# How to Use Heatmaps and Session Recordings for CRO Insights
For many Australian small business owners, website traffic feels like a mystery. You see the numbers in Google Analytics, but you don't know why people aren't clicking your 'Contact Us' button or why they are abandoning their carts. Heatmaps and session recordings pull back the curtain, allowing you to see exactly how users interact with your site so you can make data-driven improvements to your Conversion Rate Optimisation (CRO).
Why This Matters
Traditional analytics tell you the "what" (e.g., 50% bounce rate), but visual behaviour tools tell you the "why." By seeing where users get stuck or what they ignore, you can stop guessing and start making changes that actually increase your enquiries and sales.---
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following:- A Tracking Tool: We recommend Hotjar, Microsoft Clarity (free), or Lucky Orange.
- Access to your Website Backend: To install a small snippet of tracking code (similar to a Facebook Pixel or Google Tag).
- Sufficient Traffic: You generally need at least 200–500 page views on a specific page to get reliable heatmap data.
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Step 1: Choose and Install Your Tool
Select a tool that fits your budget. Microsoft Clarity is an excellent free option for small businesses. Once you sign up, you will be given a JavaScript tracking code.- How to do it: Copy the code and paste it into the
section of your website. If you use WordPress, you can use a plugin like 'Insert Headers and Footers'. If you have a developer, simply email them the code. - What you should see: Once installed, the tool’s dashboard should show a "Tracking Active" status within a few minutes of you visiting your own site.
Step 2: Define Your Conversion Goals
Don't try to analyse the whole site at once. Decide what success looks like for this exercise. Is it more people filling out your quote form? Is it users clicking your phone number? Pro Tip: Focus on your high-value pages first—your Home page, Service pages, or Checkout page.Step 3: Set Up Your First Heatmap
Most tools start recording heatmaps automatically once the code is installed. A heatmap visualises data using colours: red for "hot" (high interaction) and blue for "cold" (low interaction).- Click Maps: Show where people are clicking (or trying to click).
- Scroll Maps: Show how far down the page people actually read.
- Move Maps: Show where users move their mouse (often correlated with where they are looking).
Step 4: Analyse the "Fold" Line
In your scroll map, look for the "Average Fold" line. This is the portion of the page visible without scrolling.- The Check: Is your primary Call to Action (CTA) above this line? If 80% of your Brisbane customers never scroll past the first section, but your contact form is at the bottom, you are losing leads.
Step 5: Identify "Rage Clicks"
Look at your click maps for "Rage Clicks." This happens when a user clicks an element repeatedly in a short period.- The Insight: This usually means an element looks like a button but isn't, or a link is broken. Fixing one rage click can significantly lower your bounce rate.
Step 6: Watch Session Recordings (The "Movie" Mode)
Session recordings are anonymous videos of real users navigating your site.- What to watch for: Filter your recordings to only show users who visited your "Contact" page but didn't convert. Watch their mouse movements. Do they hesitate at a specific form field? Do they keep scrolling up and down as if they are looking for information that isn't there (like your ABN or physical address)?
Step 7: Spot Form Friction
If you have a lead generation form, watch how users interact with it.- Common Issue: If users click into a field, start typing, and then delete it or leave the page, your form might be asking for too much personal information too early.
- Australian Context: Many Aussies are hesitant to provide a phone number for a simple enquiry. Try making the phone field optional and see if conversions improve.
Step 8: Compare Mobile vs. Desktop
Users behave differently on a thumb-driven smartphone than they do with a mouse.- The Check: Toggle between the mobile and desktop heatmap views. You might find that a beautiful design on desktop becomes a cluttered mess on mobile, where buttons are too small to tap accurately (the "fat finger" problem).
Step 9: Look for Content Gaps
If your scroll map shows a sharp change in colour (e.g., from bright green to dark blue) at a specific section, it means users are losing interest and leaving there.- The Fix: Remove the boring content, or add a compelling "hook" or image to keep them moving down the page.
Step 10: Formulate a Hypothesis and Test
Based on your findings, create a "If... then..." statement. For example: "If I move the 'Book Now' button above the fold, then more people will click it."- Make the change on your site and let the data collect for another 2 weeks. Compare the new heatmap to the old one to see if the "hot" areas have shifted.
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Common Mistakes to Avoid
- Watching too many recordings: You don't need to watch thousands. Watching 20–30 focused recordings (e.g., only people who abandoned a cart) is usually enough to spot a pattern.
- Ignoring the 'Silent Majority': Don't change your whole business based on one weird user recording. Look for trends that repeat across multiple users.
- Forgetting to Filter: Always filter by device type and location. Behaviours of a bot or an overseas visitor might not reflect your local Brisbane target audience.
Troubleshooting
- Heatmap is empty: Ensure you have enough traffic. If you only get 5 visits a day, it will take a month to see a pattern. Also, check if your site's "Cookie Consent" banner is blocking the tracking script until the user accepts.
- Recordings are blurry: This often happens if your site has a complex login area or uses a lot of dynamic content (like pop-ups). Check your tool's settings for "Snapshot" or "Masking" issues.
- The tool is slowing down my site: Modern tools like Microsoft Clarity are "asynchronous," meaning they don't stop your site from loading. However, if you are worried, run a PageSpeed Insight test before and after installation.
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Next Steps
Now that you've identified where users are struggling, it’s time to implement changes. Start with the "low-hanging fruit"—fixing broken links or moving buttons.If you're overwhelmed by the data or want a professional to audit your site's conversion path, the team at Local Marketing Group can help. We specialise in turning Australian website traffic into tangible leads.
Ready to grow? Contact us today for a comprehensive CRO audit of your website.