Heat maps or click maps are graphical representations
showing how visitors behave when using a website. Which links do they click on?
How far do they scroll? And most importantly which links or areas of your
website are they not using? Heat maps most commonly use colour to represent the
data they are showing with red used for the most clicked
areas, blue or green for the lesser clicked areas and an absence of colour for
the links not clicked at all. This visual representation can make data easier
to process and use in designing strategies for the improvement of your website.
Commonly used as part of conversion rate optimism (CRO)
practices, click maps are invaluable in helping to optimise the usability of a
website. One of the most common problems that digital marketers face is perfecting
the navigation of a site, with bad navigation being a key factor of high bounce
rates. A click map will identify the
most popular navigation links which should be grouped together for ease,
improving user experience.
Once the most popular links have been discovered, website
owners can then optimise the pages following on from them. These pages should
be clear, well-designed and easy to use as visitors can quickly become
frustrated if they are confusing and do not offer the information they were
looking for. If the heat map is showing data from an ecommerce website, then
marketers will often include more routes to purchase on the pages following on
from the navigation links.
Heat maps will also show any links or areas of the page that
are less frequently clicked. These often appear in blue or green and can
indicate any usability issues your website may be facing. This information can then
be used to improve these areas of the site, encouraging more visitors to click
on the links. In addition, click maps can also tell you if people are
frequently clicking in places where there are no links. For example, are there
images that appear to be links but are not? Do users click onto empty white
space that could be used for advertising or other links to improve their
There are a number of software packages and applications
that can produce detailed heat maps from your website. Google Analytics offers
a basic version which allows you to look at clicks and goals and add colours
for a more visual representation of the data. Email marketing packages such as
Mailchimp also include a basic click map showing the percentage of recipients
that clicked on embedded links in an email campaign.
For those who need more detailed heat maps companies such as
Crazy Egg offer complete packages. One of the most popular click map companies,
Crazy Egg is there for “When Google Analytics isn’t enough” and allows its
users to track visitor clicks, pinpoint hotspots, see where users stop
scrolling on a page and connect clicks with different traffic types.
Heat maps are a cost effective way, data rich way of gaining
user feedback from the visitors of your website. They are an ideal platform to
begin forming a conversion rate optimism plan or a strategy to improve general
usability of your website.