What is Heatmaps?
Heatmaps are data visualizations that use color to represent the intensity of user interaction on a page, showing where users click, move their cursor, scroll, or focus their attention.
How it works
Common types include click heatmaps (where users click), move heatmaps (where users hover their cursor, which correlates loosely with eye gaze), scroll heatmaps (how far down a page users scroll), and attention heatmaps from eye-tracking studies (where users actually look). Heatmaps aggregate data across hundreds or thousands of sessions into a single visualization, making patterns immediately visible. They are generated by tools like Hotjar, Crazy Egg, and Mouseflow. Heatmaps are diagnostic (they show where users interact) but not explanatory (they do not show why), so they are most valuable when combined with session recordings or usability testing.
Applied example
A scroll heatmap reveals that only 20% of users scroll past the fold on a long-form landing page. The primary call-to-action button is placed at the bottom of the page, where 80% of users never reach. Moving the CTA above the fold increases conversions by 40%.
Why it matters
Heatmaps make invisible user behavior visible, revealing the gap between what designers assume users see and interact with and what they actually do.
