Heatmaps: see where visitors drop off
A heatmap shows where visitors click, scroll and drop off. That way you know exactly which part of your page costs you enquiries.
100+ businesses and growing
Marketingkenners gebruikt heatmaps en sessie-opnames om te zien waar bezoekers van je website klikken, scrollen en afhaken. We werken vaak met Microsoft Clarity, zo ingesteld dat formulierinvoer niet zichtbaar is en aangesloten op je cookiemelding. De inzichten koppelen we aan Google Analytics en je conversietracking, zodat je ziet welke drempel aanvragen kost.
What is a heatmap?
A heatmap is a map of your page where colours show where visitors are most active. Red and orange mean lots of clicks or attention, blue means little. In one picture you see what works and what gets ignored.
There are a few types. A click map shows where people click. A scroll map shows how far down they read. On desktop you can also see mouse movements, which often follow where someone is looking.
We also use session recordings. These are anonymous videos of a visit, in which you see how someone moves through your site. That way you see exactly where a visitor hesitates or gets stuck.
Two versions, one winner
We change one thing at a time and measure what delivers more enquiries. Switch between the original, the variant and the heatmap.
The original: a generic button and a long form. Visitors drop off before they send anything.
What a heatmap tells you
Whether your button gets seen
If almost nobody clicks your quote button, it is often in the wrong place or doesn’t stand out.
How far visitors read
If half drop off before your reviews, those need to move up. You see that straight away in the scroll map.
Where people click wrongly
Clicks on photos or text that aren’t links show what visitors want but can’t do.
Where the form stalls
In recordings you see at which question people stop filling in. That field is usually the first to go.
Heatmaps with Microsoft Clarity
A tool we often use is Microsoft Clarity. It makes heatmaps and session recordings of your site and is free to use. Clarity also flags so-called rage clicks: visitors who frustratedly click the same spot several times because nothing happens.
We set up the tool so that what visitors type in your forms is not visible, and we connect it to your cookie notice. Then we link the insights to your figures from Google Analytics and your conversion tracking. That way you know not only where people drop off, but also what that costs in enquiries.
Install on the right pages
We start with the pages that count most: your homepage, your service pages and the pages your ads land on.
Collect enough data
A few visitors tell you nothing. We wait until there are enough visits to see a pattern, per device.
Analyse and prioritise
We look for the barriers that cost the most enquiries and put them in order of expected gain.
Improve and measure again
After a change we look again. Is the problem gone and are enquiries rising? Where possible we confirm that with an A/B test.
This is what we look at first
On tradesperson sites we often see the same patterns in the heatmaps.
- Is the call button always in view on mobile?
- Do visitors scroll as far as your reviews and project photos?
- Do people click on things that aren’t links?
- At which question do they stop in the quote form?
- Do visitors from Google Ads behave differently from the rest?
- Is your service area noticed, or do people search for it?
Reading a heatmap takes experience
A heatmap looks simple, but is easy to read wrongly. Lots of clicks in one spot can mean something works, but also that people are looking for something that isn’t there. Drawing conclusions too early from a handful of visits is a common mistake.
That is why we always combine heatmaps with hard numbers and with what we know about your customers. Wout, our design and conversion specialist, translates what he sees into concrete improvements. We make those as part of improving your user experience.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
How many visitors do I need for a usable heatmap?
That depends on your traffic per page. With many visitors you see a clear pattern within a few days, with little traffic it takes weeks. We only draw conclusions when there are enough visits to rely on.
Which pages do you research first?
We look at the route a customer takes, from the first page to the submitted form. The page where most people drop off gets priority. Often that is the service pages your Google Ads traffic lands on.
Do heatmaps work on mobile too?
Yes. We measure clicks and scroll depth on desktop, tablet and mobile, and look at them separately. Mouse movements can only be measured on desktop, because a phone has no mouse.
Is using heatmaps safe for visitors’ privacy?
Yes, if you set it up properly. We make sure data entered in forms is not visible and we connect the tool to your cookie notice. Recordings are anonymous, so you don’t see who the visitor is.
What is the difference between heatmaps and Google Analytics?
Google Analytics tells you how many people come to a page and how many make an enquiry. A heatmap shows what they do on that page. Together they tell you where it goes wrong and why.
Where do your visitors drop off?
A specialist looks with you for 30 minutes at where your site is leaking. Free, over video.
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