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8 Simple Questions to Ask When Analyzing Heatmaps


You may be looking at your site content and thinking:

“Do people really like this stuff?”

The best way to get insights is by keeping a few strategic questions in mind:

  • What is my most important content?
  • Are visitors seeing enough of my page to consume the important content?
  • Can I add content or rearrange key elements to receive more attention?
  • Do visitors find other content on my page to be more attractive?
  • As an example, you may have several paragraphs of text about a product or service. In your heatmaps, you can see what percentage of visitors scroll far enough to see a section of the page. If there are important elements on your page that are only being seen by 10% of your visitors, it’s time to rearrange or shorten your page.

To help with this process, consider these questions:

  • What elements receive the most activity (text, links, or images)?
  • What elements receive the least activity (text, links, or images)?
  • Do the most and least activity elements align with my expectations?
  • How can I rearrange my page to capitalize on the activity I want?
  • As an example, you can change the scroll heatmap to the time or interaction mode (using the dropdown in the upper-left corner). This allows you to see which content is most popular relative to time. The time can be either the duration an element is visible or the duration an element receives interaction (clicking, movement, or scrolling). This is a great way to make sure informative and call-to-action elements are visible, engaging, and likely to get clicked.

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.


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