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Centigrade Digital is pushing the boundaries in digital improvement by harnessing cutting edge heat mapping technology to help businesses understand how visitors engage with their websites. The digital agency has already used heat mapping successfully with clients including Secom, City Lifeline and Circle Research for research and monitoring.
Centigrade's digital strategists use heat mapping to improve a website's performance and ultimately achieve better conversion rates. Digital improvement helps businesses get more value and return from incremental improvements online.
Robin Moore, director of digital strategy at Centigrade explains how it works: "A heat map is generated by recording each individual time a web visitor clicks on a webpage. Whether the click was on a clickable item or not it doesn’t matter – the click gets recorded anyway. This is important because it tells you what people actually click on, not what you think they will click on," he says.
But this is only the first step in the wider digital improvement process at Centigrade. The team goes on to interpret heat mapping data to give the client insights, tools and recommendations for making improvements. "We can use heat-mapping either before we embark on a website or webpage redesign to determine what is and isn’t being clicked on an existing web page," says Robin Moore. "We can also use heat mapping after we have built a website to check how it is working or even during in between periods where we might want to check specifics on a website."
Once heat maps have been generated, Centigrade are able to identify the scope for development: "The information helps us to determine which elements need moving, what pieces need aligning or clustering, which elements need some more work and which current unclickable items need to be made clearer," continues Robin Moore.
Heat mapping allows the digital strategists to dig deeper into user behaviour, exposing the quality of interactions at page level, rather than just site level, which is often the case with traditional analytic reporting. "The data provided at a page-level is richer than the information provided by web analytics' packages. The information tends to provide more focused observations where web analytics tend to assist in identifying general trends. It is possible to track the whole sequence of a web visitor's journey on the website but we tend to use this level of qualitative enriching data, not grouped trends, to improve the conversion rates of enquiry forms or make navigation more assistive" Robin Moore concludes.
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