Naresh Kumar on using heatmaps to grow your business


Recently, Small Biz traveled in: 15 On Location to Austin, Texas for ZohoDay 2022. In this episode, Shawn Hessinger, Editor-in-Chief of Small Biz Trends talks with Zoho Corporation Product Manager Naresh Kumar to learn more about how heat maps and other software marketing tools can be used to grow your business.

Demystifying Heat Maps

Shawn: What is a heat map for those who don’t know, and how does it apply to a small business and what they do?

Naresh: Heatmaps are basically a visual representation of how visitors behave on a website. It generates the different places that the user has clicked. And it has several components.

So the heat map is one thing, a slide map is another, and an attention map is another. The heatmap gives you the different places where the user clicked…it gives you a number of clicks on that particular part.

How Heat Mapping Can Help Page Performance

Naresh: Let’s say you have a primary CTA on part of the page. Or you have a really good video that you want the users to see on the second full or third full of the website. Then you notice that there aren’t many people scrolling down to see that particular CTA or the video.

The heatmap shows you the different spots where the user clicked; it gives a couple of clicks on that particular part.

In addition, the heatmap gives you information about this, such as:

How many users scrolled to that particular part of the website? How much time do users spend on that particular video or the other content with that CTA? How many users clicked on it?

Then, when you put all this information together, you may find that, for example, only 50% of visitors scrolled to that particular point on the page and only 10% of visitors clicked on it. You immediately lose 50% of the user’s first scroll and the remaining 90% of users never click on that particular part.

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You can draw a conclusion from this data, which is basically the hypothesis you are testing through A/B testing methods. So if you take the CTA all the way to the top of the page, 100% of visitors will see that. Then you can see if it works for you to A/B test the current page against the new page, which can help with the hypothesis. Later you can see how well it performs and process it.

Finally, you have to measure again and again until you achieve an optimal process. And even after that, the measurement continues.

Which companies are helped by Heat Maps?

Shawn Hessinger: Are there any companies where heat maps are more useful than others? I imagine e-commerce could be one.

Naresh: We live in 2022 and after the pandemic it is more important than ever to have a website to run a business. I wouldn’t differentiate between saying this is important to e-commerce and not important to others as a website is now required for all businesses. You also need to provide all the required data points on the website and you need to generate leads through your website.

With that in mind, I think a heat map would be sufficient and essential for any business out there. It depends on what goal you have for the website and it depends on what measurement you do on your website to see if your goal has been achieved or not.

What to Look for in Conversion and Optimization Software

Shawn: You mentioned heat maps, slide maps and attention maps. If I’m looking for this software, how do I know what to look for or if it has the features I need to deliver what I’m looking for?

Naresh: These tools are called conversion and optimization software in the market and there are quite a few players offering these services. However, what you want to achieve depends on what you want to achieve.

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So what I would recommend is first: go to the website again; it is a gateway to everything. Go to the website and check out the feature pages and see if what you need is something that certain software offers.

Second, sign up for all these products and see if it meets your requirements or not. I think that’s the only way.

The third, and one of the most important things I look at when I evaluate, is how much your page speed will be affected when you implement these software solutions. Because you need JavaScript code to track your visitors on the website, and you need to put them on the website for that. So doing that will have some impact on your tracking code; on your page speed, right? So that’s another thing to constantly look at when evaluating this kind of software.

Automated Marketing Software Can Also Help Grow Your Business

Shawn: Let’s talk about Zoho Marketing Automation. In what ways can you use that platform to grow your business?

Naresh Kumar: Zoho Marketing Automation is a complete marketing suite. It covers the top, middle and bottom of the sales funnel. You can use it on a lead, nurture and follow up, qualifying the lead and mark it as sales qualified, or market a qualified lead and pass it on to the sales team.

You can also use automation for a customer in the field of loyalty, management and retention.

So these are the different ways you can use marketing automation. And to get into the details, there are several models that will help you with that.

In addition, the basic contact module helps you to manage all your contacts in your company. And we also have the lead generation model that allows you to generate leads for your business using signup forms, popup forms and various other ways that you can generate the leads.

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And besides that, we also have “Journeys” where you can create a Customer Journey and orchestrate it in terms of whether you want to send a follow-up email to them or whether you want to do the entire Sales Journey for the customer in terms of Dynamic Journeys: if the user has opened an email, they are sent to another section. Or if the user hasn’t responded to an email, they’ll be sent to a different path…that’s what Journey does.

And suppose we also have engagement models where you want to send a standalone email campaign, seamless campaigns and various engagement mechanisms, you can do that. In other words, if you want to navigate the entire funnel of your business, marketing automation will help you do that.

The takeaways

Finally, heatmaps are just another example of how technology can help your small business run more smoothly. Also keep in mind heatmaps when trying to figure out how visitors behave on your website and use their data, along with tools like Zoho Marketing Automation, to grow your business.

Be sure to tune in to the rest of Using Heatmaps to Grow Your Business to learn more about Zoho Journeys and other tips and ideas to improve and grow your small business.

If you enjoyed learning about heatmaps and want to learn more about them, be sure to read Small Biz Trend’s informative article: 10 Heat Map Tools and User Tracking Tools.

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