Clicktale: Heat map

Clicktale: Heat map

Do you wonder what your visitors are looking at on your website or where and what holds their attention?

The must-have tool for this type of knowledge is a heatmap. By visualising clicks, hovers, mouse movement and scrolling patterns of your visitors, we can gain valuable insights about their behaviour. In Clicktale, the heatmaps represent data as a map where the data values are a visual summary in a whole range of colours.

Rather than only supplying data at URL level only, Clicktale is different because it delivers heatmaps of multiple instances of any page aggregated together. An example is a heatmap that aggregates all product pages at the same time which allows us to assess if the layout is effective. By aggregating every page of a site, we can also measure the most popular aspects of the top navigation area.

What about the impact of responsive websites on heatmap accuracy?

Clicktale differs from traditional heatmap technology because it factors in responsive breakpoints and provides clear, targeted data. Clicktale’s technical architecture differentiates responsive views accurately and conveniently allows you to compare views side by side, picking the desired breakpoints from a drop down menu.

Heatmaps help us to determine what are your visitors’ next moves and how we can best engage them. Also, by analysingheatmaps, we can reveal potential modifications in website design which may prompt optimisation to make your customers’ experience more fruitful and streamlined while visiting your website.

The kind of questions we seek to answer with heat maps include:

  • Why is there a drop in my conversions?
  • Which areas of the page are most engaging? For which visitors?
  • How far down are my visitors scrolling on this page?
  • Why are users from New Zealand behaving differently to users from Australia?
  • Are the megamenus working?
  • Why has this page increased in impressions?
  • Why is there a high drop-off in my funnel?

 Clicktale visualises users’ behaviour using four different heatmaps, such as:

  • Click Heatmap: This shows a heat trail aggregation of visitors’ clicks anywhere on the site. This is particularly helpful for insights into issues in your conversion funnels where you can see which links, images and texts with call to action buttons are being ignored. If you find visitors are scrolling the whole way through a page without interacting, the positive aspect is that they are clearly interested, but this can also be a sign that you need to add more engaging content that encourages conversion behaviour.

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  • Mouse Move Heatmaps: Use this heatmap type to see aggregation of the mouse movements and patterns of thousands of visitors on a webpage. Useful learning from studying mouse move heatmaps includes comparison of the mouse movement of visitors who converted as compared to those who didn’t convert. These maps are also good to identify content that receives next to no attention and could either be replaced with more pertinent text or taken out altogether.

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  • Attention Heatmap: Where and what is the focus of your visitors’ attention? This type of heatmap shows the time spent on each part of the page and can be helpful to show you to what extent visitors pay attention to your content or ignore it.

 2017 06 30 10 29 13 Clicktale articles Google Docs

  • Scroll Reach / Exposure: Need to know scrolling behaviour of your visitors? This heatmap shows how far your visitors scroll down the page. Supercharge your insight by using it side by side with your attention heatmap to focus on the exact content is important for your visitors. Scroll behaviour is also an indicator of issues with text or images that make the visitor think there is no more content below the fold or what they have read. This can result in page abandonment which you can address, for example, by changing design components and placement of the fold or adding a list of links above the fold, so that these point to text further down.

2017 06 30 10 31 13 Clicktale articles Google Docs

  • Tap Heatmaps: This heatmap is for mobile visitors and shows the aggregation of visitors’ taps anywhere on the page. You can learn from this if there are places on the screen where visitors think they can get information, but fail to obtain it when they try tapping there. You can then consider reworking your content and design to take this into account and provide what the customer wants, where they want it. Conversely, if you places where you want visitors to tap, and they fail to do so, you can then explore and remedy poor navigation, confusing instructions, or a design fault.

2017 06 30 10 32 33 Clicktale articles Google Docs

  • Exposure Heatmap: This heatmap is for mobile visitors to your website. It shows the aggregation of the swiping patterns of visitors, showing how far down your visitors swipe. This is important knowledge because it tells you what is holding their attention, when attention starts to fade, and when it stops and the visitor abandons the webpage. Depending on your objectives, you can then rework your content, add or reduce text or images; and adjust the web design to channel attention to your key products or services.

 2017 06 30 10 34 42 Clicktale articles Google Docs

 

Talk to us to understand if ClickTale is the right analytics solution for your organisation.

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