Benefits of mobile heatmaps
Heatmaps can provide actionable answers to certain business critical questions like why there is a decrease in conversion rates or why certain important actionable elements are getting ignored and so on. You can also determine:
Identify those elements that are getting the most attention: Using the colour tones of the heatmap will make it easy to find out which element gets the most attention. This helps in modifying the design and putting the most interactive elements in those spaces.
Increase conversions: Understanding user interaction with the specific application can help increase conversions. Using analytics and driving users to the most actionable elements will make it easier for users to convert.
Identify device-specific user behaviour: User behaviour changes from device to device, ranging from an iPad to a smartphone. Designers find heatmaps to be helpful when tweaking the UI for that particular device so that users do not face any issue with the application.
Usability testing: You can leverage heat map data to come up with a hypothesis for a future split test, and you can also run heatmaps on A/B test variations to provide more insights into why certain app versions are or aren't successful.
Reaching the intended content or neglecting to see it: Heatmaps can also determine whether the intended content is being ignored by the user or whether the content is getting the required interaction. These elements can be shuffled around so that they acquire the maximum attention.
Getting distracted by non-clickable elements: There are instances where users are distracted by non-clickable elements like texts and panels. The UX designers can change the UI using heat maps so that these distracting elements do not hamper users' experience with the app.
Funnel Analysis: You can get a detailed analysis of the funnel steps of any user when heatmaps are used in combination with the session replays feature. After creating the funnel, you can identify high drop-out rates on a specific screen and analyze heat maps to find out what's causing users to drop out in the middle of the journey.
User Frustration: Helps in identifying if users are frustrated with unresponsive screens or slow responding clicks through rage interactions.
User Behavior: Gesture sequencing is useful for the product and UX team to understand if the users are using the app and all of its elements the way it was intended to be used.