Understanding Heatmap.com Metrics

Heatmap.com provides several key metrics to help you analyze your website's performance. This guide explains what each metric means and how to use it effectively.

Clicks

Definition: The total number of times users have clicked on a specific element.

Use: Measure engagement with different page elements. Higher click counts generally indicate popular or important features.

Purchases

Definition: The number of completed transactions associated with a particular element.

Use: Identify which elements are most effective at driving sales.

Revenue

Definition: The total monetary value generated from purchases associated with an element.

Use: Understand which elements contribute most to your bottom line.

Avg. Order Value (AOV)

Definition: The average amount spent per purchase associated with an element.

Calculation: Total Revenue / Number of Purchases

Use: Identify elements that lead to higher-value purchases.

Conversion Rate

Definition: The percentage of clicks on an element that result in a purchase.

Calculation: (Purchases / Clicks) x 100

Use: Measure how effective an element is at turning interest into sales.

Visibility

Definition: The percentage of users who see a particular element on your page.

Use: Understand how many visitors are exposed to each element, helping you prioritize placement and design.

Rev. per Click

Definition: The average revenue generated each time an element is clicked.

Calculation: Total Revenue / Number of Clicks

Use: Compare the monetary value of different clickable elements, regardless of their position or visibility.

Rev. per Session

Definition: The average revenue generated per user session that includes interaction with a specific element.

Calculation: Total Revenue / Number of Sessions involving the element

Use: Understand the overall impact of an element on session value, even if it's not directly involved in a purchase.

Using These Metrics Together

While each metric provides valuable insights on its own, combining them can give you a more comprehensive view of your website's performance. For example:

- An element with high clicks but low purchases might be misleading or not meeting user expectations.

- High revenue but low conversion rate could indicate a few high-value purchases skewing the data.

- Elements with high visibility but low clicks may need redesign or repositioning.

Remember, always consider these metrics in the context of your specific business goals and user behavior patterns.

Need more help understanding your metrics? Contact our support team at support@heatmap.com.