What’s a heatmap, you ask? Oh — just one of the most valuable tools for diagnosing costly user experience problems.
By using software like Crazy Egg, you’ll be able to understand where people are clicking, where they’re scrolling, and where you need to make changes to improve conversions.
Have a read through these 13 articles and you’ll be a heatmap expert in no time.
Let’s Start with the Basics — Why Heatmapping?
Heatmaps are an important part of your overall usability testing strategy, and this blog post from UX Booth explains why. By performing usability testing and heatmapping research early on in the design process, you’ll better position yourself to make more of your company’s most valuable assets: (1) time and (2) money.
This is an oldie but a goodie. This blog post from Smashing Magazine provides an introduction to key terms in usability testing — from baby-duck syndrome to banner-blindness, these expressions are absolute must-knows if you’re looking at any kind of heatmap. At the very end of this post is a glossary that will help you understand key usability principles from the perspective of the human eye.
Linda Bustos at the Get Eliastic blog put together this best practices guide to help get fellow marketers through the qualitative research process. Her key takeaways: don’t stop with aggregate-level detail, run alternative designs to compare results, and don’t forget the playback video. Oh, and always have a hypothesis when you’re testing.
Case Studies that Count
Business Insider ran some cool experiments as part of this post. As one example, they tested a webpage with a women in a bikini, comparing results from groups of men and women. The verdict? Men spent more time looking at the woman, while the women red more of the ad.
When crafting your user research strategy, you need to look beyond your computer screen. Remember that people are browsing your website via tablets and phones too.
Almost four years ago, ProBlogger’s Darren Rowe summarized some insights he came across in reading about an eyetracking case study. What stood out to him — smaller type encourages focused viewing behavior, close proximity to popular editorial content helps ads get seen, and shorter paragraphs tend to perform better than longer ones.
Mashable put together this breakdown of key focal points on your Facebook profile. It’s no surprise that your profile photo is what people see first. Keep in mind that this article was written in 2011 before the release of cover photos.
Usability expert Dr. Pete conducted this study on Google search results pages for SEO Moz back in 2011. The key finding? Pay close attention to your thumbnails because they could end up giving your brand an invaluable visual boost.
Apparently, the conclusion is that they don’t.
From Nielsen, this is one of the most famous heatmapping studies of all time.
Make Sense of Your Data
Gregory Ciotti wrote this post for the CrazyEgg blog to help marketers translate their research into actionable next-steps. Does your website suffer from any of these five common problems? If so, here are improvements that you should consider making.
Another from Crazy Egg — here are 5 case studies for how you can transform your data into actionable findings. When running your heatmapping studies, make sure to pay attention to these trends. Are your visitors predictable in their habits? Where are the patterns breaking? Are your visuals supplementing your conversion goals?
If you’re not sure what trends to monitor, this blog post from Peep Laja at the ConversionXL blog will give you some pointers. Did you uncover any of these trends in your studies?
What would you add to this list of heatmap articles? Share your comments in the section below.
Ritika Puri is a San Francisco based blogger who writes about trends in business, internet culture, and marketing. She’s inspired by the intersection between technology, entrepreneurship, and sociology. By day, she works for a large online media company, and after-hours, she runs her writing consulting business, UserGrasp.
From The Daily Egg