Heatmaps are a powerful tool for several reasons. It’s a visual way of seeing aggregated data that tells you about what works and what doesn’t work. You see where people click. You see where they move their mouse. And you see how far they scroll on a page.
It’s interesting to see how an important button or whole sections of your page are being ignored. Heatmaps help you to spot design problems. They help you improve your website.
They are also useful in convincing stakeholders to accept website changes. The visual nature of heatmaps makes them easy to understand for everyone and that’s what sets them apart from user recordings. And from complicated Google Analytics exports.
This heatmap shows you where people click. Sometimes the results can be drastically different from what you expected. You can see people clicking on a lot of elements that aren’t clickable. Like a free shipping icon. Which tells you that people want to know if there’s any catch to your offer of free shipping.
Other times you might see people clicking on links in the menu more than on your main call to action. Perhaps it’s not big or contrasting enough? Or maybe the text on it isn’t enticing enough? Heatmaps in Smartlook are sources of hypotheses of what can be changed to increase the performance of your website.
Movemaps show you where people move their mouse. That can indicate hesitation. Sometimes people hover around elements that might be confusing. Like a clunky line of text.
Movemaps are a faster alternative to eye tracking. You don’t have to organize expensive tests with random strangers. You can focus on people genuinely interested in your website instead.
Scrollmaps let you put endless debates about long vs short pages to rest. You need just one thing. Look at how many users have seen a specific part of a page. That information gives you a huge advantage. Instead of basing your arguments on gut instinct, you can base it on very concrete data.
Scrollmaps in Smartlook help you cut the fluff and reorganize your pages so that no important element remains unseen. And yes… We can already hear the question. How should a scroll map for a well-designed page look like?
That depends. It depends on what the page is supposed to do. A homepage that acts as a hub might have drastic drops in scroll through as people find what they needed.
When you have a short landing page that's supposed to get people to take action, most of it should usually be seen.
A search results page? That’s a different story. When people see the majority of a search page, it might be designed wrong. Simply because it’s not helping people to find what they are looking for quickly. So a quick dropoff on such a page is often desirable.
Heatmaps from retroactive data
Don’t wait weeks to collect data for a heatmap you forgot to create, generate it in a matter of minutes from the data you already have.
Different types of visitors in heatmaps
Choose between all, new and returning visitors and see how their behavior differs. Do the returning ones click on certain elements more?
Download and share heatmaps
Use heatmaps in presentations and send public links to your teammates or clients. Heatmaps are easily understood by everyone.
Segment heatmaps by device
See how any page works on computers, mobiles, and tablets. Segment heatmaps by a device to find where to improve your website.