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7 Don’t Miss Questions to Ask About Click and Movement Heatmaps

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.

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How-To - Session Replay Filtering

The power of Mouseflow is in the ability to see exactly how certain visitors behave on your site – through user session recordings.

Each recording is a video of the entire path of that particular visitor through your site. This could be one page and ten seconds long or ten pages and one hour long – it still counts as just one recording.

You want to see recordings with certain characteristics (like mobile visitors that came to your site via Facebook or first-time visitors that are using Chrome).

Here are filtering examples that show how you can narrow your session recordings list to find appropriate visitor sessions:

Date range: You can choose to view session recordings within any date range that you like. This could correspond to a website redesign or a specific time frame for a marketing campaign.

Entry page: This allows you to select any page on your site and see all recordings of visitors that enter the site on the page. You can use this feature to test out the efficiency of landing pages.

Country: Selecting a specific country can be useful if you want to concentrate on campaigns for specific countries or website interfaces that differ by country.

Device Type/Screen Resolution: Segmentation between desktops/tablets/phones of all different sizes is easy with these filters and can be very insightful for cross-browser testing and usability issues.

Browser/Operating System: You can segment by browser (Chrome, Safari, Firefox…) or operating system (Windows, Mac OS, Linux). This can be useful to investigate how your website operates and how visitors behave in these different environments.

Link Source: You can isolate visitors from different sources like direct traffic/bookmarks, email/social media campaigns, search engines, or other websites. This can be very helpful to uncover the effectiveness of pages for visitors from different sources.

Visitor Type: This allows you to segment between first-time and returning visitors to your site. These two user subsets may have unique goals, and as a result, behave differently on your website.

These filters are a basic way to segment user session recordings in Mouseflow.

The real power comes from our custom variable tagging – tune in next week to learn how to create your own filters!

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New Feature - CSV Export

We are excited to announce a New Feature - you can download all statistics for offline use!

To download the data, open a website from the dashboard and click the icon in the upper-right corner of the statistics, recordings, or heatmap pages.

This will create a CSV file (for Excel) with all the data which you can manipulate and overlay with other information.

It’s available now – give it a try and let us know what you think.

Have a idea for a new feature? Tell us via email at hi [at] mouseflow [dot] com.

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Mouseflow Helps Uncover Hidden Bug On Major Financial Website

A financial services company noticed on its Google Analytics account that within the last month, a loan sign-up form page was experiencing a much higher bounce rate than normal. They wanted to figure out why this was happening, but none of their analytics tools could tell them more than what was happening.

This is when the company found Mouseflow. They knew that seeing user recorded sessions first hand would be just the evidence they would need to diagnose the problem on this form page.

They still needed to determine how to drill down on the recorded sessions that were bouncing from this specific page so that they could watch visitor sessions that left this page.

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Heatmaps 101 - Scroll Heatmaps

Scroll heatmaps give you an idea about how much of your page is visible to visitors.

Each section provides statistics about visibility and time spent – either viewing or interacting with different parts of the page.

Movement Heatmap

A great example of an insight from the Scroll Heatmap is when key page content is located in a low-visibility area.

Let’s face it: you don’t know how visitors will browse. But, a scroll heatmap shows you, in aggregate, whether people are able to see/interact with content as you expect.

For example, a call to action button is almost always best suited in the top fold of your page. But, not all layouts look this way.

A typical checkout screen will have a “Submit” or “Pay Now” button in the lower-right corner. This, unfortunately, results in cart abandonment as users don’t see how to proceed and leave the site in frustration.

Another common problem is that websites will have a large footer (at the bottom of each page) with links that go unseen for most visitors.

If these links are important (like pricing/contact), they may be more effective in the menu bar or on a side panel which receives more attention.

We recommend you look at your scroll heatmaps and see if they make sense.

Here are some questions to ask:

  • Is key content (that supports the goal of each page) visible above-the-fold?
  • Is there sufficient time spent either viewing or interacting with parts of each page that are important? If, for example, you have a form and there is no red around it, consider relocating it.

Thank you for reading! We hope that this can help you to get the most out of your scroll heatmaps. Check back for our next tutorial blog series on filtering!

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Heatmaps 101 - Movement Heatmaps

Movement heatmaps focus on where users navigate their mouse on your site – it’s a great measure of attention and engagement.

This is insightful because you can gauge whether the key areas of a page receive adequate attention.

Below, you can see that most of the user attention on our site is focused on the video and top links (white areas). This is optimal, but there is also significant activity over the text above the video (red areas). We do not want this to be a distraction from our main call to action on the page, so balancing this movement activity is critical. This is where effective design, layout, typography, and color choice come into play.

Movement Heatmap

In practice, the optimal page layout is dependent on visitors and how they behave. We tell clients to focus on one main goal for each page. Then, in each movement heatmap, make sure that content which supports that goal is located in the “hot” areas. This will improve usability and boost conversions.

We recommend you look at your movement heatmaps and see if they make sense. Here are some questions to ask:

  • Are there “hot” areas over content (buttons, links, text, etc.) that supports the overall page goal?
  • Are there “hot” areas over content (buttons, links, text, etc.) that detracts from the overall page goal?
  • Are there “hot” areas of equivalent size over each form field? If not, does having less activity make sense for some fields (optional comments, etc.)?
  • Are there “hot” areas over content that isn’t well explained/elaborated upon in the content? If so, visitors might be interested in learning more. Next week, we’ll walk through scroll heatmaps. Stay tuned...
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Heatmaps 101 - Click Heatmaps

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.

Click Heatmap

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...

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New Course - Heatmaps 101

We’re pleased to announce a new course on heatmaps!

Every visitor wants to find information quickly and efficiently. And, every company wants to accommodate the needs of visitors to generate leads/conversions in the process.

Mouseflow’s heatmaps provide high-level visibility into the eyes of visitors. You can gauge desires/needs, spot problems, pinpoint solutions, and more.

We offer click, movement, and scroll heatmaps with all of our plans. Together, we’ll explore the nuances of heatmaps to obtain actionable and meaningful results.

Ready to get started? Learn about:

Click / Touch Heatmaps

Movement Heatmaps

Scroll Heatmaps

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Clicktale Free Plan – Gone Forever

At Mouseflow, we’ve always had a Free Plan.

Back in 2013, Clicktale launched their “Priceless Plan”.

Clicktale Website

We were happy to see it because it means more users try our products (good for everyone).

Unfortunately, it looks like they discontinued it:

Clicktale Twitter

We’re sorry to see it go — but, here’s a special deal:

Sign up for Mouseflow using the link below and get 250 FREE recordings:

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New Feature - Dropdowns & Mouse Events in Heatmaps

We’re excited to announce a new feature — you can now see dropdowns and mouse triggered events in heatmaps!

This lets you increase the usefulness of heatmaps with accurate data for dynamic elements.

It’s available in our click and movement heatmaps now – give it a try and let us know what you think.

Have a idea for a new feature? Let us know in the comments below.

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