HEAT MAP TESTING
At BaseKit we used a tool called Crazy Egg in an iterative design model. Crazy Egg allows us to see exactly what people are doing on our website: shows us where people are clicking… and where they aren’t, how many people scroll down your pages (and where most people drop off the page) or where those people are coming from to begin with, and who clicks on what the most!
Quantitative studies are very useful for understanding broad patterns of behaviour. Typically they involve inviting a medium to large sample of participants to take part in an un-moderated study. After all participants have completed the test we can measure exactly how particular elements are performing against predefined effectiveness and efficiency KPIs.
The heat map testing we run through basekit.com.br was excellent to watch what our visitors do and identifying problems, although it did not provide any insights as to why there are problems or how to fix them.
TEST 1 – Como criar um site no BaseKit?
Country website: BaseKit Brasil
URL tested: basekit.com.br/criar-site-no-basekit
Date: Mid 2012
Business goals for the landing page :
> Users to register a domain ‘seudominio.com.br’
> Users to watch the video to understand how the tool works and generate engagement
> CTA ‘Crie o sue site agora!’ as the quick win (this drives users to a pricing page where they could select their plan – Free, Standard and Plus) –
> Users to know they can hire a professional web designer that could do their site
Conversion Rate effectiveness KPIs:
> People successfully sign up for a free/paid account
> Users successfully request to purchase a new domain
Using the heat map analysis above, keep in mind that red means it has engaged the visitor, green mean that they may slow down slightly and blue means very light attention is paid.
Also note the lines and numbers as they represent the path the user takes when looking at the page and in what order.
Heat map summary:
– Users are clicking to watch the video
– Users are lightly scanning the information
– Users are clicking to ’Sign Up’ CTA
– Below the fold there is a big amount of engagement drop off,
– The users staying are clicking to know more on ‘How to hire a BKpro’
Some of the issues that the original landing page presented:
– in the bottom of the page users were clicking in the block images (were they expecting to go somewhere? – we would need to perform the quality test to confirm this)
TEST 2 – Web Designer Professional
Client: BaseKit Brasil
URL tested: basekit.com.br/web-designer-profissional
Date: Mid 2012
Business goals for the landing page:
> Get users to know they can hire a professional web designer that could do their site
> Get users to understand how easy it is the process
> Get users to fill the form in order to request a Designer
Conversion rate effectiveness KPIs.:
> People successfully filling the form
Heat map summary
– There is a high conversion to the ‘Examples’ landing page
– Users are firstly clicking ‘know more what a BKpro is’
– Users are filling the form
– Users are clicking in the BKpro profiles
Here are just some of the issues that the original landing page presented:
– In the header image of he editor users are clicking in the editor buttons
– Users are not paying attention to the 1,2,3 step guide on the right hand side of the editor image which is where they could know how to get a Web Designer