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Benefits of using heatmaps on your eCommerce website:
What an eCommerce website owner can learn from heatmaps?
1. eCommerce Heatmaps help identify user pain points and friction during checkout and simplify steps to checkout or on opt-in forms.
2. Detect user conversion issues due to addition of fees like shipping/handling .
3. Understand what images are being clicked on and what matters for users when viewing a specific product page.
4. Assist in understanding whether a specific CTA is getting clicked or if it’s not grabbing attention as expected.
5. Find out what elements give the impression that they are clickable elements leading to rage clicks by users. This process helps improve the user experience.
6. Understand how website elements are portrayed on different devices and optimize them accordingly to improve website conversion rate.
7. Find and fix links that have broken links and wrong re-directs. This strategy is very beneficial when you have lots of products and tons of interlinking for SEO purposes.
8. Understanding important content and web page sections that otherwise are ignored.
9. Experiencing and understanding issues across devices (Improving User Experience)
How to use heatmaps for optimal performance?
1. The click tracking heatmap:
- Click tracking gives a visual representation of the average number of times a user clicks on each link/button on your site. If a button/link is not clicked as expected, it might be too far from the middle of the page, which is known to reduce likelihood of user click.
- Stores can also experiment with different colors to better attract users’ attention if it’s found that users are not clicking
2. The move tracking heatmap:
- Mouse hover tracking heatmap helps in understanding mouse movements and identifying what catches users’ attention when they land on a website. This is also known as eye tracking as most users tend to keep the mouse where they are looking
- Tracking eyeballs and mouse can help sites identify if important elements on the page like the “Add to Cart” or “Buy Now” button is in the right location on the page.
3. The scroll tracking heatmap
- Scroll tracking heatmap is used to understand the percentage of users that have viewed a portion of a webpage. The most important data to analyze with scroll tracking is what catches attention most of the time, where the users are waiting longer and make sure to improve that section or keep it as is depending on the performance.
Heatmap Tracking Examples
Below is a heatmap example from one of our landing pages (Above the fold) - Click Heatmap.
Heatmap Example: Screenshot of one of our landing pages (Above the fold) - Scroll Heatmap.
We can make our page a little more compact so users could view more content on our landing page. We should also analyze what content our users have missed and take a vote on whether we want to highlight that content by moving it higher on the page or not.
The move Heatmap - Sample screenshot from one of our landing pages.
Best Heatmap analysis tools for your eCommerce website
1. Microsoft Clarity – Microsoft Clarity provides website usage statistics, session recordings, and heatmaps. Microsoft Clarity helps you understand how users interact with your website. Clarity Is Free Forever. Free Session Replay. Free Heatmaps.
2. Hotjar – Hotjar is an intuitive, visual way to discover, consolidate, and communicate user needs. Hotjar has three pricing plans: Basic, Plus, and Business. They also offer other plans for enterprises with requirements for scale in terms of session tracking.
3. Plerdy – Multifunctional tool that offers heatmaps, session recording, click tracking, and more to analyze user behaviour and improve site design.
4. Inspectlet – Let’s record videos of visitors as they use, click, move and scroll through the website. See every mouse movement, scroll, click, and keypress on your site. You don’t need to use traditional analytics anymore. You can know how your users are using your site in an instant.
5. CrazyEgg – Use Crazy Egg to see what’s hot and what’s not and know what your web visitors are doing with tools such as heatmaps, recordings, A/B testing & more.