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The Ultimate Guide to HeatMap Software
One of the most effective ways to improve the user experience on your website is to use heatmap software. As well as in-depth insight on how to improve your website and funnels, user behaviour analytics complement traditional web metrics with insights from your customers’ point of view.
Heatmap software shows actual user behaviour. That means that you have a visual representation of why a customer might not be converting instead of guessing.
By tracking clicks, mouse movement, and page scrolling as well as analysing above the fold content engagement and overall session recordings, heatmap software helps improve user experience and therefore customer retention and conversions.
What is heatmap software?
Heatmap software is a data visualisation tool that uses colour to show what actions a user is taking on a website.
If there is a design element on a page that many users engage with, it will show as red/hot. For elements that are less engaging, it will show on the analysis as blue/cold.Heatmap software like Matomo helps businesses to improve user experience and increase conversions by tracking elements such as:- Flow through sales funnels
- Individual session recordings for user experience
- A/B page comparisons
- Form analytics for sign ups and conversions
- Media interaction such as instruction or sales videos
- Clicks on important links and information
Using data visualisation software like a heatmap provides more in-depth data when combined with standard website metrics.What is heatmap software used for?
Heatmap software tracks website user behaviour to improve website performance and increase conversions.
Heatmaps can show you a detailed analysis of:
- Where visitors are clicking (or not clicking)
- Where visitors are hovering with their mouse
- How far users are scrolling or stopping
- Where the focus is above the fold
- What roadblocks or frictions customers are facing in the sales funnel
Analysing activity on your website and across channels from your customers point of view is critical in developing a customer-centric business model.
This is because heatmaps not only show you what customers are doing but why they are doing it.
Heatmap software is ideal for businesses updating and redesigning websites. It also helps to answer important growth questions such as “how can we improve our user experience?” and “why is our sales funnel not converting better?”.
The benefits of using data visualisation like heatmaps for your website
Heatmaps are critical for improving websites because they drastically improve customer experience.
Customer experience is one of the most important factors in modern business success. A Walker study found that customer experience is one of the biggest differentiators between brands, overtaking other factors such as price.
Where straightforward website metrics show customers left a page without action, data visualisation and session recordings show what happens in between them arriving and leaving. This gives web developers and marketers invaluable insights to improve website design and ultimately increase conversions.
How heatmap software improves your website and conversions
There are a few key ways that heatmap software boosts website performance and conversions. All of them focus on both creating a seamless buyer journey and using data to improve results over time.
How heatmap software improves conversions;
- By improving UX and usability– 70% of online businesses fail due to bad usability. Heatmaps identify user frustrations and optimise accordingly
- By improving content structure – Heatmaps take the guesswork out of design layout and content structure by showing real visitor experiences on your website
- By comparing A/B landing pages – Using heatmaps on alternate landing pages can show you why conversions are working or not working based on user activity on the page
- By optimising across devices – See how your visitors are interacting with your content to learn how well optimised your website is for various devices and remove roadblocks
Heatmap analytics you need to improve website user experience
Click heatmap
Click heatmaps are useful for two key reasons.
Firstly, it shows where website users are clicking.
Heatmaps that show clicks give you a visual representation of whether copy and CTA links are clear from the customers’ point of view. It can also show whether a customer is clicking on a design feature that doesn’t link anywhere.
Secondly, it shows where website users are not clicking. This is just as important when developing funnels and improving user experiences.
For example, you may have a CTA button for a free trial or purchase. A click heatmap analysis would show if this isn’t clicked on mobile devices and informs developers that it needs to be more mobile-friendly.
Mouse move or hover heatmap
Like a click heatmap, a mouse hover heatmap shows how you can improve the overall user experience.
For example, hover heatmaps identify where your visitors engage on a particular webpage. Ideally, of course, you want them to engage with CTAs. Analysing their mouse movements or where they are hovering for more information gives you an indication of any page elements that are distracting them or not working.
Scroll heatmap
A scroll heatmap uses colours to visualise how far down in a page your visitors scroll. For most web pages, the top will have the most impressions and will naturally get less views (i.e. get “colder” on the heatmap) further down the page.
This lets you find out if there is important content positioned too far down the page or if the page is designed to encourage users to keep scrolling.
No matter how good your product or service is, it won’t convert if potential customers aren’t engaged and scrolling far enough to see it.
Above the fold analysis
Above the fold is the content that a visitor sees without scrolling.
In a heatmap, the “Average Above the Fold” line will show you how much content your visitors see on average when they open your page. It also shows whether the page design is engaging, whether it encourages visitors to keep scrolling, and whether important information is too far down the page and therefore being missed.
Above the fold analysis is arguably the most important as this is the section that the highest number of traffic will see. Using this information ensures that the right content for conversion is seen by the highest number of visitors.
Session recording
Session Recording lets you record a real visitor session, so you can see clicks, mouse movements, scrolls, window resizes, page changes, and form interactions all in one.
They allow you to understand the experience from the point of view of your visitor and then optimise your website to maximise your success.
Heatmap software like Matomo takes this one step further and allows you to gather session recordings for individual segments. By analysing sessions based on segments, you can further personalise and optimise based on customer history and patterns.
Final thoughts on heatmap software
Heatmap software improves your user experience by easily spotting critical issues that you can then address.
As well as that, heatmap analytics like clicks, mouse movement, scroll, above the fold analysis and session recordings increase your marketing ROI by making the most of your existing traffic.
It’s a win-win!
Now that you know what heatmap software is, the benefits of using heatmaps on your website and how it can improve your user experience, check out more handy resources.
10 Proven Ways Heatmaps Improve Website Conversions
How to use Behavioural Analytics to Improve Website Performance
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Introducing Matomo SEO Web Vitals
SEO Web Vitals track your critical website performance metrics and are a core element of SEO best practice.
Start using Matomo SEO Web Vitals to monitor your website performance, optimise your visitor experience, improve your search result rankings, and see how your site compares to your competitors.
What are SEO Web Vitals?
Web Vitals are made up of a number of important metrics, such as your website’s page speed and loading performance, these metrics all play an important role in search engine optimisation.
The more technical terms for these metrics are Page Speed Score, First Contentful Paint (FCP), Final Input Delay (FID), Last Contentful Paint (LCP) and Cumulative Layout Shift (CLS).
Why should you use SEO Web Vitals?
SEO Web Vitals are being used more and more by search engines such as Google to rank websites so they help ensure a great page experience for users who arrive via links from their search results.
By monitoring your SEO Web Vitals you can see how good or bad a single page performs and then prioritise the optimisation of strategically important pages to help improve the ranking position within search engine results.
For ease of use you can receive regular reports in your email inbox and you can configure custom alerts to automatically notify you when a page score changes significantly. This saves time by not having to check page performance scores manually while ensuring you will be notified should there be any important change that needs to be actioned.
You should use SEO Web Vitals to understand how your site performance is impacting your overall visitor experience.
Four key benefits of using SEO Web Vitals:
Improve your search result rankings
- SEO Web Vitals are a core element of SEO best practice and directly impact your search rankings.
- Pages that load quickly and are more stable deliver a better user experience, so they’re ranked higher by search engines.
Optimise your website visitor experience
- Know how quickly pages on your website load to ensure you deliver an optimal visitor experience.
- Identify page stability issues and implement the changes needed to enhance your visitor experience.
Automate your website performance monitoring
- Have peace of mind knowing if your metrics decrease, you can find and fix the root cause quickly.
- Configure performance alerts and get automated reports sent to you.
Incorporate website performance into your competitor analysis
- These performance metrics are essentially open for anyone to inspect, so you can measure and benchmark your site against competitors.
How can I improve my SEO Web Vitals?
There are so many ways to improve these performance metrics, here are five of the common contributing factors.
- Your page speed score is a weighted average of your other performance metrics, so focus on improving the underlying metrics that contribute to this score.
- Ensure you use a high quality web host with an appropriate plan for your level of traffic to help improve your FCP time.
- Try removing large elements that aren’t required on your page to improve your LCP time.
- Optimise against Total Blocking Time to Improve your FID score.
- Consider using a Layout Shift Debugger to improve Your CLS Score
Guide to Matomo SEO Web Vitals
For more information and to learn how to configure SEO Web Vitals in Matomo, check out our full guide to SEO Web Vitals.
You will learn:
- What’s required to measure your SEO Web Vitals
- How to configure SEO Web Vitals
- How to analyse your SEO Web Vitals
- How to understanding SEO Web Vitals metrics
- How to analyse your page’s SEO Web Vitals over time
- How to improve your SEO Web Vitals
- How to monitor changes in your scores with custom alerts
Need more resources?
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Introducing MatomoCamp !
24 juin 2021, par Ben Erskine — Community
MatomoCamp is the first online event developed by and for the Matomo community.
The key purpose of MatomoCamp is to encourage knowledge-sharing, it’s all about helping and learning from each other.
When is MatomoCamp?
MatomoCamp will be held on November the 4th and November the 5th 2021 from 9 A.M. to 5 P.M. CET.
What is a Camp?
The term “Camp” comes from Barcamp, which is a self-organized informal non-conference. The event takes place online by using only Free software and Open Source technologies.
Get involved
The MatomoCamp is designed for people from the community to come on stage to introduce topics or share their expertise about Matomo Analytics.
If you have something you would like to share or have a speaker in mind, please submit a proposal and get involved.
Help shape the event
A team of passionate volunteers are in full swing developing this event. In order to make this event as valuable as possible for the community, we need your help!
If you would like to help out or have an idea to help shape the overall event, reach out to the organizers and share your ideas.
More updates on MatomoCamp will follow soon.
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Matomo recognised as a leading global Web Analytics Solution
Matomo is proud to be named as one of the top global Web Analytics Software solutions for 2021.
From a substantial list of 320 products, Capterra analysed data and user reviews to identify the current top global web analytics solutions. The results formed the 2021 Capterra Shortlist.
"I’m proud to see Matomo being named as a leading global web analytics platform, this independent recognition is thanks to the ongoing help of a dedicated and passionate community."
As part of the Capterra Shortlist, Matomo was included in the emerging favourite category, aligned with other web analytics solutions that rate highly in customer satisfaction. Matomo rated in the top three solutions for positive user reviews and in the top six overall.
Today Matomo is used on over 1.4 million websites, in over 190 countries, and accessible in over 50 languages.
The Capterra Shortlist report constitutes the subjective opinions of individual end-user reviews, ratings, and data applied against a documented methodology; they neither represent the views of, nor constitute an endorsement by, Capterra or its affiliates.
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Data Privacy Day 2021 : Five ways to embrace privacy into your business
Welcome to Data Privacy Day 2021!
This year we are excited to announce that we are participating as a #PrivacyAware Champion for DPD21 through the National Cyber Security Alliance. This means that on this significant day we are in partnership with hundreds of other organisations and businesses to share a unified message that empowers individuals to “Own Your Privacy” and for organisations to “Respect Privacy.”
"Last year dawned a new era in the way many businesses operate from a traditional office work setting to a remote working from home environment for employees. This now means it’s more important than ever for your employees to understand how to take ownership of their privacy when working online."
As a Data Privacy Day #PrivacyAware Champion we would like to provide some practical tips and share examples of how the Matomo team helps employees be privacy aware.
Five ways to embrace privacy into your business
1. Create a privacy aware culture within your business
- Get leadership involved.
- Appoint privacy ambassadors within your team.
- Create a privacy awareness campaign where you educate employees on your company privacy policy.
- Share messages about privacy around the office/or in meetings online, on internal message boards, in company newsletters, or emails.
- Teach new employees their role in your privacy culture and reinforce throughout their career.
2. Organise privacy awareness training for your employees
- Invite outside speakers to talk to employees about why privacy matters.
- Engage staff by asking them to consider how privacy and data security applies to the work they do on a daily basis.
- Encourage employees to complete online courses to gain a better understanding of how to avoid privacy risks.
3. Help employees manage their individual privacy
- Better security and privacy behaviours at home will translate to better security and privacy practices at work.
- Teach employees how to update their privacy and security settings on personal accounts.
- Use NCSA’s privacy settings page to help them get started
4. Add privacy to the employee’s toolbox
- Give your employees actual tools they can use to improve their privacy, such as company-branded camera covers or privacy screens for their devices, or virtual private networks (VPNs) to secure their connections.
5. Join Matomo and we’ll be your web analytics experts
- At Matomo, ensuring our users and customers that their privacy is protected is not only a core component of the work we do, it’s why we do what we do! Find out how.
Want to find out more about data privacy download your free DPD 2021 Champion Toolkit and read our post on “Why is privacy important”.
Team Matomo
