When redesigning or optimizing a website, using heatmaps and user testing are two excellent techniques for gathering insights into how your site is actually being used and determining what improvements need to be made.
Heatmaps visually display the on-page behavior of website visitors based on data like clicks, taps, scrolling and cursor movements. Areas that receive more user activity show up as different shades of color, usually red and yellow. This allows you to see exactly which design elements and calls-to-action are attracting attention or being ignored.
Installing heatmap software like Hotjar, CrazyEgg or Clicktale is relatively easy. Once enabled, aggregate heatmap data is compiled over time revealing visitor trends. Pay close attention to areas with high activity as well as dead zones lacking interaction. Use the findings to make informed design choices regarding page layout, navigation, buttons, headlines, images, etc.
Conducting User Testing
While heatmaps provide aggregate data, user testing offers an in-depth qualitative perspective. Recruit a small group of participants representing your target demographics. Give them real-world tasks and scenarios then observe how they interact with your site. What confuses them? Where do they struggle? What do they like best?
Their feedback, emotions and difficulties while navigating your website will spotlight usability issues. You can then refine site content, navigation, flows and features accordingly. Be sure to test on both desktop and mobile to uncover platform-specific problems.
Optimizing Website Design
Armed with heatmap data and user testing takeaways, you'll have actionable insights into how people interact with your website and what pain points need addressing. Key areas to focus on optimizing include:
- Page layouts and clarity
- Navigation menus and IA
- Calls-to-action placement/visibility
- Page content and messaging
- Image usage and text-to-visual balance
- Checkout and form flows
Continually iterating and testing website design is crucial for improving conversion rates and user experience. Heatmaps and user testing provide empirical data revealing exactly how people engage with your site and where improvements should be targeted.