Heat maps - what are they and why should they be created?
How to perform a full heat map audit - checklist
Defining the purpose of the study is key. Consider why you are analyzing heat maps. Maybe you want to evaluate the effectiveness of a certain page element, like a button or an ad? Then select the appropriate site or sites for analysis. Make sure the survey is for the homepage, the product page, or perhaps the campaign landing page. It is also important to make sure you have an adequate data sample. Check that the number of people who visited the site during the survey is sufficient for the conclusions to be reliable.
Checking which page elements are clicked on most often is essential to understanding user behavior. Consider if there are elements that are not interactive, but are often clicked on. This may indicate a non-intuitive design. Also, make sure that key elements of the site, such as purchase buttons, are easily accessible and frequently clicked on by users.
Taking into account where users are most likely to stop scrolling will help you understand what content attracts their attention. Make sure that the most important information is placed “above the fold,” that is, in an area visible without scrolling. It is also important to identify potential points of inhibition that may cause users to leave the site.
If you have access to such technology, pay attention to the areas that attract the most user attention. Try to understand if there are areas that distract from the key elements of the site. It is equally important to track users’ eye movement trajectories and analyze whether they are consistent with the site’s design intent.
Rethink if there are areas on the site that don’t attract attention, but should. Maybe there are elements that dominate and distract from the main content? Also consider whether the site’s structure and navigation are intuitive for users.
Based on your analysis, you should be able to propose specific changes to the site’s design. It is possible that certain elements should be more visible or other information needs better presentation. It is also worth considering A/B testing for major changes to test their effectiveness in practice.
In the final stage, it is important to present the conclusions in a clear and understandable way. This will help the team understand your observations and recommendations. Also plan next steps in the context of improving UX based on the results obtained.