You may be looking at the heatmaps in your account and thinking:
“These are very pretty, but what is this telling me about my website?”
The best way to get insights is by keeping a few strategic questions in mind:
- What is the main goal of my page?
- Is the main goal also the most popular element? If not, should it be?
- How do I make sure my page layout supports my main goal?
- As an example, you may have a main call-to-action button on your page like ‘Submit’ or ‘Go!’. In your heatmaps, you want to be sure that these key elements have the most clicks and attention.
If not, you should think about how to make the visitor behavior support the goal of your page. This could involve A/B testing (layout, text, images, etc.), moving/rearranging supporting elements, or repositioning the key element based on the data.
To help with this process, consider these questions:
- What do I want my visitors to click?
- What do I want my visitors not to click?
- What can I do if visitors are not clicking and moving around an element that I want them to?
- Are there distractions on my page? How do I remove them?
- As an example, if the main goal of a page is to convert visitors, you want most activity around your form and call-to-action buttons.
If, instead, the main navigation links receive the majority of attention, you know visitors are getting distracted and want to go elsewhere.
This is also common with slider elements, advertisements, and social media feeds. This would indicate you should re-focus visitor attention back on your main goal.
This post highlights just a few of the questions that you should ask yourself when optimizing a website.
Remember, your heatmaps can tell you a lot about how your visitors want your website to look. Be sure to test any changes that you come up with so you know, for sure, that it works.