Investigate user behavior with heatmaps & session recordings

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See what buttons and links people interact with

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See which content users interact with and how

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See how visitors behave when trying to navigate and use functionality

“I like that we have our own contact person who got to know us and IF Metall, and thus followed the development and can give advice based on results and insights.”

Elisabeth Ekström, Web manager - IF Metall

" It gives us a set of KPIs that are easy to understand and follow up."

Jonas Lindblom, Global Digital Marketing Manager - Roxtec - www.roxtec.com

"Great analytics tool, being able to see and cross-evaluate data even with custom dimensions. Good personal support with setting up surveys."

Anonymous user, Extellio customer survey

"Extellio provides us with great insights about user needs and recommendations for website improvements."

Magnus Burén, Web development manager - Alfa Laval

“Great tool that helps us understand what the users want and need in an easy way”

Elsa Lidholm, Senior specialist Web & Digital Marketing - Circle K

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How to use visual tools to improve your website

Heatmaps let you see how visitors engage and interact with the content on one page, in terms of clicks, cursor moves, and scroll on different deveices. That can be very helpful when you decide which content to place where.

Session recordings let you follow individual user journeys on different devices, like a film. That can be very helpful when you try to uncover how people move on your site, which content they interact with, where they get stuck, and why.

For supporting websites

Websites that support the business and serve mostly as a display window to let visitors find you and understand who you are

Use heatmaps on these pages:

Start page
Main product/offer page
Contact page

Use session recordings on your entire website to see:

How people navigate on your site
How they interact with content
Where they get stuck, and clues to why

For important websites

Websites that have a clear role in your business, the customer journey and other stakeholder relations, e.g job search.

Use heatmaps on these pages:

As on supporting websites
Careers page
Landing pages
And potentially other important pages...

Use session recordings on the most important pages on your website to see:

How key user groups navigate on your site
How key user groups interact with content
Where key user groups get stuck, and clues to why

For critical websites/apps

Websites that are an integral part of your business and contain critical functions, like sales, customer support, or value delivery.

Use heatmaps on these pages:

As on important websites
Pages in critical flows
Pages with critical functionality
And any other importans pages

Use session recordings on all subsections of your site to see:

How each user group navigate on your site
How each user group interact with content and features, e.g. product finder, check-out, and sign-up
Where each user group gets stuck, and clues to why

What visual tools won't tell you

Heatmaps and session recordings are very useful but only show you certain aspects of visitor behaviour. The former gives you single snapshots of several visitors' clicks and scrolls and the latter only shows one visitor's behaviour at a time.

To get the most out of them you need to know more about the visitors you're observing. The trick is to segment your visual data based on other behaviour (analytics) and/or survey data.

Complete the picture with analytics and surveys

When you combine heatmaps and recordings with surveys and analytics, you can look at the journeys of the visitors that matter to you.  E.g:

Filter your heatmaps with a survey segment. For example, look solely at visitors who intended to buy something. Where did they click?
Look only at the session recordings for people that didn't convert. How did they move around? What stopped them on the way?

Analytics

Track all your users' page views and actions, as well as your marketing and conversions, with or without cookies.

Read more

Surveys

Understand who your users are, their intent, and their experience using smart surveys with a high response rate.

Read more