Busatools

Mastering Heat Maps: Analysis and Interpretation

Website Heatmap Tool

When it comes to analyzing a website’s performance and its value for customers, heatmaps are the tool of choice for many entrepreneurs, UI/UX designers, business analysts, and digital marketers. Generally speaking, a heat map is a graphical representation of data, which utilizes colors as indicators for values of a variable in a two-dimensional space. When we talk about websites, a heatmap is used to represent user behavior on a certain website page. All the interactions a visitor has with a website can be easily represented via a heatmap, making analysis easier. As there are many types of heatmaps (such as click, scroll, etc.) that reveal critical insights about a website, mastering heatmaps can give you an advantage while studying user behavior. 

How to Read a Website Heatmap?

If you are wondering how to read a website heatmap, we have got you covered. First and foremost, to read a heatmap, you should be able to comprehend the various color gradients, axes, and cells & regions. 

Color gradients: Cool colors represent lower values and warm colors represent higher values.

Axes: Two axes represent different values. For instance, one axis might represent a certain page element and the other might represent a certain activity by a visitor.

Cells & regions: Different cells and regions on a heatmap represent a specific value or a set of values. The intensity of color on a certain region denotes whether the activity is high or low (cool colors generally indicate low activity and warmer colors indicate high activity).

Understanding Different Types of Heatmaps

 

When we talk about website heatmaps, you need to have a good understanding of the different types of website heatmaps, which are: 

Click heatmaps: These allow you to see if your visitors click where you want them to on your landing pages.

Mouse tracking heatmaps: Show indication of areas over which visitors hover their cursor the most.

Scroll heatmaps: Show scrolling behavior by revealing the percentage of scroll depth.

Eye tracking heatmaps: Help you figure out the eye position and movement, which shows where the gaze of a website visitor is directed.

AI-generated attention heatmaps: They are also known as predictive eye tracking heatmaps and show the areas of user attention by using a software algorithm.

Effective Heatmap Analysis Strategies

 

Below you will find a heatmap explanation that will go a long way in enhancing your ability to analyze a variety of heatmaps. Please find the heat map explained with a variety of heatmap strategies:

Ensuring Users are Seeing the Content You Have Placed or them on the Website

Oftentimes, you will spend a lot of time on creating certain content, but it won’t get you the results that you want. The reason: people are unable to see your valuable content because of the way they navigate the webpage. By looking at a scroll map, you can easily observe how far people are scrolling when they are on a particular webpage. You can visualize the entire scroll map and observe the percentage of visitors who reach or don’t reach specific parts of the webpage. 

If certain sections of your landing page have vital information, but it is completely ignored by the visitors due to their navigation habits, you should think about placing the content at a different location. Generally, a sharp change in the color of the heatmap indicates the point at which users lose interest. So, you should analyze the content at such locations and think about improving it.

Ensuring Users can Navigate without any Problems and Preventing Rage Clicks

Sometimes, users are not able to access the desired information due to a flawed website. This behavior can be understood by examining a phenomenon called rage-clicking. If you discover that visitors are often clicking non-clickable elements like images or titles without any reason, it could point to a possible website design flaw. By remedying this flaw, you can enhance user experience and get better results through your website.

Use Click Map to Understand if Customers are Clicking on Relevant Sections

There are many sections on a website, some more important than the others. By going through the click map, you can easily figure out if user attention is on the right webpages and they are clicking on the sections you want them to. If you find users are missing out on crucial CTAs (clickable points), you can redesign the website and put more spotlight on these sections. 

Reiterate and Reevaluate

The greatest thing about heatmaps and features like user screen recording sessions is that you can always compare the results before and after you make the changes. If you find a positive difference, you can continue with the new design. If not, then you can redesign the website and reevaluate the results. You can continue the procedure till you get your strategy right and your website becomes more fruitful.

Final Thoughts

There are many heatmap analysis tools available in the market, but if you want quality results you should use the best heatmap software solutions like Busatools. By using the same tool over a period, you will enhance your knowledge of its interface and improve your ability to interpret and analyze data.