Do Heat Maps Help Conversions and ROI?

10 May. 2017 - - Total Reads 3,534

To the consumer and to the keen marketing individual, a heat map looks like it is the most amazing software developed and released in the 21st century.

Why is this? Because you can see where people click on your website, on every page, on every device? Surely it should unlock the answer for everything you need to know about how your website is performing? Surely it shows you if I am making money or losing money?

Think again.

A Heat map is merely a marketing fluff; developed and promoted by companies to brainwash the user into thinking that clicks is all they need to know about their website’s behavioral patterns, and that anything else from there is irrelevant and superfluous.

Clicks are yesterday’s news, but somehow still seems to be the paramount metric used by digital agencies across Australia to report to their clients as a measure of success. What’s the point of buying a click if it’s not going to result in any commercial benefit to your business? The answer you’re thinking in your head is correct – there is no point, it’s a waste of money.

Clicks can be valuable, don’t let that fool you. Their value can be seen only if a high percentage of the clicks you’re investing in results in a conversion event that returns commercial value to your business. That conversion event could be the download of a PDF, filling out an enquiry form, or even best, a sale.

There are great reports available in Google Analytics that give you better behavioural insight than colourful heat maps. Reports on user flow journeys, the amount of time spent on certain pages, the amount of exits and bounces on a given page – all things you can’t see through heat mapping. Of course, heat maps are aesthetically pleasing to the eye and easy to slide into a report that you can present; but it doesn’t tell you anymore than what you can find inside great reporting tools such as Analytics (still the best source of truth out there).

It is simply a distraction from what the main goal should be, not the answer.

You can spend as much money as you want through any advertising channels to generate clicks. Eventually, you will lose out and waste money.

You need to be diligent in setting up the conversion events on your website so you are able to track everything that is commercially important to you. This is the only way you’ll be able to successfully measure ROI and know what is working for you, rather than guessing.

 

 

Ask yourself the following questions before relying on a heat map:

 

 

  • Do I know what these clicks are doing on my website?
  • How am I measuring the performance of these clicks?
  • Am I seeing an ROI from my investment in these clicks?

 

Ascertaining the answers to these questions should be simple. If you need help answering these, drop us a line today and we will assist you.

 

 

Michael Simonetti
Posted by:

Post Reads: 3.5K

Share this

Go on, see if you can challenge us on "Do Heat Maps Help Conversions and ROI?" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Uber
Aqium Gel
Australian organic foods
Ego Pharmaceuticals
Nmiinsurance
Schiavello
Viktoria + Woods
Bondi Sands
Victorian Government
MyAccount
Bank of Cyprus
Scrum
Jetstar
Toy World
Moov Head Lice
Max
Anthill
Grow Your Business
Chia
McArthur Skincare
Metricon
Google
vissf
White Suede
Fairfax Media
CAN
Natralus Australia
Unsw Australia
Mecca cosmetics
Fed Square
Liveoneday
Amino Active
BlackMores
Focus On Furniture
Swin
Grow Rich
Marshall White
Ello
QV Skincare
TSB
Beaumont
OJAY
Mamma Lucia
National Museum of Australia
Dinosaur Designs
CSquared Executive
SunSense Digital Agency
street kitchen
Green St Juice
High Street Armadale
Bigcommerce
Forbes
Etihad Stadium
Arthur Galan
Cronos Australia
CBRE
Ubertas Group
Parker Lane
Switzer
Engine Swim
passage to india
Appstore
Ebay
DeeWhy Market
catholic insurance
Australian Physiotherapy Association
AC/DC
Rackspace
Bintani
Brisbane Times
Oracle
Elucent
OMS
Drupal
News
Sunday creek
TPP
Matchbox
Shell
Jalna
Castran Gilbert
Tassal
Microsoft-Certified-Azure-Fundamentals
Melrose MCT
Hairhouse Warehouse
iPrimus
University of Melbourne
Wild Rhino Shoes
Tek Ocean
Grainshaker
DepSkin.com
Associated Press
Canberra
Bostik
GPT Group
Hanover
Telstra
Heat Holders
Kay Burton
Professional
Magento
Oakdale
Dusa
Magento Solution Specialist
Instant RockStar
Fortune Institute
Watches of Switzerland
Paypal
MAP
ISO Certified
Loan Market
Vendor Advocacy Australia
LBG Australia and New Zealand
Arc One
One Shift
Digital Agency Panitsync
Novvi
Bulk Nutrients
131 Pizza
Macmillan
ADP Payroll
Australia Goverment
RMIT University
Smart Company
Madman Entertainment
abc
Rydges
POSTER Magazine
National Relay Services
Melbourne Heart
Van Egmond Group
Fresh Cheese Company
James Buyer Advocates
GooglePlay
Windsorsmith
Grays Ecommerce
21st Century Education Agency
Palace Cinemas
Eway
MSAC
tribe
Tony and Guy
Celebrate health
Maxine
BCG
Rock Pool Group
Melbourne Central
Movember
Melrose Health
Florsheim
Federation
Sports Power
Xavier
Positive Poster
Atlantic Group
Coles
Acquia Drupal Certification
The Burger Cheese
Royal Freemasons
Crumpler
Engineers Without Borders
The Age
WTFN
Garmin
Smh
Dial Before You Dig

Testimonials

We decided to make the commitment and drop Traditional Marketing like Yellow pages and trial AndMine's Website Development, Design and Email Marketing Services. We never looked back and business is always booming. We certainly would not have been able to grow our business to where it is today without AndMine. Monika & Ellen, The Depskin Centre

More Testimonials
AndMine-Google-Partner-Signature