{"id":68945,"date":"2016-01-25T13:27:00","date_gmt":"2016-01-25T13:27:00","guid":{"rendered":"https:\/\/morningtrain.dk\/learn-everything-about-your-customers-a-b-testing-and-heatmaps\/"},"modified":"2026-04-28T12:52:53","modified_gmt":"2026-04-28T12:52:53","slug":"learn-everything-about-your-customers-a-b-testing-and-heatmaps","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/learn-everything-about-your-customers-a-b-testing-and-heatmaps\/","title":{"rendered":"Learn everything about your customers: A\/B testing and heatmaps"},"content":{"rendered":"<section class=\"mt-blog-post-cover wp-block-mt-blog-post-cover\">\n    <div class=\"mt-blog-post-cover__inner page-container\">\n        <div class=\"mt-blog-post-cover__text-container\">\n                                                <p class=\"mt-blog-post-cover__tagline tagline\">Data insights<\/p>\n                                                    <p class=\"mt-blog-post-cover__date\">\n                        25. January 2016                    <\/p>\n                                                        <h1 class=\"mt-blog-post-cover__title\">Learn everything about your customers: A\/B testing and heatmaps<\/h1>\n                    <\/div>\n        <div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">You almost certainly have a fundamental idea of which target audience you are aiming for, and whether you sell more to grandparents from Assens or single mothers from Amager. You can get far with gut feeling and industry experience, but raw data can also help guide you. <\/p><\/div><figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/04\/Use-behavioral-data-to-optimize-the-customer-journey-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure>\n    <\/div>\n<\/section>\n\n\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Content\n                    <\/p>\n                                                    <a\n                        href=\"#introduktion\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Introduction\n                    <\/a>\n                                    <a\n                        href=\"#analysere\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Tracking and analysis\n                    <\/a>\n                                    <a\n                        href=\"#muligheder\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Options\n                    <\/a>\n                                    <a\n                        href=\"#gamaalgruppe\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Target audience\n                    <\/a>\n                                    <a\n                        href=\"#leadtracking\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Lead tracking\n                    <\/a>\n                                    <a\n                        href=\"#heatmap\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Heatmaps\n                    <\/a>\n                                    <a\n                        href=\"#udnyt\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Usage of data\n                    <\/a>\n                                    <a\n                        href=\"#splittest\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Split testing\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"analysere\">A website is easy to analyse<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The smart thing about the internet is that everything can be tracked, measured, and evaluated if you know how. If you do this, you can identify the areas where you make money and focus on them, or you can find the areas that are performing poorly and give them a major boost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The areas that can be optimised range from your menu structure and the payment system the user has to go through, to a small button that converts better when it is red than when it is green. It can be small or large and still make an enormous difference. This is where <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#splittesting\">A\/B testing<\/a> is the solution <strong>see the last section of this article.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, it is also worth looking at which <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#soegeord\">keywords<\/a> or traffic channels generate sales, and which do not. The points below can also help with that. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"muligheder\">This is where most people are &#8211; and where they can go from here<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For most people, the first step is to connect <a href=\"https:\/\/morningtrain.dk\/en\/what-is-google-analytics\/\" type=\"post\" id=\"63797\">Google Analytics<\/a> and use it actively. Many of our customers already have some familiarity with Analytics when we begin working together. However, what many do not work with is:  <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Demographics and geography<\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/en\/guide-to-effective-lead-tracking\/\">Lead tracking<\/a> \/ e-commerce tracking<\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#heatmaps\">Heatmaps<\/a> + movement on the site<\/li>\n\n\n\n<li>Split testing<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">I will cover the points above in this article. We work with all of it for every customer and generally achieve strong results with these methods. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"gamaalgruppe\">Analytics: Audience and behaviour<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By setting up standard <a href=\"https:\/\/morningtrain.dk\/en\/what-is-google-analytics\/\">Google Analytics<\/a> tracking on your website, you gain a wide range of options for sorting and analysing your users. You know how many are on which pages, where they click, how long they stay on each page, and so on. In addition, under \u201cBehaviour\u201d -> \u201cBehaviour Flow\u201d &#8211; you can see where users \u201cdrop off\u201d in a visual setup.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Webshops \/ purchase journeys<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you have a webshop where people are unhappy with the way they select a payment card, or perhaps there is an error in Internet Explorer that you, as a Chrome user, have never encountered, there will be a major drop somewhere in the flow. In other words, you can suddenly use visitor data to see why your customers abandon their basket and leave. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Demographics and geography<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to all this, you can cross-check with users\u2019 demographics. You can see who reads what and what they click through to. So, if you spend enough time on it and keep the overview, you can analyse your way to different target groups that use your site in different ways. If you find a target group that buys a lot, or a target group you are generally aiming for, you can improve conditions for them.   <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The dataset is rarely complete, but for a large share of visitors you can filter by gender, age, geography, and more, and that can provide a good picture of how, for example, a grandmother and a 15-year-old boy perceive your website. You can then tailor it to whoever you wish. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Platform<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With data from Google Analytics, you also learn which users visit your website\/webshop on mobile, tablet, and desktop. This is highly relevant in the modern world we live in, where mobile traffic has become a major part of the average Danish, online-driven business. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You also know which <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#browser\">browser<\/a> is being used. So, if there are major drops in traffic based on specific technical criteria, you can spot areas where your system is not as optimal as it could be. Even if the bug does not occur for you or your developer, it can easily occur for others who do not feel like sitting and sending emails because your site will not load properly.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"leadtracking\">Lead tracking: What sells well, and who buys?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By creating a connection between Google Analytics and your webshop\u2019s CMS, it is possible to see exactly which user has made a purchase. This means, quite concretely, that you can see where they come from (social media, search engines, Google Ads, etc.). If it is from search engines, you can also (for some visits not all data is available) see which keyword they arrived through.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means you have a complete overview of which products sell well through your CMS as usual. In addition, you also know the buyer\u2019s gender and age, where they come from, and what may have been searched for to reach the shop. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Especially when it comes to <strong><a href=\"https:\/\/morningtrain.dk\/en\/what-is-google-ads\/\">Google Ads<\/a><\/strong> (where all data is available &#8211; thanks, Google!) and <a href=\"https:\/\/morningtrain.dk\/en\/what-is-the-difference-between-remarketing-and-retargeting\/\">remarketing<\/a> (re-engaging\/selling to people who have already visited your website) and your <a href=\"https:\/\/morningtrain.dk\/en\/what-is-seo\/\">SEO<\/a>, this is particularly interesting, because you now know exactly what works and what does not.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"720\" style=\"aspect-ratio: 1280 \/ 720;\" width=\"1280\" controls src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/02\/Udvaelg-indsatser.mp4\"><\/video><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"heatmap\">Heatmap: Your user\u2019s behaviour<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With heatmaps, a whole new world opens up. Here you can see where your visitors move, what they click on most, and you can even see \u201cheat zones\u201d and follow their mouse around the page. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Above you can see an image of a heatmap on a website. It shows where users mainly keep their mouse and thus also where they prefer to navigate. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are various heatmap tools, and the obvious choice would be to select a solution that is specifically developed for the CMS you use. It is easy for your developer to implement, and once it is done, a lot of data suddenly starts flowing in. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you combine this with the information about your users\u2019 behaviour from Analytics, you suddenly have a very clear picture of what your users love and what they are less happy with. The heatmap is therefore not an image that should stand on its own, but a strong supplement to the raw data you get from Analytics. The latter says more about navigation between pages than it does about the user\u2019s behaviour\/interests on each individual subpage they visit.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summary: Data collected and processed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now you know exactly what works\/sells, what the user looks at on your site, where they navigate before the sale, where people may drop off, and which demographic factors come into play when purchases are made\/not made.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Collecting all this data and turning it into something useful can be a challenge. If you would like help, we are, as always, ready and waiting here at Morningtrain. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"udnyt\">Make the most of your data!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once data has been collected and you have realised which part of your website\/webshop works well and what could be improved, the next step is to create an action plan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The changes you (or the digital agency helping you) have in mind could, in principle, simply be implemented. In some cases, this makes sense for example, if there is a technical error that can only have a positive effect, you should simply get it fixed. There may also be visual adjustments that most likely will not backfire you should just have those done.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"splittest\">A\/B test: See what works!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once the more obvious issues have been fixed, it is time to move on to the trickier ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cShould this button be red or green?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even though it sounds trivial, small changes such as text size, button placement on your page, and similar factors can change your conversion rate by many fractions. The way this is typically done is called, as you have probably guessed, \u201cA\/B testing\u201d or \u201csplit testing\u201d. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The point is that you \u201csplit\u201d the page\u2019s users so that one half sees your standard website, and the other half sees your standard website with a few changes. This is done using a small script. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Time for data!<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once the A\/B test is set up, you sit back and wait for a week or about a month. When you have a suitable amount of data, you can now see which version of your website performs best. If the green button converts better than the red one, you can make the change permanently and move on to testing whether it should be placed to the right or left of the product image in a brand-new test!  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are an incredible number of possibilities, and almost everything has some kind of impact on your site\u2019s performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you sell for DKK 10,000 per year, improving the conversion rate by 2% may not be important. But it suddenly becomes worth your time if you sell for DKK 10,000,000 per year and can make a change that improves your conversion rate by 1\u20132% every single week or month (depending on the amount of data collected). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By keeping your site finely tuned and making the best possible use of data, you can create an excellent <a href=\"https:\/\/morningtrain.dk\/en\/the-customer-journey-at-the-centre-targeted-communication-based-on-consumers-needs-and-data\/\">customer journey<\/a> for your target audience while also earning more and more money\u2014on top of the other areas where your business is moving forward.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Get started with A\/B testing!<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Below you will find a range of tools for split testing\/A\/B testing. Alternatively, ask your developer what they prefer: <strong><a href=\"https:\/\/hackr.io\/blog\/best-ab-testing-tools\" target=\"_blank\" rel=\"noopener noreferrer\">Mashable.com\/AB-testing-tools<\/a><\/strong>. Some are better for <a href=\"https:\/\/morningtrain.dk\/en\/what-is-a-cms-and-what-should-you-be-aware-of\/\">CMSs<\/a>, while other tools are better for other systems. You may also want to look up guides for A\/B tests for your specific CMS.   <\/p>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>You almost certainly have a fundamental idea of which target audience you are aiming for, and whether you sell more to grandparents from Assens or single mothers from Amager. You can get far with gut feeling and industry experience, but raw data can also help guide you. <\/p>\n","protected":false},"author":2,"featured_media":68265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[396],"tags":[410,397],"class_list":["post-68945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-insights","tag-cro","tag-tracking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Learn everything about your customers with heatmaps and A\/B testing<\/title>\n<meta name=\"description\" content=\"With A\/B tests and heatmaps, you can find out why, when, how old your customers are, and what they like on your site.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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