Case Study: Heat Mapping a Company’s Website
The latest tool in our advertising arsenal is the addition of a heatmap. Heatmaps collect data on clicks, taps, and scrolling across a website to see where people go and to measure engagement. Of the tools we’ve added to our customer software, this may one of my favorites. It allows you to visualize user behavior and identify how to adjust the layout of the website or the content silos to better capture more leads.
Not two minutes after getting off the phone with a carpenter in Cohoes, I got a call from a general contractor that’s been in the Albany area for years, but had a pretty terrible internet presence. Saratoga General Contractors has provided a range of home remodeling services to local residents over the years, including customer kitchens and baths, drywall, additions, sunroom construction, and more. But depsite their many available services, their marketing has been abysmal (no offense guys). For reference, they can be found on their website at saratogageneralcontractors.com, but that’s pretty much the only place they can be found. Our goal with Saratoga General Contractors was to figure out where the majority of visitors went to determine future content strategy. We implemented the software and tracked visitors for one week. What we found was that the majority of the visitors went straight from the homepage to the kitchen remodeling page. No one visited the bathroom remodeling at all, nor the carpentry service. Interestingly, the data from SEM Rush and other tools shows a larger volume for custom bathrooms. But we have to go with the tested data, not our personal feelings.
Our primary recommendation after heat mapping was to source addition kitchen remodel content from other companies in top cities across the country. The idea was to model success. At our recommendation, the team at Saratoga General Contractors wrote new content on kitchen design, different styles of kitchens – traditional, contemporary, modern, rustic, etc. – renovation examples, and more. The results were staggering. We saw a 725% increase in visitor traffic within 8 days. And within two weeks after that, the SGC team booked $267,850 of new projects. This is beyond impressive for the minor changes implemented. Kitchens are going to be the focal point of the company going forward based on our data collection.