Heatmap
A visual representation showing where users click, move their cursor, and scroll on a webpage.
Definition
Heatmaps use color gradients to display user interaction density—red for high activity, blue for low. Click heatmaps show what users tap, scroll maps show how far they read, and move maps track cursor attention.
They transform abstract analytics into intuitive visualizations that reveal unexpected user behavior patterns.
Why It Matters
Users don't behave as designers expect. Heatmaps expose reality—important elements being ignored, decorative elements being clicked, content never being seen.
Visual data is accessible to stakeholders who struggle with analytics dashboards.
Examples in Practice
A heatmap reveals users constantly clicking a non-clickable headline, expecting it to expand. Making it expandable increases engagement 23%.
Scroll maps show only 20% of users see the "free shipping" banner below the fold. Moving it above the fold increases average order value by 12%.