What is Website Heatmap?
Source: Microsoft Clarity
Website heatmap is a marketing term for data visualization created by an online tool that helps marketers and businesses to understand better their website users’ behavior and how particular pages on their website are performing.
In simpler terms, website heatmap is a graphical representation of data in the form of a diagram or a map, with different colors denoting different data sets and values
Website heatmaps use a warm-to-cold color scheme to show a web page’s performance, with the warmest color indicating highest visitor engagement and the coolest indicating lowest visitor engagement.
Source: VWO – Website Heatmaps Colour Chart
Heatmap Color Scheme
It uses colors to indicate the intensity of visitor engagement on different sections of a page.
If you want to figure out which section of a webpage has the highest visitor engagement, where visitors are clicking the most, if or not visitors are clicking on the CTA, whether they reach the bottom of the fold, and many such visitor behavior insights, website heatmap is the way to go.
Website heatmaps gather all the data on how visitors behave on your webpage and help you make informed optimization decisions. They eliminate the confusion caused by numbers and represent data in an easy-to-understand manner.
What are the Types of Website Heatmap?
There are 5 main types of website heatmap: Heatmap, Clickmap, Scrollmap, Mouse Tracking Heatmap, and Eye Tracking Heatmap.
1) Heatmap – Heatmaps help you gather visitor behavior insights so you can use that data to customize your website to suit visitors’ expectations. It visually represents how various pages on your website are performing in terms of delivering good user experience and answering your visitors’ queries.
2) Clickmap – Clickmaps indicate which parts of your webpage are clicked on the least and most. Apart from visually representing which elements of your web page are most popular, clickmaps also help identify navigational gaps on your webpage.
3) Scrollmap – Scrollmap is a visual representation of your visitors’ scrolling behavior. It indicates how far users scroll down a page as well as which sections they spend the most time in. It tells you the number of visitors who scrolled through to the bottom of a page, visitors who scrolled through 50% of a page but not 100%, or where most visitors abandoned a page, etc.
4) Mouse Tracking Heatmap – Mouse Tracking Heatmap (also commonly known as Hover Maps, Attention Maps, Move Maps) indicates areas over which visitors hover their cursor the most. You can use mouse tracking heatmaps to: Identify which sections visitors hang around the most in and then place important content, primary CTA, necessary advertisements, and so on in those sections.
5) Eye Tracking Heatmaps – Mouse tracking heatmap is often confused with eye tracking heatmap. Based on fixation length and the frequency of how many times an image is looked at by a visitor, eye tracking heatmaps represent the most attractive elements of a page for visitors in the form of “hot” and “cold” spots by tracking the movement of a visitor’s eyeballs.
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