One of the key elements of any website or app is the call to action (CTA) buttons. CTAs are commonly used throughout any page, whether your objective is to have your users fill out a form, read your posts, or purchase from your site. A clear CTA leads users or potential customers to the next step to take a particular action. Your CTAs need to be clear, creative, and consistent enough to create a sense of urgency for users to act right away. If the CTA buttons are placed right on your website, you can dramatically see an increase in conversions. But do you know where to place them? Wouldn’t it be great to know which parts of your website are favoured by your visitors? Well, you can use heatmap tools to improve your website’s user experience.  

What is a Heatmap? 

A heatmap is a data visualization developed by Cormac Kinney in the mid-1990s that shows how visitors interact with your site or how they DON’T interact. A heatmap is a graphical representation of data where the value is colour-coded. Red represents areas that get the most interactions, and blue represents cold or less popular areas. Heatmaps enable you to collect data on any website and visualize it in three types of tools, click maps, scroll maps, and move maps.  

Click maps show where users click the most; this data is beneficial to identify which CTAs are working. Also, you can verify if users are clicking on elements that are not clickable (e.g., images or headlines) 

Scroll maps show how far users scroll down to the bottom of the page. By analyzing the data, you can find out if important information on your site is getting ignored, and you can move elements to the top or hot areas.  

Move maps show the user’s movement, where users are looking and where the mouse is.   

Whether launching a new website or revamping an existing site, usability testing helps you find out what’s working and what’s not. One of the best ways to analyze and leverage user behaviour is to use heatmap tools.  When conducting usability tests, users may not remember or may be unaware of their behaviour during the trial. Heatmaps quantify interaction for better website experiences.  

Heatmaps help companies and researchers to visualize the user engagement and site interaction within any pages, websites, and apps. Heatmap tools allow you to understand your users and dig deeper into qualitative insights on how your users interact with your site. UX Designers, Digital Data Analysts, Product Designers and Researchers use heatmaps in their work.  

Heatmaps can enhance your website and help you to achieve your business goals. However, if you are unsure which tool is suitable for your business, contact us; we’ll help you learn more about this cutting-edge technology. 

Canadian Viewpoint is a one-stop market research data collection and fieldwork company. For over 40 years, we have been trusted by clients ranging from global Fortune 500 companies to local, boutique market, social, and academic research firms and offering top-quality solutions for offline, online, qualitative, and quantitative fieldwork. We specialize in providing high-quality solutions for offlineonline, qualitative, and quantitative fieldwork. As long-term members of the Insights Association, accredited members of the Canadian Research and Insights Council (CRIC), and corporate members of ESOMAR, we uphold the highest industry standards. Our diverse range of services includes sampleprogramming and hostingmall interceptscentral location recruitmentmystery shoppingin-home usage tests (IHUTS)sensory testingshelf testingcomputer-assisted telephone interviewing (CATI)Facial Coding, and other cutting-edge technologies. Explore our website to learn more about our offerings and access our demo site to experience our tools firsthand.

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