We are sharing a helpful marketing tool that allows you to see how people interact with your property website. It’s called a heatmap.
You can visualize the most popular (hot) and unpopular (cold) elements of a webpage using colors on a scale from red to blue.
Some heat mapping software even allows for the live recording of users on your website. So you can watch a video of how they interact with it—which is super useful.
For example, I installed a heatmap on Resident360.com because I want to see how far people are scrolling down on the homepage. I found out that 80% of the people weren’t scrolling past the top hero image. Therefore, I need to have my most important messaging at the very top of the website.
We’ve installed heatmaps on several apartment websites when we notice a conversion problem. The website might be getting lots of traffic but not many leads. The heatmap helps us to see exactly what the user is clicking on and where the roadblocks are happening.
Of all the heat mapping resources I’ve used over the years, I think Hotjar is the tool I like most. There’s a free and paid version, but I think the free version is plenty to get an idea of what’s happening on your website.
To wrap up, if you want to see how a group of users interact with your website—install a heatmap. It may have you rethink the way you design your next website.
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.