Heatmap
A visual representation of where users click, scroll, or move their mouse on a webpage.
Full definition
Heatmaps aggregate interaction data from many sessions into a colour-coded overlay on your page — red and orange areas indicating high activity, blue indicating low activity. Tools like Hotjar, Microsoft Clarity, and Crazy Egg generate three types: click maps (where people click), scroll maps (how far they scroll), and move maps (mouse movement patterns). Heatmaps are qualitative research tools that complement quantitative analytics by revealing the 'why' behind metrics. For example, a scroll map showing only 20% of visitors reach your CTA below the fold is a direct signal to move it higher.
Real-world example
A heatmap reveals users are clicking an image on the homepage expecting it to be a link. Adding a link to that image increases proposal builder visits by 18%.
Related terms
A method of comparing two versions of a webpage or ad to determine which performs better.
Read definitionThe percentage of visitors who complete a desired action — a purchase, sign-up, form fill — out of total visitors.
Read definitionThe portion of a webpage visible without scrolling — the most prime real estate for first impressions and key messages.
Read definitionA standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
Read definitionReady to apply this to your business?
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