Heatmaps provide marketers insight into user intent and user needs by letting them understand how users interact with their website. Heatmaps are data visualization tools that help website owners understand how users are interacting with your website and present information like how good is the navigation on your website, what images do the users find interesting and it helps to develop the overall SEO Strategy of the website. They use colors to represent data sets. The user behaviors are represented in a range of colors from red to blue. Warm colors mean high engagement while cool colors mean low engagement levels.
There are different types of heat maps that serve different purposes. Hover maps that track the cursor movement on the page, Click maps that track the user clicks on CTA buttons, images, navigation bars, etc. and Scroll maps are a few prominent examples of heatmaps.
Top SEO companies in San Francisco use heatmaps to boost SEO. How? Read on.
How heatmaps help boost SEO?
Tweak Page Layout
The factors that make a webpage user-friendly are more than H2s and H3s. Heatmaps reveal a lot of details on how customers interact with your website through CTA buttons, navigation buttons. Heatmaps can tell what elements on your webpage have managed to catch customers' attraction. Based on these reports, you could tweak your webpage for better user experience.
Don't Forget User Intent
Forgetting user intent is forgetting the whole purpose of the website. Heatmaps help you learn audience behavior by tracking what users particularly like on your website. Where do users stop, what do they skip, where do they stop scrolling and where do they finally drop off.
Now, that is a lot of data and you can leverage this to optimize your digital marketing strategies and PPC campaigns. You could also compare the heatmap data with manual data that you acquire which could help you in integrating more elements on your website, providing the users with exactly what they are seeking.
Combine Heatmaps and Analytics
Google Analytics is a powerful tool to track activities on your website but heatmaps unveil the reasons/motivation for the activities. The data from Google Analytics like page views, referral traffic, bounces etc. should be stacked up against heatmaps to identify the elements that influenced user behavior. Making changes according to this comparison could improve customer experience and conversions.
Contented with Content
Scroll maps come in handy if you doubt the content is too long and intricate. They help you know where the content starts to stretch by showing where users drop off after scrolling. If they are dropping off too early, it might mean that they already found what they found or the first part of the content proved to be a turn-off. Observe the data and you will be able to know what have you done right and where have you gone wrong with the content.
Make the Clicks Click
Utilize Click maps to your advantage. Your webpage must be optimized to comprise only very relevant links. Irrelevant links would take your customers away from your website. Click maps provide you the information on which links do users click in general and which links are ignored. They also could reveal information on what is missing at a particular area on your page. For instance, you will know that customers did expect some clickable link/button to be present at a place if the cursor hovered over that particular area in weird patterns. Clearly conveys that users didn't find what they wanted or expected.
Click maps also give you insight into the performance of internal and external links. This can help you optimize link placements.
Heatmaps give you an understanding of user intent, user experience level of your website, how users interact with different elements on your website etc. This data when effectively leveraged could enhance user experience while increasing conversions at the same time.