If you haven’t heard of the analytics heat map yet, then your website will thank you to read a bit further. This is a relatively new innovation, but it stands to change the way that we approach website design and redesign in the years to come. Heat maps are a visual representation of how your customers and visitors are using your website. Called a heat map because it is meant to show you which areas of the page are ‘hot’ and which are offering little or no interaction, this technology provides great insight into the habits of your visitors.
Analytics have been very important in how we address alterations to our websites for quite some time, but this particular tool literally paints a picture of what’s working and what isn’t. The areas of the page seeing the greatest interest (the greatest number of clicks) are highlighted in reds, oranges, and bright yellows. While the cold areas, those not interacted with as much, are covered in the cooler colors – blues and purples.
With this bit of analysis, you can learn a great deal, including where your customers are clicking. You can also get a good picture of which blog titles are most appealing to the audience, and even how a person scrolls across a given page.
Additionally, the heat map showcases which advertisements are clicked. This is just the icing on the cake, showing you exactly what your potential customers are interested in adnd what wording and content is likely to drive action on their part.
With this information, you can figure out, also, what isn’t working and will have a better idea on how you can alter that part of the site to make it more appealing. It may mean something as simple as changing a few titles. Or, it could involve a greater evolution of your advertising approaches.