Advantages of heat maps
Having determined the way in which users interact with your website can be an incredible way to improve marketing. The advantages of heat maps are plentiful, but there are a few that can be considered the main ones. Starting with the fact that these help to understand where to place the calls to action.
These types of phrases that encourage you to continue reading or that invite you to reach the end of the page; They are the best way to solve cold areas. On the other hand, on sales websites, these maps are perfect for knowing which products stand out, which are the most requested.
Creating strategies based on this data can lead to an increase in sales, in addition, they help to know where there is better visibility. Another important detail is the fact that programming errors are also detected with this tool. It does this by detecting the lack of heat in buttons or links of interest, for example.
Another advantageous detail of the use of these maps is the fact that they allow knowing the interaction interest of the users. This indicator is perfect to be able to determine if the page is having the desired reach. Many websites use this type of analytics to relocate the elements that they want their users to know about.
Disadvantages of heat maps
Although they are quite minimal, the disadvantages of heat maps can be quite decisive. This analysis system consists of certain aspects that for some developers can be quite questionable. Started by the fact that its use slows down the loading of the page once opened by the user.
For some people, this is a disadvantage because it exposes the risk of bounce, where the user, due to slow loading, quickly enters and exits. Of course, some platforms like WordPress manage to solve this detail in an excellent way. But it is something that must be taken into account in relation to the rest of the scripts used.
Among other things, heat maps have the disadvantage of requiring a notification within the Cookies policy. Although no personal data is recorded, this analysis can be considered as spying on users. To avoid any type of problem, it is best to modify the Cookies policy notifying its use.
Another important detail is the fact that most of the programs that allow you to know this type of analysis are paid. Many users have commented that another common disadvantage is the fact that, if analyzed incorrectly, they can lead to chaotic decisions for the web.