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How to Use Heatmaps & Scroll Tracking to Improve UX
There are numerous factors on your website that impact user experience. When you have the ability to identify the cause of poor user experience (UX), you have the ability to make the necessary adjustments, offering the best user experience for your website visitors.
Heatmaps provides you with the ability to visualise your users interactions, gathering valuable insights to ensure your website provides excellent UX throughout your website visitors journey.
Heatmaps are data visualisations showing how website users click, scroll, and move on your web pages. It includes a colour scale with red showing hot areas on your page, and blue showcasing cold areas.
There are a number of different heatmap data you can use to determine UX:
There are a few ways you can use heatmaps and scroll tracking to collect valuable UX data, see if your ideas work, and identify any optimisation opportunities:
Yes, your web pages may be beautifully designed, but heatmaps and scroll tracking helps you determine how they perform online. Heatmaps are easy to understand, showing you what works and what doesn't
Calls to action (CTAs) prompt user action. These are often links or buttons, that are designed to attract clicks to boost lead generation or sales. Click maps show which CTAs have the most clicks and which are ignored. This helps you identify and test new CTAs to attract user engagement.
Not all website visitors will scroll to the bottom of your web pages. This means they could be losing out on valuable information. Bear in mind that your website visitors may visit from a variety of browsers and devices, which means they are not all seeing the same information above-the-fold.
Scroll tracking shows the average fold that most users see displayed on their screens. It helps you identify where to place valuable information and CTAs.
Some users will click on elements they assume to be a link. These are mis-clicks. Heatmaps are effective at collecting enough data to show you common click patterns. This helps identify incorrect clicks, fix issues, ad modify important elements on your web page to improve UX.
It can also help you find website bugs and design errors that cause frustration for your users, increasing the chance of them abandoning your website.
Heatmaps are effective in helping you identify differences in UX and behaviour between your mobile and desktop website, along with whether your website visitors are missing important elements, such as your CTAs. Heatmaps helps you optimise your website pages for multiple devices, increasing UX and conversions.
Heatmaps and scroll tracking are valuable tools for website owners to improve your UX. With these easy to understand visual analytics, you are able to identify any user experience issues and rectify them, boosting UX. If you need assistance improving the UX on your website, contact Genie Crawl today. Complete our online contact form now and we will provide you with a free evaluation and quote.
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