A Quick Start Guide to Using Heatmaps For E-Commerce

Often, websites are designed based on a series of assumptions, restrictions of e-commerce platforms, and best estimates by a digital marketing agency. No matter how you got on your present website, there’s probably at least one thing that drives you insane or makes you feel less confident that you are running at peak efficiency. Dynamic heatmaps are a very effective tool for illustrating what is occurring on your website.

In conversion optimization, heatmaps may be really useful, whether you are an expert or are operating a small firm that is contemplating the addition of something new to your marketing stack. This beginner’s tutorial will explain the aim of dynamic heatmaps points out a few ways to assist your company. We will also walk you through implementing a tool when you’re prepared.

Heatmaps: What They Are and How They Work

You may get a sense of how visitors interact with a website by looking at heatmaps, which show where the most activity occurs on the page. Your critical page features, like forms and calls-to-action, will be shown in a heatmap, which will show you how far down your visitors go on average (the effective fold).

More dynamic features like pop-ups, navigation, and forms may also be seen using heatmap techniques. Some systems enable you to split the heatmap by criteria like traffic source or new vs. recurring visitors so that you can better understand the typical visitor path.

A heatmap is not a report on a single visitor to a website. Using these tools, you cannot observe as the visitor moves about your site in real-time.

This is OK, though, since we’re using heatmaps to study high-level visitor behavior and make recommendations that affect everyone. Your site’s users’ general habits can help you make better decisions on how to improve its design.

Benefits of Using Heatmaps for eCommerce

Every conversion is essential. Aside from that, any visitor who does not complete a transaction works against you. Heatmaps may assist you in your struggle against your conversion rate in several ways.

1. Online Store Awareness

When you think of a brick-and-mortar business owner, think of this. They can study customers while they shop, engage with them, and see which items and services they find appealing. A significant obstacle to doing business online is getting to know your consumers without ever seeing them face-to-face.

Using heatmaps, you can monitor how customers move across different product categories and individual product pages on your site. This is an excellent approach to see how your changes are being received and to keep track of any emerging patterns in user behavior.

2. Hypotheses and Assumptions Evaluation

An organization’s A/B testing ideas might originate from anywhere in the company or from a hired marketing agency. Heatmaps may test assumptions or change your test variation by evaluating the integrity of the data.

Have you ever wondered whether visitors on mobile devices are having difficulty accessing one of your forms? View a heat map that has been filtered according to the device you’re using. Want to know how you can make your top navigation more engaging? See which things are now the most popular and how they stack up against the rest of the page’s content.

Warning: This is where many teams go wrong. In the heatmap or session recording data, it is simple to become lost and not know where you’re going next. Meanwhile, let’s have a look at hypothesis creation.

To use heatmap analysis to solve your problem, you first need to know what that problem is. After that, you’ll have to come up with a solution. Based on your knowledge of the demands of your customers, your website’s technological capabilities, and your overall ideas about what would improve the issue, this should be done. An expected outcome must also be developed, which is a crucial step. This is what you expect to happen if your test version outperforms the current one.

3. Product Organization

Visitors will not purchase your goods if they cannot see them. Analyze your heatmaps to determine which portions of your shop aren’t getting enough traffic and then test different content to discover which one’s work the best. Alternatively, it’s conceivable that customers aren’t viewing important information on a specific product page.

An excessive quantity of explicit material may be required for a complicated product or ordering procedure. Use layout choices, such as collapsing boxes or other elements that might help the reader better understand the material.

Consider whether or whether visitors are interested in picture carousels, descriptions, or anything else that may boost their conversion rate if they were shown. See which things on the page are most often clicked using a click map tool. You’ll be able to make on-the-fly modifications to your store’s architecture and category categorization by periodically checking these sorts of reports.

How to use Heatmaps 

Heatmaps may be integrated into your workflow in a variety of ways. The following is a guide to getting started in that direction. These procedures are helpful even if you’ve previously developed a solution like this for heatmaps. For improving your conversion rate, there is no key benefit. There is still work to be done if we see a significant improvement.

1. Start with 2-3 key web pages.

Observe your home page’s traffic patterns using a heatmap. Many people begin their online journeys on this page, regardless of its importance to your website’s structure. Check which parts of your site’s navigation are being used the most (and the least), whether visitors are scrolling far enough to read your most critical message and calls to action, and which material is below your effective fold.

Other areas to include your product category pages, a single product page, shipping information pages, or your FAQ section. With a heatmap, you can look at the behavior of visitors on your website and see any patterns that emerge from the data. Consider every page that could affect or drive an online sale as a top priority.

2. Find the effective fold

Content that is not immediately visible upon page load is referred to as “below the fold,” whereas the “effective fold” reflects how far down the page 50% of your visitors scroll. Most site visitors will view nothing below this point. Thus, it’s crucial.

Find new options for content restructuring, message priority, and everything else you can think of for the 50% of visitors who don’t make it to the bottom of the page by analyzing the fold’s effectiveness. Be aware of where the effective fold is for old visitors vs. recent visitors and traffic sources. Identifying where your marketing efforts have the most impact on your company’s success might be aided by this information.

Your effective fold for mobile traffic is going to be very different. Be mindful of this while making any changes and consider reorganizing your mobile product pages slightly differently from your desktop counterparts.

3. Evaluate CTA locations

What are your most essential points of conversion? Does it mean they’re above the fold? Using heatmaps, you can observe what parts of your website are receiving the most interest and whether something unexpected is drawing attention away from your most important calls to action (CTAs).

One or more elements on your website may draw attention away from the primary aim of the page. Consider the effect on the customer’s experience if a credit card company logo or another design element looks to be related. There are two possibilities here: either the visitor clicks and nothing happens, or the visitor navigates away from your site and is no longer in your conversion funnel.

There should be a strong emphasis on CTAs on product pages for e-commerce. Suppose another feature (such as a product picture carousel) draws the user’s attention away from your content. In that case, experiment with eliminating or changing that piece.

4. Add heatmaps into workflows

There’s one thing that’s consistent when speaking to organizations who use heatmap tools: Everybody has their own method. Make sure everyone agrees on the heatmap and how to use it before moving on to the next step. If you’re looking for a quick solution to improve client understanding and satisfaction, show them examples of heatmaps in meetings.

Sometimes, heatmaps are used in monthly marketing reports. In others, screenshots are used to show a business case or discuss a coming A/B test. The most essential thing is to regularly monitor your heatmaps to see how visitors are behaving.

5. Add session recordings and form analytics

Using both session records and form analytics may help you get a better understanding of your website’s visitors. Check individual session records to get a replay of how a single user traversed the site when a pattern on a heatmap is noticed. As an example, observe what people do when they exit a page before scrolling to the bottom or follow along as a user begins but does not finish a registration form.

For forms, there are a few parameters to monitor. Because of the usage of form analytics tools, you will improve your forms to better meet the demands of your users. Consider creating a multi-step experience for longer or more complicated forms.

Conclusion:Can a heatmap transform a $1,000 company into a $1 million business in a day? Probably not. For testing, optimizing, and improving the user experience in tiny increments, would a heatmap help? Absolutely. Conversion rate optimization tools provide you with the data to make educated optimization decisions. To learn more about heatmaps or if you’re finding it hard to set it up on your site, you can search on Google for a “digital marketing agency near me” that can help you out.