If you are new to Internet marketing or website development, or you just simply have stuck to the basics, then you might wonder what a heat map is and how it can help you improve your website and lead to greater revenues. Even increase your ROI.
A heat map, in simple terms, is a graphic picture of your website traffic and what that traffic does on each page of your website.
Represented by colors, a heat map can show you the “hot spots” on each page of your website. It can show you where the most mouse movements occur, which indicates where users’ eyeballs travel, and even which links are clicked on the most. You can then use that information to improve your websites SEO and overall content mix.
Let’s say you discover that on almost all of your pages, the most viewed area of the page is the top right corner. Let’s say that, furthermore, the most clicked link on each page is the banner ad in the top right corner that offers site visitors a free download of your e-book. What does that tell you?
It should tell you that whatever information you provide in that e-book is deemed valuable to your site visitors. It could be a good opportunity to provide more in-depth information about that content. Perhaps it’s time to publish and market a more in-depth e-book on the topic that you can sell to your site visitors and e-mail list.
What if, on the other hand, the most viewed part of your website was the top left corner and the most clicked link on your home page was a link at the bottom of the page that led visitors to your About Us page. What’s that tell you?
If you have links in the top left corner of your home page that are not getting clicked on as much as the links at the bottom of the page, then you probably have something wrong with those links or the content that surrounds them. Maybe you should reword your anchor text. Or maybe the content surrounding the link should do a better job of leading your visitors to take the desired action. Maybe the call to action itself isn’t working.
Heat maps are valuable tools that measure many factors at once. If you are serious about making your website stand out, then you should be using heat maps.