As complicated as B2B marketing can be – it’s easy to get caught up in different B2B marketing strategies, channels, campaigns, and tactics. Having a plan is the best way to keep things secure and structured. Whether your plan is meticulous, loose, or a combination of both, having that plan will keep you focused. Depending […]
What is a Heat Map?
A heat map is a visual representation of data. They were first developed by Cormac Kinney in the mid-90s to help traders get ahead of financial markets. In digital marketing, a heat map allows marketers to record and quantify how Internet users use their mouse or trackpad and then display this data in a visually appealing way. In truth, heat maps are a rather broad category that includes a variety of map types, but we’ll get into those later.
When using a heat map, the best way to ensure that you’re making accurate inferences is to have enough of a sample size per page and screen before you act on the results. This can simply mean making any moves based off of the data returned, like optimizing content, creating ads, or updating blogs. For best results, useful sample size is 2,000-3,000 pageviews per screen design or per device. In other words, if your heat map is only based off of 50 or so users, you really can’t trust it to represent any accurate data.