Heat Map
A visualization showing where users click, scroll, and focus attention on a webpage.
Definition
A heat map is a visual representation of user behavior on webpages, using color gradients to show where activity concentrates. Click heat maps show where users click; scroll maps show how far users scroll; attention maps show where users look (via eye-tracking or mouse tracking proxies).
Heat maps aggregate behavior across many users, revealing patterns invisible in individual sessions. They complement quantitative analytics by showing what users actually do on pages, not just whether they convert.
Why It Matters
Heat maps reveal user behavior that quantitative data can't explain. High click rates on non-clickable elements indicate UX confusion. Low scroll depth indicates content problems. False bottom heat patterns suggest above-the-fold design issues.
Visual behavior data often surfaces unexpected insights that drive meaningful improvements.
Examples in Practice
A heat map reveals users clicking a non-clickable element, prompting a design change that improves navigation.
Scroll map data shows 80% of users never see a key CTA below the fold, justifying its relocation.
A click map shows users ignoring a prominent feature, leading to investigation that reveals confusing labeling.