Analyze a click map

1. Document your goals for a given page and list any questions you have about user behavior on the page.

Depending on your goals, you may ask different questions or focus on different data types in your analysis. For example, Why does this page have a high bounce rate? or Why does this page have a high conversion rate?

2. Explore the options offered by your click mapping tool.

Such as segmenting by desktop vs. mobile, or pairing your click mapping data with other data sources, like Google Analytics. Explore and poke around. Many discoveries will come from spending time diving into the details.

3. Understand the data provided by a click map, and the difference between a click map, a scroll map, and a heat map.

A click map registers the number and location of clicks on a web page. A heat map aggregates this clicks data to show which areas of your web page are particularly ‘hot’, meaning they get lots of user attention. A scroll map or scroll-depth report shows how far down a webpage the average user, or a cohort of users, scrolls. Since most click mapping software offers all three reports, it’s useful to look at these reports together.

4. Analyze your page, paying close attention to things that are unexpected, and relative performance of elements.

Understanding the relative performance of the elements of your webpage is critical to getting the most useful intelligence out of click maps. Ask yourself: which of my buttons or CTAs is most popular? Are there elements near the bottom of the page that are getting a relatively large number of clicks, signaling that they’re important to users and might need to be moved up the page?

5. Identify non-clickable elements that receive clicks. This is often a signal that users expect something to happen.

For example, if visitors are clicking on an image, they may expect to see a zoomed image or alternate views. Think about offering that on the page to improve user experience.

6. Compare click maps for mobile and desktop versions of your site. Pair this information with data about the device traffic breakdown of your website.

User behavior often varies dramatically across devices. Is your website primarily viewed on a desktop or mobile device? Access this data in Google Analytics by navigating to Audience > Mobile > Overview.

7. Use your initial observations to formulate questions the click map raised but did not answer.

For example, if you wonder why visitors frequently clicked on the link to your product listing, but not to your conversion landing page or your contact page, add a survey to the page and ask visitors why.

8. Pair your findings from click map data with other qualitative and quantitative data sources.

For example, share click maps with your sales and customer service team. Ask if they can help explain the why behind what you’re seeing. Ask customers or prospects for feedback on your click maps. Use other quantitative data sources to validate your findings, or offer related data. For example, look at click maps for pages you identify in Google Analytics as high bounce rate vs. low bounce rate.

9. Aggregate your findings and draw conclusions.

Write down your analysis methods, insights, and recommendations for action. Pass these on to the relevant teams. Circulate your findings to relevant internal stakeholders.