Heatmaps are a great way of assessing how visitors use your website.
Heatmaps enable you to visualise which areas are clicked on, how far users scroll down each page and identifying any links or areas of the website which are not being used.
See our previous blog post for more information on how heatmaps can help with your digital marketing.
There are plenty of heatmap tools available with both paid and free options that can help you evaluate and improve the usability of your website. Here are three of the best tools we’ve found;
Developed by ServiceTick, a company focussed on ‘enterprise level customer experience management’, SessionCam provides its users with a way to gain “immediate and actionable multichannel customer feedback”
SessionCam’s software is also easily integrated with your existing systems by adding a simple line of code to your website to gather the necessary information. The software can be integrated with a number of other applications including; Google analytics, Cheetahmail and Campaign Monitor.
Heatmaps: SessionCam provides a range of heatmap reports that let you visualise how visitors are using your website, whilst also highlighting any design or usability flaws it may have. Heatmap reports provided include; mouse movement reports that use mouse position data to give an overview of mouse movement across the page. Click activity reports showing click activity on the page based on the position of the mouse when the click was made, Page Scrolling Reports showing the furthest position on the page reached by users and Attention Reports which highlight areas of the page that have been viewed the most.
SessionCam can generate heatmaps with various considerations in mind, for example, results can be filtered for specific customer segments such as iPad users only.
Session Replay: A useful feature that shows you exactly how visitors are using your website, session replay lets you watch actual recordings of customers using your website. The recordings show everything from mouse movement and clicks, page scrolling, form input, drop downs and anything else that a visitor can do whilst using your website.
Not only this, SessionCam also shows you how visitors on mobile devices are using your website by capturing mobile specific gestures such as pinch, zoom, tap, double tap, swipe and tilt gestures. Which will bring to your attention any problems faced by users when visiting your site using a mobile.
Funnels, Form Analytics, Field Drop-off: Essential for pinpointing exactly where users are exiting your website or abandoning purchases SessionCam shows you how users travel through your website’s conversion funnel. It also includes the option to filter results by customer segments allowing you to compare aspects such as mobile visits and non-mobile visits.
The form analytics feature will also let you find out which fields are causing the highest drop-off rates, which take the longest to complete and which need to be re-entered the most allowing you to tweak and simplify your form procedures.
Pricing: SessionCam starts from as little as $10 per month for the small package which records up to 1,000 pages per month. The medium package analyses up to 10,000 pages per month across three websites and costs $30 per month. Whilst the large package which costs $275 per month lets users record 100,000 pages each month across 5 different websites. Alternatively, users can create enterprise packages with custom options and prices. For more information on SessionCam price packages click here.
Boasting brands such as Orange, Wal-Mart and The New York Times amongst its users, ClickTale software aims to help website owners understand how their site is being used by visitors.
Offering much the same features as SessionCam, ClickTale software provides detailed reports on a variety of features including;
Heatmaps: ClickTale’s heatmaps can track mouse movement, mouse clicks, scroll reach and attention maps that show how much attention a specific area of your website gets and how much is simply skipped over. ClickTale also offers a link analytics heatmap report that discloses how visitors are interacting or responding to your hyperlinks. The statistics displayed include; the number of clicks, hovers, hover conversions, time to click, hesitation time, hover order- ranking the links by average order in which they were hovered over by visitors and clicking visitors- the number of unique visitors who clicked as well as the percentage of total visitors.
Conversion Tools: ClickTale provides a comprehensive suite of conversion analytics tools to help users understand why visitors are failing to convert and identify any areas or processes that are causing them to drop off. With its advanced filtering options, users can separate data into various segments by defining any business process, scenario or funnel.
The Conversion Funnels feature accurately shows you where your customers convert and where they exit the sales process. The funnels can also be customised in real-time and once edited ClickTale will instantly recalculate the funnel conversion rates.
The Form Analytics suite generates five different reports dedicated to improving your online form’s performance. These reports are; the conversion report which shows how many visitors found the form, tried but failed to submit it and those who successfully submitted it, the drop report which shows which fields were the last ones to be completed before the form was abandoned, the Time Report, the Blank Field Report and the Refill Report.
ClickTale also has page reports to help users identify performance statistics of individual pages such as; the most and least engaging pages, most and least clicked pages, most and least errored pages, most and least scrolled pages and the fastest and slowest loading pages.
Like SessionCam, ClickTale also provides the option to view recorded user sessions to see exactly how a visitor has used your website.
A more streamlined visitor tracking software, Inspectlet offers many of the same features as SessionCam and ClickTale to help users improve the functionality of their website and increase their conversion rate.
Heatmaps: Again, Inspectlet creates visual reports of data from a number of parameters. The heatmaps available are; Eye-tracking heatmaps, click heatmaps and scroll heatmaps.
Session Recording: Users of Inspectlet can also watch recorded sessions of visitors using their website showing information of session length, IP address and pages exited and entered on.
Conversion Funnels: The conversion funnels tool allows you to track conversions and identify whereabouts in the sales process visitors are dropping off and failing to convert. Allowing users to see which aspects of the process are successful and which are causing users to abandon the sales process.
Form Analytics: Inspectlet provides reports on how your online forms are being used by; identifying where visitors are hesitating, seeing which input fields are being refilled the most due to confusion and errors and finding out which input fields are causing users to abandon the form without submitting it.
Pricing Plans: Inspectlet’s pricing plans offer more flexibility for its users and include; basic free and micro plans that can record up to 5,000 sessions for as little as $39 per month, the Start-Up plan which costs $79 per month and records up to 25,000 sessions across three different websites, the Growth plan which records up to 50,000 sessions across 10 websites or the Accelerate plan which costs $299 per month but allows users to record up to 125,000 sessions per month across 20 different websites and includes all available features.
Alternatively, for those companies that need a customised plan there is the Enterprise plan which is negotiated directly with Inspectlet. For more information on Inspectlet and its pricing plans click here.
Tools such as SessionCam, ClickTale and Inspectlet and all vital to understanding your website’s usability and ironing out any problems or issues that may be causing you to lose conversions. Analysing the way visitors use your website is an important part of conversion rate optimisation and can really help to boost your conversion rate by working with existing visitor numbers, meaning that you don’t have to fork out more advertising fees.