How can heat map tools be used in increasing conversions and improving usability?

by Vikas P

Have you ever given a thought how visitors interact with your site – how much of your pages are being viewed and where they click. Wouldn’t you want to track visitor engagements on interactive elements such as drop down menus and pop-up buttons and take advantage of that knowledge to make your site convert better?

This is where a heat map tool comes in handy.

What is a heat map tool?

Heat maps are analytical tools that visually identify the most popular areas of your website page. The tool works by showing colours of varying intensities which represent the density of user activity across the page. A heat mapping tool can help you identify the weak spots and hotspots on your page – where the mouse was moving, the total click density, how far down the page was scrolled and the most clicked links and images.

Let us take a look in more detail how a heat map tool can improve your website conversion rate.

Identify popular content

There’s a lot that goes into preparing effective online content. However, the effort goes in vain if you do not have a thorough understanding into what content works on your website and what doesn’t. By using a heat map tool you can compare the heat maps of all your web pages. Popular content will show deeper highlights than content which visitors find boring or dull to them.

Find the most profitable keywords

To rank an article high in all the search engines, the choice of keywords is critical. A heat map tool helps you understand which keywords are profitable and lead to more conversions. Once you get an idea of the keywords that garner more attention, shift their positions and test again. This is to ensure that the keywords were not chosen due to their position on the webpage.

Cut back on redundant links and distracting elements

The heat map tool differentiates the links that are rarely used from those which are clicked more frequently. Remove the links that have a very few clicks. Replace any element that is not useful, for example get rid of that navigation bar that may confuse your user.

Reposition and rename the call-to-action buttons

Heat map tools allow you to test a variety of colours for your calls-to-action button. If you find that more people click on a particular coloured button, change your buttons to that colour. See what kind of call-to-action button the majority of visitors are responding to. For example, does ‘Buy Now’ get more clicks than ‘Click Here’? You can also check the point where visitors leave the web page and bring the CTA button above that point.

A heat mapping tool assists you to make out why certain features on your website work or fail. Invest in a heat mapping tool – it will not only help you evaluate your website, but also assess your visitors’ actions.

by Vikas P

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