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Question #1: Which On-Page Content is Actually Most Valuable to My Users - and for My Business?

Jack Maden  |  May 4, 2017

Jack Maden  |  May 4, 2017

        

This is the first post in a series that aims to put your website on trial. In order to truly understand customer behavior, you have to ask questions that acknowledge your users as peoplerather than as mere numbers in a report. This series asks five such questions, and shows you how to answer them by being clever with website heatmaps.

This post asks the following of your website: "which on-page content is actually most valuable to my users - and for my business?"

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The content that makes up your website is not just filler: every on-page element has purpose, and is worth something to your users.

Yes, it’s content at the end of the funnel that typically brings in the money; but which words, links and images inspire the user to journey down the funnel in the first place? Is the new promotional banner on the home page having the desired effect? Should the ‘Log in’ button be more prominent?

Knowing which elements contribute most to your objectives is key when it comes to organizing your web pages. So how can you get an understanding of what’s working and what’s not?

Research has shown that the mouse movements of desktop users correlate highly with where they are paying attention. Clicks, meanwhile, mark the point where that attention becomes genuine interest or desire. Hover heatmaps thus indicate the on-page content that draws user attention, while click heatmaps indicate the content that piques their interest.

Decibel Insight’s unique Hybrid Heatmaps show exactly which content has engaged users, regardless of screen resolution or page layout. Interactions with particular elements are attributed accordingly, while clicks, hovers, and touches that occur outside clickable elements are presented with dot visualizations.

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Click and hover heatmap comparison: where are users paying attention but not engaging?


Comparing a hover hybrid heatmap with a click hybrid heatmap gives a fuller picture of how website visitors are engaging with your content. Are users consistently hovering over an unclickable element? Are they clicking where they shouldn’t be? Is there a distracting element drawing a lot of attention?

Assessing this kind of engagement is important – it gives you a fresh perspective on how users view and interact with your website. But there’s more you can get out of your data.

By pulling in revenue values and goals to your heatmaps, you can see precisely how much each on-page element contributes to your website objectives. Don’t know which link to prioritize? Load up a Decibel Insight Attribution Heatmap to see which one leads to the most eventual revenue or goals completed and make an informed decision.

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Attribution tables ranking elements by goals, value – what they’re worth to your business


Get the full breakdown with ranked data below the heatmap, and dive straight into session replays directly from the data to investigate further.

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Use boundary mode to investigate quirks in data by diving straight into session replays


Performing this kind of on-page value analysis is crucial when it comes to ensuring your website is operating optimally for your users. Always be informed about exactly what purpose and contribution each and every element on your website makes.

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So there you have it! Heatmaps can show you exactly how much each on-page element on your website is worth. The next question we'll ask in this series is: "Is my new design / personalized content driving the desired on-page engagement I was looking for?"

Stay tuned - or, if you can't wait til then, get the full, detailed ebook that accompanies this series - complete with exclusive material and bonus tips - by hitting the banner below now.

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Jack Maden

Written on May 4, 2017 by:

Jack Maden

Jack is Digital Manager at Decibel, the best digital experience intelligence platform around! He also runs philosophy break.

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