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dataReachMobi
Email Heat Mapping
Added coordinate grids to email templates to visualize click heatmaps, discovering patterns in CTA positioning that correlated with SERP/landing page performance.
70% higher CVRPattern discoveryData-driven design
Responsibilities
- Support companies advertising through our mobile ads platform across email, SERP, and landing-page experiences.
Brainstorming
- At the macro level, different email templates showed proven performance differences in open and conversion rates.
- At the micro level, visually similar designs could still produce wildly different results.
Key question
Is there a way to observe micro-level behavior inside our email advertisements?
Solution
What if we used heatmaps in our emails?
Added grids to a new set of test email templates that relayed X/Y coordinates, allowing us to visualize click heatmaps.
Problem
Why do some email templates perform differently than others at the micro-level?
Result
We found patterns in CTA positioning, correlated them with SERP and landing-page CTAs, and A/B tested new designs that produced up to 70% higher conversion rates.
Learnings
- Many users preferred larger fonts, bolder colors, and elements positioned toward the top-left or bottom-right of emails.
Email AnalyticsHeatmapsA/B TestingUX Research