Imagine you are launching a new product or service. To do this, you create a very interesting page and advertise it a lot, but even so, conversions are not happening as expected .
When checking the heat map of this page, you notice that the CTA button, that is, the call to action — the one that leads the reader to perform an action — is the least accessed or clicked place, explaining the low rates.
In the end, you discover that the red part of your product nurses email list or service's presentation page — the one that is attracting the most attention — is just its presentation image.
In this example, if you really want to increase your sales , the secret is to change the location of the CTA, placing it in the position where the visitors' eyes are being directed.
With all this, it becomes clearer to understand the importance of the heat map on your website: it is one of the best ways to maximize conversions and, therefore, achieve the sales results you are looking for.
What types of heatmaps are there?
Basically, there are three types of heatmaps: mouse movement, clicks, and scrolling. Let's learn a little more about each of them.
Mouse movement
As the name suggests, this type of map is based on the movement of the reader's mouse on your page. It can be unreliable, since the place where you stop the cursor is not necessarily the one that is most attracting your attention.
However, people have the habit, consciously or not, of leaving the mouse close to the part that is being read at the moment, helping to direct the gaze. This gives a good idea of what is most attracting visitors.
Clicks
One of the most assertive heat maps, it is based on the readers' actual actions, that is, it measures exactly which parts of your page received, or did not receive, clicks.
In addition to pinpointing locations, this heatmap also indicates the number of clicks and the number of visitors to that area of your website.
This way, it is possible to analyze, precisely, when a photo, news, information, video, purchase button, among many other things, were really useful for your audience.