How to Use Heat Mapping Data to Increase Conversions
In today’s digital age, it’s becoming increasingly important to understand your customers from the moment they land onto your website. Have you ever wondered exactly what your potential customers are thinking when they land on your business page? Is the page compelling enough for them to convert? Well, real-time heat maps can be one of the most useful tools in understanding this information, filling in the blanks and increasing conversions.
What are heat maps?
Heat maps are an overall visualisation of the amount of clicks on your website page. The brightest areas on the heat maps are the areas that are receiving the most clicks. Click maps are slightly different and show the exact numerical amount of clicks on the page as an overall percentage.
What can they reveal?
Heat maps can expose valuable insights into your website’s online behaviour and can reveal all sorts of information: find out why your website is getting a high bounce rate, a high abandonment rate at the cart or why you are receiving a particularly low conversion rate from a specific page.
Which elements should be reviewed after a heat map has been generated?
- Weak call to actions
Call to actions on your website are vital in ensuring the customer converts. However, in many instances, these call to actions (form, checkout buttons, phone number etc) can be displayed in areas that are not compelling enough to the customer or are lost within the content of the website.
For example, in the checkout or cart areas, if the buttons to proceed are in the wrong area or even in the wrong colour, the customer will not see it and therefore not convert. Most likely, they will go to another area of the website instead. If more people are clicking on the menu or content rather than the buttons that you want them to, then this is a good indicator to change the call to action in order to increase conversions.
Tips to assist with call to actions:
- Is your call to action in the correct place on the website?
- Does is stand out?
- Does is make sense to your customer (e.g ‘buy now’ instead of ‘learn more’)?
Whether or not you are aware of it or not, your website could be killing your conversions due to the amount of distractions on the page. This could be anything from pop-ups, pictures, too much content or moving images. If the site is not correctly structured from a conversions perspective, the things you think are helping, may actually be working against your conversions.
Tips to reduce distractions:
- Ensure the page is designed to get the customer to perform the next step or complete the call to action.
- Make sure the page is simple and clean to the eye.
- Could the page be less cluttered? Can customers see the important elements?
- Compelling content
It’s important to ensure that the content on your website is compelling to the user. Heat maps can show clear indications as to whether or not your content is being read by your potential customers, especially when it is related to the call to action. If the call to action or content is not something the customer can relate to, then you are decreasing their chances of converting. Also heat maps can show us areas of the website’s content that customers may be clicking on, even if it has no link. This can be a clear sign that the customer wants to know more about the element you have written about and therefore needs to be adjusted accordingly.
Tips to enhance compelling content:
- Ensure that the most important content is above the fold to ensure it influence customers in line with your company goals
- Are the things that separate your business from your competitors (testimonials, awards etc.) below the view of the page? If so, move them above the page so the customer can see them quickly.
- Ensure you have links in the correct places throughout your content so that users are not left wanting to know more about an element that has no further information.
- Could restructuring the messaging on the page allow your value propositions to be more prominent on the page?
When should you use heat maps?
All of the time! The benefits of understanding your customers are pretty obvious and they can reveal user friendly issues on your website that could be adversely affecting conversion rates. The stronger the heat map, the more certainty can be achieved from knowing where your customers are going. Heat maps are accumulative, so the longer you leave them running, the more reliable the results are.
How do I get a heat map on my website?
Now you are sold on the heat mapping ideology, simply ask your account manager today at WME to get started on installing a heat map on your website and understanding your customers online behaviours.
By Charlotte MacInnes, Conversion Project Manager at WME.
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