Website Heat-mapping Case Study
Problem Statement
Heatmaps are graphical representations of numerical data. Think of a heatmap as a way of understanding how popular certain elements of your website or mobile app are. It is especially a very useful tool when you want to micro analyze the user behavior on your site, for eg: page scrolling length, interaction with the elements on a page like filters, etc.
With their warm to cool color scheme display, heatmaps come very handy when you're looking for a simplified visual representation of complex numeric data sets.
Challenge
One of our clients was struggling with information architecture issues because they had duplicated products for multiple categories. Due to this, even when we knew the popular landing pages and products, we were not sure where the users were clicking on the site as there were multiple paths to land on a product page via different category landing pages and category filters. Some of the questions we were hoping to get answers for with heatmaping were:
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Track user behavior
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Evaluate user interests on the website
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Understand how users were interacting with the filters on the category display pages.
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Understand how users were interacting with the main navigation menu and homepage.
Tools
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Hotjar
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Figma
Role
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Data Analysis
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Presentation
Timeline
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1 month
