Heat Map
ClickTale’s heat map reporting is technology that internet marketers have wished for since the 1990′s. A few years ago, we finally got it, and for those “in the know”, it’s made a huge difference, adding many zero’s to our bottom lines.
In this article I wanted to point out a few of the key elements you should use ClickTale’s heat map reporting for, and how to know which areas will improve your overall conversions. This is an important feature, because researches say that there is up to an 88% correlation between where visitors move their mouse and where their eyes are looking.
The first thing you should look for in your heat map report is where your visitors eyes are most often drawn to on your page. In the above screen shot example, you can see that visitors to that web page move their mouse (and eyes) to the first link in the left hand sidebar as represented by the dark red color on that spot on the page.
If you knew that, what change would you immediately make? For starters, it might be a good idea to put your desired action links right there. If the sidebar is drawing the most attention and the top placement gets the most visibility, it would be a great spot for a link to a free report to build opt ins, or better yet, a “order now” link.
You can also tell that the top horizontal menu gets quite a bit attention. So it’s a good bet that menues and places where navigation links are gathered draw the most attention on this particular site. Off the cuff, here’s 2 things I’d immediately test because of this.
1.) Sprinkle action links in the middle or at the beginning of each navigation menu. Move the link around within that menu. See if you get more clicks (and actions) by placing your call to action in the red zone on the heat map.
2.) I’d place a benefit laden headline BETWEEN both navigation menus. It’s common sense that if the top navigation bar is getting a lot of attention, and the left hand navigation sidebar is getting a lot of attention, that visitors eye balls are moving over the space between those two areas OFTEN. So you smack the most attention grabbing headline you can right in between those areas!
Without ClickTale, you wouldn’t know this sort of thing, would you? Heatmaps are a small part of ClickTale’s overall analytic suite. It’ll flat out help you make more money…This was just one example of how you could benefit from this type of data in your business, and it was simply a random observation without looking at any metrics, or taking time to study the results.
Imagine what you could do if you had the WHOLE story, recorded on video, and told to you in real time, first hand, by ClickTale?
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