A click heatmap is valuable to show the effectiveness of links throughout your site.
Whether a link is part of the main navigation, text content, or a multi-step form, you need to know whether it helps or hinders usability.
On our home page, the links in the main navigation receive the most clicks. You can tell because there are clear areas of hot (white) activity. However, there are also areas where it doesn’t make sense to have clicks. This happens because visitors are confused or have an expectation that something is clickable (for more information) when, in reality, it isn’t.
In our page, the call-to-action buttons are the main focus. We want people to click them. If other text or areas are a distraction, it kills our conversion rate.
So, part of great design is making sure that a page has everything you need and nothing more.
Although our pages have a lot of elements, they used to be much more complex. We spent time running A/B tests to determine the optimal layout that balances clicks to the locations that we want.
We recommend you look at your click heatmaps and see if they make sense.
Here are some questions to ask:
- Do important page elements have click activity?
- Do unimportant page elements have click activity?
- Are there certain elements, relative to others, that receive more activity? Is there a good reason for this?
- Do you need to reorganize/reorder the links in your main navigation to draw focus/attention?
- Do form fields receive equal amounts of click activity? Or, are there certain fields where there is considerable drop off?
Next week, we’ll walk through movement heatmaps – perhaps the most useful for analysis. Stay tuned...