Our clients love using data from heatmaps to optimize their websites. Each heatmap provides a high-level overview of the activity on a specific page. You’ll often discover patterns in behavior and engagement that provide the missing link between data in other tools.
In our click and movement heatmaps, you’ll notice that we provide additional metrics for each link, button, or form field. These metrics, called Link Analytics, will display next to these elements within the heatmap. You can hover on the click count for a particular element to open a hover menu, which provides more details about the element. Heatmaps display statistics for the time-period you select. As such, the information can change based on the data from different days or times.
Let’s take a closer look at how it works and why it’s so important...
The Hover Menu
When you hover over a click count, a menu opens up that gives you more information about that specific link. These Link Analytics describe activity from users who visited this page during the specified time-period.
Here are the meanings of each label:
Clicks: The total number of clicks on this element, expressed in both a hard count and percentage relative to all clicks elsewhere on the page.
Hovers: The total number of visitors that hovered on this element, expressed in both a hard count and percentage relative to all hovers elsewhere on the page.
Hover->click rate: The total percentage of users who hovered on this element and then actually clicked on it. This helps measure hesitation - ideally all users who hover (expressing interest) would ultimately click (making a commitment).
Hover->click time: The total time on average that users who hover on this element take to actually click on it. This helps measure how long it takes for users to consider an element, but only if they ultimately click on it.
Hover time: The total time on average that users who hover spend hovering on this element. This helps measure how long it takes for users to consider an element, regardless of whether they ultimately click on it.
Hover Order: This is the order in which the average user finds this element and hovers on it. For example, if the hover order is 3.2, the average user hovers on two elements and then finds this element. In other words, this is approximately the third item that they over on (relative to the other hoverable items on the page).
Clicking visitors: The total number of users who click on this element. This differs from the total click count because it focuses on unique visitors who click instead of all clicks (eliminating cases where the same visitor clicks multiple times).
Time before hover: The total time before the average user hovers on this element. This can be interpreted as the time it takes for the average user to find this element. This is a good way to measure the findability of an element, with regard to users who express interest (hover).
Time before click: The total time it takes the average user to click on this element. This is a good way to measure the findability of an element, with regard to users who commit (click).
How Do I Interpret this Information?
When you are analyzing your heatmaps, it’s important to think of your overall goals. We recommend having 1-2 key goals (per page) and periodically checking the Link Analytics to ensure the website design, content, and layout supports them.
Here are some questions to consider:
- Is your primary call to action (CTA) being clicked first? Second?
- How long does it take a user to find your primary call to action (CTA)?
- Are there elements that are distracting users from the elements that are most important?
- Is there a way you can A/B test certain elements to make the statistics better?
- Can you decrease your hover to click time by making your elements more intuitive?
- Should you rearrange your website so that your primary call to action or form fields are in an area where people engage the most?