Here’s a common scenario. You’re trying to optimize conversion on your website, or someone has a quick question about performance. Either way, all you need to know is what elements on the page are converting customers.
But your website has a lot going on: page layout tests, a new hero banner, an updated recommendations block, and a few different CTAs. Multiply all that by every product and landing page you have.
You open a heatmap. Then a table of URL clicks. Then a conversion funnel, a web experiment report, and another version of the reports filtered by audience. Maybe you ask an AI assistant, and it reads your reports and writes back a paragraph. Each tool shows you glimpses of something real, but none of them answer the question clearly.
One thing is for sure: A “quick question” about web performance shouldn’t take the rest of your afternoon.
Amplitude Zoning Insights is a visual website intelligence tool that overlays conversion metrics directly on your live pages, so you can see which elements drive revenue for specific audiences without switching between tools. We designed it as part of a continuous loop for website conversion rate optimization, from tracking and insights to native experimentation and taking action.
Zoning Insights elevates what heatmaps can tell you in two ways: It shows real conversion rates instead of color gradients, and it groups performance by page element so insights map directly to things you can test and change. That combination makes it easy to prioritize what to fix without reconciling click data across separate reports.
During our beta, a leading ecommerce brand used Zoning Insights on their product detail pages. They aggregated performance of product detail pages (PDPs), which includes hundreds of pages for product variants and accessories, and immediately discovered that the “product specs” section of PDPs led to much higher conversion rates than the marketing highlights above. This gave them a clear, data-backed reason to adjust their PDP layout by moving product specs up. The result is an improved customer experience that delivers the information site visitors are looking for as soon as possible.
Without Zoning Insights, they would have been stuck consolidating page reports and element clicks across their PDPs.
A new visitor and a returning customer behave differently on the same page, and one layout can’t serve both equally well. Zoning Insights goes beyond the aggregate view and lets you filter any zone view by the audience you care about, so you can compare behavior segment by segment and act on what you find, without rebuilding definitions in a separate tool.
Beta customer
When you access Zoning Insights via Amplitude, you’re also automatically tapping into the powerful behavioral tracking, user properties, and real-time cohorts. This means you can filter any zone view by the audience you care about:
Side-by-side comparisons show you whether the differences you suspect are real and by how much. I discovered this myself while using Zoning Insights to dig into why some users were skipping the insights we deliver on our Session Replay homepage. We implemented a “recent events” module that wasn’t performing well, and a segmented report made it clear that customers who hadn’t generated new events in the last 30 days weren’t clicking it at all. Instead, they were highly engaged with the “commonly saved filters” section of the dashboard, so we’re testing a new layout to give users the information they’re looking for faster.
With Zoning Insights, you can build a cohort directly from any zone interaction. For example, start with all the users who clicked through your testimonials. Now you have a high- intent audience that you know cares about third-party validation, and you can target that cohort with:
It’s easy to understand how different audiences interact with your website and what makes them tick, and then use that targeting to take immediate action.
Web optimization usually requires context-switching: one tool to find the problem, another to align the team on strategy, and one more to build the experiment. And don’t forget your write-up to explain the performance and targeting inconsistencies.
With Zoning Insights built into Amplitude, the entire optimization loop stays in one platform. The zone view where you spot an underperformer is the same place where you build a cohort, launch a test, and confirm results.
This means that you (and your AI tools) have all of the right information in one place.
Instead of taking a report and figuring out what to do next, just click AI Analysis to see a prioritized list of elements to test with suggestions tailored to your page performance. You can validate a suggestion directly in Amplitude Web Experiment, and then compare the experiment’s performance with your original page in the same Zoning Insights side-by-side view.
Because tracking, insights, and experimentation all live in Amplitude, Zoning Insights gives you a layer of data-backed intelligence to optimize your web conversion rate. Here’s how to get started:
Put together, these steps turn website optimization from a scavenger hunt across tools into a single, continuous loop. So the next time someone asks a “quick question” about website performance, you’ll actually have a quick answer.
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