Behaviour Maps

Analytics

Understand how people interact with your website’s content and find out how you can optimise copy and design for more engagement and better conversions.


 Screenshot of a Siteimprove Heat Map visually depicting hot spots on an exemplary website

Visualise and Understand Visitor Behaviour

Piles of data, charts, and tables can be overwhelming to interpret and even harder to explain to others. With Siteimprove Behaviour Maps, you don’t need to be an experienced analyst to understand how people use your website. Discover where your visitors focus their attention, what they try to click, and how far down they scroll. Four different heatmaps visualise your visitors’ behaviours in an easy-to-understand way, so everyone in your team can get a clear view of what works well on each page and what doesn’t.

Screenshot of a Siteimprove Scroll Map visually depicting how far visitors scroll on an exemplary page

Remove Roadblocks Hindering Conversion

Often, you may have an idea what prevents your visitors from converting but proving your gut feeling can be tricky. Behaviour Maps can tell you the full story. Do visitors click or tap on elements that are not linking anywhere? Does the new banner distract from the actual call-to-action? How far are people scrolling before dropping off? Seeing how visitors engage with key pieces of content allows you to identify points of interest but also where visitors get frustrated. Pinpoint design flaws and determine the best place to share critical information. Know where to put links and CTAs for the biggest impact and craft an intuitive experience that drives click-throughs and performance.

 Screenshot of a Siteimprove Segmentation Map visually depicting where different visitor segments based on location click on an exemplary page

Target Visitor Segments More Effectively

What visitors click and tap on each page is a strong indicator of your visitors’ underlying motivations and intents. With Behavior Maps you can compare the click patterns of visitor groups based on their location, referrer, or other custom factors. Find out how different devices impact the way visitors experience your site. When you understand how your visitors tick and differ it’s so much easier to tailor relevant content and relatable campaigns—all without the need for costly and time-consuming user research labs.

What’s your favourite Behaviour Map?

The classic. Our Heat Map creates a visual overview that aggregates all visitor clicks and finger taps on a specific page of your website. It maps a visitor’s activity by marking the page with coloured spots ranging from dark to bright. Brighter colours show areas with more clicks or taps, so you can quickly identify popular hotspots that attract your visitors’ attention.

Heat Maps can help you find answers to questions such as:

  • Which parts of the page get the most and least activity?
  • What elements attract your visitors’ attention?
  • Are visitors clicking on images, titles or other elements that are not linking anywhere?
Screenshot of a Siteimprove Heat Map visually depicting hot spots on an exemplary website

The Click Map quantifies what you’ve learned from the Heat Map and provides you with an overview of how visitors engage with interactive page elements like buttons, drop-down menus, videos, and more. Clicking on an interactive element instantly reveals more details and allows you to compare click numbers and visit spread for up to five clickable options.

With Click Maps, you can investigate issues such as:

  • Are visitors engaging with what you consider most important on the page?
  • Which are the three menu points that attracted the most attention?
  • Which call-to-action converts more visitors?
Screenshot of a Siteimprove Click Map showing statistics on different interactive page elements of an exemplary website

It seems like a no-brainer: The further down you scroll on a page, the less likely it is that content will be seen. The truth is though, what’s positioned prominently on top, might not always be what visitors deem most interesting. The Scroll Map can give you the bigger picture and uncovers how far down visitors scroll on a particular page and where their attention begins to wane. This will allow you to make better-informed decisions on where to place buttons, forms, or other business-critical information on each page.

Scroll Maps support you in answering questions such as:

  • What content are people engaging with and where are they scrolling past it?
  • Are you missing out on conversion opportunities because popular content is tucked away at the bottom of the page?
  • Are there line breaks or design elements that visitors mistake for the end of the page, causing them to drop off?
Screenshot of an exemplary Siteimprove Scroll Map

The Segmentation Map is a simple, intuitive way to visualise preferences and habits across your most important visitor segments. Based on the visitor’s location, the referrer, or custom-defined key metrics, (i.e. completed newsletter signups), you can easily spot and compare behaviour patterns on a specific page, allowing you to target them more effectively through optimised messaging and layout.

With Segmentation Maps you can easily find out:

  • How do visitors from London and Manchester differ when browsing your site?
  • Are people coming from LinkedIn similarly interacting with your product pages compared to people who came from Twitter or Facebook?
  • Do newsletter subscribers prefer to click a button in the menu or the footer of the page?
Screenshot of an exemplary Siteimprove Segmentation Map showing clicks based on social media referrers
Request a demo of Siteimprove to start analyzing, optimizing, and protecting your website from one platform.

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