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Heat Maps

Analyse User Behaviour for Improved UX

Heat maps are graphical representations of how users interact with each section of a website including information such as click density and form usability. Heat maps are generally used alongside other forms of web analytics tools such as Google Analytics as they provide diverse data and statistics concerning user experience.

There are various online companies that offer heat map software with the most prominent being Crazy Egg, Click Density, Click Tale, Mouse Stats and Yandex Metrica WebVisor. Using any one of these tools webmasters are able to create click map, scroll map, overlay and confetti graphs, each of which provide information on how visitors interact with websites.

Yandex Metrica Webvisor is the tool above which is free of charge. It was first released in Russia in April 2011, but is now available with an English interface. The main reason for its fast growing popularity is because it offers common heat mapping tools as well as video recording grouped for user’s behavior.

Below is an in-depth explanation of each type of heat maps including information concerning key features and how they can be used to optimise user experience and ultimately online conversions.

Click Map Graphs

Click map graphs are the most traditional form of heat maps which enable users to analyse which area of their websites are utilised on a more frequent basis. Generally, ‘hot’ colours such as red and yellow represent relevant areas of each website, while areas shaded in green, blue or black show areas where users have less interest.

Scroll Map Graphs

Scroll map graphs represent the areas of a webpage that are viewed most by visitors and consider the type of device that target demographics utilise as well as how they interact with your content. Scroll map graphs show if users spend time on the most relevant parts of your page and if they are tempted to scroll down in order to read more content. Scroll maps are a useful analytic tool as they enable webmasters to organise elements on websites and understand when and why users scroll down a page.

Overlay Graphs

Overlay graphs show the amount of clicks on a website as a group and match these groups with buttons or a link on the page. This enables webmasters to view the number of clicks on each section of a page, how many times a specific page is requested and the number of times an element of an online form has been filled or ticked. This type of heat map is especially useful for online form analysis as it shows when users encounter difficulties filling in forms during the purchasing process.

Confetti Graphs

Confetti graphs represent the distribution of clicks on a website with every point representing a click and each colour demonstrating a search engine, keyword, or other relevant variable. Using confetti graphs webmasters can discover information such as when users have accessed a website via a specific keyword or website referral, how often they click on specific areas of a website, or whether users have encountered difficulties using online forms.

Utilising Heat Maps is a great way to understand your site’s usability and the ways in which it can be optimised in order to push users forward through the conversion funnel. If you want to know more about Heat Maps, Yandex Metrica, or you wish to have a usability audit to improve your website and conversion rates, contact Gravytrain today and speak to one of our digital marketing experts.

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* Calls may be recorded for training and quality purposes.