Think of the last time you had an intense disagreement with a close friend or partner. Can you think of one? Remember the most intense part of the fight.
At some point this person may have said, “Never mind.” This is right.”
But, it was not right. You both knew this.
Yes, you know what I am talking about. Your friend does not only have words to express the truth.
Your users are the same. If you ask them what they want, they lie to you. They won’t lie even if what they mean is they tell you that they want something or intend to do it, but they often don’t.
People do not know what they really want. We all believe that we do things differently than what we do.
Heatmaps are an effective way to quantitatively track the actual behavior of your users. As any crazy egg user knows, heatmaps show hotspots, where most users click and navigate.
They can help you rearrange a page so that the most important content is in the right place to maximize the clarity of your website.
Want to try Crazy Egg for free for 30 days? Get your heatmap here.
How to improve conversions using a click-tracking heatmap
LIFT analysis is where we evaluate a webpage from the point of view of page visitors using six conversion factors (see Figure 1 below for the conceptual graphic of the LIFT model). Click-tracking heatmaps can reveal the flow of an obstructed eye, thus helping us identify where a page lacks clarity and which objects may cause distraction.
A real-life example: Nurse.com
More recently, strategists at WiderFunnel have announced the Gannett Company, Inc. Worked with Nurse.com, a healthcare service publication property. The goal of the adaptation program was to increase the percentage of e-commerce sign-ups for continuing education membership of the nurse.
Based on the click-tracking heatmap, we found that users had no clear idea what to do on the page:
Users click on non-clickable regions.
Secondary links were receiving more clicks than the main CTA.
The main content areas were almost ignored.
Win landing page
The win variety resulted in 15.7% more sales than controls with the same traffic level! The heatmap detected a focused eye flow; True proof that the winning page improved the clarity and relevance of the page and resulted in substantial increases in conversions.
Changes made for winning changes include:
Deleting distracting links without adding value.
Having only one CTA and changing its color to yellow (which in the original heatmap was getting more clicks than green).
Bringing the main price points to an area that was receiving a lot of interest (top left).
The click heatmap clearly showed that the winning page had a good reason for winning. Page visitors had clearly focused on the most important area of the new page – the call-to-action area.
Other valuable information you can get from Heatmaps
We run it before the A / B test to generate hypotheses, and to confirm or reject them after the test is completed.
For example, we recently ran a scrollmap on the checkout page for one of our customers. The scrollmap revealed that the CTA was placed in an area that had been missed. Moving CTAs resulted in higher conversion rates. as simple as that!
If you notice that your price points (eg, free shipping) are easily missed, some have to change.
Some people use the click heatmap for nothing more than iCandy, interesting photos that do not lead to real insight. But, it is very likely.
Learn more about using heatmaps for conversion optimization
In two weeks, on October 30, 2014 at 11 am (2 pm EST) I will present a new webinar detailing the most important ways to use the click heatmap for conversion optimization. I show case studies that show that the world’s leading conversion strategists use them to create powerful testing hypotheses and bring more benefits to their companies.
If you are interested in learning more about using heatmaps to improve your conversion optimization.