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May 19 2022
The heat map is a static image showing qualitative data on your customer’s engagement on the store’s website. It takes the form of a screenshot of your website, marked with warm or cool colors.
Depending on the map we are dealing with, it may show colored areas of increased click intensity in a given place – these are warm areas. In the case of scroll maps, the color temperature shows how deeply the users scroll your page.
Heatmaps look very attractive, but require analysis. The ability to draw conclusions from heatmaps is very important, because our actions are to contribute to the optimization of conversion. Is this a new topic for you? Read on to find out how to meet user expectations for your website!
Red – the most popular elements
Yellow – areas of less interest
Blue or green – places visited least often
There are many types of heatmaps, but the most popular are clickmaps and scroll maps. Among the click maps, we can distinguish (depending on the capabilities of the tool we use) classic Click Maps, Rage Click Maps and Death Click Maps.
Click Maps – a map that will show you all the places where users are engaged by clicking.
Rage Click Maps – we will see all the so-called angry clicks, i.e. places where the user experienced frustration, made quick clicks on a given element in a short time. An example is an element that does not work – because it is not clickable, although its appearance suggests it. Another situation is the moment when the user clicks on a given element, but its operation has been disturbed (it does not work or works with a delay). The Rage Click Map is here a simple hint to spot problematic elements for your users.
Death Click Maps – maps of dead clicks – will present all clicks on elements that do not have any functions (they are completely static) – on the map of death clicks we will also see rage clicks made on non-clickable elements.
Scroll Maps – Scroll Maps illustrate how deeply your users are scrolling your page – especially what percentage of your users reach the bottom of the page.
To generate a heat map, we naturally need to use analytical tools, for example, MS Clarity (completely free, a tool from Microsoft), Hotjar, Crazy EGG, or Cux. There are a lot of tools and everyone will find something for themselves, most of the paid tools have trial versions or free plans with limited conditions.
Thanks to heat maps, you can check if your users:
There is no doubt that heatmaps are very useful. Monitoring user behavior and appropriate analysis of the presented data is the first step that will allow you to detect errors on the website even with a small financial outlay. Remember that they should serve us at every stage of the project. Not only at the beginning to catch bugs, but also with continuous development and improvement.
You can start working on this topic yourself, or outsource this task to professionals. Heat maps require the correct configuration of the selected tool, then the formulation of appropriate conclusions from them and ultimately implementation of the planned changes by developers. It’s not enough to just look at the beautiful colors – what’s important here is taking further action. You are only one step away from success, or maybe one button? Decide for yourself which direction you will take.
UX specialist. She audits the websites of online stores. Carries out analyzes of user behavior with the help of qualitative data in order to optimize the conversion as much as possible.