The Best Way to Unlock Hidden On-Page Insights: Attribution Heatmaps

Melissa Coito
Written by Melissa Coito
January 20, 2021

While an overall web page has metrics closely tied to its performance – like conversion or abandonment – individual on-page elements prove harder to quantify.

How much engagement does this embedded video create? Does that new drop-down menu get more attention than the old one? How many conversions does a specific call-to-action button generate?

With attribution heatmaps you can answer these questions by actually measuring the true value behind specific on-page elements across your website. And unlocking these unknowns could prove monumental for perfectly optimizing a checkout page, menu navigation, contact form, or online content.

Attribution heatmaps allow digital teams to get a much better view of the interactions taking place within a web page and measure the value different on-page elements hold. Decibel users can access attribution heatmaps to analyze individual elements (or “zones”) within a page or page group on your website.

Not only do these heatmaps reveal value behind static elements like buttons or content, but they also work across dynamic websites that include drop-down menus, pop-ups, and carousels. With attribution heatmaps, it’s as easy as hovering over any element to discover the total amount and page percentage of interactions tied to those areas.

Interested in how certain on-page areas fare in terms of business value? Decibel attribution heatmaps provide those insights by measuring the number of goals converted (based on any tracked event) and total value realized. To investigate further, you can also click on any element in an attribution heatmap and directly view all session replays in which there were interactions with that element.

But how exactly do attribution heatmaps work in practice? British Airways put Decibel’s heatmaps to the test, and the results speak for themselves.

British Airways drive a 13% increase in bookings with Decibel’s attribution heatmaps

A large percentage of British Airways customers were going through the global navigation to search for flights – which made no sense to the optimization team. To investigate the issue, British Airways augmented Adobe Analytics and survey data with Decibel’s attribution heatmaps and session replay for much needed context. 

Attribution heatmaps showed that customers were clicking all over the home page, clearly becoming confused by the wealth of options available. On clicking through to view session replays, the team discovered that the global search bar was hypersensitive – it would expand as soon as a cursor went near it and completely obscure the search bar. The team quickly got to work creating a new version of the page.

After running two optimization tests the British Airways team were able to reduce unwanted clicks by 34%. This resulted in an astonishing 13% increase in bookings.

Elliot Spring, Digital Optimization Executive at British Airways shares that: “We would definitely recommend Decibel to businesses focused on improving digital experiences and increasing conversions. Their product provides valuable context behind known issues, while also surfacing those that may have otherwise gone unnoticed.”

Become a heatmap savant by mastering the latest best practices and newest capabilities

While attribution heatmaps surface unique on-page insights tied to real business metrics, it is just one of the various heatmap types that enable scalable page analysis. The best digital teams rely on a wide range of heatmap types with a sound understanding of the tactics and functionalities that maximize this tool at the enterprise level.

To turn heatmap insights into effective 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, Heatmaps, User experience
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