How does Click Heatmap Improve the Performance of Call-to-action?

As the target audience of online shopping is getting more knowledgeable and aware, not every Call-to-action trigger can get you the desired results. There are a lot of in-depth research required to increase the conversions. You need to develop a sense of urgency and educate the customer in order to compel them to take the right action. 

Click Heatmap is one such tool that can help you analyze and ultimately optimize the results of CTA. It helps determine which portion of the website is getting maximum attention of the visitors. It tracks the mouse clicks of the user. The final result can give you an overview of the portion of the website that attracted maximum attention of the visitor. 

With the Click Heatmap, you can even monitor as well as optimize the result and effect of the CTA button. Here are some of the ways in which the tool comes handy in this aspect.

Check the placement of the button

The click Heatmap tool provides you an image that shows exactly where the visitors clicked on your website. The right analysis of the heatmap can help you figure out the reason why your CTA is improving the performance of your site. The insight of visitor's behavior can help you place the call to action buttons exactly at the place where the customers expect it to be. Sometimes, the buttons are placed at the locations that fail to grab the attention of the visitor. So basically, you need to take a closer look at the colors of the heatmap and organize the content of the site accordingly. Find the best put for the CTA button and you'll reap results. 

Remove the distractions

There is a possibility that too many steps before the reaching the checkout page leads to an increased bounce rate. The heatmap will provide you a means to figure out the cause that is refraining the customer to go further with the checkout process. Remove the elements that are acting as a distraction from the site. It is recommended to remove the contents around the CTA trigger that makes them more compelling. It is a thumb rule that the lesser you get to closing the deal, the fewer things you should have on your screen. 

Having said this, you need to make sure to add the necessary information that your customer is looking for on the site. You shouldn’t have ANYTHING on the page that doesn’t directly contribute to conversion. The customers won't click unless they have enough information about the same.

Understand how visitors react to the content

Just putting in the information is not enough. Some of the visitors may read the product description and review and go ahead for placing the order. While others may not get intrigued by the contents and may exit after viewing the image of the product. To sense the reaction of the visitor, you can use the mouse-tracking map. The cursor stops and mouse hovering can give you an overview of the interest of the visitor. Make the adjustments and alterations accordingly. 

Make use of the “dead ends” 

Take a closer look at the behavior of the visitor, especially when they get to the end of the content. In case, they are not clicking through to another page of the website, then, there is a 'dead-end'. You can use this dead end by placing the relevant call-to-action at these places. This will increase the user engagement as well as the effectiveness of the content. For instance, 'Related Posts', 'Subscribe Now', ‘Invite Friends’ and other such CTA can give you an opportunity to further connect with the users.

Conclusion

As per a study, a web user spends 80% of their time looking at the above page fold. The CTA at the top of the page above the fold shows significant performance. Not just this, user tend to look at the information on the left side of the web page more than that of the right side. Thus, the CTA trigger at the left side is expected to attract more clicks. 

Get a hands on the Click Heatmap tool of Mockingfish and increase the conversions of your website.

6 Reasons To Use Heatmap Tool In Your Content Marketing Strategy

The entire face of marketing and sales is changing. Earlier the idea was to make the product and then compel the end-users to use it. However, the scenario has changed and the market is consumer-driven now. At the same time, even Google is changing its algorithm. The online marketing is now changing its face and has now become content marketing. Keeping these two aspects in the mind, it's essential to have an effective content marketing strategy. Not just this, the entire strategy should be planned keeping in mind the consumer behavior. Heatmap tool is one of a handy way to get an insight of the behavior of the website visitors. 

For all the content marketers who have still not used this analysis for optimizing their site, the blog has compiled some of the reasons that make it inevitable for them. Have a look and find your reasons.

Reason 1

The general heatmap analysis pattern showcases a F-shaped reading pattern. That implies the first two lines are crucial and the sub-heading and bullet points make it easier for the readers to scan the entire post.

The viewers, in general, prefer to skim read when it comes to reading online. Whether it is the promotional emails or the blogs of your site, most of the readers would avoid reading the entire paragraph if they can get the required information from a single line. The heatmap analysis can give you an idea of the areas of the content that is grabbing the attention of the audience. See if the readers are just paying attention to the sub-headings or are they reading the content as well. The headings should be decided accordingly. It should be catchy enough to catch the eye of the reader, but should not explain everything that is being said in the point. The key points should be noticeable from a brief scan of the content.

Reason 2

　　

The eye-tracking heatmap keeps a track of the eye-movement of the reader. This will show you exactly where the audience is looking at in the webpage. However, this is an expensive tool and may hit hard in your pockets. The click heatmap is an affordable alternative for the same. It reads the visitor's clicking behavior and allows you to analyze the area of interest of the readers. Whether it's the 'images', 'gifs' or the 'CTA buttons'. The click patterns tell you how visitors get engaged with your website. You can structure the contents accordingly. Place interesting images where the clicks are less to engage the readers. Add CTA triggers where the clicks are highest. 

Reason 3

The blog posts and the web page contents are an essential part of the content marketing plan. The post should have valuable content. Other than this, the length of the post is another important factor. Writing a content having an average of 1000 to 2000 word count is advisable. Moreover, it is a proven fact that the post with a word count of 2250-2500 attracted more traffic. 

Image Source: https://blog.hubspot.com/

However, this may not mean that all the readers are interested in reading the entire content. Hence, the scroll heatmap analysis is important. It will let you decide the exact length of the article that can keep the reader engaged. You can place the CTAs and the links accordingly in the content.

Reason 4

Interlinking the anchor to the other pages of the same website is essential to optimize the position of the site on the search engines. However, finding the right area to place the backlinks is the key. The click heatmap tends to come handy in this aspect as well. Find out the place that is grabbing more attention. Moreover, there can be places in the content that are not getting any attention. Analyze the result and make the placements carefully. Implementing the links appropriately can enhance the position of the site even more. 

Reason 5

Tracking the eye-movement along with mouse hovering and clicks can give you interesting insights the human tendencies. Getting an idea of how consumers behave is a handy way to optimize the web pages, banners and the contents. The visitors don’t have all the day for you. So, the contents will be judged and in the first look and you need to leave a lasting impression in the first go. The heatmaps can tell you exactly what people avoid and you have a chance to re-position it. This reduces the risk of banner blindness.

Reason 6

As mentioned in the above points, the placement is the key. Whether it comes to placing the banner, the backlinks or the call to action buttons. The heatmap tool is provides a List Report that gives you an accurate information enabling you to gain a comparative study of click numbers that each element gets. This would even help you find the dead ends of the content. Use negative keywords at the dead-ends to either convert it into a lead or engage the reader further. Place the CTAs at the places where the visitors are engaging the most. Analyze the text of the button and see if it's working for you. Or else you can change it and try a new one.

Wrap it up

Heatmaps may be a miracle if used efficiently. There is no rocket science involved, it is just concerned with following the behavior of the visitors. Find out the reasons that are killing your conversions and improvise the content marketing strategy accordingly.