Heat Maps

heat maps image

sample heat map

Heat maps record user mouse movements

Website heat maps provide a visual record of how users interact with every element on your website. Heat mapping provides both a colored display and detailed statistical data of the mouse movements and clicks on each page of your website.  The information shown is a display of the engagement level of the users on your website.

Mouse movement is a reliable indicator of where the users’ eyes are on the screen.  You can tell from this heat map example that the most user attention was paid to the bright red sections, then the yellow, and finally the light blue.  Where there is no color, there was no mouse movement and it was probably not viewed by the user. 

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Heat maps show engagement and usability

Heat mapping can provide valuable clues about user experience for website redesigns, content updates, and more.  Here are two examples:

First Example: Page Title vs. Content – The page title shapes user expectations of what will be on the page, and when the title matches the expected content correctly, it reduces their apprehension and increases your conversions. 

Free Estimate One – Free Estimate page: When asking users to fill out a form, it is critical to understand how they think through it.  In this case, the data boxes appear to be out of sequence for the users because the ninth and tenth fields are the first and second most “clicked”.  This is an indication that the users are curious about their options so they are skipping down to lower boxes before committing to completing the task. 
Schedule an Appointment Two – Schedule an Appointment page:  This is the exact form data as above, but users reacted differently.  On this “Appointment” page, “Customer Status” is the most clicked task, but on the “schedule free appointment” page, “Customer Status” is the fifth most clicked task.  Clearly,  the page titles have raised the user’s suspicion and therefore affected his task sequence.    

 

Second Example: Heat Maps vs. Click Maps – What’s the difference?  Heat maps show users’ mouse movements over a preset time period, and the click maps show a count of user clicks (measurable behavior of an activity) over that same time period. 

Heat Map Three –  This is a heat map.  The correct period of time to measure activity on a page depends on the amount of traffic they normally get.  Too much time or too much traffic will leave you with a hot mess you can’t understand.  Too little time will give you too small of a sample for a valid evaluation. 
Click Map Four –  This is a click map. Understanding user behavior is critical when designing users activities.   This shows the number one page visited from the home page is the Contact Us page, so this is a great indicator that their off-line marketing messages are working to drive them to the website. 

 

 

 

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