Nowadays, businesses can leave no stone unturned to understand their audience’s mindset. Speaking of understanding your audience, did you know that it has been proven to get easier with the help of proper methods to understand a person’s psychology and behavioral patterns? This is where heat maps and eye-tracking elements come into the picture.
In this article, we will talk about
A heat map is a digital eye-tracking tool that is used to track a user’s behavior on a website, ad, or app. They are maps with striking use of hot and cool colors. In a typical heat map, you will find prominent reds, yellows, and oranges- signifying more activity, as well as blues and greens-signifying lower levels of activity. Essentially, these maps are utilized to detect a user’s attention span, as well as their interaction with the elements of an ad or website like an image, text, button or video.
Did you know? : Heat maps were initially created to tackle financial markets by Cormac Kinney sometime around the 1990s.
To put it simply, they solve a very important question of businesses, whether the audience is drawn to a particular element or not?
If the audience is not focusing on an element that a business wants them to focus on, then the business goals cannot be met.
These days, heat maps come in a variety of forms, each helping you solve a different problem.
Here are some of them.
Amongst the increasing number of innovative layouts, Businesses usually struggle with two questions about their users:
Both these questions can be tackled with the help of heat maps and eye-tracking techniques.
For a successful conversion rate, your audience needs to see and interact with the most important content on your page.
Interestingly, a study by Nielson Norman Group found that users normally look for more information above the page fold.
Let us look at an example: Suppose you are a business posting excellent blogs and informational videos on your website, ultimately aiming for users to call you and place orders. After a while, you realize that even after churning out good quality content, you don’t see positive results in the number of calls made. To solve this problem, you can make use of scroll maps and click maps. This will help you understand how far do your users scroll and if you have placed all the important details like all your persuasive content and phone number within the most scrollable area.
Heat maps are excellent to understand and test which element should be placed where on a page, how many buttons will get results, and what should be the length of your content.
Adding to that, if you find yourself juggling between new designs, these maps can help you land on an informed decision based on data and user behavior. Ironically, some attractive elements on your website can end up distracting the audience and harming your business goals.
Here’s how heat maps can be extremely useful for a business:
To understand heat maps better, we also need to understand the concept of eye-tracking. The theory of eye-tracking is used to calculate the eye movements and patterns of the audience on a page. It is also widely used in packaging designs to help garner maximum customer attention.
Eye-tracking software can be beneficial for site optimization, layout, and marketing campaigns. This software has allowed the researchers to come to various insightful conclusions about eye movements and patterns.
For example, Most people who speak languages that are written from left to right, tend to focus more on the left side of the screen. This is the reason why many brands place important information and actions on the left side of the screen for such types of audience zones.
Owing to decreasing attention span, it is also noticed that most people like to scan instead of reading every word on a page.
This only goes on to prove, how knowledge of eye-tracking patterns and heat maps are beneficial to brands and businesses looking for conversion optimization.
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