How to understand your website visitors better with heatmap segmentation?

Written by on August 28, 2018

50 milliseconds!!!

That’s all it takes for visitors to form an opinion about your website, whether they want to stay or leave.

Yep, persuading visitors to stay on your website is harder than ever. You have less than a second to convince them. You cannot control the visitors who prefer to leave your site. But you can make them stay by optimizing your web pages that will appeal to every one of them, with the insights gained from every marketer’s favorite tool – the heatmap.

Heatmaps can help you understand visitor experience, by capturing their clicks, scrolls, and taps on your website. They let you know the most and the least exciting parts of your site, and help you optimize them to arouse your visitors’ interest and make them stay.

But wait, there’s a problem here.

Your website visitors are highly fragmented. They may be on completely different stages in your company’s buyer journey, and they may be looking for different things on your site. They may reach you through different medium, different campaigns, and devices or use different browsers.

In such a case, how can heatmaps help optimize your web pages for everyone?

This is where segmentation comes into play.

What is segmentation in heatmaps?

Segmentation is the process of dividing your website visitors into groups defined by common characteristics. Using segmentation in heatmaps can assist you in optimizing and creating better-converting web pages.

Though widely used in A/B testing experiments, email campaigns, creating workflows, etc., using segmentation in heatmaps can provide clear-cut observations on your website visitors’ behavior.

How you can use segmentation in heatmaps

With segmentation in heatmaps, you get actionable insights into your visitors’ behavior to make them stay on your site for a longer time. When done right, segmentation can help you plan your content strategy, improve your website copy, and assist in the strategic placement of your CTAs, images, forms, etc., eventually leading to improved conversions.

Here are a few ways how segmentation in heat maps can help understand your visitors better:

Customers Vs. Prospects: There’s a difference between how a customer and a prospect browses your site. While your customer may look for something specific in your website, your prospects may casually be surfing around. When you don’t have heatmaps with the segmentation feature, you have aggregated interpretations, and you end up pleasing neither your customers nor your prospects.

Segmentation for visitors in different stages of the funnel: When visitors come to your website, all of them may not be on the same awareness level. Some people may have come to your site for the first time, while others may want to check out the new blog you may have published. If you have a funnel set up on your CRO tool to track your website visitors’ journey, you may want to know what the visitors in each stage are looking for. This can be made possible with heatmaps that facilitate segmentation.

Let’s elaborate.

Consider the example where you have set up a funnel on your website. The funnel path follows website homepage -> pricing -> signup. Assuming that your drop-off rates are high on your pricing page, you want to know how customers, who have come from your home page, interact with your pricing page. With heatmaps that allow segmentation of your website visitors, you can view what interests your visitors or what causes them to drop off, on your pricing page.

Segmentation by Geography: Say, you run an email campaign targeting a particular location. To view if the recipients of the campaign visited your website, you may want to segment your visitors by geography. Similarly, if you are an e-commerce clothing store in the US, during winters, you would want to optimize your web pages selling winter wear to the Midwest and northern regions. With heatmaps, learning your visitors’ preferences in this segment will help you create better-converting web pages.

Segmentation by Campaigns: You may run campaigns and promotions from time to time for your e-commerce store. Sometimes you run multiple campaigns targeting different customer groups based on the time of the year, stock clearance and more. When you want to view what visitors from these various campaigns are eyeing, heatmaps will be your go-to option.

But with segmentation in heatmaps, you can also view what items your audience from a particular campaign, is interested in. You can then proceed with optimizing your web pages with attractive offers for the favorite items.

Freshmarketer’s segmentation capabilities

Now that you know how segmentation in heatmaps can help you, take a look at Freshmarketer’s heatmaps with powerful segmentation capabilities.

Freshmarketer’s heatmaps provide you with crystal clear insights into your visitor behavior on your site. With segmentation in heatmaps, you can categorize your audience based on traffic, technology, geography, query parameters, IP addresses and days of the week. Here’s a list of segments that you can apply in Freshmarketer:

Traffic segmentation

Freshmarketer’s heatmaps can segment your website traffic by:

Source and Medium: This type of segmentation in your heatmaps can help you understand visitor interaction for those that landed on your web page directly. You can also segment your visitors by the traffic medium be it organic, paid, email, social etc..

Campaign: Freshmarketer allows segmentation of visitors by the different campaigns that you run. UTM parameters come in handy for this one.

Landing page URL: If you have set up landing pages for your campaigns, you can segment your heatmaps based on the visitors who land on that specific URL.

Referrer URL: If you want to segment your visitors based on where they have come from, this will come in handy. For example, if you had run a Facebook ad campaign recently and gained traffic, you can see what those visitors do on your website.

Technology-based segmentation

Freshmarketer allows segmentation by the type of devices, browsers or operating system that your visitors use.

Device: Ever wonder if your mobile site is as alluring as your desktop one? With this type of segmentation, understand visitor behavior, design challenges or conversion roadblocks on your websites using Freshmarketer’s heatmaps.

Browser: Be quick to recognize browser related issues that may affect your web pages and avoid giving your visitors a distasteful experience on your site.

Operating system: Technical glitches are unavoidable today. Segmenting visitors based on operating systems can help you stay on top of any issues that they may face while on your site.

Geography-based segmentation

Freshmarketer can segment your visitors’ traffic by location to view how visitors are responding to the campaigns in your website, glean insights on what they are interested in and other such valuable information.

Advanced segmentation in Freshmarketer

In addition to supporting the above types of segmentation, Freshmarketer’s heatmaps help you segment your visitors’ traffic by days of the week, query parameters, and IP addresses.

Consider the example where you run promotions every Wednesday. In this case, you can filter your visitors by the days of the week to understand how or what they look for in your site.

Query parameter segmentation can help you understand specific visitor actions. For example, in your e-commerce website, you can filter your visitors on a particular page based on the search term they used, with query parameters.

Custom attributes in Freshmarketer:

If you still aren’t satisfied with the different types of segmentation that Freshmarketer provides, we have built custom attributes especially for you.

So, what are custom attributes?

Custom attributes in Freshmarketer help you create custom audience segments. You can use custom attributes for segmenting your heatmaps, or you can use them for targeting visitors for your A/B and split experiments.

Say, you want to target customers in a particular age group on your e-commerce website. You can create a custom attribute in Freshmarketer with the attribute’s name and ID. In this case, the attribute would be your customer’s age. Freshmarketer then generates a piece of code that needs to be placed on your website, where the age-related details can be fetched from. You can then use them as a custom segment for your heatmaps to view how the audience in your segment, interact with your website.

Segmentation in heatmaps can be quite the eye-opener in understanding your visitors’ behavior on your site. Instead of arriving at weak conclusions from a jumble of clicks, taps, and scrolls, use Freshmarketer’s advanced heatmaps that will help your website woo all types of visitors.

Happy optimizing 🙂

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