Heat diagnosis of the site
by heat map analysis
The site can not be improved without heat map analysis
Realize what could not be done with conventional access analysis method
The conventional access analysis tool typified by Google Analytics,
mainly accumulates quantitative data on site visit.
We have improved the site based on that data.
However, there are two problems with quantitative analysis.
One is that professional knowledge is necessary to make analysis data useful for site improvement.
Another thing is that you do not know how users actually look at the pages on your site.
The heat map that was already used in the field of biology etc. has appeared there.
Heat map is a kind of graph that expresses data array using color.
You can grasp the situation by using a visually easy-to-understand method of painting different colors, which is difficult to judge with a simple series of numbers.
The heat map analysis utilized on the web made the best use of this color division and succeeded in excluding the obscurity and expertise which is the problem of the conventional access analysis tool.
Furthermore, with regard to the actual movement of the user, which is another problem, it is solved by adding indices such as scroll rate and click action to the heat map analysis.
It is not an exaggeration to say that heat map analysis has become indispensable for improving the site now.
Increase UX by heat map analysis
In the heat map analysis, you can visualize the movement on the user's page.
The most effective way is to combine the two because analysis different from the conventional access analysis tool becomes possible.
For example, in access analysis, after finding a page with a high bounce rate (a page missing a user), we will explore heat map analysis of how the page is actually seen by the user and discover the problem Let's do it.
Access analysis
The entire site quantitatively analysis
Together with advertisement results reports, you can pass the results of site analysis by SiTest together. By giving you a report with higher quality, you can improve your client's satisfaction and create opportunities for new proposals.
Heatmap analysis
Each page qualitative analysis
By visually sharing designs, collaboration will be smooth by considering the design change points that the site visitors are looking for together.
Heat map analysis is also an indicator of user experience (UX).
UX is the experience (degree of satisfaction) obtained when the user uses goods and services.
In the UX honeycomb structure announced by Peter Mobil in 2004, seven items are defined. By applying this to a website and conducting a heat map analysis, it is possible to enhance the user's UX.
For example, it checks the degree of attention of the heat map as to whether the information that the user is looking for is easy to find.
Please use the heat map analysis from the viewpoint of UX by using seven items as indicators.
Scroll analysis Heat map is used to find the branch point of the page
「Scroll analysis」 is the function to display the page scroll ratio of the visited user in the heat map.
Hue tone changes according to the stay time of the user, which is the basic function of all heat map analysis (red is displayed as the stay time is longer and blue is displayed as the shorter time is displayed), so it is possible to intuitively grasp the situation of the site is.
In addition, since you can check the increase and decrease of the number of visitors per page on a graph, it can lead to the discovery of 「well departed parts」.
Application of scroll analysis
In scrolling analysis, you can intuitively grasp how much pages are being read.
Assuming that 30% of the total users browse to the end of the page, it makes no sense even if important content is at the bottom.
According to the survey results actually announced by Nielsen, the visit time at the bottom of the page is about 1/4 of the top, so by utilizing scrolling analysis, we will decide whether to bring important content to the top with grounds You can decide.
Also, by finding out where you are often seen and where you are leaving, you can explore more effective page structure and order of contents.
First of all, let's explore the branch point of the page and make 「a page to ensure that important parts are read」.
Know where users leave by scrolling data
「Scroll data」 is the function to display the page scroll rate of visited users graphically.
Since it is possible to check the real value of the stay time of the user which is not understood only by the heat map analysis, it is possible to grasp the movement of a small user who is hard to judge visually easily.
Also, since you can grasp the increase or decrease of the number of visitors per page in real numbers, you can easily find out 「what part of the page is often detached」.
How to use scroll data
With scroll data, you can quantitatively understand how much pages are being read.
Even if the staying time is long, if the user has left the important contents, the contents can not demonstrate sufficient power.
By using qualitative scrolling analysis, quantitative scroll data can be used to make more decisive decisions on whether to bring important content to the top.
In addition, it is easy to find out where the user is looking at or leaving, and based on reliable data backing up, it is possible to determine the composition of the most effective page and the order of contents .
By using it along with scrolling analysis, let's aim for 「pages that let you read important content without missing users」.
Analysis of gaze movement with mouse graph heat map
Mouse graphics is a function to display the movement of the user's mouse by thermography.
According to a paper published by Professor Carnegie Mellon University in 2001, it is mentioned that the movement of the mouse and gaze has a correlation of 84 to 88%.
In other words, investigating mouse movement can be said to be synonymous with analyzing user's gaze movement.
In mouse graphics, the location where gaze gathers in the page (= where the mouse pointer is located) is displayed in red, making more specific site diagnosis possible.
If the user can receive important information smoothly, the user experience will improve.
Let's review the page structure using mouse graphics.
How to use mouse graphics
Mouse graphics helps you understand where you are seeing frequently, which is useful for changing the site layout and improving the location of important content.
By further segment setting, mouse graphics will show more effect.
For example, you can compare burefoot users with other users and understand the difference in movement.
In addition, if you can find the user attribute that sees places that are positioned as important content, you can increase the number of prospects by increasing the number of inflows for that user.
Improve usability with click analysis heat map
A site with excellent usability is said to be a site that allows users to perform actions they want to perform with simple operations.
In general, efficiency, efficiency, user satisfaction, etc. are used as indicators.
According to Jakob Nielsen, usability has an impact on CVR, and indeed 66 cases demonstrate that usability optimization leads to a CVR increase rate of 87% on average.
In the click analysis of SiTest, the place where "click action" which is particularly important among usability is done is displayed.
Let's build a site with excellent usability by analyzing clicks that encourage next action such as link to another page, purchase button etc.
How to use click analysis
In click analysis, you can use it to determine whether users are properly recognizing and clicking links and conversion points.
For example, you can improve the purchase rate by checking if the user visiting the product page properly recognizes and clicks on the purchase button and changing the placement.
Conversely, if clicks are gathered in a place that looks like a still image or a button that does not have a link set, clicks gather, which may hurt the user's satisfaction and lead to a decline in purchasing motivation.
In either case, please use click analysis for 「Constructing a site that does not cause click action at unnecessary places so that users can recognize links and purchase buttons at once」.
Visualize user movement with mouse move
How are users browsing on the site? Anyone who thinks this information is a publisher will think.
However, the survey service that tracks the actual operation of the user is expensive and costs hundreds of thousands, and it takes time to investigate with only a few persons to dozens of limited measurements.
With SiTest's mouse move, you can analyze the movements of the visiting user without cost or time by recording the movement of the mouse.
As explained in the mouse graphic item, the movement of the mouse and the movement of the line of sight are highly correlated.
If you can check whether the mouse is moving unexpectedly and if you can find the points that the user is stuck in, you can improve usability and CVR by changing the page layout and rewiring the leads.
How to use mouse move
Mouse move can analyze the mouse movement focused on a specific user by applying segments.
For example, if there is a remarkable feature in the movement of a bounce-back user, it is also possible to reduce the bounce rate by improving that point and expand the possibility of reaching the goal.
In addition, the mouse move has a function of selecting two of individual playback and simultaneous playback.
On a page with many access, it takes a considerable time just to confirm the movement of each person.
It is an advantage that you can shorten the time to find features by utilizing simultaneous playback, and switch with one button if you want to see it individually.
Guess the user psychology with a gaze plot
In the field of eye tracking survey, the analysis method called gays plot is positioned as important as heat map analysis.
We reconstructed the user's actual operation by order and staying time.
You can intuitively grasp the contents in the page in what order and how much time you are reading.
Since you know at a glance the user is watching the content as you want it or the user is not paying attention without skipping that content, change the page layout and review the flow line with the user's perspective I can.
Application of gaze plot
In the gaze plot, you can know the causal relationship between the contents in the page.
In ordinary gaze plotting function, I will simply follow the movement of the mouse in order, but in SiTest the staying time is represented by the size and color of the circle, so more intuitive analysis is possible.
You can analyze diversely from user's movements, such as whether you are not sure on the page, what kind of order you decided purchased items, and whether you have content that inspired interest to be read again.
Also, since segmentation is possible as with mouse moves, you can analyze the movements of users in various segments, such as bounce-back users, users leading to conversions, users coming from specific advertisements, We can improve rate and CVR.
Tap analysis Heat map supports multiple devices
According to survey results announced by Nikkei BP consulting, the domestic smartphone · mobile distribution money market in 2014 is 4,221.3 billion yen.
It has nearly doubled its growth in just two years.
Similarly, the tablet terminal has expanded its market scale, and the site is also in the era where multi-device compatibility is required.
However, in order to keep up with the rapid growth of the market, the site which only corresponded for the time being does not stand at the point of view of smartphone or tablet terminal user, CVR goes down.
SiTest has a function that can analyze "tap action" which is a feature of smartphone or tablet terminal user.
Let's analyze the movements of users that the size of the button is appropriate, the movement is smooth, or the user can not understand by PC analysis alone, and optimize the site and acquire customers with all the devices.
How to use tap analysis
Browser size is smaller for smartphones and tablet terminals compared with PC.
Therefore, at the mobile site of the level which imitated the PC site for the time being, it may happen that the button etc. are not recognized, or it is too small and tapping the neighborhood by mistake.
First of all, let's grasp whether user movement is normal by tap analysis.
In addition, in June 2012, Google announced that it recommended "responsible web design" entitled "Construct site optimized for smartphone", but it can not be relieved by responsive web design.
Since smartphones and tablet terminal users initially perform "tap" actions different from PC users, optimizing for each will lead to a higher target achievement rate.
Touch action makes tablet · smartphone user's operation visible
Users viewing sites from smartphones and tablet terminals perform various operations besides tapping.
If you are not interested in the page itself, you can flick to the previous and next page, if you are not interested in the content swipe and skip it, pinch in and read and enlarge it.
Indeed, touch action expresses user psychology as it is.
By accessing from a device that can be used easily, by optimizing for such a device, we can firmly grasp the user's psychology and gain more customers.
How to use touch action
Because browser size is smaller than PC, even though responsive web design it is not necessarily a design that is easy for the user to see.
By grasping the touch actions in each content in the page, it is possible to display the pinched-in part in a larger size, or the part skipped by the swipe emphasizes the main point in an easy-to-understand manner, You can grasp the user's psychology of tablet · smartphone users, use it, and make pages that are conscious of operability.
Improvements such as reconstructing content according to the user's interest and making it easier to see hard to read content make it possible to attract users to each content and create pages that do not leave users and increase user staying time , You can increase the number of users connected to CV.
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