Internet Marketing Digital_marketing_for_dummies | Page 330

Selecting Page Elements to Optimize
After you find the page you want to optimize and run a split test on, what’s your next step?
What do you specifically test on that page? You have several factors to consider in
determining the features you test on a page.
These elements will help you come up with the new versions, or variants, of your page to
enter into the split test experiment. One way to start finding your variants is by using
qualitative data, described next.
Considering qualitative data
Qualitative data is information that people can observe but not measure. In terms of digital
marketing, qualitative data considers the users’ behavior. Gathering qualitative data is
relatively easy and inexpensive, and it’s extremely helpful for picking the right elements to
optimize on your page.
One of the most basic types of qualitative data involves click tracking, mouse movement,
and scrolling. Much of this data gets reported in what is referred to as a heat map. A heat
map is a visual representation of a user interacting on your site; it reveals where users
focus on your site. Figure 13-3 shows a typical heat map.
Source: http://webmaxformance.com/attention-scroll-click-heatmap-tracking-services
FIGURE 13-3: A heat map shows user interaction with your page.
Running a heat map on any page you’re split testing is a good idea. Most good testing
technology tools, such as Visual Website Optimizer, include heat map technology. Heat and
scroll map reports can shed light on whether a call to action (CTA) is getting clicks, or