Did you know that there is more value you can get from heatmaps than just seeing where people click or scroll? Scroll and click behavior is just the tip of the iceberg.
We want to show you how to clearly tie heat maps to your business objectives to provide real business value.
We know that metrics must be directly tied to objectives, see more details: http://www.digitalacumen.net/2016/11/27/setting-digital-teams-kpis-like-pro/
Our metrics are directly tied to our objectives, thus we want to be maximize them to create real business value. Metrics derived from standardized information and data can deliver insights that provide a blueprint for heat map interpretation and insights. This includes:
- Maximize Browse: Customer shopping comparison to purchase & Attribution to Browse Behavior
- Maximize Conversion: Path to Purchase & Funnel Retention
Metrics from heatmaps can drive decision making down to the customer level. They are more than just Heat Maps and can be a powerful tool to complement your analytics suite.
There are plenty of heat mapping tools available. Here are a few we have used:
Our experience in heatmaps and analytics strategy/integration/delivery has shown that there are clear, easy, and long term wins that can be created by addressing key customer behaviors.
We will show you 3 metrics that will help build your analytics capabilities to drive business decision making: Heatmap to Page Engagement, Targeted Page Abandonment, and Social Media to Heatmap
Heatmap to Page Engagement
Have you ever looked at your analytics dashboard and wondered: where do I start? How do I tackle this customer segmentation problem? How do I provide the right experience for those who are just browsing vs. those who are ready to buy?
Heatmaps provide a key starting point for context and experimentation.
You should segment the browse/shopping analysis versus conversion behavior analysis to provide insight into how to balance the two buyer types needs. You will want to ensure that shopping behavior is focused on left side of screen or below fold and buying and investigative behaviors are elsewhere.
You will want to determine what behaviors customers take when viewing your product pages or any pages. You can use analytics as a starting point to review certain heatmaps on pages with a baseline below and above the median, which allows for several questions to be answered:
- Does the customer follow a Top Left to Top Right, and scrolling down pattern? See more about how people view a site.
- What dashboard, or where in existing dashboards do I add these metrics?
- Deadspots – What are the dead spaces with little activity?
Targeted Page Abandonment
Today, heatmaps provide an advanced filter to show where segments of customers abandoned. However it is important to leverage your analytics bounce rates and abandonment cart rates to red-flag possible issues (including jumps by >3% on a cycle basis) without needing to constantly re-heatmap.
You will want to setup a errors/losses dashboard, where metrics showing losses in the conversion funnel are tracked. It is important to align heatmaps to specific pages that show an above the baseline % of page abandonment. This is so that you can review where on the page your customers are leaving in higher rates.
Armed with this knowledge you can tackle the highest priority improvements to increase your conversion rate.
Social Media to Heatmap
Different social media users may use your website differently. You will want to filter heatmaps by social media channel. Then your analysts can look for behaviors that align social media user segments across heatmaps to compare and contrast results.
Social media analytics can inform heatmapping segmentation. This can be done by aligning web/social analytics to heatmaps to segment social traffic against user behavior:
- Creating a consolidated reporting scheme allows marketers to compare the social media metrics and align with relevant heatmap metrics.
- Different social media platform users sometimes have contrasting heatmap behavior. This can lead to opportunities for greater conversion by segmenting against the originating platform.
This can lead to social media related targeting for ads (social, web, partner) and content that prioritizes separate behaviors
- Shoppers/Browsers from social media
- Call to Action from Social Media
Heatmapping builds the context for the story you see with data analytics. Thereby creating a basis to start, define and color discussions on customer behavior.
Effective usage of heatmaps allows marketers, to see a fuller picture of black and white data. Much like coloring books, adults can use them to great effect too!