How to analyse a heatmap?
Most heatmap softwares will let you generate maps that show user interactions from different points of view. The idea is that you should refer to all of them in order to reveal your visitors' behavior.
Do people see the important content ? Do they click on the key page elements, the necessary CTAs and so on?
Are there any distractions?
Are people confused by non-clickable elements?
Are there any issues and glitches across different devices?
Below are five key ways to gather UX data using heat maps to test your ideas and identify optimization opportunities.
- Locate problem taps
Sometimes users taps on elements (e.g., images or headings) they expect to be links. These can be mis-tap, but heat maps can collect data from enough users to ignore anomalies and show you typical tap patterns through your audience.
- Measure how far users scroll
Not every user who lands on the app drops down to the bottom of each page, meaning that essential material may be missed. Users often view the site from several different platforms and apps, and they don't all get to see the same above-the-fold information (the portion of the website that is automatically available without scrolling).
- Locate CTAs with the least and most clicks
CTAs (calls-to-action) are prompts for user action--usually buttons or links--which may be programmed primarily to encourage clicks and improve sign-ups or purchases. Tap maps show which CTAs have the most views, something that is overlooked. You can consider things that prevent users from seeing your key CTA, or you can recognise an opportunity to try a new CTA in an environment that encourages more user interaction.
- Showcase best performing design
Heat maps help you to show how well they actually perform to clients and colleagues. Heat maps are super easy to interpret at a glance, and can better explain your work to non-designers, helping you to get crucial buy-in to update website ideas or highlight popular projects.
- Optimize for mobile and desktop
Responsive web design (pages that conform to the user's screen) is a fast and efficient way to deliver content to all of your customers, but you need to note that scrolling on mobile devices will require a lot of what looks like a few lines on the desktop. Compare smartphone and desktop heat maps to see whether significant CTAs are absent from mobile users or to detect any behavioural variations. You may have to develop different mobile and desktop interfaces to ensure good UX across all devices.