Heat Map Your Way to More Conversions
Recently we’ve been shopping for a more comprehensive heat mapping tool. Historically we’ve used CrazyEgg which has done the job quite nicely but following a few issues over the past few months we’ve started looking elsewhere.
Don’t get me wrong, Crazy Egg is great is you’re looking for a simple heat mapping tool but that’s (just) about as far as it goes. We’ve been paying more attention to heat mapping and click tracking over the past few months. It’s especially critical when proposing optimisation for landing pages or when conducting a onsite conversion review. It’s a really useful way to get quick, real-time metrics on how users engage with a website.
Using heat mapping can allow you to identify ‘leakage points’ on pages and test the placement of various elements (buttons, rich content, navigation) to assess the impact this has on the user’s overall interaction with the site/page. Obviously heat map tracking is outwith traditional usability testing but is none the less very illuminating when used alongside other testing tools and reports.
Here’s a quick overview of heat mapping tools we’re currently using or have used in the past:
We’ve been using Crazy Egg for quite a few years and historically it’s been perfect for what we’ve wanted. At the moment we’re finding it’s functionality a little limited and the interface a little frustrating, it’s perhaps in need of a little attention we think. None the less it’s provided us with really useful data over the years and is still a really useful tool.
What does it do?
- heat and click mapping
- scroll map
- click breakdown (time of day, day of week, referrals, browser, device type etc)
- the scroll map doesn’t appear to be very useful or accurate and has never really provided us with insightful data
- there’s a visitor limit on each snapshot
- the internal interface/dashboard is somewhat dated, which sometimes makes it difficult to find what you’re looking for
- beyond the click breakdown metrics, it doesn’t offer any deeper analysis
We’ve used ClickTale a couple of times in the past. This tool is more focused on analysing the overall click journey but does a bunch of other things too. I haven’t used this tool as extensively as the others but my initial poke around the dashboard looked pretty good. I’d say ClickTale is for you if you’re looking for a tool that records a users click journey through your website.
What does it do?
- session playbacks
- conversion funnel and heat mapping
- visitor geo-locating
- I haven’t played around with it enough to identify any limitations yet
- Actually, Tim has just mentioned that a limitation of ClickTale is that it’s on the pricier side unfortunately
We’ve only started using Hotjar very recently but so far so good! Hotjar has a much cleaner, more user-friendly interface and offers more features than Crazy Egg and ClickTale combined. It’s also pretty reasonably priced. One of my favourite features is the advanced heat mapping tool which allows you to track click movements on the page, outwith the session playback reports. This allows you to see heat patterns in the way users are moving around the page. I’d go as far as to say that this is our preferred heat mapping tool.
What does it do?
- heat maps
- record and play back user journeys on your website (kinda fun)
- target visitors with feedback polls and surveys
- review how your onsite forms are performing with form analytics
- in-depth visitor behaviour analysis
- Split out metrics by device
- Sometimes I feel the reports are perhaps overly complicated with metrics offered – this could confuse users looking for a simple heat map
- This might be unrelated but it seems to slow my computer down significantly, there could be (probably are) other factors contributing to this but it’s worth mentioning anyway
My basic conclusion is that Crazy Egg is a great tool for simple heat map snapshots, if that’s all you’re looking for, then go with this. ClickTale is the best tool for tracking the click journey, if you’re not looking for anything else outside of this then stick with ClickTale as this is the forefront of what it offers.
Hotjar is a combination of the two and is the best of both worlds, offering usability and conversion insights across a variety of tests and reports – it’s definitely the most comprehensive and rounded tool of the three options.
Here are some more that we’ve heard of but not used:
What is your preferred heat mapping tool, have you found the above to be accurate? Get in touch and let us know your thoughts.