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Heat maps 
Monitoramento de tráfego e análise de 
comportamento de usuário 
August 20, 2014 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Heat Maps 
• O que é 
• Para que serve 
• Opções no mercado 
• Escolha atual 
• Como utilizar 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
O que é 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
O que é 
• Ferramenta de eye tracking 
• Reproduz comportamento e sua intensidade através de 
cores. Quanto mais quente, mais intenso (mais vezes 
/mais tempo) foi a interação. 
• Exibe por onde o usuário andou/scroll 
• Por onde clicou 
• Em qual parte da página houve mais visualização 
• Em qual parte ficou mais tempo 
• É possível visualizar em video, exatamente, como foi cada 
interação. Dentro de sua viewport exata. 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Para que serve 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Para que serve 
• Observar qual benefício terá cada implementação 
• Somente o que é usável/funciona deverá continuar 
• "Boa continuidade” na prática 
• Desenvolvimento orientado a aceitação 
• Acaba com “achismos”, como por exemplo os HIPPOs (highest 
paid person opinion) 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Resumindo 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Resumindo 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map na prática 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Facebook 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Facebook 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Facebook 
o layout que não virou 100% 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Peixe Urbano 
Fonte: ericpan.net 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Peixe Urbano 
Fonte: ericpan.net 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Peixe Urbano 
Fonte: ericpan.net 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Exemplos de heat map 
Peixe Urbano 
Fonte: ericpan.net 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Opções no mercado 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Opções no mercado 
1. Pago ($99/month) 
2. Apenas Heat maps estáticos 
3. Sem impactos 
1. Pago (From $99/month - $990/month) 
2. Heat maps estáticos 
3. Video dos usuários 
4. Impactos no page load 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
A escolha 
1. Grátis 
2. Heat maps “live" (compilados na tela) 
3. Video dos usuários 
4. Sem impacto em requests e page loas 
5. Também faz praticamente tudo que o GA 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Yandex Vs ClickTale 
1. Grátis 
2. Heat maps “live" (em página renderizada) 
3. Video dos usuários 
4. Sem impacto em requests e page loas 
5. Também faz praticamente tudo que o GA 
1. Pago 
2. Heat maps estáticos (em screenshot) 
3. Video dos usuários 
4. Impactos no page load (e alguns conflitos na renderização) 
Vs 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Como Utilizar 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
Como Utilizar 
metrica.yandex.com 
PSafe Tecnologia S.A. August 20, 2014 ‹nº›
PSafe Tecnologia S.A. August 20, 2014 ‹nº›

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[PSafe] Introdução à heatmaps

  • 1. Heat maps Monitoramento de tráfego e análise de comportamento de usuário August 20, 2014 PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 2. Heat Maps • O que é • Para que serve • Opções no mercado • Escolha atual • Como utilizar PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 3. O que é PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 4. O que é • Ferramenta de eye tracking • Reproduz comportamento e sua intensidade através de cores. Quanto mais quente, mais intenso (mais vezes /mais tempo) foi a interação. • Exibe por onde o usuário andou/scroll • Por onde clicou • Em qual parte da página houve mais visualização • Em qual parte ficou mais tempo • É possível visualizar em video, exatamente, como foi cada interação. Dentro de sua viewport exata. PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 5. Para que serve PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 6. Para que serve • Observar qual benefício terá cada implementação • Somente o que é usável/funciona deverá continuar • "Boa continuidade” na prática • Desenvolvimento orientado a aceitação • Acaba com “achismos”, como por exemplo os HIPPOs (highest paid person opinion) PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 7. Resumindo PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 8. Resumindo PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 9. Exemplos de heat map na prática PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 10. Exemplos de heat map Facebook PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 11. Exemplos de heat map Facebook PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 12. Exemplos de heat map Facebook o layout que não virou 100% PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 13. Exemplos de heat map Peixe Urbano Fonte: ericpan.net PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 14. Exemplos de heat map Peixe Urbano Fonte: ericpan.net PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 15. Exemplos de heat map Peixe Urbano Fonte: ericpan.net PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 16. Exemplos de heat map Peixe Urbano Fonte: ericpan.net PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 17. Opções no mercado PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 18. Opções no mercado 1. Pago ($99/month) 2. Apenas Heat maps estáticos 3. Sem impactos 1. Pago (From $99/month - $990/month) 2. Heat maps estáticos 3. Video dos usuários 4. Impactos no page load PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 19. A escolha 1. Grátis 2. Heat maps “live" (compilados na tela) 3. Video dos usuários 4. Sem impacto em requests e page loas 5. Também faz praticamente tudo que o GA PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 20. Yandex Vs ClickTale 1. Grátis 2. Heat maps “live" (em página renderizada) 3. Video dos usuários 4. Sem impacto em requests e page loas 5. Também faz praticamente tudo que o GA 1. Pago 2. Heat maps estáticos (em screenshot) 3. Video dos usuários 4. Impactos no page load (e alguns conflitos na renderização) Vs PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 21. Como Utilizar PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 22. Como Utilizar metrica.yandex.com PSafe Tecnologia S.A. August 20, 2014 ‹nº›
  • 23. PSafe Tecnologia S.A. August 20, 2014 ‹nº›