Often, the page structure is what you try to navigate by applying the best judgment. Indeed, the importance of H2, H3, white space, etc. is dug into our hearts. However, there are literally hundreds of factors that contribute to a great user experience. The most common way to use heatmaps is to understand how customers interact with elements on the page, such as CTA buttons, where friction exists, and how visitors navigate the site. For example, when viewed side by side, the image on the left shows that visitors spend more time looking at promotional banners promoting their loyalty program than completing checkouts. The image on the right addresses the issue by making subtle changes that more effectively guide the user towards the desired action.
How to improve SEO using heatmaps You can also ghost mannequin effect use heatmaps to optimize image placement and increase conversions. For example, there are two versions of the landing page for e-commerce. In the first version, the baby is looking directly at the viewer, so the face is the strongest element on the page. How to improve SEO using heatmaps In the second version, the baby looks at the web copy and makes the visitor pay attention to messaging and offers. How to improve SEO using heatmaps 3. Use heatmaps in analytics to clarify the "reason" behind the metric Analytical platforms like Google Analytics can be used to collect large amounts of quantitative data. advertisement Continue reading below You can track page views, referral traffic, bounces, and the number of times someone has abandoned your cart.
The problem is that these insights don't provide much "reason" for consumers to take these actions. For example, if your heatmap reveals that a large number of users clicked on a particular button but did not convert, please visit your GA account to resolve the issue. Go to Behavior> Site Content> All Pages and click Linked URLs . From there, you can use heatmaps to understand how users interact with the destination page. For example, you can see that most clicks occur at the bottom of the page. In this case, it may indicate that the information people are looking for is far below what they can see without scrolling. From there, move that content further up the page and test if the change affected your conversions.