Heatmap Analysis

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Website usability

A heatmap is a handy tool to conduct a usability audit of a website. A heatmap analysis helps you better understand what your website user was about to do but failed or what they did by putting maximum effort and spending much time on it. Understanding what exactly prevents them from converting into leads will enable you to fix the downsides of your website and increase conversions. By the way, we strongly recommend that you review and analyze the behavior of users from different traffic sources (those with the highest number of users taken to the website). Such an analysis will help you get more accurate data and draw meaningful conclusions.

We’d like to demonstrate to you how to perform a usability auditing using the Plerdy heatmap on the example of https://www.ukrposhta.ua/, both desktop and mobile version analysis. You’ll see their website usability auditing results supported with the corresponding screenshots further in the article.

With Ukrposhta, we aim to make their corporate website as convenient as possible for millions of users.

Well, here we go!

General site data from the Plerdy heatmap

Generally speaking, thanks to heatmaps, you can effectively influence behavioral factors by adjusting your website to the expectations of your potential customers and boost the number of leads, as a result. Plerdy has developed highly efficient heatmap software that is distinguished by accuracy and usability.

A noteworthy fact about the Plerdy heatmap is that it provides 99% accurate data on your website. With the help of a heatmap analysis, you can define which elements get the most clicks and, thus, are the most effective. The received data also helps identify which elements of your website are not clicked and where users tend to drop off. Understanding that, you can easily fix it by introducing the necessary adjustments and eliminating what frightens away your potential customers. However, not only can you identify how many times certain elements are clicked, but you can also track the first click and view the sequence of clicks on the page. By the way, the heatmap from Plerdy takes into account the clicks made on dynamic elements. This also greatly affects the accuracy of the data you get from the Plerdy heatmap and the whole analysis process in general. And thanks to real-time website tracking and data from SPAs, it does not require much effort to conduct a quick but detailed UX analysis of the page.

For your convenience while analyzing, the clicks may be filtered by device type and traffic channel. You can also segment your website users into groups. Thus, you’ll be able to analyze their behavior separately. All in all, thanks to the accurate, valuable data it provides, the Plerdy heatmap will help you increase your conversions by up to 10%.

Heatmap Analysis and Usability Testing

The key benefit you get from a heatmap analysis is the ability to understand user behavior. By running such a usability testing tool as a heatmap, you collect valuable information on the actions actual users perform on your website. This way of usability auditing is far more effective as you do not create focus groups and place them in a testing environment. Your website undergoes testing by your target audience, who execute certain actions on it voluntarily, without thinking of being observed. However, by conducting a heatmap analysis, you can determine whether users face difficulties interacting with your site. You may notice that some clicks or taps were done by accident. However, some of them could be the result of bad UX/UI. The design may be broken if viewed through various screen resolutions, for instance. Furthermore, your potential customer may be distracted by some unimportant elements of the website that draw their attention from the ones with CTA.

After you identify the weaknesses of your website with the help of a heatmap, you should introduce appropriate changes to its UX and UI to improve your potential customers’ experience on the site. By doing that, you’ll gain the loyalty of users. As a result, they’ll do more target actions and leave better feedback.

A heatmap is one of the most efficient tools for UX/UI analysis. It provides measurable quantitative data that is a far more appropriate base for analysis and a drive for implementing changes than your hypotheses. So you rely not on your intuition, as of a specialist, but rather on the real experience of average users. You look at your website through the eyes of potential customers. Thus, you may find out what is there on the site that prevents them from converting into leads and fixing it.

All in all, the meaningful data received from a heatmap analysis helps build more user-friendly sites. The greater usability ensured, the more targeted actions performed, and the more conversions you get. Therefore, it’s so important to use heatmaps in usability testing.

Usability audit of the desktop version of the track.ukrposhta.ua page

After the analysis of user behavior on the website’s desktop version, we highlighted the next issues:

  1. Here’s no search.
  2. A validation message should be added here.
  3. This rebus is not always appropriate.
  4. Even if the code is incorrect, there are such elements.
  5. No info here.
  6. Here, we can see that the first click occurs on the “Track” button, although the user must first enter the number. It’s necessary to create an input mask for the field, as well as remove activity from the button unless the number is entered.
  7. According to the text selection data, we can see that a large number of users select their shipment number. We recommend adding a “Copy” button for quick copying. It depends on the purpose of this method and where the copied number can be further used.
  8. This element should be made more prominent since it’s quite clickable and has a large number of 3rd clicks on the page.
  9. We recommend placing a CTA button on banners since there are very few clicks on them.
  10. An interlinking to the latest news should be added.

Introducing the adjustments mentioned above will make the website more friendly to its desktop users and ensure their better experience on the site.

Usability audit of the mobile version of the track.ukrposhta.ua page

After analyzing the behavior of the website’s mobile users, we’ve suggested the following recommendations to eliminate the downsides observed:

  1. The header should be changed.
  2. To facilitate feedback, the Contacts button should be included in the main menu.
  3. We recommend making the “Search” button more prominent.
  4. After clicking Search without entering any text, captchas can be checked. It is necessary to remove the activity from the button if nothing is entered there. There’s also no way to close the captcha window.
  5. Such a captcha option or a check mark can be added.
  6. The “Clear” button should be added to make it easier to check a new parcel. It will erase the old code for easy entry of a new one.
  7. We see a sufficient number of clicks for each stage of delivery. If there’s extensive data on these stages available, then appropriate icons with hints may be introduced. They will show users the expanded info in the drop-down menu.
  8. The information about the drop-down menu should be made more noticeable and bold.
  9. These elements should be enlarged to improve their visibility for the user.
  10. The banners should be optimized in one row for tablets extensions.

The heatmap analysis of the track.ukrposhta.ua page has helped identify its weak sides and suggest possible solutions to make the mobile version more user-friendly.

Conclusions

Nowadays, heatmap analysis is an indispensable part of UX and UI auditing. Collecting and analyzing data with the help of heatmaps elicits insights that will help to see and hear the users’ struggles related to their experience on your website and decide how to eliminate them. The heatmap analysis results show whether your website should undergo some adjustments or operate pretty fine now.

What if you don’t include a heatmap analysis in usability testing? Let’s see what loss it can cause. First, your website starts gradually losing its position in search. Second, behavioral factors are getting worse all the time. Third, you are losing potential customers. Heatmaps can prevent you from this and significantly improve your conversions.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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