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Using heatmaps to enhance your web analytics data

May 01, 2013 at 1:00 PM


by Mikul Patel

Digital Marketing Consultant at Matraxis

In its simplest form, heatmaps are used to graphically represent a subset of data where values are shown as colours. Heatmap technology can be applied to various industries e.g. weather radar systems can use heatmaps to represent the intensity of rainfall or heat temperature.


In the digital world, heatmaps are starting to grow in popularity and combing this technology with raw analytical data can produce interesting visuals for a data analyst.



What can you learn from heatmaps?

Traditionally, data is often represented in standard tables, great for data analysts but no so much for higher management who don't have the time to sift through endless pages of data. Showing data in a graphical format, heatmaps can help answer the following questions:


  • Are visitors interacting with page elements such as call to action buttons or links?
  • Is your page layout correctly optimised to help generate more conversions?
  • Are visitors having trouble navigating your website?
  • Is your page design having an impact on bounce rates? 


adwords heatmap 

 In the example above, with the aid of heatmap information, research by Bunnyfoot was able to suggest that 40% of web users were unaware of the difference between paid and organic search listings.




Combing heatmaps and web analytics 

google analytics in-page analytics


Web analytics tools are starting to realise the potential of heatmaps technology. Whilst not strictly a true heatmap, Google Analytics’ In-Page Analytics report (Standard Reports > Content > In-Page Analytics) allows the user to see which linkable page items are being clicked.



webtrends analytics heatmap


Webtrends, a leader in web analytics innovation, recently incorporated heatmap technology into their Webtrends On Demand service through the purchase of real time analytics firm Reinvigorate in 2011. Compared to Google Analytics, Webtrends’ heatmap technology measures all mouse clicks on any page allowing for a greater understanding of page interaction alongside standard web analytics reports.




Matraxis are the leading independent experts in web analytics and helping organisations to measure and get the most from their digital investments. To discuss how you can make use of web analytics and heatmaps, contact us today!

Tags: Google Analytics Analytics Reporting Webtrends Web Analytics Heatmaps
Category: Web Analytics

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