1. Analyze Google Analytics
I start by analyzing Google Analytics. I find pain points within the funnel. These pain points include…
- Problematic pages
- Pages that need optimization
When I find something interesting (eg. a big drop on X page), I set up the right heatmap to test a hypothesis I develop based on this data.
But heatmap research could also come from customer service tickets where people complain about something not working, a conversion drop on a form, or a page getting stuck. There are so many possibilities and all of them relate to your customer research. Heatmaps should fit in with my customer research.
2. Ask questions
Then I start asking questions.
Important note – Heatmap reports are only as good as the questions asked while setting them up. Randomly looking at heatmaps to get insights will only send you down a rabbit hole.
Related questions could be:
- Are people given all the relevant …