Heatmaps are just the first step to obtaining useful insights on your website visitors. Today we’ll find out how heatmaps helped increase prospective student inquiries by 20% for a University and have a chat with Andrew Michael of Hotjar. Find out what he has to say.

Andrew Michael | Understanding Your Users: Leveraging Tools to Grow Your Website

Resources and links discussed

How Heatmaps Helped Increase Prospective Student Inquiries by 20%

We were looking at the heatmap report for the website of Northcentral University, a non-profit online university headquartered in Arizona.

Reading a heatmap report is like looking at a weather radar, but instead of blobs of green, red and yellow showing us where rain is falling around us, a heatmap report shows us where visitors are clicking on a web page.

And it was raining clicks in an unexpected spot on the NCU website.

Specifically, visitors were clicking on one of the fields in the middle of a form, and only on that field. Not the name field, not the email field. The majority of them weren’t completing the form.

So, why were visitors so interested in this one field?

It was an important question, as this form was the primary invitation to get more information on the University. It was on almost every page, ready to start a more in-depth conversation with any visitor.

The field visitors were clicking on was “program of interest”, a dropdown field that listed the degrees offered by NCU. It was meant as a way for prospective students to tell NCU which degree program they were interested in.

These prospective students were using it as an information source.

While the copy on the page was regaling visitors on the value of NCUs one-on-one learning, it’s 100% doctoral professors and it’s diversity, visitors were telling us that they had one question first.

Do you offer a degree program I’m interested in?

At least, this was the hypothesis. So we designed a test.

At the top of every page, we placed a dropdown menu that listed the university’s programs, just like that on the form. When a degree program was selected, we took them to the part of the site that described that degree program.

Half of NCUs visitors would see this dropdown. The other half would not. They’d have to use the dropdown in the form.

When we measured the results, the visitors who saw the dropdown in the page were 20% more likely to fill out the form completely, requesting information.

This indicated that the change would increase prospective student inquiries by 20%, a very significant improvement in the key metric for the site.

The current site offers a complete section designed to help visitors find a degree program they’re interested in.

This is something that we would not have been able to find any other way than through a heatmap report. It doesn’t show up in analytics. No one would have complained.

This is the power of a class of report called user intelligence reports.

Anyone who knows how to read rain chances from a weather radar can use this kind of report. More and more of us are doing this.

These reports are surprisingly easy to generate and the tools are inexpensive.

You can bring people to websites all day long but if it’s not optimized and it’s not user friendly and you’re going to lose all day and you just can end up throwing money down the drain.

Leading the way is a company called Hotjar. On today’s show we’re breaking down HotJar with Andrew Michael. A tool focused on helping you understand your users. Andrew got into marketing because he’s intrigued by psychology – understanding what drives people’s decisions.

An Insightful Chat with Andrew Michael from Hotjar

Intended Consequences podcast with Hotjar's Andrew Michael

Intended Consequences podcast with Hotjar’s Andrew Michael

Time is precious for overburdened marketers. On this show, we seek to understand which tools are truly valuable, and which are just giving us “interesting” insights.

We install something like Hotjar on every one of our client sites when optimizing.

Tools like Hotjar are a part of what I call ‘the golden age of marketing’. These tools are continually evolving, getting easier to use and less expensive.

These are the tools that buy you more time to be creative, ground breaking and successful.

We start off the podcast talking about all of the things Hotjar brings to the table under a single subscription. Then we talk about the outcome of leveraging tools like this – how do they actually empower marketers serve their online prospects better?

Listen to the Podcast. It’s well worth it.

When You Get Back To The Office

I’m not a shill for Andrew. I just know these tools are a great value and easy to learn.

When you get back to the office, i recommend that you do a trial of Hotjar. Add it to your homepage, or one of your “money” pages where you ask visitors to take action. Setup a heatmap report on it.

Let it run for a few days, and then look at the scroll report. This report tells you how far visitors are scrolling on your page. This is one of the first things we look at when we start analyzing our clients’ sites.

Where is the report turning blue? This is the place on the page that visitors stop reading. Look in the blue area. What key content are they missing?

If more than half of your page is blue, you have a scroll problem. Visitors aren’t being engaged enough to get through your content.

Reasons for this include: false bottoms, where visitors think the page ends when it doesn’t. It can mean that your content isn’t engaging them enough high on the page. It can mean that you’re not handling a key objection.

Your strategies include moving key content to the top of the page, putting arrows, chevrons and “v”s on the page to tell visitors to keep going, or re-thinking the story you tell on this page.

Don’t be discouraged. This is progress! Next, share this report with your design team and see what they think.

This is how pages get better and businesses grow.

You can get all these links discussed on this week’s episode in our shownotes. One thing to remind you all of is that Hotjar is a freemium model so it’s one you can definitely

Alright scientists, that’s it for this week.

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Brian Massey

Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.
2 replies
  1. Richard Larson
    Richard Larson says:

    Great info, Brian. Heat maps used to be used all the time, testing your suspicions is always a good thing. I haven’t used Hotjar before, will definitely check it out for GoPromotional.co.uk. We want all of our content to be engaging enough to encourage scrolling down.

    Reply

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