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Design is admittedly subjective. So I want you to add a heat map and an A/B testing tool to your website right now. That way, you will be able to see exactly how people are using your site and so that you can run ongoing design and copy experiments.

Hotjar is an excellent heat-mapping software that can also record screen sessions of real users as they browse your site. They show you how far down (or not) people are scrolling on each page. Imagine if your primary call-to-action is at the bottom of a page that no one ever even scrolls far enough to see.

Considering that, on average, 57% of the page-viewing time is above the fold, and 74% is spent on the first two screenfuls,⁵ using Hotjar to see those numbers for your website (and then adjusting the design accordingly) is critical.

You can play with an interactive example of a heat map on Hotjar's website, and (for now) they have a solid free option. Be sure to also add it to any landing pages you build.

Heat maps and eye-tracking studies have found that one thing is clear regarding website design. We are drawn to people's faces. Look at where the eyes went during this eye-tracking example from Baby.com (Figure 2.1).

The baby's face demands nearly all of your eyes' attention. But we don't just want the visitor to focus on the face; we want them to read our headline, too. Notice how changing the baby's focus (Figure 2.2) to looking at the headline draws your eyes there as well. Checking your heat maps and running A/B tests help you uncover nuggets like this. An A/B test is when you create two versions of the same page to see which one performs better.

Figure 2.1 Baby.com Eye-Tracking Test

Source: Baby.com

Figure 2.2 Our Eyes Follow the Babies' Eyes

Source: Baby.com

When it comes to A/B testing, I am a huge fan of Optimize by Google. It empowers you to quickly swap out things such as images, copy, or even button colors. When you test new page variations, you can even choose what percentage of your visitors see each option.

Optimize is simple to set up, easy to use, and free for most people. It is also worth mentioning that although it is typically referred to as an A/B test, you can run A/B/C or A/B/C/D tests as well. You are not limited to two variants.