Here’s the truth in six words: your email template still needs improvement. When people open your email for the first time ever, they’re not clicking on the primary CTA because there are too many distractions.
Perhaps, you have more than one clickable elements in the email and that isn’t something your recipients would want.
Even if you spend a ton of effort in perfecting your email with all the elements, none of that matters if you fail to get your users to click where you want them to.
So you have to ask yourself: Is the CTA the hottest area of your email? No? Then what are the top three areas being clicked? Any surprises there?
Wait, how do I figure that out? Great question!
Solution – Use a click-based heatmap.
Heatmaps are essentially a visual representation of the user behavior on your email, website pages etc. It uses sophisticated algorithms that track where a reader’s cursor goes, or where they click on your email/ and shows you “hot spots,” which are spots where the reader spends time, scrolls or clicks, and “cold spots,” where the reader ignores. There are two major types of heatmaps that are used in user behavior analysis:
Hover-Based Heatmap: Detects and represents the scroll or cursor movement of the user on your email/web page.
Click-Based Heatmap: Detects and represents the clicks made by the user on your email/web page.
In this blog post, we’ll discuss only Click-based Heatmap functionality in emails, and how you can leverage upon it to increase conversions from your emails.
Click-based Heatmap shows you at-a-glance which links in your mailing drove the most traffic. It works quite simply and intuitively, using hotter colors such as orange and red, on areas of your page that are getting the most clicks, and, using colder colors like blues and purples, in places that aren’t getting as many clicks. Here’s how they look:
Benefits Of Using Click-based Heatmaps
Using Click-based Heatmaps in Email have a ton of benefits. Click-based Heatmaps for emails in Betaout will show you:
How your readers take action in your email.
Heat maps are unique to every website and email, and every business should make decisions based on heat maps from their own content. However, there are some common conclusions that heat maps provide most businesses. Here are a few tips from years of research and data available on heat maps:
People Read Content In An F-shaped Pattern: According to a research conducted by Nielsen, readers scan content in an F-shaped pattern. It states that first, the readers glance horizontally across the top of the page, forming the top of the F. Then they move down and scan horizontally again, forming the F’s lower bar. Next, they scan the left side of the page vertically. Here’s what the heatmap from Nielsen research looks like:
Readers Scan Content: The F-shape pattern result shows that people do not read content, they scan it for relevant information as quickly as possible. According to research, 79% of the people only scan content, and only 16% of people read the content word-by-word. This insight is important because you should make changes to your content to accommodate this behavior. Keep your email messages short, use bold fonts for key messages and use bulleted lists to make sure a reader gets the most information possible when scanning your content.
Prioritize Your Content: It is essentially important to prioritize the content of your email. Heatmaps indicate that less than half of your email recipients scroll down, so placing the most important information at the top of the page is a good practice.
Use Images Of People: The human eye is naturally drawn to imagery, hence coinciding ‘hot spots’ with pictures makes sense to make your email’s content more effective. However, there’s a twist to this. Not any random image would do. Usually, the most eye-catching images that light up a heatmap are those with real people. When you’re designing an email, take time to select a photo with clear human faces.
Make Your CTA Standout: Whether you’re adding a call to action button above the fold or below, it has to standout. If it blends into the background, it won’t get noticed. This is where you can use a heatmap to judge for the best placement. In addition, consider making the call-to-action button using a contrasting color to draw the reader’s eye or use a font that’s bigger than the rest of the text to increase visibility.
Betaout provides real-time click-based heatmaps for the email campaigns that you’ve sent using the Email Marketing tool. Below are the steps to view click-based heatmaps for your email campaigns sent using Betaout:
Step 1: In the Betaout dashboard, go to Email Marketing module. Under Email Marketing module, click on Campaigns.
Step 2: Hover the mouse over the sent email marketing campaign for which you wish to view the Heatmap, and click on the Stats icon.
Step 3: Click on Heatmap from the options available on your screen.
Step 4: Done! You can now view the click-based heatmap for the selected campaign.