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How can you measure the effectiveness of your internal communications with heatmaps?

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Internal communications are essential for engaging and aligning your employees, but how do you know if your messages are reaching and resonating with them? One way to measure the effectiveness of your internal communications is to use heatmaps, a visual tool that shows where and how people interact with your digital content. In this article, you will learn what heatmaps are, how they can help you improve your internal communications, and what tools and best practices you can use to create and analyze them.

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1 What are heatmaps?

Heatmaps are graphical representations of data that use colors to indicate the intensity or frequency of a variable. For example, a heatmap of a website can show which areas or elements get the most clicks, scrolls, or mouse movements from visitors. A heatmap of an email can show which sections or links get the most attention or engagement from recipients. Heatmaps can help you understand how your audience consumes and responds to your content, and what you can do to optimize it for better results.

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Karena Stoner

Global Communications | Transformation & Organizational Change | Leadership Development | Strategic Operations
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An important pre-requisite to measuring effectiveness of communications heat maps is to clearly identify KPIs based on current state and future state assessments. WHAT are you trying to change and for whom (which stakeholders/personas). With that as your foundation, you can then use heatmaps to assess whether the content you are intending to reach various stakeholders is actually being received.

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2 How can heatmaps improve your internal communications?

Heatmaps can help you improve your internal communications in several ways. First, they can help you identify what content or formats are most appealing and relevant to your employees, and what are not. For example, you can use heatmaps to compare the performance of different types of media, such as videos, images, or text, and see which ones generate more interest or action. Second, they can help you optimize the design and layout of your content, and make it more user-friendly and accessible. For example, you can use heatmaps to see if your content is easy to read, navigate, or interact with, and if there are any elements that distract or confuse your employees. Third, they can help you measure the impact and outcomes of your internal communications, and see if they align with your goals and objectives. For example, you can use heatmaps to track the conversion rates, retention rates, or feedback rates of your internal campaigns, and see if they lead to the desired behaviors or actions.

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Monique Zytnik

Global Internal Communication Leader | Head of Communication | Keynote Speaker | Award-Winning Published Author | Podcaster | IABC EMENA Region Chair 2024/25
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I would suggest a rewrite of this section as heatmaps are a part of user testing and more about looking at and understanding how content is consumed. I wouldn't use them to track conversion rates for example. You'd track the trigger of the conversion instead.

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3 What tools can you use to create and analyze heatmaps?

There are many tools available to help you create and analyze heatmaps for your internal communications. Hotjar, for example, is a web analytics and feedback tool that allows you to create heatmaps for your website, landing pages, or intranet, as well as surveys, polls, and feedback forms. Crazy Egg is another web optimization and testing tool that enables you to generate heatmaps, A/B tests, recordings, and snapshots. EyeQuant offers a visual attention and design tool that can generate heatmaps for your website, landing pages, or intranet, as well as clarity scores, perception maps, and contrast checks. MailChimp is an email marketing and automation tool that allows you to create heatmaps for your email campaigns alongside open rates, click rates, and bounce rates.

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4 What are the best practices for using heatmaps?

To get the most out of heatmaps for your internal communications, you should follow some best practices. First, define your goals and metrics; what do you want to achieve and how will you measure it? Additionally, segment your data by relevant criteria, like department, role, location, or device. This will give you a more accurate and meaningful insight into your internal communications. Lastly, don't rely solely on heatmaps; use them as part of a continuous testing and iteration process. Identify areas of improvement or opportunity and experiment with different solutions or alternatives to measure the impact and results.

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5 How can you get started with heatmaps?

If you are interested in using heatmaps for your internal communications, you can begin by researching and comparing different tools that offer heatmap features and selecting the one that meets your requirements and expectations. After setting up your account and integrating your data sources, you can create and launch your heatmap, such as a click, scroll, or move heatmap. You can then view and explore the heatmap data to uncover patterns, trends, or anomalies that reveal the behavior and preferences of your employees. Lastly, you can apply your findings to improve your internal communications and measure the changes and outcomes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you measure the effectiveness of your internal communications with heatmaps?

1

2

3

4

5

6

1 What are heatmaps?

2 How can heatmaps improve your internal communications?

3 What tools can you use to create and analyze heatmaps?

4 What are the best practices for using heatmaps?

5 How can you get started with heatmaps?

6 Here’s what else to consider

Internal Communications

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How can you measure the effectiveness of your internal communications with heatmaps?

1

2

3

4

5

6

1 What are heatmaps?

2 How can heatmaps improve your internal communications?

3 What tools can you use to create and analyze heatmaps?

4 What are the best practices for using heatmaps?

5 How can you get started with heatmaps?

6 Here’s what else to consider

Internal Communications

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