Heatmap Data Improves the Marketing for Manufacturing ROI
A heatmap is an analysis tool that allows you to track where users click on your website. This information is then represented with colors, where the hottest areas are represented in red and the coldest areas are represented in blue.
There are a few different types of heatmaps that can be used to track user behavior on your website. The three most common types are mouse flow maps, scroll maps, and click maps.
Mouse flow maps track where users move their cursor on a page. This information can be used to determine where people are looking on a page and what elements they are interacting with. This type of data is especially useful for determining where to place important information and CTA’s (call to action buttons) on a page.
Scroll maps track how far down people scroll on a page. This information can be used to determine how much content people are reading on a given page. This type of data is useful for determining whether the content on a given page is engaging enough to hold people’s attention.
Click maps track where people click on a page. This information can be used to determine what people are interested in and what elements they find most relevant. This type of data is especially useful for determining which links people are clicking on and which ones they are ignoring.
Why Use a Heatmap?
Heatmaps are useful because they allow you to see which areas of your website are getting the most attention and which areas are being ignored. This information can then be used to make changes to your website so that it better meets the needs of your users.
For example, if you notice that users are clicking on an area of your website that doesn’t lead anywhere, you can change the design so that it does.
Bounce Rates and User Engagement
In addition to tracking clicks, heatmaps can also be used to track how long people stay on a page. This information is represented by a bounce rate. The bounce rate is the percentage of people who leave a page without taking any further action.
If the data shows that people are immediately clicking away when they land on your manufacturer website, then you will have a high bounce rate. Google is aware of this and associates high bounce rates with relevance for a user’s search term. Consequently, your rankings in the search results will likely suffer with a high bounce rate.
A high bounce rate could also be caused by other factors, such as poor design, irrelevant content, or having little or no call to action.
Sitemaps are also useful for identifying which pages on your website are the most popular. This information can then be used to make sure that these pages are given priority in terms of design and content.
SEO for Manufacturers
Another useful benefit of heat maps is that they can ultimately inform your on-site SEO. If we think of Search Engine Optimization as an indicator of how relevant your content is, then a heatmap would be an indicator of how engaging your content is. If visitors arrive at your web page expecting one thing (based on the keyword they clicked to get there), and the page is confusing or seems irrelevant to their search query, then they will click away.
Finally, heatmaps can be used to track user engagement over time. This information can be used to determine whether changes to your website are actually having the desired effect.
Conducting a Heatmap Study
If you’re interested in conducting a heatmap study for your manufacturer website, contact us at Snap Agency for analysis of the user data. Like reading an X-ray of your website, the data provided by a heatmap can provide insight that can be used to grow your manufacturing business.