How can heat maps increase conversions?

Conversion optimization can be roughly divided into three work steps:

• Identification of possible weak points.
• Elaboration of a possible solution and formulation of a corresponding hypothesis.
• Testing the hypothesis with the help of an experiment.

Heatmaps help in particular to identify possible weak points:

• Elements that irritate the user.
• Elements that tend to bore the user.
• Elements that cause the user to abandon the visit.

However, heat maps can also help to work out potential solutions:

• Place an infographic at certain positions
• Insert or change text
• Make elements more visually prominent
• Remove elements

Heatmaps only ever indicate something. For example, if users spend a long time on a text paragraph, this can have many causes. It takes a certain amount of experience with CRO (conversion optimization) and UX design to be able to interpret such facts correctly. If this is lacking, false conclusions are quickly drawn.