Heatmap

Types

• Click map: where users click or tap. It reveals clicks on images or text that look like links but aren't.
• Scroll map: the percentage of visitors who reach each point down the page.
• Move map: where the cursor goes. The least reliable, because mouse movement doesn't always match where people look.
• Eye-tracking attention maps: measure real gaze, but require dedicated studies.

Tools

Among the most widely used are Hotjar, Microsoft Clarity (free), Contentsquare and VWO. They usually combine heatmaps with session recordings.

Getting value from them

• Analyze pages with enough traffic: with a few dozen visits, the map only shows noise.
• Separate mobile and desktop: the page changes shape and so does behavior.
• Segment by source: visitors from an ad don't behave like those coming from the homepage.
• Start from a question: do they reach pricing? Do they see the form? Do they click the video?
• Cross-check with other data: recordings, analytics and, where possible, user tests.

Caveats

• Privacy: these tools collect behavioral data. In Europe they usually require consent through the cookie banner, and fields with personal data should be masked.
• Performance: they're third-party scripts loaded on every visit and can worsen INP. Better to enable them for limited periods on specific pages.
• Interpretation: a heatmap tells you what happens, not why. Conclusions should be tested with an A/B test or with users.

Related terms

• A/B testing
• Core Web Vitals
• Above the fold
• Usability