Knowing what your visitors really want – an introduction to heatmaps and scrollmaps


A number of tools are available to show you how your users interact with your law firm’s website. This data can show you what’s working, but it’s not there to affirm that you are doing things right. The real value of knowing visitors’ behavior is understanding what you can do better.

Heatmaps can show you how your users interact with your content, navigation menu, and interactive elements on your site.

Clickmap – A clickmap will show you how visitors interact with clickable items on your site. For example, do more people click on “practice areas” in a main menu, or are they more inclined to click on a specific practice menu in a sidebar? You can use clickmaps to try different things to see what converts best. For example, one month you may have a button that says “Contact Us.” Another month, you can try something different, like “Contact a lawyer” or “Get help” or “Learn more.” Using the clickmap, you can see which wording attracts the highest percentage of clicks to make sure you maximize the converting potential of each user. The Advialytics statistics package used on all SEO | Law Firm websites shows percentages on the clickmap. This is extremely helpful, because it lets you see exactly how what percentage of people on a page click on an element. Some clickmaps may just show colors or circles to reflect this data, but an exact percentage is more helpful.

Scrollmap – Scrollmaps are helpful in making sure your most important data is...CONTINUE READING

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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