Heat Maps - Conversion Rate Optimization

How to improve your conversion rate by using heatmaps and click tracking

How to improve your conversion rate by using heatmaps and click tracking

Learn how to use Heatmaps and click tracking to measure conversions

 Improve your conversion rate by taking advantage of heatmaps.

How to improve your conversion rate [1] by using heatmaps and click tracking Heatmaps are one of the best ways to track and improve user behavior on your site. 

Whether designing web pages or building an e-commerce store, heatmaps give you immediate access to where users click and what they do on your site. 

With this data, you can make adjustments immediately that will have a direct impact on your conversion rate [2] – but first, let’s cover what heatmaps are and how to use them.

  1. What are Heatmaps
  2. Heatmap Examples
  3. Click Tracking
  4. What is Heatmapping Software
  5. Advantages of Heatmapping Software
  6. How does heat mapping software work
  7. Summary
  8. References and Resources
Heat Maps - Conversion Rate Optimization
Heat Maps – Conversion Rate Optimization

What are Heatmaps

A heatmap is a graphical representation of data. 

What you are typically seeing is where on a web page users are clicking most (i.e., what is hot). 

Heat maps are useful for many reasons;

  • optimizing landing pages
  • finding out if it’s clear what to do next
  • quickly locating an error message that needs fixing

If you want more advanced info, you can use a tool like CrazyEgg [3] that provides information such as where users are clicking while they’re on a page (instead of where they clicked after they left), mouse movements, and session recordings. 

Microsoft Clarity [4] is another very good and free option, you can get this with Bing Webmaster tools [5] which you should absolutely 100% sign up to!

All of these data points help you better understand user behavior so that you can improve your site accordingly (and increase conversions!).

Heatmap Examples

Heatmaps give a detailed view of where your website visitors are clicking and how they are integrating with your site.

Example Heat Map
Example Heat Map

For example, if users aren’t clicking on your “Contact Us” link, you can then optimize that page. Maybe it needs more content or a different button or color? Combined with the information from heat mapping and click tracking software you can use a tool link SplitSignal [6] from Semrush to do SEO split testing.

You won’t know until you analyze traffic and clicks over time. Other sites can track more than just where people are clicking but also what their mouse movements look like, which pages are getting more visitors in general and so much more. 

That kind of information can help guide further development of not only the site itself but even improve marketing campaigns so that they land on better quality pages with fewer bounce rates overall.

Click Tracking

Tracking user clicks is a quick and simple way to get more insight into how customers interact with their site. 

By seeing which features of your product or site are being clicked, you can use that information to make tweaks that improve usability, thereby increasing engagement. 

Some e-commerce sites track individual page views, allowing them to see what people are looking at during each visit. 

Click Tracking
Click Tracking

For example, if a lot of people view an item’s Add To Cart button but few actually follow through on it, maybe there’s something about that button that could be tweaked—its position or size, or color—to increase sales. 

Automated tracking gives you real-time feedback on how well various elements of your website or app are working for customers, so you can adjust quickly when things aren’t going well.

What is Heatmapping Software

Heatmapping software visually records a user’s actions on a page (clicks, scrolls, etc.) and then converts those actions into colorful heatmaps that can show where users spend their time. 

Using heatmap software is like watching every user session in real time – with visual aids that are easy to interpret. 

Heatmap data can be used to see exactly what is happening when users experience a webpage or application screen. 

Session Recording
Session Recording

Whether you want to find out which areas of your webpage are being ignored or neglected, how many people scroll all the way down to the bottom of a page, or where clicks are being made: heatmap software will tell you! 

The process is quick and painless – requiring only an image tag added onto an existing website or application interface.

Advantages of Heatmapping Software

With powerful features like Heatmapping, Data Tracking, Click-Tracking, User Session Recording and Real Time Report Generation Tool you can now understand where users are clicking on a webpage or an image on a webpage. 

You’ll be able to see exactly how many times your customers have clicked on certain areas of images or webpages. Click-tracking allows businesses to see exactly where their customers are clicking while they move around a website. 

By seeing what content people focus on most, you can make better decisions about optimizing conversions. 

This will also allow you find out if there are any dead links that might need updating, as well as give insight into how relevant certain pages or content pieces might be for users visiting your site.

How Does Heat Mapping Software Work

Heat Mapping software tracks user behavior, like clicks, scrolling, and mouse movements. It also captures points of interest, such as buttons or images. 

It does this by adding some code on your site that enables all of the actions and events to d tracked and recorded so you can use that information to improve your site.

Add the tracking code;

<script type="text/javascript">
    })(window, document, "clarity", "script", "e3h4yeug9d");

Put it in Google Tag Manager [7]

Google Tag Manager Set-up for Microsoft Clarity
Google Tag Manager Set-up for Microsoft Clarity


In this article, we have reviewed heatmaps, the software used, and how they can be useful. We have shared the process for installing and using them along with some useful references to related information which you can see in the links below.

References & Resources

  1. Trevor Stolber – 10-2022 – Conversion Rate Optimization (CRO) – SEO Jargon
  2. Trevor Stolber – 10-2022 – What is Conversion Rate Optimization – SEO Jargon
  3. Crazy Egg  – Heat mapping software
  4. Microsoft Clarity – Heat mapping software
  5. Bing Webmaster Tools
  6. Split Signal – SEO Testing Tool
  7. Trevor Stolber – April 14, 2022 – Google Tag Manager – SEO Jargon