Today in the faltronsoft blog we will bring you a very powerful and practical tool to optimize our websites: web heat maps or “heatmaps”. This tool, in a very visual and easy to understand way, can show us important information about the behavior of our users on our websites. Let’s get started!
What is a heat map?
Heatmaps or heat maps are visual representations based on a color code that is easy to interpret and understand: cold colors (blue, purple and green tones) represent areas of less activity or concentration, while warm colors (yellow, orange and red) show which areas of the map concentrate the most activity.
Originally, these maps are used for a wide variety of disciplines, mainly in geography (with real maps, to represent temperatures for example), demography (on maps, to represent population concentration or ethnic groups, among others), sports ( it can be marked on a map of a pitch where plays, fouls, shots, etc. are concentrated) among others.
In web, digital and computer analytics, this tool is incredibly useful when you have to study the behavior of users on websites, applications or programs. Within these behaviors to study, the most common are their movement patterns and their interaction with the elements, although we will dwell on these concepts later.
For what purpose are heatmaps used in web analytics?
As we already mentioned, the main objective is to analyze movement patterns and interaction with the elements that make up a website or application. These data are usually used to optimize the USER EXPERIENCE, identifying usability problems in digital channels, but also to DETECT IMPROVEMENT OPPORTUNITIES to achieve greater conversion when meeting business objectives (such as selling items, getting subscribers to a newsletter or downloading an application).
This tool, used in conjunction with Google Analytics (or other web analytics tools) can help us optimize our sites or apps in ways we never imagined. Read the article to get closer to becoming an analytics expert!