Get to the Heart of User Experience Issues with these 5 Decibel Heatmaps

Melissa Coito
Written by Melissa Coito
January 15, 2021

Your homepage is not performing at the level you expected, but you likely have little insight into how to correct it. Do you have visibility into how visitors are engaging with on your on-page content, or, more importantly, what they’re confused by or avoiding?

Heatmaps provide the on-page behavioral insights you’ve been looking for. Simply put, they visualize on-page user behaviors and actions in aggregate for both websites and apps.

Heatmaps bring together millions of user interactions into a single picture, making them an ideal starting point for you to begin in-depth user experience investigations. And with a range of color intensity signaling where users engage, focus, or grow frustrated, page-by-page analysis becomes easily digestible even at the enterprise level.

Heatmaps can work both independently and in conjunction with a host of your other favorite UX tools such as session replay and journey analysis to provide the data you need to drive evidence-based decision-making.

Typically used by designers, UX specialists, and marketers, heatmaps reveal website usage patterns to enable data-informed optimizations to increase conversion and engagement. And Decibel proudly offers the largest range of heatmaps in the industry, which equips you and your team with the necessary insights to identify exactly where problems arise on your website or app.

Decibel’s 5 different heatmap types help you uncover every UX issue

Decibel tracks a variety of dynamic content within many types of heatmaps. With a cutting-edge out-of-the box solution, and without any additional tagging or implementation needed, all elements on your pages are tracked and effectively reported in heatmaps.

Not only do these heatmaps display the number of clicks, but they also analyze individual elements (or “zones”) within a page or page group on your website. This means they include dynamic elements, like drop-down menus, pop-ups, and content carousels.

Our full set of heatmaps are driven by unique technology that uncovers previously unknown trends. These trends generate the nuanced and scalable insights you need at an enterprise level to make smart decisions impacting customer experience.

For a comprehensive aggregate view of on-page user experience, Decibel’s range of traditional and advanced heatmaps include:

1. Behavioral heatmaps, unique to Decibel, measure four key behaviors that impact experience, uncovering where confusion or friction is happening, and provide insight into how visitors engage with your content. These behaviors include:

2. Attribution heatmaps track clicks, hover time, and goals (e.g., conversion and revenue) to easily visualize what elements on your website drive these important metrics. These heatmaps highlight key page interactions with dynamic content out-of-the-box, such as pop-ups, dropdowns and carousels.

3. Scroll heatmaps visualize how far down the page visitors reach and the average fold line across devices.

4. Dot heatmaps show an aggregate display of where users are clicking: 

  • Click heatmaps represent user clicks
  • Touch heatmaps reflect touches on touch-enabled devices
  • Hover heatmaps indicate how often a user hovers over an area on the page

5. Hybrid heatmaps combine attribution and click/hover metrics to uncover the attention users give to each region of the page.

With a wide array of heatmaps at your disposal, identifying user journey bottlenecks, spikes in on-page frustration, and elements suffering from poor engagement becomes considerably less complicated.

11 advanced functionalities that set Decibel’s heatmaps apart from the crowd

With advanced features and a range of offerings, Decibel’s heatmap functionality is second to none, providing you with an unparalleled look into aggregate on-page trends to spot insights quickly. All Decibel heatmaps include additional functionality:

1. Aggregate maps generate a heatmap that layers user data from pages with the same layout template (e.g., product pages). By layering pages on top of each other you can review the performance of that template. It is especially useful on the sites that have 100s or even 1000s of product pages like an e-commerce shop. As it would be impossible to individually review each single page, the trend view across all of them in aggregate maps comes in handy.

2. Comparison mode displays two heatmaps side-by-side, allowing you to see how user behavior changes based on the parameters you set. Comparison mode brings out the value of all data points together, so you can quickly understand and drill into what and why is happening.

3. Live vs. historic heatmaps exhibit heatmaps for live or historic versions of your site, including personalized and split test versions. Every time you make a change to your site, Decibel automatically stores that historic data. With that, you can review which version of the site performs best and optimize with ease. 

4. Date range, custom or standard, adds a time dimension to your research. Similarly, to the previous feature, we track the changes you make to the site, so you can compare how the site performs with the new elements added, removed, or updated.

5. Device filter switches between desktop, mobile, and tablet view within a single click. The way you optimize the page for desktop, mobile and tablet tends to be very different. Device filters give you the ability to vet page templates for each device type and ensure you provide the best experience for your customers regardless of how they view your site.

6. Boundary mode allows drill down to respective session replays directly from heatmap data. Just select the area of the page that you want to investigate, and easily watch sessions related to the specific heatmap data.

7. Advanced segmentation offers to layer granular segments over heatmaps to understand aggregate trends across customer types. This includes imported segments from analytics tools, A/B testing tools, and many others. Additionally, any slicing and dicing of your traffic sources and device types is often used to analyze specific groups of interest.

8. Archives retrieve archive heatmaps of interest for permanent storage within the platform and/or download for communication across organization

9. Subscription lets you subscribe to emails of heatmaps of interest on a daily, weekly, monthly, quarterly basis

10. Statistics gives access to view raw data of behavioral trends on relevant heatmaps and applied segment/time period, including average goal value, average duration on page, average JS error rate etc., to understand the real value your content contributes to the bottom line. 

11. Session replay integrations link heatmap data directly to related user sessions enabling granular data analysis and in-depth user experience investigations on any given page.

Become a heatmap expert with a deep dive into the latest strategies and functionalities

While access to every kind of heatmap will surely enable easier page analysis and fast-track optimizations, it takes a savvy end-user to master heatmaps at the enterprise level. You’ll want to know your way around heatmaps – from the basics to the finer details – in order to maximize the value behind this investigative tool.

To transform heatmap insights into web optimizations that finally improve poor user experiences and drive more engagements and conversions, take advantage of The Definitive Guide to Website Heatmaps in 2020: Latest Enterprise Features.

Topics: Behavior, Digital Body Language, Heatmaps, User experience
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