Key Takeaways:
- Learn what heatmapping is and how it applies to landing page optimisation.
- Understand the types of heatmaps: click, scroll, and move.
- Discover practical ways to use heatmapping to reduce bounce rates and increase conversions on your Google Ads landing pages.
What Is Heatmapping?
Heatmapping is a visual tool that shows how users interact with your website. It uses colour-coded overlays to highlight areas where users click, scroll, and hover the most.
For businesses running Google Ads, heatmaps can reveal what’s working—and what’s not—on your landing pages. This insight is critical for improving user experience and maximising ad spend.
Types of Heatmaps You Should Know
1. Click Heatmaps
These show where users are clicking. Are they engaging with your call-to-action (CTA)? Or are they distracted by non-clickable elements?
2. Scroll Heatmaps
These reveal how far down visitors are scrolling. If key content is too low on the page, many users might never see it.
3. Move Heatmaps
These track where users move their mouse, which often correlates with where they’re looking. It’s useful for analysing attention distribution.
Why Heatmapping Matters for Google Ads
Google Ads traffic costs money. Every visitor who bounces is a wasted opportunity. Heatmaps help you:
- Identify friction points that cause users to leave
- Place CTAs in the most visible areas
- Understand what users are engaging with most
When paired with A/B testing, heatmaps help you iterate smarter—not just guess.
How to Use Heatmapping to Optimise Landing Pages
1. Analyse Above-the-Fold Activity
See if your headlines and CTAs are getting attention. If not, try adjusting copy, layout or colour contrast.
2. Evaluate CTA Placement
Move heatmaps help you decide whether to place buttons higher or repeat them throughout the page.
3. Reduce Distractions
Click heatmaps can show if users are interacting with non-essential elements (e.g. header links, social icons). You may want to remove or de-emphasise them.
4. Optimise for Mobile
Check how mobile visitors behave differently. Often, heatmaps will reveal that mobile users drop off earlier or miss CTAs due to poor formatting.
5. Refine Page Length and Structure
Use scroll heatmaps to ensure users are seeing key sections. If engagement drops mid-way, trim or restructure your content.
Heatmapping Tools to Get Started
Some popular options include:
- Hotjar – User-friendly, free version available
- Crazy Egg – Great for scroll and click maps
- Microsoft Clarity – Free with heatmaps and session recordings
Combine Heatmaps With CRO Best Practices
To get the most from heatmapping:
- Pair insights with Google Analytics data
- Run A/B tests with visual feedback
- Align findings with your SEO and paid advertising goals
Amire’s content marketing and web development teams can help turn your heatmap insights into actionable landing page improvements.
Final Thoughts: Maximise ROI With Smarter Optimisation
If you’re investing in Google Ads, your landing pages need to perform. Heatmapping gives you clear, visual data that helps improve UX, reduce bounce rates, and boost conversions.
Want to get more out of your paid campaigns? Contact Amire and let’s turn your landing pages into high-converting assets.
