Heatmap Web Analysis Tool
Programming of customized analysis software for a rich internet application
The internet is a dialog medium. Unlike a print product, for example, it creates a dialog between sender and recipient (provided that the content is truly interactive and not overly static). A poster only sends a message in one direction: from the sender to the recipient. There is no exchange and it is difficult for the sender to find out whether his message has been received at all, whether it has been understood or even whether it has triggered an action (e.g. a change in attitude or a purchase). In interactive media, the sender has the opportunity to design, measure, evaluate and re-optimize the interactive dialogue (e.g. company <-> customer).
Web applications
The web applications "Bauherren-Ratgeber" and "Fassadendämmsystem-Finder", which we realized for Sto AG, are an example of the design of such an interactive dialogue. The Sto building owner guide is practically an interactive consulting service for building owners who want to build or renovate energy-efficiently. The user should be able to understand the dialog and reach the goal quickly and easily. (e.g. to find answers to questions such as: "What financial support is available for my project?"). When creating such an interactive consultation tool, it is important to ensure ease of use (Usability).
Usability and web analysis
Usability can be fundamentally ensured by adhering to certain rules and relying on proven interaction components (e.g. a tabbed navigation (tabbed navigation)). In order to get clarity about whether the interface is really accepted by the user, the actual use must be analyzed. By default, web analysis tools such as eTracker, Google Analytics or Piwik to collect information about data traffic (Traffic), number of visitors, length of stay or bounce rate (bounce rate).
In the case of the two web applications for Sto AG, we also used our own development of a heatmap analysis tool specifically for Flash RIAs to check usability. The tool can be used to display the click behavior of visitors using simulated heatmaps (Heatmap). By making it visible where users click and how they use control elements, any existing usability weaknesses can be identified, changed and retested.
If the test results show that there appear to be serious usability problems, it would then be possible to carry out tests with people in which not only the click behavior (in relation to time) is recorded, but the behavior of the people is also analyzed via video and eye tracking.