During this stage, the goal is to obtain non-numerical information about visitors in order to understand, for example, the intentions that lead them to enter, their motivations, or even what questions they have.
There are several techniques that can be used to obtain qualitative information. overseas data At Unbounce, for example, feedback polls and heat maps are used to optimize pages , via Hotjar.
A) Feedback Polls:
These are a great feedback technique
They are questions that are triggered in pop-ups after an action that triggers them. You can see an example, when you try to leave the Unbounce pricing page , a box appears there with a question related to your exit attempt.
Why use Feedback Polls?
To find out what intention the visitor has on a critical page of my business, such as the pricing page.
B) Hat maps:
They are another great source of qualitative information and analysis of visitor behavior. This technique is also used at Unbounce as it allows them to constantly study what is happening (you can guess why a pricing page is critical for a SaaS marketing business).
Below are the results of an experiment
A we launched the last week of March. A sample of 2,000 visitors, with 3,545 clicks across the page. The central “hot” in the image is the button to change plans between “monthly and yearly,” which is below the overlay .
What information can be obtained from heat maps?
First of all, visitors by device (okay, that’s also provided by Google Analytics), but here you can understand how each of them behaves. Hotjar heatmaps allow you to study clicks, movement and scrolling.
Clicks: Number of times users click on each element on the page. This include your guide to choosing a company accounting s individual elements such as buttons, images or links, and section elements. You will find total data as well as percentages.
Move/Movement: Indicates how long visitors spend their cursor on different areas of the page. It is difficult to measure numerically, so heat maps are used to express it. They range from cold (no one passes by) to hot (most users hover over that area).
Scroll: qualitatively measures (from cold to hot) the scrolling of users. The top o turkey data f the page will obviously have a maximum temperature, since 100% of users who load it in their browser will “view” it. You can use it to see how well the elements in the middle of the page perform.
Things to consider about heat maps:
Many users read with the cursor . That is, they move with it as they read and this is reflected in the lines of text on heat maps.
You’ll be surprised at how well footers work sometimes. Don’t you also scroll to the bottom of the page without seeing what’s left in the middle? Test what information you can include in your footers and evaluate the results.