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What Are Heatmaps And How To Understand Them

Heatmaps are visual representations that show the interaction of visitors in our website. We observe different colors indicating the relevance of the different elements or areas that appear in our page. Warmer colors indicate greater interaction in the area, while colder colors show the opposite.

Heatmap on a pricing page
Heatmap on the Nelio A/B Testing pricing page.

When you create a heatmap test on a WordPress page, Nelio A/B Testing will track the visitors who access that page and the interaction they make with the mouse.

In the heatmap you will see the hot zones of your website, which are those that receive more interaction from your visitors. To interpret the results, you must take into account that warmer colors indicate a greater degree of interaction, and therefore relevance, in the different elements of the page.

For example, imagine you have an action button on your page that you want your visitors to see and click on. If when you see the results of the heatmap on that page you don’t see a red area above the button, something is not working as it should in your page. Surely other elements within the page are taking the attention of visitors. You will be able to see them in the heatmap and, in this way, make the changes you think appropriate to see if you can get the button to take the relevance you want. It goes without saying that these changes should be tested with an A/B test.

Heatmap at Nelio A / B Testing.
Heatmap with Nelio A/B Testing.

Heatmaps are always a good start in your strategy to optimize the conversion of your website. They provide you with real data aggregated from your visitors, and easier to understand. With the results of a heatmap you can easily get ideas to test in A/B tests on your pages.