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In this article, you’ll learn the following: |
Overview
Zonalmap allows you to quickly identify high and low engagement zones on your website by automatically dividing your webpage into zones based on its structure and click data. Each zone displays aggregated interaction data, such as clicks and metric conversions, providing insights into user behavior within specific areas of the page. By selecting different metrics, you can further customize your analysis and gain deeper insights into user engagement and conversion patterns.
Key Benefits:
- Get deeper insights: Understand not just where visitors are clicking, but how those clicks influence conversions.
- Optimize conversions: Identify high-performing zones that drive conversions and optimize underperforming ones.
- Make data-driven design decisions: Optimize page layout, element placement, and content strategy based on actual user behavior.
Using Zonalmap: A Step-by-Step Guide
- Ensure you have the VWO SmartCode installed on your website and data collection for Heatmaps is enabled
- Navigate to the Heatmaps section in your VWO dashboard
- Select the webpage you want to analyze
- Select Zonalmap: In the visualization selector, choose Zonalmap
5. Choose a Metric: Select a metric from the dropdown to visualize metric conversions within the zones. Click rate is the default selection.
6. Analyze the Heatmap: The page will be divided into zones, each displaying the chosen metric conversion rate or click distribution.
7. Edit Zones (Optional): Click Edit zones to manually adjust he zones by hovering over elements and selecting new zones. Save your custom zones for future use.
Visualizations in the Zonalmap
Standard Visualizations
Zonalmap offers several click-data based visualizations to help you understand how visitors interact with your webpage:
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Click Rate
- Indicates the percentage of pageviews with at least one click in a specific zone.
- Helps understand how frequently visitors interact with each zone.
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Click Count
- Displays the total number of clicks on all zones.
- Provides a quantitative measure of visitor interactions.
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Click Distribution
- Shows the percentage distribution of clicks across all zones.
- Used to identify which zones are attracting the most clicks.
Metric Conversion Rates
The Metric Conversion Rates visualization is a powerful new addition that shows the percentage of visitors who achieved a specific goal after clicking on a particular zone.
This helps you determine whether interactions with specific zones encourage or deter visitors from completing desired actions.
How to Track Metric Conversion Rates?
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- Access Data360: Log in to your VWO account and navigate to the Data360 tab.
- Select a Metric: Choose any metric you want to track by clicking on Track in Insights.
- Initiate Tracking: Confirm your selection to start tracking the metric conversions.
4. Visualize Zone-wise Conversions: Go to the Zonalmap of your chosen page to see the metric conversions displayed zone-wise.
To illustrate the purpose of this option, let's consider a use case - Suppose you have an e-commerce website with multiple promotional zones, such as banner ads, product recommendations, and seasonal discounts. By using this feature, you can see which specific zones were effective in driving conversions. For instance, if a Revenue metric shows that the banner ad zone contributed significantly to sales during a holiday campaign, you can reallocate resources to enhance that zone further in future campaigns.
Customizing Zones
You can tailor the Zonalmap to focus on specific areas of interest by manually creating zones. To manually customize zones, perform the following:
- Enter manual-edit mode: Hover over the Zonalmap and click on the Edit Zones option.
- Select zones: Click on the elements you want to define as zones. Each selection will highlight the chosen area.
- Save changes: Once you've selected your desired zones, save your changes. This customized view becomes the default for that page.
- Revert if needed: You can always revert to the automatically generated default zones if necessary.
Best Practices
While Zonalmap automatically provides valuable insights, maximizing its potential requires a strategic approach. Here are some best practices to consider:
- Prioritize key metrics: Don't track everything. Focus on metrics directly tied to your business goals, such as click-through rates on crucial CTAs or form submissions.
- Context is key: Analyze Zonalmap data alongside other analytics and user feedback. A high click rate with low conversions might indicate a design flaw or mismatched messaging, requiring further investigation.
- Device-specific analysis: User behavior varies drastically between mobile and desktop. Analyze Zonalmap data separately for each to optimize the user experience across all devices.
- Don't neglect underperformers: Low engagement zones present opportunities for improvement. Investigate why these areas are underperforming and experiment with design tweaks or content adjustments.
- Test and iterate: Use A/B testing to validate the effectiveness of any changes inspired by Zonalmap insights before implementing them site-wide.
- Regularly review and adapt: Continuously monitor Zonalmap data, especially after site updates, to understand the long-term impact of your optimizations and adapt your strategy as needed.