What is a scrollmap?
A scrollmap is a type of website heatmap that provides a visual representation of a user’s scrolling behavior. Similar to visual web analytics, it offers insights into how users scroll across a specific website area, allowing for the identification of UX improvements, the implementation of changes, and a boost in conversions.
A scrollmap indicates the most popular and least popular elements of a page by using colors: red represents the elements that users engage with most, while blue indicates elements that users don’t engage with at all.
With the use of scroll maps, it is possible to ascertain the average depth of on-page scrolling by users as well as the ideal length of a webpage below which most users won’t scroll. Using scroll map data, you can determine the most popular page areas and where to place CTA buttons, critical information, and important content.
For what purposes do marketers use scroll maps?
Online marketers frequently employ scrollmaps to boost the functionality of their websites. With this tool, they can determine and select the ideal length for web pages, as well as strategically position content on the site.
Scrollmaps provide marketers with data that allows them to optimize the design and layout of their website to deliver a better user experience and improve the conversion rate of their site.
Benefits of scrollmaps
With the help of scrollmaps, it is possible to spot data patterns and UX optimization opportunities in a variety of ways. Some of the benefits of this data are mentioned below:
Identify the areas where users are losing interest
A scrollmap that shows the user’s movement down a webpage is useful for pinpointing the sections where people are most likely to leave it.
The scrollmap statistics can assist you in thinking logically about how to modify the UX design or text to lower drop-offs and boost conversion rates, for example, to encourage visitors to scroll deeper down a lengthy landing page.
Check for false bottoms
There are instances when your visitors are unaware that the page has additional content. This is referred to as a “false bottom,” and it may be brought on by unnecessary white space, line breaks, or blocks that irritate and perplex people. You may “depth test” your pages using a scroll map to look for false bottoms.
Based on the depth test results, you can determine if a certain page element needs to be moved up in the hierarchy of importance.
Find out if the critical content is viewable above the fold on average
Usually, for the majority of visitors, the very first view of content is on a website section that is known as “above the fold“; where the “fold” is merely the bottom of the user’s screen where content ends and scrolling is required.
For both desktop and mobile users, a scrollmap determines the average fold on your page. You may boost user engagement as soon as visitors arrive on the page by placing key components above the fold in a way that works across different devices by analyzing the scroll map average fold data.
Assist users in finding what they need
Typically, users scroll to locate the information they need, thus your scrollmap can identify that. Using a scroll map, you may support your website users in discovering what they need in the following ways:
- Improve usability by adding filters to category pages.
- Creating less is more efficient.
- Make scrolling easier
Figure out if your website provides a cross-device interaction
On desktop and mobile devices, users act differently. A scrollmap can indicate where visitors stop scrolling on mobile and desktop while you’re optimizing a responsive website, enabling you to create a multi-device experience that works for all your users.
Drawbacks of scrollmaps
Although a scrollmap is a very helpful tool, it has some disadvantages too. Some are mentioned below:
- Scroll maps are ineffective for evaluating the performance of the components on your website.
- In addition, they don’t provide page impressions or make comparisons of how consumers engage with various parts.
- Scrollmaps, at times, may provide inaccurate data because of the random scrolling.
- Scrollmaps may not be able to decipher mouse movements accurately. Tools like click maps may do a better job.
- A scroll map might not be particularly helpful for web pages with attributes.