CRO Question : How to use Heatmap?

I went to a few big websites and realized they use hotjar and matomo.

I've installed those anyway, plus Yandex Metrica.
Before that, I had Google Analytics and Clicky.
I still prefer Clicky for some reason, and I'm not sure if i should go for the subscribed version.

Anyway, back to the original question.
I've used Yandex Metrica and it shows me the clicks, the duration of stay, etc.

The question is how can I use it?

I did notice that a lot of visitors clicked on some of the headings.
Example: "Ovens"

Also, they clicked on the button below the image more than the image of the product.

These are the current stats for the website for the past 3 days after changing some colours and layout:
I can't set the conversion rate but there are some sales nonetheless.

The tools that you use matter much less than the thoughts behind your analysis. Some companies use Adobe Analytics which can cost $100K yearly, it doesn't mean you have to do the same.

1) Use whatever tool you have to generate insights that will help you to increase conversion rate. (e.g if you see that a lot of people clicks on the "ovens" heading, see if you can increasse that CTR further by bringing more attention to that particular heading or CTA, do it through A/B testing)

2) Don't install too many tools that fullfill the same purpose, as they will slow down your website without giving you much value in return. (Yandex Metrica , Google Analytics and Matomo are all substitute products, and Yandex Metrica also includes the functionality of Hotjar, so having 2 of them side by side is not super useful

If you want my advice - stick to Google Analytics + Microsoft Clarity. Yandex Metrica has one of the heaviest scripts, and in my experience can slow down your website quite a lot. Clarity has the same functionality as Hotjar and it's free. The UI is not as pleasant (imho), but it's probably the best option for people on a tight budget. Get rid of all the other tools that do the same thing.

qwe7410 said:

The question is how can I use it?

Click to expand...

wdym "how can I use it"? Its data, you analyse it. Raw data in itself is useless. The only thing its useful for is collecting insights. Figure out what insights might be helpful for you and figure out how you can get those from your data.

Your numbers are low enough that manual poking around the data to look for patterns should do. We folks call it manual "exploratory data analysis (EDA)".

You already seem to have some insights. Like this:

qwe7410 said:

Also, they clicked on the button below the image more than the image of the product.

Click to expand...

Ye, that is why those buttons are called "Call to Actions". They signify the user to do something. Now that you know the button is more important than the image for conversion, figure out if its working properly on all devices. See if it doesn't break on mobile screens. Do A/B tests on the text of the button, try changing the images. Lots of things you would do.

Try changing layouts and copy, do A/B tests, find which parts of a page the user is spending time on so you can optimize it for conversion, see if they are wasting time on the site by not being able to navigate where they want to go. Session observation tools like Hotjar are very powerful with this and can help you uncover your site's "UX voids".