[GUIDE] Why you SHOULD use heatmaps to EARN MORE MONEY

Sheepp

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Hi there,

as I've learned so much around here I wanted to put some time aside to share a thing or two I know once in a while so here it is.
here's a quick guide for a thing that many of you may not know because it is not heavily spoken about here on BHW, although I personally find it very worthwhile : heatmaps & recordings.

But first things first :

What are heatmaps/recordings ?

Heatmaps :

According to Wikipedia, "A heat map (or heatmap) is a graphical representation of data where the individual values contained in a matrix are represented as colors".
But what YOU need to understand is that in OUR situation, heatmaps will represent your user's activity on your website (based on his mouse cursor).

Places where your user clicks, let his cursor for a while etc... will be "hot" (-> red colors)
Places where the mouse never go etc... will be "cold" (-> blue colors)

It looks like this :

WDKetHI.png


As you can see there, users tend to stay/click on the "new vehicles" and "pre-owned" buttons.

Recordings :

Recordings are, IMO, much more powerful but also more time consuming. Basically it records a visitor session, and let you play it again : you can then see what did they do with their cursor, where did they hesitate, where did they struggle, just like if you were looking over their shoulders.

Why do you need them ?

Once your site is established, it is critical to get feedback and to know if your visitors are understanding the path you've established for them, or if they are completely lost in your conversion funnel.

and the formula is then simple : lost users = lost sales


How to use them ?

Those are very simple to install. It's usually just a simple JS script to insert - just like the Google Analytics tag.
Different platforms exists, I'm sure you can find many others but here are a few :

Most are free to use for a single website, and you can buy a licence to use on multiple websites if you need to.

Then, you wanna look at the heatmap, and see if the hot parts are right - it's hot where you wanted them to click/stay and cold otherwise. If it's not hot where it should be, you need to fix it.
The path your user should take on your website is not explicit enough, and that may be due to various reasons :

  • important elements hidden
  • font not big enough
  • colors
  • no highlighting
  • user distracted from important element by another element
The reason you're not seeing this beforehand, is that you're not the typical user of your website. You're the builder. Things can be obvious to you but not for some visitors : and that's how you find out, and how you avoid losing sales/conversions/whatever for something as stupid as "this font is not bold as it should be".

ob4wH0k.png


Finally, if you want to dig deeper into optimization, you can replay recorded sessions. It is extremely powerful, especially on landing pages, to see how your users are reacting to the page.
Make the needed adjustments, and watch your conversion rate increase immediately.


Conclusion :


I strongly believe heatmaps and recordings are way overlooked by marketers. The whole thing (setup, collecting data, optimization) can be done in one morning and can easily increase your conversion rate by 1 or 2% (or more). Moreover, it's a great way to improve your (landing)page design, and see if your design is great or not (no need to create threads on BHW for that anymore...). An experienced marketer can fix one little thing, and the newbie can see and learn the flaws of its page.

 

Sheepp

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Gr00t007

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Not affiliated with this service, got this by a quick search:

" Heatmaps and click fraud
Heatmaps can be a really useful tool in the fight against click fraud. Malicious parties are unlikely to engage with any aspect of a website other than the bit that costs you money. A bot programmed to make fraudulent clicks will target specifically the links on the page and is unlikely to browse the rest of the content. If you’ve been experiencing high volumes of costly clicks, and analysis of your heat maps shows a very low level of interaction with any other elements of your page, you may very well be the victim of malicious click fraud.

If you suspect that some of your clicks aren’t induced by real users, we highly recommend using one of the XXXX plans to protect your ad budget from further spending. "
 

Sheepp

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Not affiliated with this service, got this by a quick search:

" Heatmaps and click fraud
Heatmaps can be a really useful tool in the fight against click fraud. Malicious parties are unlikely to engage with any aspect of a website other than the bit that costs you money. A bot programmed to make fraudulent clicks will target specifically the links on the page and is unlikely to browse the rest of the content. If you’ve been experiencing high volumes of costly clicks, and analysis of your heat maps shows a very low level of interaction with any other elements of your page, you may very well be the victim of malicious click fraud.

If you suspect that some of your clicks aren’t induced by real users, we highly recommend using one of the XXXX plans to protect your ad budget from further spending. "

It is really easy to deceive heatmap fraud detection, but I agree that it can be a useful element to check in a click fraud detection system
 
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