Heatmap
A heatmap is a visual overlay showing where visitors click, move, and scroll on a page, revealing what gets attention and what gets ignored.
A heatmap is a visual overlay on a webpage showing aggregate visitor behavior: where people click, how far they scroll, and where attention concentrates. Hot zones mark heavy interaction; cold zones mark what gets ignored.
How it works
Click maps expose what people try to interact with, including non-clickable elements users believe are buttons. Scroll maps show how far down the page visitors actually get, revealing whether key content and calls to action sit below the point where most people stop. Heatmaps are diagnostic rather than conclusive: they surface where behavior looks wrong, and session recordings and testing explain why and confirm the fix.
Why it matters
Heatmaps turn abstract analytics into something a team can see and act on: the call to action nobody reaches, the dead image everyone clicks. They are one of the cheapest sources of strong test hypotheses. Learn more about our conversion rate optimization services.
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