What Is A HeatMap?

Button says: "Would You Click Here?"Is Your Website Hot Or Not? 
Use A Heatmap To Find Out!

Once your visitors have arrived on your site – what do they DO? First, second, third…

What do they click? 

Without actually stalking your visitors and looking over their shoulder it can be hard to know whether your site structure is leading people to “naturally” arrive at a point of conversion… 

Fortunately, that’s what heatmaps are for! 

What Is A Heatmap?

A heatmap is a visual depiction, using color, to indicate which items were hotter, and got more clicks than items that were cooler and got minimal clicks. 

A heatmap is a very powerful yet super-easy-to-understand tool to decide if your design, layout, and navigation is doing what it should be doing!

In a heatmap, you will see a slightly darkened copy of your website, behind colored blobs that indicate clicks… 

The brighter colored spots indicate an item or location that was clicked repeatedly. 

More color (lighter/brighter/redder) indicates more clicks. 

The key to a heatmap is to pay attention to what did not get clicked if you wanted it clicked compared to things that got clicks that probably didn’t NEED clicked. 

By first understanding your visitors experience with your site, you can then subtly control their journey through your site… and into your conversion funnel! 

Want to Create Heatmaps?

There are multiple ways to create a heatmap for your blog including services that rely on a little code snippet being added to your blog and WordPress plugins. 

Heat Map software and services include are readily available for nearly any type of website. 

An example of such services are Experiment.ly, CrazyEgg, Lucky Orange, and Clicky Analytics.

An example of a heatmap plugin is Click Heat Dynamo. Several of the above services also have a plugin available to make installation easy. 

What Does A Heat Map Look Like? 

This is an example of a recent (at time of writing) heatmap from my home page before I do some upcoming modifications. 

heatmap screenshot of my home page

You see those blue dots on the image above? Those are places that people clicked!

So in that image…. blog, home, search box, the optin form fields, and the corner of the header graphic were all high-click items. 

The lack of dots on the video should tell you a lot about what I’m seeing in terms of performance for video in web design elements at this time. 

What Is Measured On A Heatmap?

Generally speaking, heat maps measure clicks. This tells you about which screen elements got clicked on by the visitor.  These may be called Click Heat Maps

Another version would be a Scroll Heat Map which uses a similar color scheme but a gradient of color to tell you about the percentage of visitors that scrolled down your web page.  This lets you evaluate at what point 80 or 50% of the visitors stopped scrolling and thus did not see off screen elements. 

A third type, is actually a cousin of heat maps, provides for Mouse Tracking. This shows you what elements the visitor moved his/her mouse too (perhaps to check hover text) even if they did not click. This is newer and not provided by most services. 

What Don’t Heatmaps Do? 

Heatmaps do not actually tell us about conversion. They may tell us that a button got clicks but they can not tell us the percentage of visitors that clicked it. Choosing a heatmap from a company that does Analytics can help ensure you get that data too. 

They also can not give instant results!  Building a heatmap is an “experiment” and you have to set up the experiment and allow enough time to lapse for enough visitors to visit the page to generate the pretty picture you see. 

For smaller sites, it may take a long while to build a heat map (yet I still recommend it because of what you learn from the data). On a busy site, a heatmap generally takes 30 days to collect enough data to be useful. 

Heatmaps

As you can see, Heatmaps are a powerful but very easy to use tool for your website or WordPress blog. 

Getting started can be as easy as signing up for a service and installing a code snippet or plugin to start collecting data. 

Have you used a heatmap to check the performance of your visitor’s experience? 

~ Kim ~
Simple Tech Tips For Marketing 

PS: The heatmap above was created with Experiment.ly which I talk more about in “Set Up A Heatmap Test For Your WordPress Site With Experiment.ly

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20 Comments on "What Is A HeatMap?"


Guest
2 years 1 month ago

Kimberly,

Great Post. I never realized that it was so simple and easy and affordable to track clicks on a WordPress website. Thanks for sharing the resource links as well.

As for your heat map, it seems like visitors are doing a lot of the right things –> signing up in your opt-in box, clicking on “blog” and “facebook” tabs in your navigation menus.

And reminding people that it will probably take at least 30 days to get some meaningful results is a good thing. Most people aren’t used to waiting that long to get useful information from a plugin or service. They are used to “real time” visitor stats (like statcounter.com ) or only waiting a day for results like with Google analytics.

Thanks for sharing!

~ Jupiter Jim

Guest
2 years 1 month ago

Hi Kim, I’m a big fan of heat maps. I use a heat map on my site with Clicky and it’s fascinating to see which parts of my posts interest readers the most.

But what also interests me is when I see hot spots that aren’t links. Are people really clicking on my article in places where there is no reason to click? Are they confused?

I didn’t know other plugins had this capability too. Everyone should jump on this to learn which part interests their readers the most.

Guest
2 years 1 month ago

Hi Kim, I have never heard of this Heat Map before I do use Google Analytics but this looks like you can gain way more information. It is very interesting to me to see those blue dots where people are actually clicking. I would be curious to try this out.. I am always learning something new from you every time I stop by. Thanks for shaing Kim. Have a Wonderful Weekend. Chery :)

Guest
2 years 1 month ago

Very nice Kim! I have seen similiar things like this with some of my websites dashboard but not for WordPress. It’s a great tool to learn what others are using your site for and how they are moving around it. Thanks so much for sharing this with us.

Guest
2 years 1 month ago

As I get deeper into my blog – the technical side becomes more relevant and TY for explaining this Kim as it is very useful and relevant!