What is a website hotspot map? Detailed explanation of core concepts and functions

in the process of website operation and user experience optimization, accurately grasping the trajectory of user behavior is the key to improving conversion efficiency. Many operators will fall into the misunderstanding of "self-hi" optimization, adjusting the page layout only by subjective judgment, but ignoring the real user request. As a visual user behavior analysis tool, website hotspot maps can convert user clicks, browsing, and staying data into intuitive thermal graphics, helping operators break the information gap and find the core direction of optimization. This article will deeply disassemble the core concepts, types, functions and production methods of website hotspot maps, and provide practical guidance for website operations.

What is the core concept of website hotspot map?

to make good use of the website hotspot map, we must first clarify its essence and core value, and avoid equating it with ordinary data reports.

1 Definition of website hotspot map

website hotspot map is an analysis tool that presents the user's behavior data on the website page through data collection and visualization technology with different color shades of thermal graphics. The darker the color area, the higher the user's attention and the more frequent the interaction behavior, such as high-frequency clicked buttons, long-term stay plates, etc.; the lighter the color area indicates that the user's attention is low, or even directly ignored.

2, the core logic of the website hotspot map

website hotspot map is "user-centered", which jumps out of the operator's subjective perspective and truly restores the user's browsing path and behavioral preferences. Through the summary analysis of a large number of user behavior data, the website hotspot map can show the common behavior of group users, rather than the accidental operation of a single user, which provides objective data support for website optimization, so that optimization actions are no longer blind.

What are the mainstream types of website hotspot maps?

different types of website hotspot maps, focusing on different user behavior dimensions, operators can choose corresponding tools according to optimization needs.

1, click type website hotspot map

click-type website hotspot map is the most commonly used type, it mainly records the user's click behavior on the page, including buttons, links, pictures and other interactive elements of the click number and click position. This kind of website hotspot map can directly reflect the user's core needs, such as which conversion button in the page has the highest click through rate, which navigation link is the most concerned by users, to help operators judge whether the layout of the core interactive elements is reasonable.

2, browsing website hotspot map

browsing website hotspot map, also known as attention hotspot map, shows the user's attention distribution on the page by tracking the user's eye residence time and scrolling track. For example, when many users browse the page, they only stay in the first screen area and rarely scroll to the bottom section. This kind of website hotspot map can intuitively display the "visual blind spot" of the page, providing a basis for the hierarchical adjustment of the page content.

3, rolling website hotspot map

scrolling hotspot maps focus on recording the depth of a user's page scroll, such as how many users scroll to 50% of the page and how many users scroll to the bottom. This type of website hotspot map can help operators judge the content attractiveness of the page. For example, if most users do not scroll to the bottom of the page, it may mean that the content below the first screen is unattractive, or the page loading speed affects the user's browsing intention.

3. The core role of website hotspot map in operation?

website hotspot map is not a "fancy" tool, it can provide substantive help for website operation and optimization from multiple dimensions.

1, optimize page layout to improve conversion efficiency

through the website hotspot map, the operator can find the unreasonable layout of the page, such as the plate originally placed in the secondary position but got a high click volume, while the well-designed core conversion button was ignored by the user. At this time, according to the data of the website hotspot map, the core conversion elements can be adjusted to the area with high user attention, such as the visual focus position of the first screen, so as to improve the click through rate of the conversion button and ultimately improve the overall conversion efficiency.

2, mining users' real needs to optimize content

website hotspot map can reflect users' preferences for content, such as users staying in a certain type of information section for the longest time, clicking the most frequently on the parameter introduction of a certain product, these data can help operators to mine the real needs of users. Operators can increase the type of content that users pay attention to according to the feedback of the website hotspot map, optimize the presentation of content, such as transforming the parameter introduction with more text into an intuitive table to further enhance the user's content experience.

3, reduce user churn rate and improve retention

website hotspot map can find the key nodes of user churn, for example, many users directly exit the website when browsing to a certain section, which may be that the content of the section does not match the user's expectations, or the page loading card. Operators can optimize for these churn nodes, such as adjusting the content theme and optimizing the page loading speed, thereby reducing the user churn rate and improving the user's website retention time and re-visit willingness.

4, how to make a website hotspot map efficiently?

master the production method of the hotspot map of the website, in order to truly implement this tool into the operation.

1, choose the right website hotspot map tool

there are many mature website hotmap tools on the market, such as Baidu statistical heat map, Youmeng + heat map, Hotjar, etc. Different tools have different functional focuses. Baidu statistical heat map is suitable for domestic websites and can be linked with other data analytics tools of Baidu; Hotjar supports more behavioral data collection, such as user session recording. Operators can choose the appropriate tool according to the website type, demands for data and budget.

2, set reasonable data collection rules

before making a website hotspot map, it is necessary to set reasonable data collection rules, such as determining the collection page range, data cycle, client base, etc. If it is for newly launched active pages, a shorter data collection cycle can be set, such as 7 days, to quickly obtain user feedback; if it is for the optimization of the core homepage, long-term data can be collected for 1-2 months to ensure the representativeness and accuracy of the data.

3, combined with multi-dimensional data comprehensive analysis

website hotspot map cannot be interpreted separately, and needs to be combined with the results of other data analytics tools, such as the bounce rate, conversion rate, user portrait, etc. of the website. For example, the website hotspot map shows that a certain section has a high click volume, but the user bounce rate of the section is also high. It may be that the content of the section does not match the user request. At this time, it needs to be further analyzed in combination with the user portrait to adjust the content direction of the section to avoid making wrong optimization decisions based on a single data.

sum up, the website hotspot map is an indispensable user behavior analysis tool in website operation. It revolves around the optimization logic of "user-centered" from the core concept, type division to the actual function. By mastering the production and analysis method of the website hotspot map, the operator can accurately grasp the user request, optimize the page layout and content, and finally realize the double improvement of website conversion efficiency and user experience, providing data support for the long-term development of the website.