With traditional web analytics tools like Google Analytics, you’ll get plenty of quantitative data points and learn about large-scale traffic and usage patterns—but numbers and charts will not, by themselves, answer questions you might have about what people want from your site, where they get confused, and where their attention goes.
By combining traditional analytics with heat maps, you can start a deeper investigation and find out why some of your metrics occur. Got a page with lots of traffic that
While heat maps help you visualize data from page visitors in aggregate, session recordings are created for individual users and show you their actions across multiple pages.
Session recordings (also known as visitor recordings or session replays) are renderings of user browsing sessions, and they help you bring more clarity to some of the insights you pick up from a heat map. Instead of making assumptions about the clicking, tapping, and/or scrolling you see on a heatmap, try viewing some session replays and see how your users actually interact with your site.
Quantitative data is crucial to data-informed UX decisions, but don’t overlook the value of qualitative (non-numerical) data.
Use heat maps to find design issues and opportunities on your website, then ask your users for feedback and learn why they are not finding what they need or what you need to do to improve their experience. A simple one-question survey that pops up on the page might be all you need to kick-start some UX changes you hadn’t considered before.