No website manager can ever afford to rest on their laurels. You could be doing well, getting plenty of traffic and making good sales, but could you do better? Of course you could. Things change. Technology advances, fashion changes and people’s behavioural patterns change too. Think about how you made online purchases just five years ago to how you do now. The e-commerce world has changed dramatically within that relatively short space of time in everything to website designs, competition, recommended buying to checkouts. The online world is changing and if you, as a website owner, want to stay competitive, you need to change as well.
An important development over the last few years has been in the use of click analytics and heatmap analytics to optimize websites in general and forms within websites in particular. Click Analytics commonly focus on on-site analytics of the website heatmap to determine the performance of a website, with regards to where the visitors are clicking. These advancements in technology have seen the introduction and importance of heatmap analytics through heat map software. What is a heat map? At a basic level, webpage heatmaps are a visual representation of data that is created via heat map software. Developed by Cormac Kinney in the mid 1990’s for the financial markets, website heatmaps are used to record and quantify what exactly visitors do with their mouse. Heat map software has been available for a number of years, providing a basic record of a digital customer journey. The most basic form of heat maps has involved the correlation between mouse tracking and eye tracking, two fields that have been found to leave much to be desired when it comes to website analytics.
Where Heatmap Software Falls Short
Even today far too many websites are built and improved upon based on hunches and guesswork. However, instead of guessing what motivates users’ behaviour, you can now see which bits of your site they love, where they click, how far they scroll and what they completely ignore. A website heatmap or mouse heatmap is modelled off the traditional usability testing method of eye tracking. However, whilst eye tracking is beneficial in knowing how users navigate a website, a mouse heatmap has been found to come up short in advanced heat map analysis due to some stretched inferences. Mouse tracking accuracy is always going to be questionable. Visitors to your site may be looking at areas that they don’t necessarily hover over or they may also hover over areas that are of little significance or get little attention. Regular heat map software always has this area of uncertainty because the heatmap is possibly inaccurate. So how do you know if the heat map analysis is accurate? The answer is you don’t.
Why Clickmaps are Better Than Heatmaps
Glassbox has taken click analytics to a whole new level of accuracy, analysis and understanding of the digital customer journey. By using cutting edge clickmap technology, you add a new dimension of recording and analysing visitor activity. As well as understanding the customer’s behaviour, clickmaps also provide an understanding as to the experience on the website itself, including how visitors respond to and engage with each web page, where they click, tap, move and scroll, all of which in real-time. With the website session replay feature, it is as if you are watching the screen over the visitors’ shoulders, so you can see exactly what is turning them off your site and causing abandonment. With the visualization of the customer’s digital journey, you can make the changes to your website that will improve that path in the future, by making it more direct and relevant to the user’s digital experience.
Clickmaps provide a comprehensive visual representation of your visitors’ digital journeys at any given moment in time. The customer experience analytics record enables you to analyse exactly why conversions are underperforming, allowing you get directly to the heart of areas of concern for visitors. What is a heat map when compared to a click map? The difference is clear. A clickmap shows you far more information than a mouse heatmap or heat map analysis. It provides real-time data on how many times a specific icon or element of your site is being clicked on, whether any changes are being made to populated fields, and how much time is being spent on any element, within any given timeframe. This data can then be used to know if the behaviour of an individual visitor is representative of everyone’s behaviour and if what you are seeing within a specific session is part of a much wider problem experienced by other visitors.
Overall, Glassbox’s range of features gives you solid proof about your users’ behaviour, something which a conventional mouse heatmap fails to achieve. If you are still asking yourself, ‘What is a heat map?’, the answer is that it is simply not enough to give you proper analytics. With Glassbox you can say goodbye to old-fashioned guesswork or unreliable heatmaps and take click analytics to the next level so you can understand your visitors’ behaviour and optimize your website like never before.