Content of the material
Step 1: Stars and Scores
Perhaps you’re a budget traveller, perhaps a luxury traveller, or perhaps you want as much luxury as possible while on a budget.
Select your Stars: Ok, the stars filter is obvious. Select the minimum number of stars you want and we will show you all of the accommodation available for your minimum number of stars or above.
Filter by verified reviews: This is where things get good. Directly below the stars filter is the ‘Review score’ filter. Using verified customer reviews, you can gain insight into accommodation that has been rated by the users that have actually stayed there. Some examples of what this allows you to see are:
- A particular guest house that has 2-stars and only costs $10 a night has been rated ‘OK’ – so while it’s not going to be fancy by any stretch, previous guests will let you know what to expect (e.g. basic but clean) and if you are backpacking on a super-tight budget perhaps this is the perfect place for you
- If you find two hotels that are both centrally located, 3-stars and exactly the same price per night, then how do you make your choice? Looking at the average reviews, one hotel has been rated ‘Excellent’ rather than just ‘Good’. It sounds like your choice has been made for you.
- On the flipside, if you are shelling out for a 5-star luxury hotel you definitely want to check that the other people were happy with their experience; so you can check that the beds were comfy, the food extraordinary and the pool was exquisite before pressing the Book Now button yourself.
Of course, you can’t keep all the people happy all the time, but these reviews give you a unique and unbiased view allowing you to find the accommodation that is right for you.
When should you use website heatmap?
When we talk about research, there are 2 kinds of research methods: Quantitative research and Qualitative research. Quantitative research tools like Google Analytics (GA) generate data that help you with numbers. Quantitative data tells you how many visitors came to your website, how much time they spent on it, how many visitors converted, how much is your website’s bounce rate, and so on. If you want concrete numerical facts about your website’s performance, quantitative data serves the purpose quite successfully.
What happens when you want to dig deeper than numbers? How will you understand why visitors spend as much time as they do on your website, why did ‘x’ number of visitors convert and others didn’t, why is your website’s bounce rate what it is? Quantitative data answers the ‘whats’ but not the ‘whys’. Only qualitative data can help you understand the reason why your website is performing the way it is.
Businesses from all industries alike strive to accomplish one thing in common: successfully understanding visitors and modifying their websites based on that understanding. Bottom line – you should use heatmaps almost all the time. No matter how big or small the requirement, heatmaps help you understand the ‘why’ behind visitor behavior. And, when you have VWO’s comprehensive experimentation suite by your side, the task becomes all the easier.
A B2B business may be stuck with low lead count, an eCommerce store may be struggling with a high cart-abandonment rate, a media and entertainment house may be struggling with a dwindling audience, a publishing house may be dealing with low readership and low subscription rate, and so on. The list of problems that businesses face is endless.
Heatmap comes in handy when your goal is to track your visitors’ interaction with a page. It shows the performance of each section on your webpage from different aspects. There is no set guideline as to when you should or should not use heatmaps. Heatmaps are so versatile that they can be used for any event or circumstance demanding answers from your visitors’ perspective. It is thus a good practice to use heatmaps for all your analysis regardless of the scope of the project. They are so intuitive and useful that you should run one even for the tiniest of insights needed when it comes to your visitors’ behavior. To understand better when to use heatmaps, let’s look at some specific instances when you can use heatmaps:
- Redesigning for more intuitive UI: Redesigning may range from minor design tweaks to complete design revamping. When you redesign something, you want the new version to be better than the last one. Additionally, redesigning a website can be tedious and expensive so, you would want to test and verify all your user research hypotheses before going live with a new site. One way to make sure you are on the right path when redesigning your website is by using heatmaps. As mentioned earlier, nothing can tell you about your visitors better than qualitative tools like a heatmap. With the help of heatmaps, you can uncover how different elements on your page, such as content placement, color choice, CTA text, and the likes impact visitor behavior. Once you uncover these insights, you can use them to profitably redesign your website for more intuitive and smarter UI that would not only increase visitor engagement but also increase conversions.
- Reducing bounce rate: Your website may be generating a lot of traffic but is its bounce rate equally high? Are you struggling to figure out what is making visitors bounce off your website without converting or without spending enough time? Let heatmaps do the job for you. Heatmaps help you identify distractions on your website, optimize your website’s layout and content placement, fix navigational gaps, and put the right type of content to increase visitor engagement thereby reducing bounce rate and increasing conversions.
- Fixing navigational gaps: Often, your website’s navigation may not match your visitors’ expectations because you structured it without knowing how visitors expect the navigation to be. This makes for bad user experience and creates friction when visitors fail to find what they are looking for exactly where they expect it to be. Use heatmaps to figure out how your visitors expect your website’s navigation to be like, and structure it accordingly to increase conversions.
- Increasing sign-ups: For a B2B Saas business, sign-ups (be it for a free demo, a free trial or a newsletter) serve as the ultimate source of leads. If visitors are not completing actions that add to the qualified leads pool, it may be time to take another look at your form and its placement. For instance, let’s assume that you own a B2B Saas business and your main source of good leads is your free trial request form. Say, in your current homepage design, the free trial request form is placed at the bottom of the page. You look at your GA data and see that even after getting a good amount of traffic, your website’s conversion rate is less than impressive. So you decide to run a scrollmap on the page. After successfully completing the sample period, you look at the scrollmap hence generated and notice that more than half of your visitors never even found the free trial request form as they did not scroll to the bottom of the page. You can now run a heatmap to identify the most popular sections of your page and place the demo request form in one of those sections to drive maximum visitor engagement.
- Running A/B tests: One instance when you can absolutely not pass the opportunity to use heatmaps is when planning to run A/B tests. A/B testing can help increase your conversion rate and prevent your business from struggling each day. But this only stands true when A/B testing is data-backed. All your of your visitors’ behavior on your website. Your current design is failing to convert visitors, so you know you have to tweak it a little or change it completely. How will you decide if it needs a little tweak or a complete transformation? With the help of heatmaps. With heatmaps, you can unearth the reason behind your current design not driving the desired conversion. You can identify high as well as low attention spots and create a variation based on that for your A/B test.
Apart from the above business needs, different pages and elements of a website also have different use-cases for website heatmaps. They can be the most business-critical pages and elements that drive conversions for your business. Heatmap analysis for webpages also differs based on the goals you track. Let us look at how website heatmap can help improve each of your conversions driving web pages and elements:
- Homepage: Your homepage is what holds your entire website together. Every webpage on your website branches out from it. It also shapes the way visitors view your brand. Your homepage is what gives the first impression of your brand. If your homepage is not well designed with the ability to deliver a good user experience, and if it fails to meet visitor expectations, your visitors are more likely to drop out rather than go deeper into your conversion funnel. You can use clickmaps to identify where visitors are clicking most on your homepage. You can also use scrollmaps to figure out if your homepage is too short or too long and to find the optimum length that your homepage should be. With constant monitoring through heatmaps, you can easily identify the most popular sections of your homepage and place key content and CTA in those sections.
- Product page: Your product page determines if visitors’ add items to their cart or not. If your product page is not informative enough, if it does not have good quality product images, or if the size guide is too hard to be found, visitors will definitely bounce off your website without purchasing. You can use website heatmaps to track how users navigate on your product pages, to identify if they are finding it hard to find the size guide if they are looking for offers and much more. For instance, as an eCommerce business owner, you decide to plot a heatmap on your product page. After the completion of the sample period, you go back and analyze the data.
After looking at the heatmap, you observe that a lot of users clicked on the product image and as per your existing design, on clicking the product image, it does not expand. What the heatmap did here was it told you exactly what users were expecting from your product page and gave you actionable insight on how you can optimize your product page to match visitor expectations and improve your website’s UX.
- Checkout page: Checkout page is the last page in your conversion funnel. Hence, it becomes absolutely important that visitors find all the necessary information on this page itself. If this is not the case, then visitors might exit your website looking for missing information and then never return. Website heatmap can help you identify all such missing information by tracking user behavior on the checkout page. For example, your Google Analytics (GA) data showed that most visitors who add products to their cart, drop off on the checkout page. You decide to plot a heatmap on your checkout page. After analyzing the gathered data, you notice that a large number of visitors clicked on the ‘Apply Coupon’ field and then exited your website to never return again. Using this insight, you can now hypothesize that adding a dropdown list of all applicable coupon codes or auto-filling the field basis each customer’s eligibility will help reduce cart abandonment rate and increase purchases.
- Blogs and other resource pages: When you want to ascertain what the optimum length that your blogs, case studies, articles, and other content pieces should be, heatmaps can work like magic. Scrollmaps tell you how far users scroll down a page, the number of visitors who scrolled through 50% of a page but not 100%, etc. Using scrollmaps, you can optimize your content and plan it’s length according to the scroll pattern of your visitors and users.
- Call to action (CTA): Your web page’s ‘Call-to-Action’ or CTA is where all the real action takes place. If you choose the wrong text, color, or area to place it, your website conversion rates are going to be drastically affected. Use website heatmap when you want to identify the most popular sections of your webpage so that your CTA can be placed in that section, or when you want to track if visitors are even scrolling through the entire page and reaching below the fold where your CTA is placed, and so on.
Step 3: Freebies and Filters
Who doesn’t love free stuff? If you want to find a place to rest your head that has a free space for your car or WiFi on the house so you can add your #FreeBreakfast picture to your Instagram, simply select which Freebies you want to have and we’ll show you the hotels that match.
Let’s look at specifics. While many people would rate price, quality and freebies as among the most important elements when booking their hotels, just as many have much more specific wants and needs. At the top of the column simply click ‘More‘ and you’ll be able to filter further by Amenities, Ambience and Property type. This means you can filter by hotels that are accessible and have facilities for wheelchair users, that will let you bring your four-legged friends with you, that are eco-friendly etc.
2. Flight filter
Use flight filters right at the beginning of your search for a full scope of everything that might be available around the time you fly. You can search for exact dates, enter a search period of +/- 3 days, or you can filter for a weekend flight.
Do you have to fly on exact dates or are you flexible? Click on ‘Show flexible dates’ to find even more flight search options
Use the weekend filter for the perfect short-term getaway:
- You can see what’s on offer next weekend or check out what’s available any other month you fancy a wee trip
- You can vary the flight day from Thursday to Monday
- You can even limit the departure time to flying in the AM or PM.
If you are a registered KAYAK user, there is even an option that gives you an entire month’s overview to help you find the lowest flight prices:
Are you looking for the best flight for you over an entire month? Simply register with KAYAK and select ‘Flex Month’
6 Organizza, gestisci e condividi il tuo itinerario con KAYAK Trips
Grazie all’aiuto degli strumenti di KAYAK, tutto quello di cui avevi bisogno per una vacanza indimenticabile è pronto. Vuoi che sia ricordata come un’esperienza indimenticabile durante la quale tutto è andato liscio e senza intoppi, oppure come quella volta che hai avuto problemi al check-in visto che l’impiegato di turno si è dimenticato della tua prenotazione? Ormai hai capito dove vogliamo arrivare… Noi di KAYAK abbiamo pensato anche a questo e creato lo strumento adatto: si chiama KAYAK Trips, ed è il tuo assistente personale che ti aiuterà a pianificare il viaggio.
Con Trips, puoi salvare le ricerche e prenotazioni di voli e hotel e creare degli itinerari di viaggio da condividere.
Trips ti aiuta a organizzare il tuo viaggio, non importa come o dove effettui la prenotazione. Controlla l’andamento dei prezzi, crea itinerari, imposta gli alert, condividi i tuoi viaggi e molto altro. Ovunque tu sia, gratuitamente.