Using Copilot to Compare Heatmaps

Overview

VWO’s Copilot, an AI-powered assistant, makes heatmap analysis effortless. Instead of manually examining the data, Copilot automatically processes two heatmaps side-by-side and surfaces statistically significant differences in user interaction. It pinpoints exactly where user attention shifts, where friction points emerge, and how engagement patterns evolve across different page versions, user segments, or timelines.

Key Benefits:

• Automated insights: Instantly identify key behavioral differences between two heatmaps without manual effort.
• Time savings: Eliminate the tedious process of manual comparison and focus on strategy and hypothesis generation.
• Actionable data: Translate complex patterns into clear, visual insights that drive faster, data-backed decisions.
• Seamless sharing: Share comparison insights instantly via email with your team.

Use Cases

The heatmap compare copilot benefits various roles within a team focused on digital experience optimization. Here's how different personas can leverage its power:

• For Product managers: Compare pre-launch and post-launch heatmaps to understand user engagement with a new feature. Product managers can quickly analyze which elements are gaining traction and where users are experiencing friction.
• For UX designers: Validate design decisions by analyzing heatmaps of different design iterations or A/B test variations. Copilot analysis helps pinpoint how visual changes affect click patterns, scroll depth, and friction.
• For Marketers and Click Rate Optimization (CRO) specialists: Compare heatmaps for different audience segments (for example, new vs. returning users) to identify subtle behavioral differences and pinpoint elements causing friction or driving engagement.

Use Copilot to Compare Heatmap

To use Copilot for heatmap comparisons:

1. Navigate to Insights > Heatmaps from your VWO dashboard.
2. Select the URL, date range, and audience for which you want to analyze the heatmap, and click Compare to add another URL and its filters for comparison. See Compare Heatmaps to learn more. 
   After you click Compare, a dedicated heatmap comparison screen appears.
3. Toggle on the Copilot from the bottom of the heatmap view. 

Once you toggle on the Copilot, it intelligently processes the underlying data from both heatmaps to identify statistically significant variations. Further, it translates complex data into intuitive visual insights by generating interactive hotspots overlaid on the heatmaps (as shown in the image above). These hotspots highlight areas with significant behavioral changes.

Upon clicking these hostpots, the copilot reveals granular details about the identified patterns. Based on the analysis, it includes:

• Quantitative metrics (such as percentage increase or decrease in clicks, scroll rate, and friction areas).
• Contextual information related to the specific area.
• Suggestions for further investigation or potential causes

The copilot also generates a consolidated report containing all key findings and data points. To access it, click the drawer icon at the bottom right of the screen. You can easily download and share the report by email with your team and stakeholders.

Understanding Copilot Insights

When you compare two heatmaps, copilot generates interactive hotspots that represent actionable indicators categorized into two distinct types:

1. Click Insights hotspots: These hotspots illuminate areas on your page with significant disparities in user clicks. They also take into account the scroll depth and visibility rate of these elements. For example, A drastic increase in clicks on a new product feature, or a sharp decline in clicks on a CTA link after a design change due to its lower position.

The following GIF indicates the key differences in engagement on the pricing page between new and returning users, highlighting where each group interacts more.

2. Friction Insights hotspots: These crucial hotspots, highlighted in red, pinpoint regions that cause noticeable friction.
   Friction often leads to frustration and users giving up, so spotting these issues is key to improving the experience. 

   

   Copilot focuses on identifying common signs of friction, such as:

   • Rage Clicks: Users repeatedly clicking in frustration on an unresponsive element.
   • Dead Clicks: Users clicking on elements that appear clickable but are not interactive.
   • Error Clicks: Users encountering errors after clicking specific elements.

Troubleshooting

Need more help

For further assistance or more information, contact VWO Support.