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A heat map (or heatmap) is a graphical representation of data where values are depicted by color. Heat maps make it easy to visualize complex data and understand it at a glance.
The practice we now call heat maps is thought to have originated in the 19th century, where manual gray-scale shading was used to depict data patterns in matrices and tables.
Website heatmaps visualize the most popular (hot) and unpopular (cold) elements of a webpage using colors on a scale from red to blue.
By aggregating user behavior, heatmaps facilitate data analysis and give an at-a-glance understanding of how people interact with an individual website page—what they click on, scroll through, or ignore—which helps identify trends and optimize for further engagement.
Heat maps also usually display the average fold, which is the portion of the page people see on their screen without scrolling as soon as they land on it.
Heatmaps help you understand how people interact with your website pages, so you can find answers to business-critical questions such as ‘why are my users not converting?’ or ‘how do I get more visitors to take action?’ Using heatmaps, you can determine if people are:
As a visual tool, heat maps help you make informed, data-based decisions for A/B testing, updating, or (re)designing your website. And they are also useful on a wider business scale: heat maps let you show team members and stakeholders what’s happening and get their buy-in more easily when changes are needed—it’s hard to argue with a heat map!
Our software tells us how your audience is reacting to your online campaigns. By using heatmapping and eye tracking technology we follow the user’s journey from start to completion to ensure we have all bases covered.