As a digital marketer, you will always have a use for additional insights. Whether it’s knowing what your visitors are looking for, why they convert, or when they bounce, all insights hold value. But how many feedback-based, qualitative insights can you gather? Each survey takes time to organize and promote, and people may simply not engage with it or provide honest feedback. That’s why data-based, quantitative analytics offer a reliable alternative – and heat maps offer to acquire them for you. So, let us examine what they are, how they do so, and how you can become a better digital marketer with the help of heat maps.
First and foremost, to explain how heat maps can boost marketing, let us define heat maps. As the name implies, a heat map is a visual representation of data in a form resembling thermal imaging. The similarity comes from “colder” colors typically used for lower values, while “hotter” colors represent higher values. Exact colors will vary from one solution to another, of course, but that’s the basic concept.
These two-dimensional maps visualize website activity data, such as areas where visitors spend more time and how far they scroll. They do so through different technologies, such as eye-tracking, and may focus on mobile or desktop devices. Finally, different types of heat maps collect different data depending on their purpose.
There are 5 main types of heat maps. In brief, these are the following.
Understandably, each of those hat map types offers different data, and thus different benefits. However, all of them can inform your marketing efforts in different ways, as we will cover just below.
Now, let’s explore the main subject; how they do so. In no particular order, consider the following 3 ways in which heat maps can enhance your marketing. We will mind text economy, but also expand where needed to explain in appropriate depth.
Digital marketing increasingly focuses on satisfying the users’ intent. In fact, this is Google’s stated intent as well, which now drives Search Engine Optimization (SEO). However, that’s easier said than done. Today’s internet users follow erratic customer journey paths and reach your website with different intents and pain points. Thus, it’s increasingly challenging to know your audience confidently and deeply.
Website visitors correspond to different sales funnel phases, and heat map analysis can help you decipher them all:
But these are only the basics of how to become a better digital marketer with the help of heat maps. With this primary benefit covered, we may move to subsequent applications.
Having mentioned CRO, this is a crucial step toward ensuring higher conversion rates and thus more sales. Heat maps of all types can help inform CRO in multiple ways, including the following:
All of these factors may warrant investigation, and analytics alone won’t explain why what they observe happens. Heat maps alone won’t do so either, but in combination, they could substantially inform your CRO.
Finally, this combination offers an array of opportunities – so many so that they’d warrant their own article. Indeed, SEO is indeed a profound, complex subject. Thus, you may become a better digital marketer with the help of heat maps, but you may strive to get advice from experts to truly become a great marketer.
Still, we may cover 3 fundamental SEO aspects here, delving deeper into some earlier points as we do.
Initially, SEO by itself will typically suggest that length boosts search engine visibility. It will suggest that you use subheadings, bullet lists, and other formatting elements for visual appeal. Finally, it will suggest readability as a desirable quality. These are all excellent, mostly universally valid guidelines – but do heat maps confirm they work for you? Consider the following elements you may A/B test:
Then, on the subject of formatting, SEO rightfully holds that you should use ample images and media content. However, heat maps may fuel A/B testing to inform just how you do so:
Finally, having mentioned backlinks before, backlinks are also an integral part of SEO. Internal links allow for page equity and promote solid content hierarchies. External links offer more value to your readers and help foster trust. However, backlinks may also hamper conversions or underperform, which heat maps can help identify:
These and other factors related to backlinks may deserve your attention, and heat maps offer to assist in your analyses.
In summary, heat maps can help enhance your marketing efforts in multiple ways. From appropriately addressing your visitors’ intent to optimizing your page for conversions and informing your SEO, opportunities abound. Especially in such hard times, such options can prove to be an invaluable asset for any marketer. Hopefully, this rudimentary exploration of the subject helped you value heat maps’ applications on the way to continued success.
My name is Mukesh Jakhar and I am a Web Application Developer and Software Developer, currently living in Jaipur, India. I have a Master of Computer Application in Computer Science from JNU Jaipur University. I loves to write on technology and programming topics. Apart from this, I love to travel and enjoy the beauty of nature.