Heatmap is a visual report that uses colour to show where visitors click, move and scroll on a page — revealing how people actually behave rather than how you assume they do.
A heatmap overlays colour on your page — hot (red) where there’s most activity, cool where there’s least — so you can see at a glance what draws attention and what gets ignored. It turns raw behaviour into a picture anyone can read.
Heatmaps are a core conversion rate optimization tool: they show why a page under-performs — a buried CTA, a false bottom where people stop scrolling, distractions stealing clicks. Pair them with A/B testing to turn observations into tested improvements.
A heatmap is a visual report that uses colour to show where visitors click, move and scroll on a web page. It reveals how people actually interact with a page, making behaviour patterns easy to see at a glance.
Mainly conversion rate optimization — diagnosing why a page underperforms by showing ignored content, buried calls to action, distracting clicks and where people stop scrolling. They're often paired with A/B testing.
The common types are click maps (where people click), scroll maps (how far down people read), and move maps (where cursors travel, a rough proxy for attention).
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