In the current digital world tracking has become one of the key features to identify the potential outcome of a campaign. The trend until early 2000’s was using only Google analytics but with the inception of multiple data platforms, the growth and need to analyze data has increased exponentially. Heat map analysis is one such new feature in the field of analytics.
What is Heat Map Analysis?
The above image is neither disfigured nor is the result of screenshot when the screen is broken. This is a sample of how does heat map analysis will look like. Heat map is a data visualization technique that gathers insights about user interaction on the web page and also helps us understand the actual time people spent looking at, scrolling through or clicking certain portions of the site by color coding (either by hue or intensity) the portion of the area were the user has visited. This can help us to understand bounce rate, drop offs, page views and better conversion rates.
Type of Heat Map Analysis
Below are the types of heat map analysis
- Click Mapping
- Attention Mapping
- Hover Mapping
- Scroll Mapping
Click Mapping :
Click map analysis shows where a user has either left clicked or right clicked on the webpage.
From the above two images a marketer should interpret that a user hasn’t shown any interest in the video because there was no activity on the play button, on the contrary user has taken an action by clicking one of the buttons on the homepage when there was nothing to distract them.
Attention Mapping:
Use the user browser data to show which part of the webpage received most attention.
Scroll Mapping:
Scroll mapping helps to understand how far did a user scroll down to on a webpage to review the content.
Hover Mapping:
Hover mapping helps to understand where on the webpage did a user navigated to. This kind of analysis will tell the marketers what portion of the webpage caught users’ attention. Higher portion of users have moved the cursor the image which tells that the content in the image has attracted most the users.
Why to User Heat Map Analysis?
Below are the key points which helps us understand why to user heatmap analysis
- Are users seeing the content on webpage?
- Where is the user on the webpage is taking an action ( on links, buttons, ads etc)
- Which portion of the webpage didn’t receive any activity i.e. the non-clickable elements
- Why and with what are people getting distracted
- Helps to understand how the webpage is performing across multiple devices.
- Which webpages are performing, non performing , which are the top pages etc.
Overall pair the above heatmap analyzed data with the paid media performance data combined with what audiences were targeted will help a marketer to execute effective and efficient marketing strategies and product improvisation.
Image Credits – https://www.hotjar.com/heatmaps/examples/
