Click-Tracking Heatmaps

What Are Click-Tracking Heatmaps?

Heatmap click-tracking is a collective visual representation of clicks on a page. The data provides quantifiable measures on where users click and how many clicks are in a given area. The more concentrated the color areas are, the more that area has been clicked.

Visitors do not know they’re being monitored, which provides a natural view of their behavior on a website. Click tracking is an exploratory method of analysis and helps to identify and assess conversion blockers on your website.

click tracking image example unamo

Why are Click Tracking Heatmaps Important?

Click tracking Heatmaps are extremely helpful for a variety of reasons:

Aggregate Analysis:

Click tracking is vital in that it can tell you what a wide variety of users are doing on a single page at once. Click tracking provides a collective viewing of many users over specified date ranges and on A/B tested pages. Rather than watching individual sessions which can be very time consuming, you can quickly get actionable data from many users in shorter amounts of time.

Clarity of your Calls-to-Action:

Click-tracking provides you with a simple picture of how clear their call-to-action (CTA) is.

With click-tracking heatmaps you can see which calls-to-action have the highest volume of clicks, and where there are very few concentrations of clicks anywhere else on the page. 

However, if a page has a CTA, but there are high concentrations of clicks in different places or on different buttons, it lets you know that the CTA isn’t clear enough.

In some cases, you may find clicks in areas where there are no links. These are called dead clicks. You can use insights about dead clicks and make these elements users are clicking on clickable links for other pages or content you want users to see. This is also optimal for other links, photos, or buttons.

Discover Holes In Your Conversion Funnel

Sometimes CTAs can have a lot of clicks on one page, but so can a lot of other links that aren’t part of the CTA and thus might create holes in the conversion funnel. Getting rid of these distractions will make the call-to-action much more understandable and increase the desired goals of the webmaster and ultimately the user.

Takeaways

  • Saving time - seeing all of the clicks for a segmented group as a whole can give you insights on what causes the groups to behave that way and why certain elements attract more clicks than others.
  • Clarity - dead clicks in one area or on an unclickable element can let you know how clear your CTA. You can further test this to see whether it is the copy or design of the button that is confusing.
  • Finding Conversion Blockers - dead clicks can let you know if you have any conversion blockers on your page.