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Having trouble with your website? Not getting any conversions? Or are you just curious about the behaviour of your websitevisitors? Try using heatmaps. This is an amazing marketingtool that often gets forgotten.

What??

A heatmap is a user friendly tool that helps you understand what people do on your website pages and how they behave. This tool shows you where the attention of the users is and where they stop being interested. You can get interesting information out of this to help you optimize your website. There are different kinds of heatmaps, such as clickmaps, movemaps & scrollmaps. A heatmap can also show you the difference in behaviour between smartphones, tablets and desktop.

Different kinds of heatmaps

To collect as much information as possible, there are different kinds of heatmaps.

Scrollmaps are perfect to analyze where visitors stop scrolling on your website. This is how we can see what elements on your website they have definitely seen and what elements they may have missed.

If you want to know what elements get the most clicks and what elements don’t, you might want to use clickmaps. This helps you by seeing what elements on your website are important and what elements are being skipped by visitors.

The movemaps are another kind of heatmaps that show you how visitors move their mouse. You can get the most valuable information by using a combination of these heatmaps.

How?

Creating a heatmap is very userfriendly. Most heatmaps can be linked through Google Tag Manager. This means you don’t need help from a developer.

Why use a heatmap?

A heatmap can be used for different purposes – purely to gain information but also to solve a certain issue on your website. It’s the ideal tool to see all your website’s weaknesses.

If you’re using heatmaps to gain information you can check all kinds of things, such as checking if your goals are being completed. Dies the goal even match the focus of your visitors?

If you use heatmaps to resolve a certain issue, you can start analyzing the point where people are dropping out.

Examples

One of our clients wanted to give his website a decent make-over. He wanted to know what elements were being used the most, until where people were dropping out on a certain page and what elements were unnecessary. By installing a heatmap we got the best insights in the website. All unnecessary elements were removed from the website. This gave us the opportunity to position important elements even better.

For another client we used this tool to help solving certain issues. The contactform on the website barely got filled in even though a lot of people visited the contactform page.
There were no unnecessary elements on the page but still the contact form didn’t get filled in.
By putting heatmaps on the page we could tell that people often clicked on the clickable telephone number and e-mailadress. This told us that visitors were only interested in the information on the page.

Since there were numerous clicks on the adress as well (which wasn’t clickable) we decided to link the adress to Google maps.

Another thing we spotted was that people started filling in the contactform, but stopped all of the sudden midway. It appeared that the font color was too light – you could barely read it. By changing these small things the entire page experience was changed.

Heatmaps are an ideal tool to gain more information on your website visitors. But still it’s important to never fully trust this information – it’s just an indication. You can gather interesting hints and insights with heatmaps, but the most important thing is ofcourse to test everything yourself!