Some say heatmap tools are like undercover spies of the internet marketing world. If that’s so, Crazy Egg has to be the James Bond among them. Egg, Crazy Egg.
On a more serious note, what do we actually use website heatmap tools for?
The fundamentals of modern digital marketing are based on knowing how to attract visitors to your website. But there is another, equally important thing – knowing how to make them stay and what to do to keep them coming back. In order to keep the traffic coming to your website, you need to learn more about what the visitors like about the site, as well as what makes them leave, and make adjustments accordingly. This is where website heatmap tools like Crazy Egg come in handy.
Before we introduce you to the actual tool, let’s examine the significance of heatmaps. What are heatmaps? Long story short, those are graphical representations that depict user behavior throughout your website. They show you where users click the most or how far down a page they scroll. Most importantly, they can show you which areas of your website you need to make more appealing to the visitors in order to boost conversions.
So, heatmap tools can be used to gain valuable insight into your users’ behavior and the way they interact with your website. When you learn what suits them and what doesn’t (what’s ‘hot’ and what’s not), it’s easy to make relevant changes with utmost confidence and as little speculation as possible. After optimizing your website on the basis of what you’ve learned about your visitors using Crazy Egg, you can expect to reap two main benefits using heat mapping tools:
Having explained the importance of heat mapping tools, another important thing is to pick out the right tool for your needs. “Put up a page, cross your fingers, count your blessings and hope for the best”, said no serious marketing expert ever. This is why a heatmap tool should be a vital part of every serious marketer’s toolset, right next to other essential analytics and split-testing tools. Why Crazy Egg? It’ll get more clear after we explore some of its features in more detail.
Making changes to your website without knowing if those changes bring any actual results is like buying a second-hand product without testing it first. You never know if it’s gonna work and by the time you realize it’s too late. In order to minimize the risk and speculations, one should always A/B test. Okay, maybe not always. For instance, A/B testing is not a valid excuse for having both a spouse and a lover. Marketing-wise, however, A/B testing is essential. We’ve already discussed the importance of split-testing your quizzes, but it can be applied to any product or service.
With Crazy Egg A/B testing feature, you can observe the exact impact of such changes on your business. The people behind Crazy Egg have kept it fast, simple, and powerful, in order not to overwhelm their users. So it can all be set-up in and launched in minutes, there’s no coding necessary, and it’s easy to experiment with different headlines, copy or product descriptions.
The importance of A/B testing has been proven in a case study conducted on the Crazy Egg’s homepage itself. As it turned out, the redesigned page (which was 20 times longer) outperformed the control page by 30%. When talking about the impact of content length, we’ll show you how to decide on the ideal content length and structure using Crazy Egg a bit later in the text.
Crazy Egg snapshots feature shows the way people actually use your website. Each Crazy Egg snapshot consists of four reports that show the behavior of your website’s visitors:
By studying all these maps, you can learn where to put your most important CTAs and give them an actual chance of getting clicked by putting them on the most prominent areas of your webpage.
The Crazy Egg recordings feature enables you to watch the actual users interact with your website. Your chance to be the Big Brother on your website. But unlike the infamous reality show, you’ll be spying for a good purpose. The recordings feature enables you to learn where the visitors get stuck and what you can do to improve their user experience. You can record the entire user sessions and easily find the recordings you need by using the recordings filter.
This feature is extremely useful for getting feedback after launching a new website, as it can be used to detect bugs and UX issues. For example, a lot of your users might be having trouble with a broken order form in Internet Explorer. With the recordings feature, you can observe their suffering as it happens, identify the issue at an early stage, and act promptly to repair it.
Believe it or not, heatmaps are more closely related to SEO than you might think. The basic concept behind both is the same – the better you understand your audience, the more likely you are to offer content that suits their needs perfectly. So, how exactly can you use heat-mapping tools such as Crazy Egg to improve SEO?
There have been numerous theories on what the ideal length of a piece of web content is. Some studies have shown that longer content ranks better on Google, as the average first-page result contains 1,890 words. Still, we think it’s unwise to generalize in such a way. Sometimes longer content is the solution, other times short and concise copies will get you better results. It depends on your business and, more importantly, on your audience. If only there were a way to learn more about your audience? Surely there is – Crazy Egg.
With Crazy Egg, you can find out what your visitors like and what they don’t like about your page. Heatmaps show you the exact places where most of your visitors are bouncing. In other words, it shows if you need to shorten your content, structure it a bit better, or make certain parts more appealing to the users.
Even though there are numerous studies that show the perfect anatomy of content that ranks well, they still don’t have to mean anything for your website. The best way to find out what suits your individual visitors is by monitoring their on-site behavior and seeing the way they react to its structure. For example, if there’s an irrelevant image on the page that catches the attention of users and distracts them from a more important section of the page, you may consider replacing or repositioning it.
The power of internal links is often neglected in favor of inbound links, which, truth be told, are deservingly in the center of attention when it comes to SEO. Use them right, however, and internal links can do wonders for your SEO as well. How do you get the internal linking structure right?
The entire purpose of adding links to your content is to provide visitors with more valuable content, get them to stay on your site longer, and enable them to find everything they need right there. By clicking those links they navigate away from content they’re currently reading, so you have to make sure to offer them something relevant or otherwise they might navigate away from your website. Crazy Egg’s Confetti feature shows the exact links they click on and the ones they don’t. This way, you take guessing out of the equation by making sure all your links add value to users.
Images are another vital part of your website. Some studies have shown that content with images receives up to 94% more views. So, image placement is another important user experience element to consider. Some of the best practices have shown that you should add visuals to everything you publish and include captions wherever an image requires an explanation. But it’s not only enough to add those, you should optimize the placement of visuals as well.
This is where Crazy Egg scrollmaps come in. For example, if they show that people are bouncing after hitting huge walls of text, you should consider adding some visuals to break the monotony. But then again, too many photos can deter people as well; that’s why it’s important to monitor the scrollmaps and get to know your audience well.
The same goes for CTAs. A quality call-to-action is not worth much if not properly positioned. A research conducted by Nielsen Norman Group shows that 80% of users’ attention is distributed above the fold. But what if your visitors do not fall into the mentioned 80%? Crazy Egg heatmaps help you obtain such information and adjust the CTA placement in accordance with the way your visitors really interact.
How does this relate to SEO? Studies have shown that the time visitors spend on your website can impact its position in the organic search results to a certain degree. In fact, if your site captures the attention of readers for about 500 seconds or longer, you’re more likely to be in positions 1-6 of the organic search results.
Crazy Egg is one of the most popular heatmap tools, and for all the good reasons, but as with everything else, it’s important to consider the alternatives. Probably the most prominent alternatives are Lucky Orange and Clicktale. In the table below, you’ll find detailed comparisons between Crazy Egg and some of the most popular alternatives.
Whether you decide to opt for Crazy Egg or one of the alternative heat-mapping options, if used properly, these tools are expected to have a significant contribution to your long-term conversion goals. They can help you improve your site’s SEO and increase the number of conversions from your existing traffic.
Use Crazy Egg and its features as described above and you should be able to turn even more of your visitors into pure revenue.