Heat Maps For Sites

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When businesses work with Pearl Lemon they quickly find that we are big fans of heat maps. In the initial stages of a project we’ll talk about them a lot and they will used to discover problems in the initial stages and then to 80% of all companies with a website labour under the assumption that their website is delivering excellent customer journeys.

In fact many of them make use of taglines that reflect that confidence. ‘We put customers first’ ‘Top Rated Customer Service’ and more.

However, statistics show that many of those companies are dead wrong. According to who? Their customers.

Heatmaps are one of the ways that Pearl Lemon uses to cut through perceptions and assumptions and expose the reality so that those taglines and promises really mean something.

Why Companies Assume They Are Providing A Great Customer Experience

Why do so many companies believe they are offering a great customer experience when they are not? Often because they do not really understand what that is in the digital space.

In the past, customer service was always seen as something of a soft skill. So, it may be that an older business, one that has had a strong physical, or even phone, presence, sis provide amazing customer service and great customer journeys. But things are very different when you get online. Online it’s all about great infrastructure, not lots of thank yous (although those still matter.)

Online, mapping the complete customer journey, and therefore understanding what’s working and what isn’t, involves mapping all the touchpoints where the service “touches” the customer via content, a specific process or, at some point, contact with a company representative. This includes:

  • Branding and marketing materials
  • Any digital interaction with the business, whether that’s an email, a chat message, a social media contact and more.
  • Operational processes – menus, navigation, checkouts
  • Web based company standards and procedures.
  • Company voice
  • Staff training

In an ideal world a company would take the time to put themselves into a customer’s shoes and go through every single one of the options on their website from that point of view. But often that does not happen.

Instead, the company creates a web experience that revolves around their processes, their culture, their standards, their design preferences even, when in order to provide the best customer journey, which will lead to more users taking the actions a business wants them to, the customer’s needs should be driving everything. Heat maps can be used to visually demonstrate the reality of what a user experiences on a website, by showing things like
  • Which areas of a website, and website elements attract the most attention
  • Where visitors click, even if they are not clicking links
  • How much time visitors spend on various areas and elements of a site
  • See where visitors seem to get stuck
  • Where customers drop off your site and click away
  • How and where visitors complete forms or checkout procedures
  • See what visitors like and don’t like.
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Heat maps visually highlight the areas that get the most attention and maps out clicks. What does a heat map look like?

Here’s an example

While heat maps are the easiest way to analyze the effectiveness of your website navigation and structure as far as visitors go and getting them to do what you want them to do, it’s just a tool. To get the most out of heat mapping you then need to be able to spot the problems and determine how best to fix them while amplifying, or even duplicating, the things that do work.

That is where Pearl Lemon come in. Contact us today to discuss what heap mapping -and customer journey optimization in general, could do for your business.

On-Page SEO FAQs

Here are some frequently asked questions relating to SEO Analytics. If you have any questions at all, please do not hesitate to contact us!

Search engines like Google use search engine spiders to rebuild or index websites, and the spiders especially pay close attention to the content wrapped in H1 header tags.

Header tags continue to play a significant role in structuring content for both SEO and user experience (UX). Heading tags are necessary for both usability and SEO of your web page. Search engines primarily take keywords from content, heading tags, and titles to develop the context of a web page. Header tags should make sense to the reader. If your visitors understand the header on your page, the search engine will likely be able to do so as well.

When you think of the most basic search engine optimization tactics like using keywords in your copy and optimizing the meta description, HTML code, title tags, and alt tags, that’s the foundation for on-page SEOOn-page SEO refers to all the measures that can be taken directly within your website to improve its position in the search rankings.

This includes those basic tactics listed above but also takes into consideration things like overall content quality, page performance, and content structure.

While on-page SEO refers to the factors you can control on your own website, off-page SEO refers to the page ranking factors that occur off your website, like backlinks from another site. It also includes your promotion methods, taking into account the amount of exposure something gets on social media, for example.

Google has stated that the first 3-5 words in a URL are given more weight. And Brian Dean’s recent study found that short URLs may give you an edge up in the search results.

So if you want SEO-friendly URLs, make them short and sweet. And always include your target keyword in your URL.

Your title tag is the most important on-page SEO factor. In general, the closer the keyword is to the beginning of the title tag, the more weight it has with search engines.  The infamous Brian Dean says:

“You don’t always need to start your title tag with your target keyword. But if there’s a keyword that you’re gunning for, try to put it towards the beginning of your title.”

So, there you go!

Definitely! Using modifiers like “2019”, “best”, “guide”, “checklist”, “fast” and “review” can help you rank for long tail versions of your target keyword.

This definitely won’t make or break your on-page SEO efforts. But Brian Dean’s tests have shown that wrapping your target keyword in an H2 tag can make a dent.

So, include your target keyword in at least once subheading…and wrap it in an H2 tag.

Your keyword should appear in the first 100-150 words of your article.

Google has stated on the record that page loading speed is an SEO ranking signal (and they recently made PageSpeed even MORE important). You can boost your site speed by using a CDN, compressing images, and switching to faster hosting.

Make sure your site doesn’t take more than 4 seconds to loadMunchWeb found that 75% of users wouldn’t re-visit a site that took longer than 4 seconds to load.

You can easily check your site’s loading speed using the excellent GTMetrix.com.

LSI stands for latent semantic indexing, which is the method that Google and other search engines use to study and compare relationships between different terms and concepts. These keywords can be used to improve SEO traffic and create more visibility and higher rankings in search results.

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