When you have a website for your company, you want to get as many people as possible to pay a visit, as it is extremely important for your business. However, getting traffic isn’t the only crucial part, as you also need to pay attention to what visitors do on your website? Are they able to find the right products and services on your website? Are they running into problems, which dissuade them from using your website?
Back in the day, there weren’t any tools, which allowed you to examine how people interacted with your website. Thanks to ITSM software, all of this is changing, as you can use heatmap to gain deeper insight into your visitor’s online behavior. With valuable insights, you can repair and redesign various elements of your website to improve user experience tremendously. Here are eight ways you can use heatmaps to fire up your website’s user experience:
Add related pages to improve search engine rankings
One metric you want to minimize is bounce rate, as it has a negative impact on your search engine rankings. Even if you provide high-quality content and your users are satisfied, but they only visit a single page on your website, it is a bounce in Google’s books. The reason is that the users didn’t go through the other pages on your website.
Instead, you need to include links to your user guides, blogs, products, and other types of related content, so that you encourage your users to go through your website. With ITSM software heatmaps you can study your users to see where you can place the links for maximum effectiveness.
Bring content to life
What is the point of having content on your website if it doesn’t generate any interest among your users? With ITSM tool, heatmaps, you can see where your users click and dwell on your website. Once you obtain this data, you can see if they are spending time in the right areas of your website. If it doesn’t match your expectations, it is an indicator that you need to introduce certain changes to your content.
For instance, if your call-to-action buttons are not visible to your visitors, you need to think of different ways to gain their attention. At the same time, if the content on your website is complicated or dry, you might need to change it, to suit the needs of your visitors. Also, you can experiment and add videos and images, to add life to your content.
Design website to match user reading pattern
Users on the internet follow similar reading patterns, which you need to understand and identify so that you can optimize your website. According to a study conducted by Nielsen Normal Group, users go through website content in a pattern which resembles the shape “F.” In this study, they used ITSM software heatmaps to study users. The reading pattern depends heavily on the way you present information to your visitors.
For instance, when your website uses a lot of graphics, users will follow the “Z” pattern, as it becomes easier to absorb information. Knowing which pattern users use to go through your content is extremely helpful. For example, you can place important elements of your web design in along the paths of these patterns, to ensure they have better visibility among your users.
Eliminate distracting elements from web design
According to this study, humans will focus their attention on elements that use light and color for contrast. If you look at your web design through an ITSM software heatmap, you will find out that your users will interact with visual elements, such as graphics, images, or other contrasting components. As a result of this, you can correlate the findings of this study to your web design.
Armed with this information, you can find out if the elements of your web design are distracting or useful. For example, if it takes the attention of your users away from the call-to-action buttons, you need to revamp the visual elements so that they work to your website’s advantage.
Enhance selling elements of your website
As a business, you want your users to continue investing in your products and services available online. With ITSM software heatmaps, you can ensure that your website’s design encourages users to purchase what you have to offer.
You can see where messages have the most impact on your website and place them accordingly. It allows you to make all the call-to-action buttons on your page compelling and prominent so that your users have clarity on the next course of action.
At the same time, you can reduce work done by the users to complete the purchase. For example, you can decrease the number of clicks, forms to fill, or pages to go through, making it easy and straightforward for your users. It also helps in identifying and fixing bottlenecks, ensuring smooth transition from user to customer.
Improve effectiveness of content above/below your webpage’s fold
It is common for companies to emphasize on the content above the website’s fold, as users spend most of their time in this area. It isn’t always necessary to focus all your resources on this portion, as it may not be always effective. If you have minimal content above the fold, you are enticing your users to scroll down, to look for additional information.
However, which practice you follow should depend on the behavioral patterns of your users. ITSM software heatmaps allow you to keep track of their scrolling behavior. As a result of this, you can see how far your users will scroll, before losing interest. You can use this data to improve the effectiveness of content above/below your webpage’s fold.
Optimize user interaction with microcopy
Microcopy such as prompts, comments, button language, and form labels have an impact on user experience. As users use these elements while interacting with your website. They also point your users in the right direction, helping them complete specific tasks on your website.
If your microcopy is confusing, your users may end up leaving your website. The best way to find out how your microcopy is performing is to use ITSM software heatmaps. You can optimize the microcopy, improving user interaction.
Use the right variant of your page
There will be times when you want to experiment with your web design, to see which one works best with your users. ITSM software heat maps allow you to know the effectiveness of each variant so that you can implement the right one.
These are the eight ways you can use ITSM software heatmaps to fire up your UX!