When visitors land on your website, there should be one primary objective that you want them to take — to read, click, watch, whatever. What the objection is depends on the content of your site.
According to Jakob Nielsen, you’ve only got 10-20 seconds to capture the majority of your visitors’ attention. As a marketer, designer or small business owner, this means you need to focus your content in a way that drives people to your objective as quickly as possible, and definitely in less than 20 seconds.
Image source: Nielsen Norman Group
Unfortunately, many websites are not designed with such an action-oriented mindset.
Content is hodgepodged in different sidebars, sliders, widgets, menus and myriad other places. A visitor arrives on your website and rather than taking the action you’d intended, they waste time searching the page.
Heat maps are graphical overlays of your website that help show which content is hot (or not) by tracking eyeballs, either literally or via clicks, providing you with the information you need to optimize the design, flow, and layout of your website. Today we’re looking at click-tracking heat maps.
Tyler Vawser of AppSumo wrote a comprehensive guide on what he learned from 1,000,000+ heat map clicks. In this post, we’re going to walk through the basics of Tyler’s guide. We’ll cover how to use heat maps to solve the problem of errant, non-converting visitors to your website.
Focusing on the most-trafficked page on your site, we’ll consider what kind of objective it should have, walk through how to set up a heat map on it, and then look at how to use the heat map to drive more conversions for your business. (more…)