By Rick Sapir, Chapter Webmaster
In the last issue of the Carolina Communiqué, we described some of the new features that we recently implemented on this website.
But simply adding new features isn't enough. We also needed to see how visitors interacted with the site. There are lots of tools that can be used to track visitors, clicks, and referrals (we already use Google Analytics, but we needed something more visual... in order to literally see what was going on.
The implementation is quite easy: simply add a few lines of JavaScript code to the pages you want to track. That's it!
We decided to track the site's home page. After adding the code to our site's template there was nothing more to do except sit back and watch the results.
Each color represents a different referral URL. This means that you can break down these results even further. In these heat maps we can compare the clicks from all visitors against the clicks from visitors who arrived from Google:
By getting a better "picture" of what visitors are doing, we hope to continually improve our chapter's newsletter.
Do you have ideas to improve the STC Carolina website? Let Rick know. Rick can be reached at webmaster at stc-carolina dot org.

Rick Sapir
But simply adding new features isn't enough. We also needed to see how visitors interacted with the site. There are lots of tools that can be used to track visitors, clicks, and referrals (we already use Google Analytics, but we needed something more visual... in order to literally see what was going on.
What's a Heat Map?
For a website, a heat map is a graphical representation of where visitors interact with the page. The more interaction (i.e., clicks) the "hotter" that area is. This is especially useful in determining what parts of the page attract the most visitors.Going Crazy
There are lots of heat map implementations available. For the Carolina Communiqué, we used Crazyegg (www.crazyegg.com). We have a "free" account that will track up to 5,000 visitors per month.The implementation is quite easy: simply add a few lines of JavaScript code to the pages you want to track. That's it!
We decided to track the site's home page. After adding the code to our site's template there was nothing more to do except sit back and watch the results.
Interpreting the Results
Here is the heat map for the Carolina Communiqué:
![]() Heat map generated for the Home Page.
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The darker (cooler) the area, the fewer the clicks; the lighter (hotter) the area, the more the clicks. Here, we see that the bulk of visitors' clicks are in the box in the middle of the page that contains the current issue's table of contents. Many of the things we saw were to be expected:
We also learned a few new things
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Using Confetti
One feature that Crazyegg offers is called confetti. Instead of blending all clicks into a uniform map, each click is plotted as a different point. This lets you see exactly what is being clicked.Each color represents a different referral URL. This means that you can break down these results even further. In these heat maps we can compare the clicks from all visitors against the clicks from visitors who arrived from Google:
![]() Confetti map generated for the Home Page.
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![]() Confetti map generated for the Home Page for referrals from Google.
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By getting a better "picture" of what visitors are doing, we hope to continually improve our chapter's newsletter.
Do you have ideas to improve the STC Carolina website? Let Rick know. Rick can be reached at webmaster at stc-carolina dot org.
