Heatmap FAQs for your eCommerce business
Don’t we all wish to have a tool that would help us in optimizing the eCommerce business? Well, you might be thinking that you already have something that would and it is called as the A/B Testing. You are somewhat correct here. But what we are focusing on is the older tool than A/B testing. Yes, we are talking about the heatmap.
Heatmaps are an age-old tool that allows all the eCommerce marketers to understand how their visitors and customers view their website. In case you want to more about this master tool, go ahead and find the frequently asked questions (FAQs) related to heatmaps which will make you have a better understanding of the tool.
What does heat map analysis do?
If you have never tried using heatmaps for your website, you must know that the tool provides a visual representation of where and how much a customer is interacting with your website. It tracks the areas on the website which are considered to be hot areas and are supposed to be the areas where you should keep your key content while there are the cold areas which are seldom reached out by your visitors. The analysis then, helps you curate the content and place them where you want your visitors and customers to click.
What does a heat map look like?
This is the basic heatmap structure and as the image displays, there are 5 different heat map tools. These tools are used differently to collect the data from your website.
Click heatmap: Click heatmap is what tracks the areas which are most clicked to the ones that are least clicked or aren’t clicked at all. In order to use this tool, you must know how to use click heatmap to optimize your website to draw in the conversions.
Scroll heatmap: Every website has a limit of scrollability. A customer scrolls the web page to certain limit till where he finds it interesting. Scroll heatmaps can be used for conversions and also for perfect content marketing. The different colors starting from orange going all the way to red is what denotes the point which is least scrolled. This way, you can keep your important content above the level where the visitors scroll.
Attention heatmap: The Attention heatmap can make a lot of difference on your website. This tool lets you track the areas which the customers pay attention to. By vertical scrolling on a horizontal web page, the marketer can figure out the key areas that they pay attention to.
Mouse Move heatmap: This tool lets the marketers understand where to focus on the website. The mouse movement is tracked here which results in the areas that customers want to click.
What are the benefits of heat maps?
There are numerous benefits of incorporating heat maps. Some of them include:
The very first benefit is that you’d be able to understand and track your customer’s behavior. As a result, you’d design your web pages according to the visitors and their easy accessibility.
Key areas to place content
When you are able to understand the key areas of your website, you’d be able to modify the content and its place to make it more accessible by clicking. Hence, your visitors will click on the areas that you want them to click.
How can you get the most data from your heat map?
You can learn a lot from the different heatmaps. Combining the heatmap too with A/B testing can bring in a lot of useful results for your website. You can pick a certain aspect like you can see how useful it is to place the CTA where it is now and how much is it being clicked with the heatmaps. Then, you can create an alternative and run an A/B test on the same to understand which one works better for you.
What are the tips that you can learn from the Heatmaps?
When you talk about the heatmaps, you should know that they’re unique to every website. In fact, the leading eCommerce companies make sure to use heatmaps and A/B tests to take decisions that would be beneficial for their store in terms of customer satisfaction. On the contrary, there are some tips which are common to all the eCommerce stores and they’re mentioned below.
The F-shaped pattern scanning
Nielson Norman Group did a study back in 2006 and still looked up to today when it comes to the F-shaped pattern of reading. The F-shaped pattern of reading is when the readers start reading the content to the whole in the first few lines and then they randomly scan the left side of the page.
Picture credit: Twitter
This study and others that are done regarding the behavior of your readers show the way your customers are checking out your website. With this, you can place your content accordingly to keep in sight of the readers/visitors.
No matter what content are we talking about, if your readers are not scrolling beyond the expected, your content will not be useful. Hence, it is essential for you to plan your content in a way that the readers who do not go beyond the first fold will also get the information and so would the others. This is applicable to email draft as well as the content laid across your website including the blog section.
When you talk about the email, it is quite easy to send across the gist of the message but sections like “About Us” or product descriptions need more than just a few words. Make sure that you always put the important details first in your content and then go generalized by playing with words.
Incorporate images of living beings
The importance of images on your website has been laid down innumerable times. Having images of living beings including humans or animals would certainly be beneficial for your website. When you test your website, you’d find that the images are the “hot spot” on your website because they speak more than your content. However, any random image won’t do. Use images that set right for your content. For example, if you want to indicate customers to look at a specific spot, let your image do it for you with the help of its eyesight or hand movement.
Picture credit: Instapage
Make a call to action stand out
If your Call to Action buttons don’t stand out, how are the visitors going to ahead and click them? Don’t let them blend in with the content and provide them a bold color and font that catch the attention of the visitors. After all, you want your visitors to notice and the CTA and reach out to click it, right? Why not change the font and color then?
Your heatmap can help you figure out which color would be best suited for your website and bring in results for the same. Let it pop so that it is noticed easily.
Picture credit: 99designs
eCommerce businesses should use all the tools that are being incorporated into the industry to take their business to an elite level. Heatmaps are one of those tools. They might not always be the right choice, but they are beneficial when done right.