A heatmap is an analytics tool that shows, as a colored layer, where users click on a page, where they move the cursor and how far down they scroll. It shows what numeric reports do not: which section is never seen, which unclickable element people keep trying to click.
Three types are common: click maps, scroll maps and attention maps. The scroll map is especially valuable because it shows how many users the reviews or the shipping information on a product page actually reach; if most visitors never go below the first screen, the content down there does not exist in practice. Clicks on a non-clickable image point to a function the user expects but that is not there. A heatmap produces hypotheses, not proof; no permanent change should be made until the findings are confirmed with an A/B test.
Three types are common: click maps, scroll maps and attention maps. The scroll map is especially valuable because it shows how many users the reviews or the shipping information on a product page actually reach; if most visitors never go below the first screen, the content down there does not exist in practice. Clicks on a non-clickable image point to a function the user expects but that is not there. A heatmap produces hypotheses, not proof; no permanent change should be made until the findings are confirmed with an A/B test.
Three types are common: click maps, scroll maps and attention maps. The scroll map is especially valuable because it shows how many users the reviews or the shipping information on a product page actually reach; if most visitors never go below the first screen, the content down there does not exist in practice. Clicks …
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