Heat maps are a visual analytics tool that allow professionals to better understand how users interact with a website. Typically, this data is collected through a specific heatmap software, which divides web pages into a grid in order to track activity on different sections of the given page. The data is then presented using color to indicate “heat” of different regions. The more attention an area receives, the warmer the color. These tools provide important information to website designers regarding what is and is not appealing to users on each page. In this article, we will go over different kinds of heatmaps and what they are used for.
Different Kinds of Heatmaps:
Eye Tracking
These maps analyze user eye movements to interpret which elements of a webpage garner the most visual attention. Use this data to determine whether or not your layout is effective for visitors and which data they may be skipping over as they browse your site.
Click Map
This type of map shows where users are clicking on your page. Click maps are excellent for gaining insight into which parts of your page are the most popular and indicating which links users aren’t drawn towards.
Scroll Map
Scroll maps indicate how far down a user scrolls on a particular page. Use the data gathered by this map to decide which information needs to be placed above the fold. Best practice is to put all important information and calls to action “above the fold”, meaning users don’t have to scroll in order to see it.
Mouse Tracking
Mouse tracking maps show mouse movement and hovering on a webpage. This map is helpful in deciphering which parts of a page draw user interest. It can also be used to identify potential pain points for users, meaning areas of frustration and struggle. If you find that visitors are stuck in a particular area for longer periods of time, you may consider optimizing your site to be less complex in that region.
Attention Map
This is a combination of click and scroll data that indicates which areas of a webpage are most engaging. Attention maps can also indicate areas that need to be redesigned or repositioned to gain interest.
Is Heat Mapping Really Important?
In short, yes! Utilizing heatmaps is an excellent way to gain insight into user behavior and an effective way to make informed updates to your site. Some heatmaps are certainly more reliable than others, so be aware of this as you decide which maps to utilize. For example, eye tracking is more difficult to monitor than scrolling or clicking, so you may not want to solely use an eye tracking map when making important decisions. For more information on heatmaps and overall website design, reach out to us here at Quantus Creative.
