As a D2C company, your website lives at the very core of the customer journey. It creates the shopping experience that transforms visitors into customers and customers into advocates. But for many of us, our customers’ motivations can feel like a mystery. Fortunately, the practice of heat mapping reveals what customers really want and respond to without the need to send yet another survey.
In the same way companies design their brick-and-mortar stores to convey the brand values and trends that customers care about, your digital real estate should do the same. To achieve these goals, many D2C companies lean on heat mapping, which tracks customer behavior to reveal what’s working on your site, what could use a boost, and which areas make prime spaces for your most important messaging of the moment.
The key to powering a successful D2C website lies in your ability to leverage heat-mapping data in a way that can:
What is Heat Mapping?
Heat mapping tracks visitors’ engagement on your website. Using “hot” red and “cool” blue, heat maps can help your brand pinpoint which content on your website captures visitors’ attention and drives action, along with exposing lagging content and creating opportunities to do more with that real estate.
Specifically, heat maps measure:
5 Heat Map Metrics To Help You Boost Your D2C Website's Performance
With this data, you may consider:
- Moving that red-hot product further up the page
- Featuring the product in the red in an upcoming email
- Replication high-performing CTAs in other areas of your website