Data visualization has been one of the most helpful tools for businesses thriving in the last 5 years. With volumes of data coming in, real-time information becomes vital for businesses to stay ahead of their games.
Better customer understanding
With data visualization, business operators can now understand their customers better. This helps them to make better forecasts in terms of selling products and services. They can now identify which areas have the highest traffic and buyers. They can see through their dashboards which parts of their retail stores have better visibility and where customers tend to spend a longer time in.
What about your website?
Heatmaps are basically the data visualization of your website. It was developed for the money markets but have since evolved to detect and record what user does with their pointers. They track the mouse movement and then represent them in an appealing way to indicate which part of your website that your users spend the most time on.
Are these data really that useful?
Assuming that you have a retail shop that sells groceries. You will want to know which part of your retail store has the most footfall. In other words, you want to find out which part of your physical store attracts the most people. There are several factors as to why that area is so popular. It could be the products placed there, the location (convenience) or it could be on the way to the cashier counter.
Heatmaps show you the right way
Put that in a digital context and you will discover which parts of your website that users spend the most time on. This could:
- The product catalog – from this information, you can now ascertain which of your products are more popular than the others. When users spend a lot of time in a certain category, that means they want to find out more about them.
- The payment page – Are your users having difficulties paying or are they trying to make a decision? What was the final outcome? Did they end up paying or abandoning the transaction altogether?
- Customer service page – Why did they spend so much time there? Were they trying to find help but unable to locate them?
From the examples above, you can now see how important the heatmap is. It gives you the earliest indication of what you can do to improve your website.
