In web marketing, heatmaps are reports that make it possible to visualize how Internet users navigate the pages of a site, with a graduation of Philippines Email List colors. These heat maps make it easy to understand at a glance how users of a site behave. It is a very interesting tool to improve the user experience and optimize conversions at the same time. Heatmap: how does it work? Heatmaps are based on the tracking of the actions of the Internet user and the restitution of this information in the form of a heat map. The more a zone is red, the more the user’s mouse has passed over it and therefore the more interesting this section is for him.
Conversely, a blue area means less mouse passage and therefore less interest for the user. Thus, a heatmap allows you to know: Where Internet users pass the mouseWhere they clickThe time spent on each section of the pageScroll depth: how far the user scrolls the pageTherefore, one can easily identify which parts of the site get the most engagement and which ones on the contrary encourage page abandonment. It is a real mine of information for evaluating web marketing actions . For example, a heat map allows you to know if an advertisement is positioned in the right place, if the newsletter subscription button is large enough, or if there are menu items on which no one clicks …Thanks to this information, we can correct the situation on poorly performing areas, but also quickly test the effectiveness of new call to action (CTA) . The final objective: to increase the conversion rate by improving the user experience.The heatmap at the service of lead generation
A good inbound marketing strategy must be able to rely on an optimized website and impeccable UX Design. It’s hard to imagine converting anyone with a high bounce rate! If certain rules of ergonomics are law, each site must be configured according to the objectives it serves. In this sense, heatmaps can be used as a first step to carry out an ergonomics audit .We could, for example, realize that Internet users tend to click on an image, even though it has no link. In this case,
we will hasten to stick to the behavior of its users by adding a link on this visual. Or delete it, if we conclude that it confuses the Internet user.> Read also: How to build a digital strategy?Example of a heatmap on a Bing search engine pageTest, test, testOnce the avenues for optimization have been identified, the heat maps will allow you to test the various areas for improvement for your site. No more experiments at random or on the basis of unfounded intuitions. The heatmap becomes a decision support tool , to know concretely what works and what does not.Thanks to the depth of the scroll, you can know how far people are reading your blog articles, and therefore identify the drop points.
If you notice that only 10% of visitors read the article enough to get to the call-to-action, it is probably time to move it higher up the page!Likewise, the heatmap will allow you to identify the visuals that attract the most attention: an infographic may be more successful than a photo from an image bank, for example. Then use this information to reorient your graphic charter .Finally, such a behavioral analysis tool should allow you to check each step of your conversion funnel . This will ensure that users behave as expected on your site, and that there are no obstacles in their path.
Very visually speaking, heatmaps will allow you to confirm or refute your assumptions about the design and ergonomics of your site. While technology offers valuable tools, use your common sense as well. Inbound marketing is one of the most effective strategies to boost your lead generation. If you want to know more about such a strategy, contact us !