the most time there.
There are green areas and blue areas, which means that users don’t spend a lot of time there. These are the cool or cold areas of your website.
Some heat mapping tools let you track entire user sessions, so you can see how specific users interact with your site.
Now that you know what heat mapping is, let’s take a look at a handful of benefits that heat mapping brings to your website.
Create a Better Website Experience
Heat maps give you concrete data that you can turn into a better user experience.
You’ll be able to tell how much of a particular blog post a person reads. If a user only reads a fraction of the post, you can adjust the introduction to make it more appealing.
That minor adjustment means more time spent on your website and users can get the information they were looking for.
You might find that people tend to linger on images rather than text. You can respond by adding more images or by improving the readability of the text.
You Don’t Make Assumptions
When you look at standard website analytics, you have to make a lot of assumptions about your website. For example, you automatically assume that a high bounce rate is because the page takes too long to load.
A heat map can tell you that the page loads just fine. Visitors read the title or the first paragraph of the article and then go away.
You can then look at the source of the website traffic and determine that visitors are looking for specific information that’s not addressed at the top of the page. You then make adjustments so your content validates the user’s click.
Heat mapping data compliments your existing analytics. You get the entire picture. That’s much better than getting a partial picture and filling it in with assumptions.
Heat Maps Are Inexpensive
Companies used to have to spend tens of thousands of dollars to test their websites. They’d hire brand researchers to conduct focus groups. They’d also work with website testing companies to test different elements of the website.
Heat mapping is so much less expensive than both of these options. You get a better set of data because you’re dealing with real users in real-time.
Make Improvements to the Customer Journey
Is your customer journey disjointed? Are you losing customers at a certain step of the journey? Heat maps help you solve that mystery and improve your customer journey.
Take a look at the entire customer journey on your website. Figure out how many visits customers make before they make a purchase.
Is there information that they’re trying to find? Customers might need more information about your product. They could be looking for the specs of your product or how it compares to a competitor.
You can spot these areas with heat mapping and develop remedies to solve the problem.
Improve Your Conversion Rates
The most important aspect of your website isn’t how much traffic you get. It’s what that website traffic does on your site.
Have you looked at your conversion rates recently? If you’re not getting conversions, your website isn’t giving your business a chance to grow.
Heat maps are instrumental in helping you figure out which calls to action work the best. You can test different buttons, the text of the button, the colors, and placement.
The heat map data give you the best information to determine what users respond to the most. That will only increase your conversions.
How to Implement Heat Mapping to Your Website
Heat mapping can do wonders for your business. Once you improve the customer experience on your site, your conversions will grow.
If you want to add heat mapping to your site, start by figuring out your goals. You’ll be able to tell which behaviors you want to track.
Once you have that information down, you’ll need to get heat map software. There are a lot of programs on the market. Find the one that matches your needs and your budget.
The heat mapping software will give you a tracking code, which you’ll install on your site. You’ll then be able to look at the data maps and get the information you need.
The Heat Map Benefits to Grow Your Business
Your website serves as the primary way customers interact with your brand. You can measure those interactions with heat mapping.
What is heat mapping? It gives you a wealth of information that shows you how your customers experience your website. When you improve the customer experience, you improve your bottom line.
Check out the other articles on the blog for more business insights today!
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