Heat Map utilization to optimize landing page

Interpreting Heat Map Data for White Opal’s Landing Page – Portfolio Reflection

What I Did

For this project, I analyzed customer engagement data using heat maps to identify how visitors interacted with White Opal’s landing page. The goal was to increase email signups while maintaining the page’s primary function—helping customers find the nearest storefront.

I wrote a professional email summarizing my findings and proposed four key improvements based on heat map insights.

How I Did It

1. Analyzed the Scroll Heat Map –

   • Identified that most visitors didn’t scroll to the bottom, meaning they never saw the email signup form.

   • Suggested moving the form higher to increase visibility and signups.

2. Examined the Click Heat Map –

   • Noted that top-of-page elements got the most engagement, while the email signup form had low engagement.

   • Found that users clicked more on "Sign up for emails" than the "Submit" button, indicating a potential usability issue.

3. Proposed Four Key Optimizations:
   ✅ Move the Signup Form Higher – Placing it in a more visible area to increase conversions.
   ✅ Reduce the Number of Required Fields – Simplifying the form to lower drop-off rates.
   ✅ Make the CTA Button More Prominent – Changing "Submit" to a clearer, action-driven CTA button.
   ✅ Declutter the Page – Removing low-engagement elements to focus user attention on the main priorities.

4. Suggested A/B Testing –

   • Recommended testing different layouts and form designs to find the most effective setup.

   • Proposed meeting with the design team to align on priorities before implementation.

Mistakes I Made & What I Learned

🔴 Initially Overlooked Click Heat Map Insights

• Issue: My first draft only focused on scroll heat maps and didn’t consider click behavior enough.

• Lesson: Realized that click data is equally important because it reveals user intent and usability issues.

🔴 Form Improvement Suggestion Was Too Vague

• Issue: Initially suggested reducing form fields without specifying how many or which were unnecessary.

• Lesson: Adjusted my proposal to suggest removing non-essential fields and capturing additional data post-signup.

🔴 CTA Button Improvement Was an Afterthought

• Issue: At first, I only recommended moving the form but ignored how users interacted with the CTA.

• Lesson: By revisiting the click heat map, I realized that users clicked "Sign up for emails" more than "Submit," so I suggested turning the text into a clear, visible button.

How I Improved

✅ Balanced Scroll & Click Data – Considered both how far users scrolled and where they clicked most to provide a holistic analysis.
✅ Provided Clearer, More Actionable Solutions – Made specific recommendations instead of general suggestions.
✅ Focused on UX & Conversions – Ensured design changes aligned with user behavior to improve engagement.
✅ Suggested A/B Testing for Data-Driven Decisions – Recommended testing different approaches instead of assuming one solution would work.

Final Takeaway

This project strengthened my data-driven decision-making skills in UX and e-commerce optimization. I learned how to interpret heat maps, identify pain points, and recommend targeted improvements to enhance user engagement and conversion rates.