Dear Marketing Directors and Small Business Owners, the first step to spending your digital media budget wisely, is - before you start your campaigns - optimize your website. The simplest way of doing this is to run a heatmap for 2-8 weeks (however long you can stand to wait before you start your campaign, the better).

The larger the sample size of data, the better.

You'll get data that shows where your users are clicking and where they're not clicking.

This usually gives you 1-5 main action items/takeaways regarding what elements to highlight - or even more critical - REMOVE from your site.

Removing elements from your site that the data shows users are ignoring can lower the bounce rate, increase engagement, and ensure you're money is being spent on marketing campaigns that are driving users to a website that they're more likely to engage with.

If you're going to buy clicks/traffic, make sure you've gone through this exercise.

More examples of how heatmapping works and can help are here:

For more information, contact

Thanks for reading, watching and listening, and have a great day!


Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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