2. Optimize page layout
Page structure is something we try to navigate by applying our best judgment in many cases. Certainly, the importance of things such as white space, H2s, and H3s, have been drilled into our minds. However, literally, there are hundreds of factors that contribute to great user experience.
The most popular way to use heatmaps is to understand how customers interact with on-page elements such as CTA buttons, where visitors move through the site.
3. Use heatmaps with analytics to uncover the reason behind your metrics
Analytics platforms such as Google Analytics allow users to collect a variety of quantitative data. You can track page views, bounces, referral traffic, and how many times someone abandoned a cart.
However, there is a problem that is those insights don’t offer much in the way of the reason why consumers take those actions.
For instance, if your heatmap reveals that tons of people click a certain button, but don’t convert, sign in your GA account to sort things out by heading through:
Navigate to Behavior > Site Content > All Pages > Destination URL
From there, you can use a heatmap to make clear how users interact with the destination page.
4. Combine heatmaps with on-page surveys
Heatmaps allow users to identify points of friction, design issues, and other chances that their audience may not bring up in a survey or review. Collecting feedback from various sources helps you to create a clearer picture of users’ relationship with your website.
Use heatmaps to uncover design issues on certain pages, then use on-site surveys to ask visitors to write down their feedback about that page.
- What may they add or change?
- How was their experience?
Remember that you will want to make sure that you approach this strategy one issue at a time, otherwise, it will be too hard to analyze your data and implement the recommended changes.