I was wrong about heatmaps, 6 weeks of data proved it

Spent 3 years ignoring heatmap tools, thought they were just pretty colors. Finally ran one on our landing page in Austin and found 68% of people never scrolled past the hero image. Moved the pricing link up top and conversions jumped 14% in a week. Anyone else have a tool they wrote off that surprised them?

2 comments

2 Comments

king.robin1mo ago

Hang on, that 68% number might not mean what you think it means. Maybe those people already saw the price or the key info in the hero image and didn't need to scroll. Moving the link up top could have just made it easier for the 32% who actually read the whole page anyway. The real issue might be that your hero image was doing all the heavy lifting and the pricing link being buried was a side problem, not the main one. Also, a one week bump could just be a fluke or seasonal traffic, you'd need three months of data to really know. Heatmaps are still just a tool, they show where people look, not what they understand or want.

jordanblack1mo ago

Man, that stat about 68% not scrolling is brutal. It's wild how our own assumptions about what visitors do can be so far off. That kind of data is a humbling wake-up call for sure.