Heatmapping is a way to analyze your website’s traffic. It will show you the differences between how you think people should use the website vs. how they actually use it. I like using Hotjar but a lot of people use Lucky Orange too.
Ask yourself these four questions and follow ups to optimize your website’s user experience and create more conversions.
- Are people clicking on things that do nothing?
Follow up: If so, can you make it clickable in a way that makes sense? Or can you eliminate it to reduce confusion?
For example: You might have product photos in a hero section, but clicking does nothing. In that case link out those products.
- What elements of the website are being ignored?
Follow up: Are these areas just taking up space and increasing load time? Can you remove those areas to streamline the page?
- What are the priority areas that 80% of people are going to?
Follow up: How can you make those high traffic areas easier for the majority of people?
- Did people scroll all the way to the bottom of your page without taking action?
Follow up: What did they click on in the footer? Is that something you can make more obvious at the top of the page?