Imagine, if you already knew the next move Frank Underwood’s character is going to make, House of Cards wouldn’t have been a thrilling TV show that it is. But from a marketer’s perspective, it would be the ultimate showdown and heatmaps delivers just that!
Smart marketers are constantly researching, observing, and analyzing ways to understand customer behavior in order to accurately predict their next move. There are enough number of tools that have helped marketers understand user behavior based on which marketers are able to come up with effective customer retention strategies. But, if there is one tool that has caught a frenzy among marketers – heatmaps.
Heatmaps provide visual analytics of user activities on a particular web page which helps to find the thorns that disrupt customer experience. Apart from normal data analytics, more and more marketers are looking at this tool as a way to see how users interact with their web page. They have become a reliable alternative to conventional data insights. Unlike data analytics that provide a macro overview on customer grievances, heatmaps help in pinpointing the exact place in the sales funnel where customers face problems.
Discard the possibility of assumptions and start using heatmaps – adopt hard data in real-time to create a web experience that doesn’t make customers lose their cool. Understand your strengths and rectify your flaws to encourage users to keep coming back to your website.
Here’s a list of the five ways heatmaps can help you in retaining customers:
Improve sales efforts
As marketers, you need to keep reinventing tactics in order to hold your customer’s attention and encourage them to keep buying. Heatmaps provide important answers that help to maximise output from your sales efforts.
Pop-ups are a boon and a bane, the trick is to place it where the user attention is the highest and not where it hinders their view from reading your web content. Most marketers believe that shoving the pop-ups in front of the users is all it takes to retain, but what it does is it makes customers upset and leads them to abandon you.
To save yourself from the misery of abandonment, use New Age Heatmap tools. It identifies the areas where users click the most, put your pop-ups in and around those areas, there is a higher chance that customers will click it.
Heatmaps give in-depth insights on how customers view your product catalogue. Which product do they click the most, which ones they don’t and which one’s end up in their shopping cart. Based on these inputs, marketers are able to customize the catalogue layout wherein they are able to provide returning customers with more bundle offers of their favorite products.
Using heatmaps, marketers are able to identify hotspots – specific areas where users are very active and a good share of their attention span is focused here. When you place your content around these areas, the chances of customers bouncing off from your website reduces. when your bounce rate slips down, potential to retain customers rises.
Heatmaps show you the danger zones in your website – the navigation spots from where users bounce off the most. These roadblocks signify the pain points of the customers which lead them to disown you.
Bad navigation breaks the rhythm of browsing on your website – this has a huge impact on user experience. After this, expecting customers to spend more time in giving feedback would be unfair and more likely make them furious.
Broken navigation damages your credibility, users are not certain whether trusting you would be in their best interest. Moreover, they think of you as an incompetent brand which cannot deliver to their expectations. Recurring customers do not like these signs and before the water hits the ceiling, they abandon you for good.
Of course, this doomsday scenario can be easily avoided with heatmaps. By understanding user interactions on the website, the route they take to reach a web page, marketers can come up with navigation designs that compliment their sales funnel and customer expectations.
After using heatmaps, an e-commerce marketer found that most users click their mouse below the hero image. This makes the navigation bar, which is placed in the top right corner, seem worthless. Using the insights, marketers decided it was time for a navigational makeover.
Enriching customer service experience
When you have rich insights on where users are finding difficulty, you will be more empathetic to their problems. Your proactive ability to address their problems will definitely add to the enriching customer service experience.
Heatmaps increase your chances of conversion at all times even when dealing with angry customers. When customer service is unable to provide relevant information, it creates a disruption in their customer journey. This results in having a group of raging pumped up customers who are waiting to tear you down. But since you are equipped with accurate information, the chances of this scenario happening remains bleak.
Providing quality customer service experience over a course of time lowers your cost of business operations. Someone who gives a higher service score will remain a customer for an average of seven years, by default that reduces your cost of acquisition.
Posting the right blogs
When you know what your customers want, maintaining an engaging blog page doesn’t seem tough. Use heatmaps to find out which blog posts your users regularly click on. This helps you understand the blog topics that are a favorite among your audience.
Publishing content that has no relation to your brand or your audience will only make your readers more and more agitated. With heatmaps, your content curation efforts can be carried out with much ease. Heatmaps can show the areas within the blog page where customers interact most. Using these insights, you can place important messages like CTAs/Product info/Ad banners. Overall, having an engaging blog is a great way of bringing customers back to your website.
Any marketer will tell you the importance of a form and how it helps in customer retention. But the flip side to it, a bad form can make customers frustrated. Heatmaps help in understanding how users interact with your forms and form analytics helps identify the bottlenecks that discourage users to complete the form.
Heatmaps help in understanding how users interact with your feedback survey forms. It provides insights on where all do they hover, where and what they click and overall how they engage with the form. There are a lot of other factors and data points like the ratio of form starters to those who complete, fields which cause corrections, refocus points, drop-off and hesitation fields etc. Using all these inputs improve your forms, encourage users to fill your feedback forms. This invariably helps in identifying, solving, and analyzing the needs of the customer.
Say, you have created a customer service form, but you find out that many of them are not filling up your feedback surveys, to get to the bottom of this, you decide to use heatmaps. The visual analytics tool provides a startling revelation. Combine this with form analytics and you have the perfect insight as to how your form needs to be changed to help your users complete it.
When users are hovering their mouse over your form labels for longer durations, this might suggest that your label text is difficult to read. You can change the text to make it more readable and encourage customers to fill the form faster.
Winding up heatmaps
Heatmaps allow you to know what customers want, even before they do. When customers show their real intentions, it’s much easier to predict what their next move would be. Having such a proactive approach helps to create a customer experience which is devoid of roadblocks – that upsets customers and leads to abandonment. It’s no wonder that heat maps has become a favorite tool for marketers when it comes to retaining customers – even the angry ones.