This webinar discusses how to use heat mapping and user metrics to improve conversion rate optimization (CRO). It explains that heat mapping software can identify areas where users click, scroll, and move their mouse on a webpage. This data reveals which page elements receive the most engagement and where users drop off. Common metrics like click-through and scroll rates are examined. The webinar advises forming hypotheses about how to increase conversions based on this user behavior data. Areas with low engagement should be improved, and calls-to-action should be placed in highly interactive regions. Testing hypotheses through A/B testing can then help optimize the user experience and further increase conversions. The process emphasizes continually analyzing metrics, forming new hypotheses, and

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WEBINAR: EPISODE 06
Conversions:
Heat mapping and turning user
metrics into actionable CRO data
WITH: CAMERON JOHNSON

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Motion
Graphics
Analytics
PPC
Content
Marketing
Reputation
Management
Copywriting
SEO &
Technical
On-Page
Audits
CRO
SMM
Development
UX Design
Email
Marketing
Video
Production
Graphic
Design

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Heat Mapping

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Heat
Mapping

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Conversion Rate Optimization

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What it is not...
● Tutorial on setting up heat mapping
● A/B testing guide

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Strategies, not specifics.

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Cameron Johnson
Campaign Manager
/cameron-johnson-9b32497b/
@Cam_Johnson95

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“To succeed in business you need to be
original, but you also need to understand
what your customers want.”
-
- Richard Branson

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The underlying goal with
CRO research is to form a
testable, quantifiable
hypothesis.

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A/B Tests

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A/B Tests
Heat Maps Recordings
Buyer
Personas
Polls &
SurveysAnalytics
Form
Tracking
Conversion
Funnels

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A/B Tests
Heat Maps Recordings
Buyer
Personas
Polls &
SurveysAnalytics
Form
Tracking
Conversion
Funnels

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Phase #1
Compiling User Metrics

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Important UX Tools
- Google Analytics/Omniture
- Heat mapping software
- Visitor recording software
- Buyer personas

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Heat Mapping Software
- Crazy Egg
- Hotjar
- Lucky Orange
- ClickTale
- SessionCam
- Mouseflow
- SeeVolution

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Heat Mapping Software
- Crazy Egg
- Hotjar
- Lucky Orange
- ClickTale
- SessionCam
- Mouseflow
- SeeVolution

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Heat maps identify
problems, not solutions.

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Essential Heat Map Data
- Clicks
- Scrolls
- Movements

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Click Data

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Ask Yourself...
- What links get the most attention?

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Ask Yourself...
- What links get the most attention?
- Where do users gravitate to in my top/bottom navigation?

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Ask Yourself...
- What links get the most attention?
- Where do users gravitate to in my top/bottom navigation?
- Are users clicking on things that aren’t actually links?

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Ask Yourself...
- What links get the most attention?
- Where do users gravitate to in my top/bottom navigation?
- Are users clicking on things that aren’t actually links?
- How many clicks do my sidebars get?

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Ask Yourself...
- What links get the most attention?
- Where do users gravitate to in my top/bottom navigation?
- Are users clicking on things that aren’t actually links?
- How many clicks do my sidebars get?
- Are there elements around/before my CTA that users click on instead?

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Ask Yourself...
- What links get the most attention?
- Where do users gravitate to in my top/bottom navigation?
- Are users clicking on things that aren’t actually links?
- How many clicks do my sidebars get?
- Are there elements around/before my CTA that users click on instead?
- What types of links do users most often click on? (ie. image, button, text)

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Example

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Before...

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After...

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Scroll Data

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Ask Yourself...
- What percent of users reach my CTA?

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Ask Yourself...
- What percent of users reach my CTA?
- Are users making it beyond the fold?

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Ask Yourself...
- What percent of users reach my CTA?
- Are users making it beyond the fold?
- Are there any places where drop-offs significantly increase/decrease?

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Ask Yourself...
- What percent of users reach my CTA?
- Are users making it beyond the fold?
- Are there any places where drop-offs significantly increase/decrease?
- Are the majority of users seeing my CTA?

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4 Reasons Users Leave a Page
Good:
- They found what they were looking for
- They clicked on an link (hopefully your CTA)
Bad:
- They didn’t find what they were looking for
- They had a poor user experience

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Example

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Scrolling data in heat
maps tell you the
‘WHAT’, not the ‘WHY’.

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Movement Data

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Ask Yourself...
- What sections get the most/least engagement?
- Does this correlate with drop-off rates?

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Ask Yourself...
- What sections get the most/least engagement?
- Does this correlate with drop-off rates?
- How much engagement is there above/below the fold?

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Ask Yourself...
- What sections get the most/least engagement?
- Does this correlate with drop-off rates?
- How much engagement is there above/below the fold?
- Is the CTA placed where users are engaging?

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Example

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Pro Tip
- Optimize content for the user
- Add CTAs in high engagement areas

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If you did this right you
should leave with more
questions and hypotheses.

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User Recordings

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Use recordings to...
- Bridge gaps in your data
- Determine user engagement across multiple pages
- See what users do when they don’t convert

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Example

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Form Tracking

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Evaluate forms for
- Length
- Ease of use

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Example

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Example Form

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Before...

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After...

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Top performing forms
on a site typically have
3-5 cells.

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Phase #2
Hypothesize & A/B Test

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Pro Tips
- Engagement significantly drops below the fold. Place your most important
information above the fold.

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Pro Tips
- Engagement significantly drops below the fold. Place your most important
information above the fold.
- Remove distractions. Don’t make your CTA have to compete for attention
on a page.

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Pro Tips
- Engagement significantly drops below the fold. Place your most important
information above the fold.
- Remove distractions. Don’t make your CTA have to compete for attention
on a page.
- Make information scannable and easy to understand through:
- Shorter sentences
- Bullet points
- Images
- Bolded text
- Subheadings

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Phase #3
Rinse & Repeat

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A/B Tests
Heat Maps Recordings
Buyer
Personas
Polls &
SurveysAnalytics
Form
Tracking
Conversion
Funnels

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A/B Tests
Heat Maps Recordings
Buyer
Personas
Polls &
SurveysAnalytics
Form
Tracking
Conversion
Funnels

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Stop wasting time trying to guess
what the problem in your conversion
process is. Let users show you.
Summarization

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Cameron Johnson
Campaign Manager
/cameron-johnson-9b32497b/
@Cam_Johnson95

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up@97thfloor.com

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