When done correctly, the website should be configured to direct users to relevant content along the stage of the customer journey. This means that all links need to work together to nurture visitors and provide valuable insights. That way, visitors can be with you from recognition to purchase and beyond. To make sure the user is clicking the "correct" content, click the map to see the link that the user clicks. When you click on a link, the user is taken away from the page you're currently reading, so you need to check if the link embedded in the article is relevant.
If they are irrelevant, or if you jump to a completely different location on the buyer's journey, you risk keeping those users completely ghost mannequin effect away from the website. advertisement Continue reading below As you rate each page, look at what happens after the user clicks on an internal link. Ask yourself the following questions to determine the relevance: How much time do they spend on new pages? How far do they scroll? Are they continuing to explore your content? Does the session end when the user performs an action? 8. Identify confusing factors that cause friction Another benefit of using heatmaps is to provide website owners with specific information about factors that users find confusing. Have you ever visited a website where an item looked clickable but didn't help you move to the next page? It's annoying, isn't it? Well, your customers feel the same.
Items that look "clickable" may not seem like a big deal, but they do show that the structure of the page doesn't live up to expectations. Clickmaps help you find areas where your customers are expecting to find links, and you can go back and add them to meet your viewers' expectations. advertisement Continue reading below In addition to non-clickable items, heatmaps help identify other signs that users are "not getting it." Think of it as hovering for a long time in a strange place or having numerous dropoffs on a particular page. Make a list of all the weaknesses you encounter on each page and see if your bounce rate and conversions improve as you improve each area. Ultimately, you need to be aware of issues that hinder your audience's conversions, such as poor checkout experience, button-like images, and complex copies.