Tracking Scroll Behavior of the Visitors Through Scroll Heat Map Whenever we talk about optimizing our website to acquire more and more conversions, we come across various tools and techniques available in the market. Each one of them is available with some promising factors which can help you in improving your site's performance. But, sometimes it becomes difficult to decide which one best suits your requirements. Each of these tools are specifically designed to serve a common purpose of improving site usability. It is the level of success these tools achieve for accomplishing the above goals which make them different from one another. Heat maps are one of those tools which can actually tell you about the browsing behavior of your visitors on your site. Some heat maps provide you with a data based on the clicks each element has got on a page, others might use the site insights to provide you with the detailed browsing behavior data. The heat map tool which excites me the most is the Scroll heat map of Mocking Fish. This tool provides a complete information about the site usability based on the scrolling behavior of the visitors.
Visitors scroll through the various pages and see if they can find their desired contents on those pages or not. If something gets their attention, it's obvious that they will stop there and stick to that instance or portion of the page for a significant amount of time. Now, this scrolling movement is recorded by the various heat map tools like Mocking Fish and is analyzed to find out the most and least visited parts of a site. The analysis is then converted into a visual interaction and is presented to the site admin in the form of a visual result that is composed of diverse color variations. This color variation is thereafter used to distinguish the most visited sections from the least visited sections of a site.
The portions on the page which get more visitors are marked with red color followed by orange, yellow, green or blue colors in descending order of number of visitor engagement. The least visited portions are marked with blue color and the higher ones are represented with blue or violet color. In this way, a site admin can get an insight about the scrolling behavior of the visitors and can plan a site modification according to the tracking results. For example , if footer comes out having less visitor attention then we can plan our way to improve the usability of footer in a better way by analyzing the scrolling behavior of our visitors. Thus, a scroll heat map can actually help us to modify our site contents and can plan further actions in the right direction. Heat map tracking eliminates the need for guess work by providing an accurate report about the site usability which helps us to improve the site performance without hurting the present conversion rate of the site.