Today, we are officially announcing the release of the Clicktale Heatmaps, a brand new way to visually understand your website visitors' browsing behavior. With the new Heatmaps, website owners can see where their website visitors look, what parts of the page they skip and how far down they scroll.
Fig. 1: Attention Heatmap
How does it Work?
To determine where visitors are looking, the Clicktale Heatmaps combine the browser window scrolling positions of hundreds of visitors. The resulting data is displayed in four meaningful heatmaps: Attention, Total Time, Visitors and Pageviews. By using these four heatmaps, website owners can find out how many visitors scroll all the way to the page bottom and what parts of the page visitors pay the most and least attention to.
- Attention Heatmap shows how much attention a specific webpage area is getting from the visitors who visited that area, as measured by average time.
- Total Time Heatmap shows the total time that all visitors were exposed to a specific webpage area.
- Visitors Heatmap shows the number of visitors and the percent of all visitors that looked at every area including the page bottom.
- Pageviews Heatmap Given that a single visitor may visit a webpage several times, the Pageviews Heatmap shows the number of pageviews recorded at every area on the webpage.
Fig. 2: Selecting a Heatmap
What Are the Benefits?
There are several ways the Clicktale Heatmaps can be used to benefit websites, here are a few examples:
- Optimize advertising location and increase its impact. By analyzing attention data and changing ad placement accordingly, website owners can both maximize their revenues and design a clean webpage layout.
- Maximize content effectiveness by rearranging its location. For example, a webmaster notices that content down the page is getting a great deal of attention, but it is being viewed by only a small fraction of the visitors to the page. To increase the number of visitors that view it, the webmaster may decide to move this content further up the page, increasing its effectiveness.
- Reduce webpage abandonment rates. Web marketers can easily identify boring areas in webpages that visitors skip and areas that cause visitors to leave. This is especially valuable to eCommerce websites that use long marketing letters, since now problem areas can be identified, revised and monitored, reducing abandonment rates.
Fig. 3: Fewer Visitors Paying More Attention Near the Page Bottom
How Does Visitor Inactivity Affect Heatmaps?
To produce heatmaps which represent visitors' real browsing activity rather than inactivity, the Attention and Total Time Heatmaps are calculated based on three "Activity Calculation" modes.
- In "Normal" mode, pauses of inactivity are capped at 20 seconds; this is the typical limit on inactivity of visitors to a normal webpage.
- In "Long" mode, pauses of inactivity are limited 60 seconds, and it is best suited for webpages which have heavy text and which visitors may take longer to read.
- In "None" mode, there is no adjustment for inactivity, so Attention and Total Time are based on the total time the browser window was open regardless of visitor activity or inactivity during the session. "None" mode clearly shows where visitors left their browser windows open while doing something else.
Fig. 4: Activity Calculation Set to "None" Mode