How to Analyze Heatmaps

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Digital marketing Website usability

Usability audit is the key to success when it comes to online business. It increases the loyalty of the potential consumers and boosts the website’s conversion. That is why usability audit is essential analytical research that business representatives should not ignore.

Website conversion improves if there are no errors and on-page harmful issues. A usability audit that includes heatmap analysis detects all the weak spots and indicates the most common mistakes to do away with.

Plerdy offers modern software for in-depth website analysis. A set of UX check options together with an opportunity to analyze heatmaps allow web admins and business representatives to enhance their sites significantly.

One of Plerdy’s customers is Ukrposhta. This is the national postal operator in Ukraine. Ukrposhta obtains a huge network with about 11,000 post offices. These terminals cover all the Ukrainian regions. The Ukrposhta company is about mail services, logistics, financial background, and trading options. Both corporate and individual clients can count on the available options of the top postal operator.

The cooperation of Plerdy and Ukrposhta is a real case study on how the usability audit with heatmap analysis can improve the company’s online performance (some of the insights appear in the article, but some are under the NDA agreement so cannot be highlighted).

Plerdy aimed to find the hypothesis to analyze and solutions to improve the Ukrposhta website usability. The analysis of user behavior took place so as the company could:

  • Detect and eliminate many website errors (through heatmap analysis) that were harmful to conversion and consumers’ loyalty.
  • Decide on the plan for correction of other on-page imperfections (analyze insights and undertake the correction strategy).
  • Analyze and do away with the range of tech and design weak spots via heatmap check to develop the improvement strategy based on the usability audit report.

This case study shows how in-depth website analysis with the help of Plerdy software (including heatmaps) can make a difference. Most of the reviewed mistakes found on the Ukrposhta website are likely to be present on other sites (with no relation to the market niche).

General Site Data from the Plerdy Heatmap

It is important to take a closer look at all the on-page parameters of the website first. All the gathered showings (from Plerdy’s heatmaps) are the fundamental as the most necessary insights of any usability audit.

Additionally, it is recommended to analyze user behavior both on the desktop and mobile versions of the site. Website visitors can act differently, so pay attention to this UX indicator. Sometimes customer behavior varies significantly for each type of website version.

So, let’s focus on the general site data from the Plerdy heatmap. This way, we will be able to initiate an in-depth usability audit.

The main audience of the Ukrposhta website is PC users. Organic traffic dominates according to the statistics for one calendar month.

Let’s take a closer look at the most clickable website sections and pages. The most click-friendly ones according to the heatmap analysis are:

  1. Tracking;
  2. Homepage;
  3. Ukrposhta Standard;
  4. Shipping outside Ukraine (international shipping);
  5. Find a post index.

These pages of the Ukrposhta.ua website are critical for conversion, so it is necessary to analyze them comprehensively and use them for an in-depth usability audit.

One more necessary parameter is the scroll depth. Webmasters and business representatives can keep track of the screen that forces site visitors to leave the page. For example, the Ukrposhta website has far from ideal statistics according to visitors’ scrolls. Only half of all the users reach the second screen of the page. The homepage showing based on the heatmaps parameters is just 13 % of visitors.

After this, it is high time to report on the mouse cursor statistics. The showings are presented in percentage to see the most hot-topic on-page segments. There is a range of website elements that demonstrate the poor attraction of users’ attention. The low-scrolling results prove this fact. The weak spots should be analyzed to arouse website visitors’ interest and improve scroll performance.

All these steps are about the initial stage of the usability audit. It is like the preparation before the main scope of work. Having analyzed heatmaps (scroll depth, mouse cursor movements, user behavior separately for mobile and desktop website versions), it is possible to go further – right to the homepage usability audit.

Usability Audit of the Main Page of the Site ukrposhta.ua

Heatmaps play an important role when it comes to usability auditing. They help website analytics find the first click on the page and monitor the sequence of clicks. Additionally, it is possible to analyze and filter clicks according to different criteria (their type, traffic channel). Heatmaps allow webmasters to detect click-unfriendly elements of the page and undertake the analysis of users:

  • Grouping all the website visitors and analyzing user behavior in the groups.
  • Detection of the low-converting on-page elements (part of the page visitors leave the most often).

Heatmaps for usability audit is about 99% accurate data and precise UX analysis. That is why Plerdy’s heatmaps brought the core insights for the Ukrposhta website analytical investigation. Let’s focus on the usability audit report of the ukrposhta.ua homepage.

  1. The logo at the top of the page contained a link to the homepage. It was recommended to delete it so as not to puzzle website visitors.
  2. Page duplication took place on the website (https://www.ukrposhta.ua/ua and https://www.ukrposhta.ua/). This error was corrected timely with no harm to conversion and site search ranking.
  3. The scroll depth showed the poor interest of users to the second homepage screen. It means that 4 action buttons placed there stay unnoticed (low-click ones). Only 23% of website visitors reach CTAs on the 2nd screen.

  4. The website had the common button for Login / Sign in actions. It was recommended to separate these buttons from shortening the registration process and simplifying it for new users.
  5. The action button “Career” demonstrated low Clickability rates compared to other menu items on the homepage. It was recommended to replace it from the menu to the footer of the site.
  6. The search icon is recommended to replace the search box to make the navigation better for users.

  7. The usability audit also showed the weak spot of the “Services” menu. All the subcategories become available only after clicking the Services action button. It is recommended to change the click-on design to the cursor-friendly one.
  8. The same story about the main menu on the homepage. Adding the icon of the dropdown menu for the sub-items will be a great UX-driven improvement.
  9. One banner at the top of the homepage contained an error. While clicking this banner, users are redirected to the Russian website version instead of Ukrainian.
  10. Speaking about a slider and switching photos in it, it is better to add special-purpose icons for this purpose. This option makes this dynamic website element more click-friendly.
  11. The field to track the parcel and the action button “Track” are among the most clickable elements on the page. It was recommended to separate these two segments visually. The button should be well defined but not run into one another with the box for codes.
  12. The users more often highlight their tracking code for copying. It was recommended to add the action button of fast copying regarding how website visitors will use highlighted code.
  13. Incorrect tracking codes are not accepted by the system. It is better to inform users about an irrelevant pattern specified in this box. It was recommended to add notifications when the system cannot recognize this tracking number.
  14. There is a range of configurations for action buttons of the homepage in the Ukrainian version of the Ukrposhta website. The suggestion is to change the formulation for more UX drive.
  15. Additionally, it was recommended to add the contact telephone number to the top panel. The “More details” action button also requires configurations. It is better to highlight it and make it more click-friendly.
  16. The recommendation was to replace the previous banner with the “Financial services” block. This way, these elements will switch their places while adding more informational background to the page. As the 4th-page segment is less interesting for visitors, it is better to relocate the information to the third one (the previous location of the service block).

According to Plerdy’s usability audit report with a focus on heatmaps, the Ukrposhta homepage also requires configurations for the search section (index code search), News section (to add the CTA button and the icon at the bottom of the page), banners, etc.

Final Word

Usability audit is the efficient approach that starts with a comprehensive analysis of the main website parameters and finishes with the detailed so-called UX-driven improvement plan report. Heatmaps play an important role in usability analysis and suggestions for a better website user experience.

Plerdy’s case study of the Ukrposhta website usability audit is a great example of using heatmaps in action. The analysis becomes accurate due to the real-time insights and detailed monitoring of user behavior, interactions with on-page elements and dynamic segments, cursor moves, and clicks.

Article by:
CEO Andrew Chornyy

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

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