Heat Map Implementation and Processing

Studying performance metrics has become part and parcel of website ownership and management. It’s one of the most effective ways to ensure high ranking, better customer engagement, and increased conversion. But dealing with all that variables day in and day out can be stressful. Wouldn’t it be so much better if data is presented in a clear and concise manner? This is exactly what heat map can do for you.

What are heat maps?

Heatmaps provide an overview of how visitors behave on a website or on a specific landing page. Isn’t this the most important data you want to analyse and focus on? After all, what your visitors do or not do on your website can impact conversions, bounce rate, click-through rate, etc., all of which can affect your ranking on search results.

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With heat map, you will know exactly where improvements are needed to ensure your visitors engage your website and respond to your call to action. It will also give you an insight into the kind of changes you would have to make to improve your site and influence customer behaviour to your advantage.

Together with other Conversion Rate Optimisation (CRO) tools, heatmaps can boost lead generation and conversion.

What is AB testing?

In the online world, A/B or AB testing is a method of comparing two different website versions to determine which one is better, especially in terms of performance. Using data from a heat map, you create another version of your website with all the changes applied, and then present it to visitors at random.
Through AB split testing, statistical analysis is used to identify whether website A converts better than website B. What is AB testing is basically a site comparison experiment.

The AB testing framework

Like any experiment, you’re going to need a framework that will serve as the basis for running tests. In the case of website split testing, you must do the following:
Collect data to determine where optimisation can begin.

Using analytics or a heat map, determine areas of your website with high traffic, high drop-off rates, and low conversion rates for insights on where improvements are badly needed.

Identifying conversion goals

Goals can be anything from e-mail signups and product purchase to simply clicking a button or link. Make a list of your conversion goals and see if you reach them through website A or website B. From your list, you should also generate testing ideas and hypotheses.

Making the desired changes

Your heatmap says that your website’s navigation bar is a distraction. Time to switch the order or position and see if visitors like the new bar better. Creating a variation of your website may involve minor to major changes, such as changing the colour of a button to full customisation.

Running experiments

Once you kick off the split testing experiment, site visitors will be randomly assigned to either the old or new version of your website. Your job is to measure, count and compare the results.
Analyse the results once the experiment is complete.

Based on the data collected from the test, it is now time to check for differences with statistical significance. This will provide you a sound mathematical basis for making further decisions.
Did your experiment show the variation of your website as a winning version? Time to implement all the changes and relaunch your website. Otherwise, repeat the tests, but generate new testing ideas and hypotheses.

Through heat map and A/B testing, you can improve conversion rate for the better.


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