Website heat map user guide: practical tips to improve user conversion

at the moment when the cost of traffic acquisition is rising, the core appeal of website operators has long been changed from "pulling new" to "retaining customers" and "converting". However, most operators can only see the surface information such as the user's stay time and bounce rate through the background data, but cannot accurately know the user's real behavior trajectory on the page. Website heat map, as a visual user behavior analysis tool, can intuitively present users' click, scroll, stay and other behavioral data, providing a landing basis for page optimization. This article will provide you with practical tips for dismantling website heat map from basic cognition, tool selection, data analytics to optimization landing, and help improve user conversion.

What are the basic understandings of website heat map?

want to use a good website heat map, first of all to clarify its core values and common types, to avoid detours in the use of tools.

1, core values

website heat map breaks the "black box" state of traditional data and converts abstract user behavior into intuitive color heat distribution. The red area represents the location where users pay the most attention and interact the most frequently, and the blue area indicates that users rarely touch it. Operators can quickly locate the advantages and shortcomings of the page through this information, and provide precise directions for subsequent optimization and adjustment.

2, common types

the current mainstream website heat map is divided into three types: click heat map, scroll heat map, stay heat map. Click heat map focuses on the user's click behavior, which can be used to judge the attractiveness of buttons and links; scroll heat map shows the user's page scroll depth, which can help optimize the typesetting order of content; stay heat map records the length of time users stay in different areas of the page, which can be used to evaluate the attractiveness and information density of content.

How to choose the website heat map tool?

There are many types of website heat map tools on the

market, and the functions and adaptation scenarios are different.

1, according to the site size selection

for small and medium-sized personal websites or start-up websites, you can choose free or lightweight website heat map tools, which are easy to operate and easy to deploy, and can basically meet the basic click and scroll demands for data. For e-commerce websites and portal websites with large traffic, it is recommended to choose professional-level paid tools, which support multi-dimensional data analytics and user group screening, and can more accurately mine the behavioral laws of high-value users.

2 Choose

based on core requirements

if the core requirement is to optimize the click through rate of page buttons and links, the tool with outstanding click heat map function can be preferred; if you want to adjust the content layout to improve the user's browsing depth, the scrolling heat map function is a key consideration. Some comprehensive tools also support recording the user's operation path, which can be used with the website heat map to more fully restore the user's real browsing scene.

3. How to implement website heat map data analytics?

get the website heat map data, you can't just stay at the "look" level, you need to combine business scenarios for in-depth analysis and mine the user request behind the data.

1, click heat map data analytics

if you find that the click heat map color of the page core conversion button is lighter, indicating that the position, style or copy of the button is unattractive. At this time, you can try to adjust the button to the visual focus area of the page, such as the right side of the first screen or the end of the content, and optimize the color contrast and copy expression of the button. Change "learn more" to "receive exclusive benefits immediately" to improve users' click willingness.

2, rolling heat map data analytics

scrolling heat map can intuitively show the user's browsing depth. If 80% of users only browse the content of the first screen and jump out, it means that the content of the first screen of the page fails to capture the user's attention, or the guidance of the content below is insufficient. Operators can optimize the core information of the first screen, highlight the core selling points of the product and user pain points, and add guide copy such as "Slide down to see more benefits" at the bottom of the first screen to prolong the user's browsing time.

4. How to verify the effect after the website heat map optimization?

after the page optimization is completed based on the website heat map, the optimization effect needs to be verified through data comparison, forming a closed loop of "analysis-optimization-verification".

1, setting up controlled experiment group

using A/B testing, the optimized page is launched at the same time as the original page, allocating the same proportion of traffic, and comparing the click and scroll data differences between the two groups of pages through the website heat map. At the same time, combined with the conversion data in the background, such as form submissions, product orders, etc., to comprehensively evaluate the effectiveness of the optimization plan.

2, long-term tracking of data changes

the effect of a single optimization may be accidental, the operator needs to track the change trend of the website heat map for a long time to observe whether the user behavior forms a stable positive feedback. If the thermal color of the core area continues to deepen after optimization, and the user's stay time and conversion data steadily improve, it shows that the optimization plan is effective and can be copied to other pages.

sum up, website heat map is the core tool for website operators to improve user conversion. From basic cognition to tool selection, to data analytics and effect verification, every link needs to be closely linked to user requests and business goals. Through the rational use of website heat map, operators can accurately capture user behavior preferences, optimize page layout and content arrangement, and ultimately realize the extension of user stay time and the improvement of conversion efficiency, injecting impetus into the continuous growth of the website.