Tracking and Analyzing Visitors' Behavior

The way visitors behave on landing pages is an unending source of information. What do they look at? What do they click or hover on? Which elements cause them to stay a bit longer on your page, and which repent them?

Those are the questions you actually can get answers to. Today we're going to talk about heat maps as a way to track users' behavior.

What are heat maps?

A heat map is a visual representation of how users behave on an analyzed piece of internet content – it may be a landing page and any website, web service, or article.

The heat map can show a variety of information, but usually, marketers use them to check where users click and what they look at – in short: which elements draw the attention of landing page visitors the best.

There are at least three types of heat map solutions – eye-tracking, mouse-tracking, and scroll tracking.

Eye-tracking heat maps

The first method tracks users' eyeball movement, making it the most precise (it shows every point users lay their eyes on) and the most expensive. Such a test requires specialized equipment and software, which is understandable but also makes it out of reach for most companies.

What's interesting about eye-tracking is that studies discovered that people usually scan the websites in an F-shape. What does it mean?

F-pattern means that users first look at the headline and read them from left to right. Then, they tend to look down for some kind of list, compressed information. The third step of skimming the page usually is scrolling down in search of other headlines, images, and standing out elements of a page.

You can, and you should use the F-pattern while optimizing your landing pages, especially during the design step – place the essential information according to the pattern, so they get the desired attention.

A significantly cheaper alternative for eye-tracking maps hands out information about the movement of users' cursor on the screen. It also monitors all the clicks, so as a result, you get a map that looks similar to the eye-tracking one, but usually with the red areas focused closer to the center of the page.

Of course, the map won't always look like the scheme, and it all depends on the landing page's layout. Where there are links, there will probably be more clicks, but if you've read all the previous lessons, you know that there shouldn't be more links on the landing page than those within the forms or conversion buttons.

Mouse-tracking heat maps

Scroll-tracking heat maps

The third type of heat map gives out the littlest information, but it also can be beneficial. Scroll-tracking means that the software monitors how far your visitors scroll down the page.

It can get you a solid basis to consider shortening your landing page. If the bottom part of it is cold-blue on the map, that means people don't go down there very often.

These three solutions can be useful – they are no doubt popular among marketers for a reason. Whereas eye-tracking seems to be too much of an expense, click-tracking and scroll-tracking mapping software usually cost a fraction of eye-tracking solutions, which makes the latter completely replaceable.

But there's a thing that binds them all together – you have to publish your landing page and show it to the people for any of those solutions to work. It's logical as you can't get any information if there are no visits… or do you?

What binds them together?

User-behavior prediction solutions

What if you could predict how people would react to your landing page? It's possible now, thanks to solutions that analyze thousands of landing pages. All the data they gather can be applied to your landing page.

One of such solutions goes under the name of PageInsider™, and it's a part of Landingi landing page builder. All you have to do is hit the "check my landing page" button before publishing. The AI will do the rest and get back to you with a heat map, pointed out spots that will probably get the most of users' attention, and a Clarity Score that tells you how clear the layout of your landing page is.

Of course, there are other tools like this, and I'm sure they're all a great way to optimize your landing page before it's even published.

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1. Use heat maps to see which parts of your landing pages are the most interesting for the visitors.

2. Keep the F-shaped pattern in mind while designing your landing page.

3. If you're eager to optimize your page before publishing, check AI-driven solutions, such as PageInsider™.

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This lesson marks the end of Chapter 4. Now it's time for a test with a solid chance of getting a certification. Check what you've learned!