Boosting your social media conversion rate can be a challenging task. After all, there’s no magic formula that works for every page and audience. However, though it can be quite difficult to track how your audience is interacting with your social media page and posts, it’s not impossible.
If you’re thinking of a way to improve user experience and increase the effectiveness of your social media campaigns, there is one tool that can help you optimize your efforts—a heatmap.
- 1 Understanding A Heatmap And Its Different Types
- 2 The Benefits Of Using Heatmaps
- 3 5 Ways You Can Use Heatmaps
- 4 Conclusion
Understanding A Heatmap And Its Different Types
A heatmap is a visual representation of data that uses colors to identify and understand complex data sets. In simpler terms, a heatmap is a visual representation of the activity on your social media page and posts. The best heatmap tools allow you to determine the exact sections that get the least and most attention from users—for instance, where users spend the most time on your social media page and which call-to-action (CTA) they are ignoring or paying the most attention to.
Using the information from a heatmap, you can make more informed decisions in tweaking your social media campaigns. This can be done because you will have a better idea of what your audience likes and what kind of content will make them scroll further down or click through to the next page.
In general, there are four types of heatmaps.
1. Scroll Maps
This type of heatmap essentially presents the scrolling habits or behaviors of users on your social media page, and it has all the scroll data plotted in such a way that’s easy to understand. It indicates the number of visitors who scrolled to certain sections of your page, the specific sections in which the percentage of users scrolling drastically increases or falls, and more.
2. Click Maps
Click maps display and track click data on your social media pages to help you understand visitor behavior. They show you the number of clicks on each post, link, image, CTA, and other content on your page.
3. Mouse Tracking
This type of heatmap shows data on the mouse movement of each user, as well as the combined data of individual reports to better aid you in identifying and understanding patterns in user behavior.
In general, mouse-tracking heatmaps allow you to see where users’ cursors hover the most, which section of the page the cursor keeps coming back to, and other similar behaviors.
4. Eye Tracking
Eye-tracking heatmaps allow you to visualize the viewing patterns of users, which is just as valuable as cursor data. Data gathered from eye-tracking heatmaps include how frequently an image is looked at, which elements or areas of the image attract the most attention, and more.
The Benefits Of Using Heatmaps
Heatmaps are one of the most underrated digital marketing analysis methods, yet they offer significant benefits to the marketing industry. As some people may be visual learners, heatmaps provide an easier way to analyze and understand user behavior.
With a heatmap, you’re able to single out the various elements on your social media page that people spend the most time on or that incite the most actions. You’re also given better insight into what users do after they land on your page.
In terms of measuring your social media campaign’s effectiveness, heatmaps can help you understand why a specific campaign is not doing very well in producing conversions. This will help you be smarter in posting to social media and allow you to optimize your content to suit the exact needs and wants of your users, as well as focus on key elements in your page that need immediate attention. In addition, heatmaps can help improve the overall structure of your social media page, allowing you to determine and clear out the dead zones that serve little to no benefit.
5 Ways You Can Use Heatmaps
Here are some of the ways you can use heatmaps to improve your social media campaign.
1. Understand Visitors’ Intent
A heatmap can help provide marketers and social media managers with a unique way to understand their audience’s browsing behavior. As mentioned above, a heatmap will be able to show the parts of your page that get the most attention. With it, you can see what content users immediately go for upon landing on your page. This allows you to understand what aspects of the campaign they care about most and which ones they scroll past. It also shows you how far users scroll or click through before they decide to exit the page.
2. Analyze Social Metrics Better
Your social media analytics provide you with relevant data about the performance of your page and individual posts. However, they don’t necessarily tell you about the specifics of user interaction—something that heatmaps can easily do. These specifics are important, as they allow you to make the necessary changes or adjustments to improve your social media content.
For instance, if you notice that most users tend to stop scrolling at a certain section that comes before your CTA, this could be an indication that you’ve placed your CTA too far down the page or that the preceding content wasn’t enough to sustain users’ interest. With this in mind, you could either move the CTA higher up or plan for content that can hold people’s interest.
3. Optimize Post Layout
In some cases, the content of your social media might be perfect, but the way you present it might miss the mark. If you’re not using enough SEO elements, such as white space, images, and header tags on your posts, then you won’t be able to deliver optimal user experience.
With heatmaps, you can test out different versions of your posts or pages to see what layout works best. You can identify the elements where friction may be occurring, such as images or CTA buttons, and then address them accordingly for better results.
4. Supplement Survey Data
Heatmaps can help you determine friction points, content issues, and other problems that your audience may not be able to express in a survey or feedback form. When you collect data from several sources, you can create a more comprehensive picture of how users interact with your content.
If you’re looking to improve the layout or content of your social media page, use polls or surveys to ask users about their experience with it and find out what they would like to see changed or added. Then supplement this with data from a heatmap to better identify content and layout issues.
5. Maximize Image Use
When you combine heatmap tracking and A/B testing, you can determine the effectiveness of the various images you use on your social media page. You can see how these images impact users’ interaction with your content and CTAs.
In particular, using eye-tracking heatmaps allows you to determine the fixation length and how frequently an image is viewed by individual users. It also shows which posts have better-performing images and elements, and which ones are irrelevant or tend to distract users from the CTA.
Heatmaps are valuable tools for improving user experience on social media, and they also positively impact how you construct and handle your social media campaign. So, make sure to add it to your marketing arsenal to help you resolve some of the challenges you may face in the campaign process.