Movement heatmaps focus on where users navigate their mouse on your site – it’s a great measure of attention and engagement.
This is insightful because you can gauge whether the key areas of a page receive adequate attention.
Below you can see that most of the user attention on our site is focused on the article content and top links (white areas). This is optimal, because we can tell that users are actually reading the content on our blog. As we scroll down further in this heatmap, we notice that some of our blogs are surrounded by white/red and others are cooler. This tells us which blogs are the most and least popular. You can effectively translate this to tell you what content on your website is the most engaging, as well.
In practice, the optimal page layout is dependent on visitors and how they behave. We tell clients to focus on one main goal for each page. Then, in each movement heatmap, make sure that content that supports that goal is located in the “hot” areas. This will improve usability and boost conversions.
We recommend you look at your movement heatmaps and see if they make sense. Here are some questions to ask:
Are there “hot” areas over content (buttons, links, text, etc.) that support the overall page goal?
Are there “hot” areas over content (buttons, links, text, etc.) that detract from the overall page goal?
Are there “hot” areas of equivalent size over each form field? If not, does having less activity make sense for some fields (optional comments, etc.)?
Are there “hot” areas over content that isn’t well explained/elaborated upon in the content? If so, visitors might be interested in learning more.