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1. Executive Summary
Optimizing Websites with Heat Map Analytics
In the largest web browsing study ever conducted, University of Hamburg
researchers leveraged 'Heat Mapping' web analytics software to record and visualize
user click-activity to identify patterns of web usage. This technology is now available
at a very reasonable cost for mid-sized enterprises and complements traditional web
analytic software by helping marketers improve website usability & architecture.
What are the Benefits of Heat Maps?
• Visualize Data - many organizations have the ability to track website visitor
behavior, but few actually utilize this information to make improvements.
Heat Maps, which visualize web analytic data, are much more user-friendly.
• Increase Conversions - organizations wishing to generate leads or sales
can identify where users are falling-off and make tweaks to their web pages
to improve usability and ease of navigation, thus increasing conversion rates.
• No Technical Skills Required - implementing heat maps is very simple and
can be done without requiring any deep technical skills. Generally, a small
piece of code can be pasted into the HTML of the pages you want to analyze.
• Instant Insights - heat maps show you which components of your website
are most popular among visitors, allowing you to focus on items that are
adding value, or remove items that are not being viewed or downloaded.
• Cost-Effective - software licenses range from Free to about $100/month,
depending on the number websites and amount of clicks you need to record.
Action Plan:
1. Discuss with Webmaster - schedule a meeting with your webmaster to
discuss web analytics and the opportunities provided by heat mapping.
2. Evaluate Vendors - review vendors such as Clickdensity, Clicktale, or Crazy
Egg, who all provide web analytic heat mapping technology services. Clicktale
even provides individual movies of user click and mouse activity.
3. Paste HTML Code - add the code to the bottom of each page you would like
to record activity. Simply adding the code will activate your hosted service.
4. View Results - login to your vendor service to view heat maps as required.
© 2009 Demand Metric Research Corporation