Heatmaps are a common tool for anyone who works with websites.
Heatmaps have traditionally been a static look at the hot – or cool – spots on a website. The more a visitor clicks on a section of the website, the “hotter” the area or element. The fewer clicks on an area of the website, the “cooler” the area or element.
As websites became more interactive, static heatmaps were quickly not provided the adequate information to really understand how visitors use a website. Lucky Orange listened and decided to take heatmapping to the next level with the introduction of Dynamic Heatmaps.
What’s a Dynamic Heatmap?
Dynamic Heatmaps takes the concept of a static heatmap but adapts it to today’s dynamic websites.
For example, hover-over menus would be impossible to analyze via static heatmaps, but because Dynamic Heatmaps work as an interactive overlay, it’s possible to navigate through a website just like a visitor to see the hot and cool spots, popularity ranking, and recording links on every element on every page, including hover-over and dropdown menus.
Why Use Dynamic Heatmaps?
There are literally thousands of different ways Dynamic Heatmaps can benefit websites, but we’ve narrowed it down to five simple reasons and how your website will end up with more insight and more conversions:
1. You see exactly what and where visitors click
Let’s just cut to the chase. Businesses have a bad habit of turning to best guesses or decisions driven by a HiPPO (Highest Paid Person’s Opinion). Neither really work in the short- or long-term, and even if the changes did end up being successful, the reason why would never be fully answered making it difficult to replicate.
Dynamic Heatmaps let businesses see exactly what their visitors are seeing, where they are clicking, and what is being ignored. That hero photo carousel or cart pop-up that was installed to drive conversions aren’t working, and Dynamic Heatmaps can show you where your visitors are clicking instead.
In the case of TaylorMade, Dynamic Heatmaps let designers keep an “active eye” on visitors to identify their pain points and other areas where they struggled. Popular shirt company UNTUCKit had a similar success as it used Dynamic Heatmaps’ to isolate precise clicks, also called confetti heatmaps, to mark the exact areas visitors were clicking.
2. Stop losing money to “blindness”
For years, experts have been talking about “banner blindness” or the fact that visitors rarely seem to look at display advertisements on websites. Now this blindness has spread to content, too.
Your business can have the content that is beautifully written and edited perfectly, but if it doesn’t resonate with your audience, it’s not going to be successful.
Dynamic Heatmaps can help figure out what needs to be changed via a scroll map, which shows how far down a page that visitors typically read. If your above-the-fold content is boring, there’s little chance that visitors even make it to your call-to-action and other juicy content details that are buried.
3. Focus on the links and what your visitors think are linked
It’s something our own users tell us time and time again – the website looked great, but visitors aren’t clicking on the links. Dynamic Heatmaps can really tell you why.
For example, one Lucky Orange user had a banner at the top of the homepage promoting a discount. Visitors weren’t clicking on the call-to-action or other links; they were clicking on the banner that was simply a notification. Adding a link to the banner increased conversions from 3% to 8%.
4. Works well with others (i.e. recordings)
One of the biggest advantages of Dynamic Heatmaps is that it’s a part of a full suite of tools that all work well together. Dynamic Heatmaps link directly with User Recordings and Form Analytics to give a more complete look at how visitors interacted with your website.
Essentially, Dynamic Heatmaps can help you identify visitor behaviors and patterns which can then instantly jump you to a User Recording that will show what happened before, during, and after the visitor clicked on a specific page or element.
Bluefly found particular success combining Dynamic Heatmaps and User Recordings to troubleshoot issues that persisted during testing phases of their website redesign and updates.
5. Dive into the details you want
Every website is different and has a variety of needs. Some businesses may find it helpful to segment data to find how Facebook traffic interacts differently than traffic from a Google PPC ad or how visitors who turned into customers behaved differently on a landing page than visitors who don’t.
Other businesses may find it helpful to dive into specific dates or compare historic data, like UNTUCKit did. Others may want to isolate visitor behavior or monitor element popularity.
Whatever the use, the ability is there with Dynamic Heatmaps.
New to Lucky Orange? No problem! Dynamic Heatmaps are always included in Lucky Orange’s complete suite of conversion optimization tools. Plans start at just $10 per month and include a 100% free trial, no credit card required, to try it out for yourself.