How to use Heat Maps to Increase your Website Conversion Rate

4 min read
Watb Team
Website Heat Map

Heat maps are nifty visual overlays that help you to get into the head of your average website visitor and see how and why they’re behaving on your web pages in a certain way. It looks like an infrared display and takes website data and uses colour and hotspots to indicate high and low activity in certain places on your website. Red is ‘hot’ and shows lots of interaction and colder spots are blue.

This type of tool can nail ‘customer behaviour’ and helps you to build a website that has your customer in mind and is designed with data-driven insight. So how can handy heat maps increase your website conversion rate?

Types of Heat Map

You can go into very specific detail with heat maps and they can give you an insight into what your customer is doing on your website. Click heat maps are the most basic model and they literally show you where people are clicking most on your web pages. Eye-tracking heat maps get a bit more advanced and can track things like cursor movements and then determine a sequential path customers are taking and an entire subset of users’ movements. Then we’ve got scroll-tracking heat maps that are really useful for determining visual space and can show things like whether people are viewing info ‘below the fold’.

You can determine the aggregated points that are shown, so whether you want to look at daily, weekly or monthly trends is up to you.

User Experience

The best way to increase conversion is to improve your customers’ user experience on your website. There’s no need to speculate about your user design or layout because you can use data to explore what works.

Heat maps allow you to see whether people are easily navigating their way through a customer journey. You can tell whether they are responding to your calls to action; are there things that are distracting people from visiting certain pages and converting; are pages too cluttered and content too long; are you making the most of upper-left and left-hand side spaces that visitors look at more?

Heatmap example

Split testing with data from your heat maps is a great way to test out all of your ideas and make a seamless user experience. And you can also use heat maps in conjunction with other metrics and analytics to build a bigger, bolder picture of how customers are interacting with your website.


An eye-tracking heat map allows you to see where people are moving their cursors and whether they’re stopping to read your content too. This can help you to decide what content is most useful to your audience and what type of content they like to view. Find out which point people are abandoning your content at and cater the length of posts or where to insert calls to action.


Uncluttering your website and making it streamlined and simple can help to guide people towards your content and calls to action. Heat maps can show what is getting the most attention on your page and if it’s not useful for conversion purposes then you can tweak elements to make your overall website more effective.


Heat maps can help you to decide which images, banners or visuals on your website are helping or hindering conversion. You can use split testing to try out different images and find images that complement the user journey, instead of distracting from it.

Heat maps are an insightful, data-driven way of being able to monitor and improve people’s user experience on your website. They’re even more super useful when combined with other analytical tools. You can effectively reorganise your website’s digital infrastructure and make an easier, more pleasant experience for your potential customers. Lovely!

Sound off below, we’d love to hear your insights.

Heat maps are nifty visual overlays that help you to get into the head of your average website visitor and see how and why they’re behaving on your web pages in a certain way.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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