Heatmaps are a powerful way to understand what users do on your web pages. It helps you to find out where they click, how far they scroll, what they look for and what they ignore.
Website heatmaps visualize the most popular (hot) and unpopular (cold) elements of a webpage using colors on a scale from red to blue.
There are different types of heatmaps which measure different types of behavior:
- Scroll maps: this shows you the exact percentage of people who scroll down to any point on the page.
- Click maps: this shows where visitors click their mouse on desktop devices and tap their finger on mobile devices.
- Move maps: this tracks where visitors move their mouse. Research suggests a correlation between where people are looking and where their mouse is, meaning that a move map gives you an indication of where people might be looking as they go through your page.
- Desktop & mobile heatmaps: this helps you to compare the performance of your website on different devices. It might be that the same content elicits different interactions on a desktop than on a phone.
Using heatmaps, you can determine if people are:
- Reaching important content or failing to see it
- Finding and using a page’s main links, buttons, opt-ins, and call-to-actions (f.e. Purchase or sign-up button)
- Getting distracted by non-clickable elements
- Experiencing issues across devices