Millions of websites, ever-increasing demands, and plenty of competitors. If we hear the word e-commerce, similar words may come to mind.
Website or webshop owners haven’t got an easy task as they need to operate their business with these factors. Their main goal is usually to sell as many products as possible and increase their conversion rate.
But how can they be successful in such difficult circumstances? The solution is based on continuous measurements, for which heatmaps are perfect and often used tools.
In the following, you can read about how this tool can help you to run a successful online business run.
What is heatmap analytics?
Heatmap is an analytical tool based on quality data. You can use it primarily to gauge the effective elements of your website and how visitors use your website.
These tools show the effective parts of your website with warm colors and the less effective ones with cold colors. You can use it to find out what products, colors or CTAs work well in your webshop.
There are several types of tools available to you, depending on what your purpose is, what you want to measure:
- Click heatmap
- Segment heatmap
- Scroll heatmap
Click heatmap
Click heatmaps can be called traditional tools. It evaluates the effective and less effective parts of your website based on clicks. You can use it to find out which subpages your visitors visit most often, or even how they purchase process works on your website.
This tool is of paramount importance in website optimization, but it can even help you make an effective marketing campaign.
Segment heatmap
Perhaps one of the most important tools in creating a good marketing campaign. It highlights the source of your visitors and it shows how visitors from different sources use your website.
Visitors from each source are marked in different colors so you can easily compare their activity. Sounds good right?
Scroll heatmap
This tool is the most specific of the three mentioned here. You can mainly use it to see how long your website is scrolled through by users.
You can use it to put your products or possibly important information in the right place. A place your users are sure to read.
It is often used to analyze the blog interface, as it allows you to place links to your products or other relevant links in the most relevant place. In addition, you can use scroll heatmaps to select the most potential placement for ads on your page.
But how can these contribute to the success of your marketing campaign? Let’s look at it.
The relationship between heatmaps and marketing campaigns
You already have a comprehensive picture of how these measurement tools work. But how do they relate to an effective marketing campaign?
As we mentioned at the beginning of this article, online businesses aim to maximize their conversion rates. To do this, they need to gain as many visitors as possible, which requires an excellent marketing strategy.
This is where heatmaps come into play.
These analytics tools help you display the best CTAs, colors, and motifs throughout your campaigns. Displaying these elements is important because this is how you will get the most impact from your potential visitors.
Also, it doesn’t matter where you want to run your marketing campaign. Don’t despair, heatmaps provide an answer to this as well.
Let’s see what elements you need to consider during the measurement and incorporate them into your marketing campaign:
- Well performing CTAs
- Popular colors and motifs
- Most popular products
- Content from your frequently visited subpages
- The source from which most of your visitors come
But how do you incorporate these elements into your marketing campaign?
Let’s make an excellent campaign
Let’s start at the beginning. First, you need to pay attention to the information provided by the segment heatmap.
Do most of your traffic come from social media? Maybe from direct searches or other websites?
Let’s say the segment heatmap analysis shows that 70% of your traffic comes from social media interfaces. In this case, you need to focus your marketing campaign on these platforms, as you can find the highest proportion of users here.
You find out the campaign location, what’s next? You need to create the campaign material. Before you get scared, keep in mind that heatmaps can help with that too.
As we mentioned, these analytics tools show you the powerful elements of your website. Collect them and use them in your campaign.
This is important because the elements that worked in your webshop will also work in your marketing campaign as well.
Just think about it, the measurement may reveal that none of the CTAs are effective except for one. In this case, you should also use that CTA on social media interfaces, because if you use something else, no one may click through to your website.
You’ll also have to display the distinctive colors of your online business in your campaign. This is important because in this way your visitors will identify you and your products with this color from the very first moment.
This promotes memorability and in addition, colors can reflect your goals and personality. We recommend that you also determine this based on the heatmap analytics.
The third very important step is, what do you need to advertise at all in order to increase your conversion rate?
The answer is simple, the product or content that was found to be popular during the measurement. It is important that you do not have to choose just one product, you can use more than one at a time, the point is to make them one of your popular products.
Keep them at the center of your ad. This is important because your popular product or content serves the most common demand, so you have the best chance of making a purchase.
This will greatly increase your chances to increase your conversion rate.
If you follow these steps and tips, you can create the perfect marketing campaign based on the heatmap measurement.
Conclusion
As you can see, continuous measurement plays a prominent role in the success of your webshop. We recommend that you have to repeat the mentioned process at regular intervals.
If you do not do this, your conversion rate will only increase for a while and then decrease abruptly. You don’t want that, do you? The point is continuity.
In addition, we recommend that you do not rely solely on heatmap data for a marketing campaign, but also combine it with other data. You can take A/B tests or even combine them with numerical data.
We hope we can help.
