Artificial IntelligenceRetail Technologies

How to Use Heat Maps to Enhance Store Performance: Online and Brick-and-mortar Cases

Use heat maps to have a visual outline of product information in your business planning and to develop key performance indicators for in-store sales, profit rates, and more.

What are Heat Maps?

Color codes and the intensity of those colors through the visual tools that provide many kinds of information called heat map. More specifically, in an already existing store, your heat map can be sales numbers or visitor attraction rate thus can help you understand how your customers interact with your store.

How Online Stores Use Heat Maps?

Online shops enjoy some great advantages over brick-and-mortar competitors: cheaper rentals, 24/7 sales and immediate return on customers’ preferences and shopping habits.

E-commerce sites can track every step of the customers online. So they can constantly measure what we like, what we buy and how we shop. They can quickly make adjustments in marketing and pricing of their products and in increasing sales. A crucial instrument for this is heat map.

Online stores have 3 different heat maps they can allocate for customer tracking.

Scroll Maps

A “Scroll Map” is a tool used by online marketers to carefully analyze how website visitors navigate their websites. Helps visualize the behavior of site visitors on different pages of the website.

Click Maps

Click maps are used by user experience designers and marketers to identify opportunities for improving conversions, correcting errors, and repeating better website designs. Click popularity is displayed using the color scale from red to blue (where the most popular spots are “hot” and shown in red), as well as quantitative data on the number of clicks and percent of user clicks in each web page item.

Move Maps

Move maps track where desktop users move and pause their mouse as they navigate the page. The ‘hot’ spots in a move map represent where users pause their mouse, and research suggests a correlation between where people are looking and where their mouse is—meaning that a move map gives you an indication of where people mightbe looking as they go through your page.

Brick-and-mortar vs Online Stores

In the past, a shopkeeper followed all customers, looked at what he was looking at, and then took notes about it. Now, a new heat-mapping technology helps brick-and-mortar vendors to track customers’ behavior electronically and simultaneously.

Heat Map in Action: How Udentify Visualizes Visitor Attraction?

As visitors browse your store, cameras collect the data of their movement and send it to Udentify’s cloud system. Then data get processed and visualized as a heat map on the related camera. From red to blue, color codes show your in-store visitor attraction rates. The more people go to a certain area and the more they spend time in there, the more color becomes reddish.

By using Udentify’s heat maps managers know about;

  • Which areas attract people the most and least?
  • How visitors react a change in the store like campaigns and layout changes?
  • How staff performance affects in-store visitor orientation?


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