Naresh Kumar on using heatmaps to grow your business


Small Biz at: 15 On Location recently traveled to Austin, Texas for ZohoDay 2022. In this episode, Shawn Hessinger, Editor-in-Chief of Small Biz Trends, talks with Naresh Kumar, Product Manager at Zoho Corporation, to learn more about how heat maps and other software marketing tools can be used to grow your business.

Demystifying heat maps

Shawn: What is a heat map for those who don’t know and how does it apply to a small business and what they are doing?

Naresh: Heatmaps are basically a visual representation of how visitors behave on a website. Generates the various places where the user has clicked. And it has different components.

So a heat map is one thing, a displacement map is another thing, and an attention map is another. The heat map gives you the various places where the user has clicked… it gives you a number of clicks on that particular component.

How heat mapping can help page performance

Naresh: Let’s say you have a main CTA on one part of the page. Or you have a really good video that you want users to see in the full second or third place on the website. Then you notice that there aren’t many people scrolling down to see that particular CTA or video.

The heat map gives you the various places where the user has clicked; gives a number of clicks on that particular component.

In addition, the heat map will give you information about it, such as:

    • How many users scrolled to that particular part of the website?
    • How much time are users spending on that particular video or other content with that call to action?
    • How many users clicked on it?

Then, when you collect all this information, you can get, for example, that only 50% of visitors have scrolled to that particular point on the page and only 10% of visitors have clicked on it. You immediately lose 50% of the user’s first scroll and the remaining 90% of users never click on that particular part.

You can draw an inference from this data, and that’s basically the hypothesis you test through A/B testing methods. So if you take the CTA to the top of the page, 100% of visitors see it. Then, you can see if it works for you to do an A/B test with the current page against the new page, which you can help with the hypothesis. Later you can see how well it works and you can process it.

Lastly, you need to keep measuring over and over again until you achieve an optimal process. And even after that, the measurement continues.

Which companies are helped by heat maps?

Shawn Hessinger: Are there companies where heat maps are more useful than others? I imagine e-commerce could be one.

Naresh: We are in 2022 and after the pandemic, it is more important than ever to have a website to run a business. I wouldn’t differentiate between saying this is important for e-commerce and this is not important for others because a website is required for all businesses right now. You must also provide all the required data points on the website and you must generate leads through your website.

With that in mind, I think a heat map would be appropriate and essential for all businesses. It depends on the goal you have for the website and it depends on the measurement you do on your website to see if your goal is achieved or not.

What to look for in conversion and optimization software

Shawn: You mentioned heat maps, displacement maps, and attention maps. When I’m looking for this software, how do I know what to look for or if it has the features I need to deliver what I’m trying to find?

Naresh: These tools are called conversion and optimization software in the market, and there are quite a few players offering these services. However, what you want to get depends on what you want to achieve.

So what I would recommend is first: go to the website again; it is a gateway to everything. Go to the website and look at the feature pages and see if what you need is something that the particular software offers.

Second, sign up for all these products and see if it matches your requirements or not. That’s the only way to go, in my opinion.

The third, and one of the main things I look at when evaluating, is the extent to which your page speed will be affected when you implement these software solutions. Because you need to have JavaScript code to track your visitors on the website, and you need to place them on the website to do that. So when you do that, that has some impact on your tracking code; on your page speed, right? So that’s one more thing you should constantly look at when evaluating this type of software.

Marketing automation software can also help grow your business

Shawn: Let’s talk about Zoho Marketing Automation. What are the kinds of ways you can use that platform to grow your business?

Naresh Kumar: Zoho Marketing Automation is a complete marketing suite. It covers the top, middle, and bottom of the sales funnel. You can use it for a lead, in order to nurture and follow up with them, thereby qualifying the lead and marking them as sales qualified, or marketing a qualified lead and passing it on to the sales team.

You can also use automation for a customer in terms of loyalty, management and retention.

So, these are the various avenues in which you can use marketing automation. And to go into details, there are different models that help you do it.

Also, the basic contact module helps you manage all your contacts in your business. And we also have the lead generation model where you can generate leads for your business with the help of signup forms, popup forms and various other ways in which you can generate leads.

And on top of that, we also have “Journeys” where you can create a Customer Journey and organize them in terms of whether you want to send them a follow-up email or you want to do the entire Sales Journey for the customer in terms of Dynamic Journeys: where, if the user has opened an email, it is sent to a different party. Or if the user hasn’t responded to an email, it’s sent to a different route… that’s what Journey does.

And let’s say we also have engagement models where you want to send a stand-alone email campaign, integrated campaigns, and various engagement mechanisms, you’ll be able to do that. In other words, if you want to navigate your entire business funnel, marketing automation helps you do that.

Food to go

In closing, heat maps are just another example of how technology can help keep your small business running smoothly. Also, consider heatmaps when trying to figure out how visitors are behaving on your website and use their data, along with tools like Zoho Marketing Automation, to help grow your business.

Be sure to tune in to the rest of Using heatmaps to grow your business to learn more about Zoho Journeys and get other tips and ideas to elevate and grow your small business.

If you enjoyed learning about heatmaps and want to learn more about them, be sure to check out Small Biz Trend’s informative article: 10 Heatmap Tools and User Tracking Tools.

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