How to get the best output with a heatmap tool on conversion front?
A heatmap tool is something about which you can find millions of articles. Articles talking about how a particular heatmap tool would sprinkle the magic-dust to fly your conversion rates. The fact is, no paid heatmap or free heatmap tool can start driving conversions for your website magically. It’s not the heatmap tool that does the magic, but it’s the person who is using it posses the magic. If done right, used perfectly, read/observed correctly, and implemented the implications timely, the heatmap tool works in favor. However, if the user cannot exploit the full potential of the paid or even a free heatmap tool, there would be no conversion optimization whatever tool you opt for.
So, today I am going to explain some correct ways to perform a heatmap tracking that will show up the best output on your conversion front.
1. There are separate heatmap tools for specific type of tracking-
To score better conversions with your website, it is very important that you consider each and every aspect of your visitors’ behavior with your site. That means you have to know, Where they click, Where they do not click, How far they scroll, How frequently they scroll, Why they scroll and much more.
These are some examples of the questions answers to which will deliberate a correct path in the journey of Conversion Rate Optimization of your store. The answers to each question cannot be practically found using a single type of heatmap report. For example, a Click heatmap tool will tell you ‘where they click and where they do not’, but it will not tell ‘how they scroll or how far they scroll’.
So, to explore the true potential of your heatmap tool, it is important to use specific type of tracking for specific questions.
2. Use a Click heatmap to know click behaviors-
Knowing the click patterns and behavior of your customers is very important in order to serve them with correct CTA button for clicking on it. Discovering the click behavior will let you know the answers to the questions like:
- Why your CTA button is not performing?
- Why do they not click on it?
- Is there anything that is distracting them from clicking on it?
- Where are they clicking more often?
The Click heatmap tool can answer all these questions. Just wonder if you know the answers to these questions. After that, you can do wonders. Let’s see these possible sample answers to the questions above:
- The CTA button is not performing because it’s not visible to the visitors easily. So, they do not see it, that’s why cannot click on it.
- They do not click on it because they are not interested or they do not understand what this CTA is for.
- Yes, there is more than one CTA button on the same page. So, clicks are getting divided. You have called for multiple actions on the same page.
- They are clicking on a non-clickable heading which appears to be more highlighted than the CTA button.
So, just imagine if you ask the correct question and observe the Click heatmap reports carefully, you can know the answers to various questions like these. And, those answers are going to explain the secrets of how you can improve the usability, and ultimately, boost up the conversion rate.
3. Use a Scroll heatmap to know the movements across the page-
A scroll heatmap is a specific type of heatmap tool that shows a graphical representation of how far your visitors scroll on your web pages. By knowing the scroll behavior of your visitors you will be able to know the correct position on your web pages where important elements have to be kept. In this way, you will not disguise an important element by placing it to a place where no one is even going to see. For example, in your Scroll heatmap tracking, you found that most of the visitors are not scrolling beyond a particular fold on your web page. So, now you have the answers to a series of questions:
- Which area on the web is more interesting?
- Which area on the page is least interesting?
- Where should you keep an important element?
- Do you need to work out the ways to make the least interesting areas interesting?
So, in this case, you can either choose to put an important element of a more popular area, or you can work out the ways to make those under-performing areas come in limelight.
4. Be wise; use an A/B testing tool-
A heatmap tool will always find the answers to most of your questions on conversion front. However, a combined use of a heatmap tool and A/b testing tool will take you even further. How? The heatmap tool will tell you which area or element on your page is not performing well, and A/B testing will tell you what you can do to squeeze out the best conversions from that element.
For example, If your CTA button is not performing well, the heatmap tool will tell why people are not clicking on it. However, A/B testing can tell, “If I make the color of CTA button to orange from Green and increase its size to double, will it start performing?”. To find the answer to this question, you will carry out an A/B testing where you will apply the changes according to your hypothesis. After the testing is completed, the statistical data from A/B testing tool will let you know if there is any improvement or it just countered back instead?. In this way, a more informed decision can be made using a combination of A/B testing and Heatmap tool.
The A/B testing tool is a great invention for the marketing professionals and website owners. The conversion rate optimization can be greatly aided by using an efficient heatmap tool. According to the ways I have explained, it is a must that your heatmap tool is able to track both Click behaviors and Scroll behaviors. Moreover, it will always be a wise idea to combined the usage of A/B testing tool with the heatmap tool. The free MockingFish tool that has all these features plus a free heatmap and A/B testing tool in the same package can be a good choice in this regard.