The use of analytics has spread like wildfire over the past few years. According to Forbes, “Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase.”
One particular form of analytics that’s really catching on is the heatmap, which is” a two-dimensional representation of information with the help of colors that can help the user visualize simple or complex information.” Using heatmaps is one of the best ways to understand visitor behavior and fine-tune your law firm’s website.
If you’re not quite sure what this looks like, here’s a simple example from a Bing search result:
The green, yellow and read areas indicate where users are clicking the most, and therefore are the most interested in. Red receives the most clicks, green the least and yellow is in the middle. It’s like thermal imaging on your website.
Applying This Data
So how exactly can you use the information you generate from using heatmaps? More importantly, how can you apply it to improve your website?
It’s simple. An article from Louder.Online summarizes it perfectly:
“Using heatmaps, you’re able to get an idea of what text and images users are looking at, reading and engaging with the most. If what they’re looking at isn’t the content that’ll drive them forwards through the sales funnel, it’s time to rework the page.”
If visitors aren’t clicking on the areas they should be (e.g. CTAs and areas that will ultimately lead them to converting), you’ll have a good idea of how to restructure your site. For instance, if they’re getting distracted by a section that’s preventing them from converting, you’ll want to eliminate it or augment the design accordingly.
The most common pages you’ll want to use heatmaps on is your homepage and landing page because these are the most tied into conversions. When it’s all said and done, you can reduce friction within your sales funnel and move leads through it much more efficiently.
Where Can I Find Heatmap Tools?
At this point, you’re probably wondering where you can find heatmap tools and which ones are considered the best. Hands down the most popular and widely used is Crazy Egg. It’s one of the most trusted platforms in the industry and is used by countless marketing professionals.
Besides offering conventional heatmaps, there is another feature called “scrollmap view.” This lets you know how far your visitors are scrolling down on pages and where they stop, which is helpful for deciding where to position key elements like your CTA.
Of course there are several other choices besides Crazy Egg including WordPress plugins, which you can learn about here.
Heatmaps are an amazing analytics tool that generate visual data of visitor patterns and behavior. They’re incredibly easy to use and create data that’s immediately applicable. If you haven’t experimented with them yet, you should make it a priority because there have been instances where brands have been able to increase their conversion rates by more than 50 percent.
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