Find behavior patterns using dynamic heatmaps

1. Open a heatmap for your website’s homepage and use the heatmap’s color-coded visualization to see which key page elements receive the most attention.

Dynamic heatmap tools like Lucky Orange‘s let you spot interaction with dynamic elements like forms, navigation, and important content information blocks. View the heatmap in desktop and mobile browser views to spot any differences in behavior caused by layout changes.

2. Filter heatmap by traffic source for top paid and organic traffic sources to identify any differences in behavior.

This may include the amount of time spent reading descriptions or which navigation items the visitors choose to engage with.

3. View the scroll heatmap and note the average scroll depth (a.k.a. effective fold) to see how far down the page the average visitor gets before leaving the page.

If your main call to action is below this line, add another CTA higher on the page or move the existing one further up your layout. Repeat this process for a mobile view since many layouts change for smaller browsers.

4. Filter heatmap by new versus returning visitor.

Note which content returning visitors engage with during their time on site. See which content blocks get more attention for those first learning about your offers. If returning visitors tend to read a specific type of content, make this more visible to first-time visitors to remove barriers to purchase and increase education speed.

5. Compare heatmap metrics like scroll depth, CTA location, and content engagement for top-visited pages on the website, like product categories, company description, and shipping information.

Look for variance in behavior across similar pages. If visitor engagement is much lower on some pages than others, consider mirroring layout elements from higher-performing sections of the site with content specific to that page.

6. Bucket visitor behavior into categories (existing or new personas) to make insights more usable.

Orient these categories around visible trends. For example, visitors who seem to read every word, visitors who do nothing but engage with navigation and forms or visitors who seem to be drifting around the site lost. If you have existing personas, add learnings as details into those. Use these buckets to drive internal conversations around marketing strategy, budget distribution and content pillars.