Have you evaluated your website with a heat map?

A website heat map is quite simply a tool that allows you to see what parts of your website pages are most frequently scanned by your visitors. By understanding how visitors interact with a website’s elements, you can improve the site’s usability and ultimately influence conversion.

There are several software tools now available that can be purchased or downloaded on a trial basis that will analyze your website traffic in a heat map format. One of the tools that I have found extremely helpful is AttentionWizard, a service provided by Website Magazine contributor Tim Ash, of SiteTuners.com. AttentionWizard is an online tool that uses advanced artificial intelligence algorithms to simulate human visual processing and attention for a webpage. The solution creates an “attention heatmap” of your Web page that predicts where someone would look during the first few seconds of their visit.

A more accurate heat map application can be installed on your website which will involve installing a small script that tracks exactly where your users click and presents it to you as an overlay on your page. This will allow you to directly see where the clicks are most dense (“hottest”) and where they are non-existent (“coolest”) and design the layout of your website accordingly.

A great example of the successful use of heat map technology comes from Google. Several years ago, several search marketing firms collaborated to create a heat map of what users actually see and click on in the Google search results page. More specifically, they actually tracked eye movement and mouse activity in order to see what parts of the search page were the most important to users. What they found was an area shaped like a triangle at the top of the page, which they dubbed “The Golden Triangle.” This is the area that Google now uses for its’ paid search listings.

Heat maps are just one of the tools we employ at e-Sorted, to ensure that your website is working at full efficiency and that it is converting as many leads as possible into real dollars. For more information on our e-Dentity packages and to book your free consultation, please contact us today!

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