Conversion optimization can be roughly divided into three work steps:
- Identification of possible weak points.
- Elaboration of a possible solution and formulation of a corresponding hypothesis.
- Testing the hypothesis with the help of an experiment.
Heatmaps help in particular to identify possible weak points:
- Elements that irritate the user.
- Elements that tend to bore the user.
- Elements that cause the user to abandon the visit.
However, heat maps can also help to work out potential solutions:
- Place an infographic at certain positions
- Insert or change text
- Make elements more visually prominent
- Remove elements
Heatmaps only ever indicate something. For example, if users spend a long time on a text paragraph, this can have many causes. It takes a certain amount of experience with CRO (conversion optimization) and UX design to be able to interpret such facts correctly. If this is lacking, false conclusions are quickly drawn.