Find common user experience (UX) roadblocks by using website heatmaps.
Start reviewing heatmaps on the most impactful pages of your website such as homepage, community forum pages and the checkout pages.
Your homepage is the first impression many visitors will have on your site and sets the tone for their overall experience. Community forum pages or highly trafficked FAQs are pages that matter to your visitors. Forms and checkout pages have conversion points.
Desktop elements can display differently for mobile users. A dynamic heatmap can show you engagement on elements that often display differently on the mobile experience like hamburger menus, expandable navigation and carousels. Noticeable differences in engagement between elements that get high engagement on desktop but aren’t getting much engagement for mobile can indicate an issue.
Click on Segments > Browser to segment heatmaps and see if visitors from different browsers are having the same experience.
Look for a noticeable decrease in engagement on elements like CTAs or other popular elements to see if there are browser-specific issues that could be impacting the user experience.
- Check for language translation issues if you notice a difference in engagement on important elements.
- Review a moves heatmap to see if there are differences in mouse movement for visitors from countries that have a language that reads left to right instead of right to left.
Click on Segments > Number of visits to filter by first-time and by repeat visitors and look for differences between the two.
If you notice low engagement on an element for first time visitors but high engagement on the element from repeat visitors, it could be an indicator the element is not intuitive and requires multiple interactions with your site before a visitor understands how to engage with the element.
Click on Segments > Source to see if visitors coming from different traffic sources like Facebook, Instagram, or Google PPC are engaging with your content.
If visitors coming from a specific traffic source are showing low engagement compared to visitors from other sources, check to make sure the advertisement or link bringing them to your site brings them to the relevant content they expected. Visitors landing on a page with sold-out products and links to generic pages coming from a specific search query will often show low or no engagement with your site.