User behavior analysis maps or heatmaps are online tools for marketers, usability and SEO specialists that allow you to view and measure website user activity.
With a free or paid heatmap, you’ll get a chance to learn more about how people 😃 behave on websites or online store pages. This will help 👌 you optimize the website design to make it more effective and improve customer behavior based on the analytics results.
Why Do You Need a Heatmap Tool?
Heatmapping tools, scroll maps, and similar software provide detailed information on the website. This analytics is a reasonable basis for making positive changes on the website and increasing income. For instance, heatmap tools can show the following:
- Low conversion rate and its reasons. A heatmap tool helps you to perform user behavior analysis and change website content or design accordingly.
- Design flaws and unnoticed errors. It’s hard to define whether a website is convenient for customers without heat mapping software. Unfortunately, only experiments and heatmap stats will give you a comprehensive reply.
- Content quality. Using a scroll heatmap tool, you can see how deeply visitors view content and whether they find it offers interesting and relevant.
- The correct place to locate interlinking and current offers. Heatmapping software lets you comprehend how visitors navigate websites and what areas attract them most. Thanks to such tools, you can pick the best location for offers.
- Things that need to be clarified for users. Heatmapping software reflects where users are puzzled and don’t know what to do. For example, a heatmap can show that a list is too long or there are too many calls to action.
- The effectiveness of pop-ups. Many companies don’t use pop-ups only because they consider them useless (even though they have never tried pop-ups). With heatmap software, you can find out whether pop-ups are really helpful.
- Calls-to-action and their location. A solid call-to-action in a prominent or favorable place can make users react. Heatmapping software is the best tool to define the optimum area.
All these heatmap hypotheses assist in making decisions for robust sales growth and improvement of user behavior on the website pages.
Examples of Heatmaps
The Heatmap tool gathers data on visitor patterns used to interact with a website. The heatmap tool analyzes the data and reflects it in a color-coded form. A visitor views an item on the page, and it becomes “hotter” when clicked. Heatmap tools use cold colors (green or blue) for website areas with minimum activity and warm colors (orange and red) for trendy elements.
There are four types of heatmap software used for website analytics:
- Click the map tool. The tool shows all elements and areas on website pages where users click and the number of interactions on every aspect during the selected period. Use this website tool to analyze visitors’ preferences, detect the unclickable elements that get user interactions, and identify buttons left unnoticed (nobody selects them).
- Scroll map tool. The tool shows the correlation between the size of a website page and the number of users that viewed it (in percentage). To put it more simply, you can view the scroll depth of the page or how far visitors scroll it. This information is helpful to see whether the visitors find content engaging and what makes them jump off. Due to such a tool, you can make the design friendlier and increase conversions.
- Click the sequence mapping tool. This tool reflects the routes visitors choose when they browse a page. You can see in which order the user selected a concrete element. This information is beneficial for optimizing the conversion path and making a website more convenient. If you complement the tool with a mouse hover map, you will get everything you need to know about user demeanor. It’s a much more convenient analytics approach than video recordings.
- Mouse hover map. This analytics software shows the place website visitors hovered with their cursor. For example, when a user positions their mouse in a specific spot, this spot will show heavy traffic. The only problem is that the information provided by this tool isn’t always accurate. The heatmap software cannot guarantee that the visitor was reading the text or checking the picture in the highlighted area. Maybe, the person just stopped the cursor there to make a sandwich.
Despite its popularity, the heatmap tool isn’t suitable for usability audits. The thing is that a website with high traffic can have thousands of sessions per day. Each lasts from a few seconds to several hours (especially if someone has forgotten to close the tab). Hence, it’s impossible to analyze a whole mass of data using the videos generated by the recording tool.
List of the 8 Popular Heatmap Tools
This article includes information about eight sought-after heatmap tools. We got a chance to use some of these heatmaps (those that offer free test registration).
Plerdy is a convenient and multifunctional CRO and SEO tool for collecting website traffic and user behavior. One software product offers eight tools. Now marketers can use it to improve website conversion rates. The first tool is a heat map. The second one is an intelligent form builder (You can use such software to create dynamic popups without programming expertise). The third service is SEO alerts informing users about any relevant website changes.
Plerdy starts collecting data once you install the script of the tool. Open the tool’s sidebar on-site (Ctrl+Alt+H) to view the results. All the heatmap information is shown online right on the pages of a website.
Another comfortable point is that you don’t need to return to the main dashboard to switch between website pages – the statistics of the necessary page open automatically.
The tool segments all the interactions by device and traffic channel. You can add separate tags if you need to track a separate element.
A handy point about this tool: The script of the Plerdy heatmap takes into account clicks on all interactive elements (popup windows, menus, etc.).
Thanks to its native data collection algorithm, Plerdy heatmap software ensures 99% accuracy. Another advantage you can get using Plerdy heatmap is that all stats are displayed on a live website in real-time. Thus, you can view the information collected on various pages and see how users facilitate with the website.
Pros of Plerdy heatmap software:
- Available segmentation of users by traffic channel
- Individual tags for tracking
- Opportunity to view the scroll depth of a page
- The tool presents the statistics in tabular form
Software localization: Russian, Ukrainian, and English
The Plerdy tool provides a free version with certain limitations: 2,000 pageviews/day, three pages maximum, 3-month storage, and Heatmaps can only view the results on the desktop version.
Pricing: 4 packages: $23/month – 10,000 pageviews/day, $47 – 25,000 pageviews/day, and $79 – 50,000 pageviews/day
Heatmaps have a smart form builder; you may create dynamic pop-up windows without programming skills.
Clients: Honda, Kredobank, SoftServe, Prom, Samcart, etc.
- Like: the power of Plerdy’s heatmaps, she could change and enhance user behavior on her website.
- Dislike: the slightly complicated heatmap interface.
The company offers innovative solutions to improve digital customer experiences. Now you can better understand your visitors’ behavior and optimize the website for their requirements and wishes. With Glassbox’s powerful interplay heatmaps, you can manage websites and mobile apps.
Its most notable features are trip schedules, screen sessions, heat maps, and funnel metrics. This heatmap tool gives you more than just insight into user behavior; it provides you with the precise data you need to refine your product’s user experience and checkout process.
Clients: Air Canada, Experian, John Lewis, Danone, iHeart Media, and others.
Pricing: Micro costs $39, Startup – $79, Growth – $149, Enterprise – $499.
- Like: more heatmap opportunities for A / B results and data collection.
- Dislike: the results differ from what she sees on the site.
Inspectlet website heatmap is primarily a tool for screen recording you can use to check user behavior. Click and scroll maps are secondary here. However, we included Inspectlet in our overview since it’s one of the few tools that record dynamic pages.
The heatmap tool has filters to sort user behavior by device type, which is convenient. You will appreciate this feature.
The heatmap is created and continuously updated once you install the script.
Clients: Shopify, eBay, MediaFire, Heroku, and others.
Pricing: Micro costs $39, Startup – $79, Growth – $149, Enterprise – $499.
- Like: simple and user-friendly interface for collecting user behavior data.
- Dislike: the configuration settings.
LuckyOrange website heatmap takes a special place among the best multifunctional tools. In addition to a heatmap, screen recording, a scroll map, analytics of forms, and a location filter (traffic segmentation by country), this service offers a chat (so you could talk to customers) and a survey form.
LuckyOrange heatmap tool makes a snapshot of a webpage, like many other services. In addition, it creates an interactive layer for viewing data. This is one of the few heatmap tools that consider the interactive content of an interface. With LuckyOrange, it’s easy to collect clicks on menus, folders, and other drop-downs.
Clients include medium, large, and small businesses.
Pricing: Build package costs 14 dollars, Grow – $28, Expand – $58, Scale package – $128 per month.
- Like: detailed user surveys, push notifications, and web chat options.
- Dislike: the heatmap often loses the user as they move through the pages.
Ptengine heatmap is a project with Japanese roots. Testing it for the first time, we even found some Japanese messages.
There are numerous filters for map analysis, which simplify the work with this service. The navigation of the dashboard resembles some components of Google Analytics.
A considerable part of information partially or fully duplicates data from analytics offered by Google.
Clients: DMM.com, Subaru, BizReach, Balmuda, Casio.
Pricing: Growth package – $49, Premium package – the price of services is discussed individually.
- Like: Heatmaps work in real-time; their data is useful for sales, marketing, and customer service optimization.
- Dislike: the functions of the free package; the number of page views might be more.
The heatmap tool offered on Smartlook’s website is a Czech project gradually gaining popularity in Eastern Europe (Slovakia, Poland, Hungary).
The primary feature of this heatmap tool is screen recording. You can use it to check user behavior on a website. It has a sharable heatmap, but a scroll map is missing.
Clients: LiveStorm, AstroPay, Sanofi, Amar Bank, Kiwi.com.
Pricing: Startup package – 31 Euros, Business – 93 Euros, Enterprise plan is discussed personally.
- Like: heatmaps could study users’ journeys through the site.
- Dislike: Smartlook does not have integration with Clevertap and Google Analytics.
This Israeli project doesn’t show actual clicks but predicts the most clickable units for each web page. Its developers state that an algorithm calculates clickability in 2 ways: based on the link to a page and the uploaded screenshot of a website.
It doesn’t only define the most clickable fields. Still, heatmap provides different reports: eye-tracking (how users’ focus moves from one element to another), the distribution of attention among separate elements of the website, the evaluation of a color scheme, etc.
Frankly speaking, this is a rather unorthodox approach, as it isn’t clear what criteria are used to assess a CTR. The measurement error is unknown.
Clients: HeadScape, Siemens, Walmart, WSI, JWT.
Pricing: Basic costs $99, Business – $67, and Enterprise – 199 dollars.
A small business user
- Like: affordable, reliable, and fast tool.
- Dislike: the heatmap seems pretty client-oriented.
The research helped us to find out that:
- Complex multi-tools are suitable for large-scale projects (online stores, information portals, etc.), whereas professional heatmaps are great for small and medium companies.
- Choosing a heatmap, one should consider its advantages and disadvantages. Although the flaws will be eliminated shortly (at least the developers claim so), you must work with what you have. So before you opt for one of the tools, test it. Try working with suitable heatmap variants and check their features. This will help you to compare several tools and make the right choice.
Спасибо за статью. Благодаря ей смогла выбрать правильный сервис. Тестировала 3 сервисы: HotJar, CrazyEgg, Plerdy. Однако, на данный момент использую только Plerdy
Ребят..вот честно, такое ощущение, что статья заказная. Ну пошла я на Plerdy, зарегилась, код на сайте вставила…и все. Тишина полная. Никакой ссылки на почту для перехода в личный кабинет я не получила, записаться на бесплатный урок не получилось ( открывается белая страница), коммент на сайте упал куда-то в черную дыру…ну офигенная работа с потенциальным клиентом((( хотела предложить своему клиенту, хорошо, что сначала на себе попробовала, а то пришлось бы краснеть за такую рекомендацию..
Мы сделали обзор разных сервисов. Вы писали им в поддержку? Там ребята очень быстро отвечают и помогают. Уже есть больше новых фич.