One of the advantages of interactive online publications over their printed counterparts is the statistics. Getting insight into your readers' behavior when interacting with your publications is crucial to your communication strategy. Heatmap is one of our features that help you do just that.
We realize that analyzing your readers' behavior can easily be a full-time job. Let's have a look at how the Heatmap feature can easily get you started with analyzing readers' behavior and help you to continuously improve your online publications.
With iPaper's Statistics module, you can learn about the effectiveness of your catalogs, magazines and brochures by analyzing which links users click on, if they actually notice the newsletter subscribe button, or if they use the Table of Contents.
Heatmap Of Your Online Publications
The heatmap is a graphical representation of how users interact with your online material. If you look at the heatmap, you will see patches of colors on it, ranging from red to green. So, while red is usually a color to avoid in design, in this case, it is great, because it illustrates where in your online catalog, brochure or magazine people click.
The example above is an excellent one, though it might look messy, it makes a lot of sense if you look at it the right way. This example illustrates that the publication works extremely well because viewers use the links and Calls-to-Action that have been placed in this online product catalog from Elgiganten.
In this case, the customer has chosen to integrate their eCommerce shop with their iPaper Flipbook. So, when readers add a product to their cart, it's automatically added to the shopping cart. The reader doesn't have to leave the catalog but can keep adding products.
Improve Your Online Publications For Increased Sales
Heatmaps can give you a great idea of how to improve your online publication, and in some cases, it can also raise some red flags (not the good kind this time - real red flags). In one of our demo catalogs below, you can see that there are quite a lot of clicks. However, the iPaper Flipbook has absolutely no interaction on the page, besides an image fading in. This means that there is something else that gives readers the idea that areas are clickable.
In this case, we don't take it too seriously. This is a demo catalog created to show what iPaper can do. But if you have an iPaper with shop, and you see that readers click on all other elements but the ones you want them to click on, there's work do be done. But without heatmap, you would never know this.
Another case in which we successfully used the heatmap was for one of our demo flipbooks, PC Republic. When we created it, we wanted to test our Table of Content and see how good it was. It turns out; not many people understood that they could click on the images on page three to browse to other sections. To solve this, we thought of adding a mouse cursor that flew in and out, illustrating that the images were clickable. Then we tested this using heatmap.
As you can see above, the heatmap helped us validate our premise: if you illustrate that users can click on something, they will do it. Without the heatmap, we wouldn't have been able to see the results of this test.
Another interesting finding was that more users clicked on the first link (the one we illustrated with the mouse cursor) than on all the others.
The Heatmap is a good and easy place to start if you want to know more about what and where readers' click.
If you'd like more inspiration on how to add Calls-to-Action in your online publications, I recommend that your download this free eBook; Designing for Digital or this free eBook; 3 Steps to the Perfect CTA.