What You Can Learn From Heatmaps?
- Identify the most confusing page elements (or underutilized elements) and move or eliminate them -
Heatmaps are woefully underutilized in the digital landscape today.
While there's plenty of evidence (and from some large and very well-known brands) that heatmaps can provide insights into complex business processes and strategies, digital designers and developers just have not seem to have gotten the message of their importance. If you're serious about Web success, it's time to change that.
Heatmaps essentially provide another information layer on top of our analytics data that can provide an aggregated picture of the "click activity" on a page. Heatmaps can show which elements of a design are attracting attention and driving action - and if you're not using them you are missing out on some useful insights.
If your enterprise has established typical user paths, for example, heatmaps can show which elements on the page that are receiving a lot of clicks but aren’t actually clickable. This is more common than you might think. It's possible to improve conversion rate just by making an element that visitors are telling you they want clickable, actually clickable. Seems like a minor thing, but add several minor things up, and you've got a major improvement on your hands.
SPEAK UP! How do you, in your role as a designer, developer, marketing or optimization professional, use heatmaps to improve the digital experience of your users today?