Updated
A heatmap shows in colour how visitors use a page. Warm colours such as red mark areas with a lot of activity, cool colours such as blue show areas that get little attention.
Types of heatmaps
- Click heatmap: where visitors click or tap, including elements that are not links
- Scroll heatmap: how far down the page visitors scroll
- Move heatmap: where the mouse moves, a rough indicator of attention
What you can learn
- Whether the call to action is seen and clicked
- Whether important content sits too far down
- Which elements distract or confuse
- Where visitors abandon a form
Tools and privacy
Popular tools include Hotjar, Microsoft Clarity (free) and Mouseflow. Many also offer session recordings. Under UK GDPR they should only run with consent, and form inputs should be masked.
Heatmaps give you ideas, and A/B testing then shows whether a change really improves the conversion rate.
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