There are page-level metrics like Google Analytics or other analytics tools have, but Heatmap.com has element-level metrics that other tools don’t have! It’s important to understand these metrics and how to use them as these are net-new metrics you previously didn’t have access to! These include:

Conversion Rate Per Element

Conversion Rate Per Element is the number of users who clicked an element (anywhere in the user journey) and eventually made a purchase. This shows the highest-converting elements, which is useful for companies focused on acquiring as many new customers as possible, regardless of how much they purchase. Here is how it is calculated:

This is how it appears inside the application:

Total Revenue Per Element

Total Revenue Per Element is just as it sounds. This is the total amount of revenue associated with any user who clicked an element. In the aggregated model, this is as simple as adding all the relevant users who purchased. Here is how it is calculated:

Visibility Per Element

Visibility Per Element is correlated with Scroll Depth, meaning how far down a page users scroll on average. Based on the scroll depth of users on each page, Visibility shows the percentage of users that viewed an element in their session. Here is how it is calculated:

This is how it appears inside the application:

Revenue Per Click

Revenue Per Click (RPC) is one of the most valuable metrics unique to Heatmap.com. As we tie session interactions to purchases, RPC shows how much revenue your website generates when users click on specific elements. Think of RPC as determining how “potent” an element is in driving revenue. RPC is calculated by the revenue of users who clicked an element divided by the number of users who clicked that element.Here is how it is calculated:

This is how it appears inside the application:

Revenue Per Session

Revenue Per Session (RPS) is one of the other North Star Metrics on the Heatmap.com platform. Think of RPS as the “marketshare” of how much revenue an element drives whenever a user visits a page. It’s calculated by the total revenue of an element divided by the number of users who clicked on that element.

This is how it appears inside the application:

To learn more about how to leverage these metrics and make revenue-generating improvements to your website, read this article here.