Heatmap Analysis
Heatmap analysis is the practice of visualizing user behavior on a page or screen with a color overlay that highlights where people click/tap, move the mouse, or scroll. Click and scroll heatmaps aggregate interaction data from real users, while eye-tracking heatmaps aggregate where users actually look during studies. (Red/orange = more activity/attention; blue = less.)
Common web heatmap types include click maps, scroll maps (how far users reach; “fold” insights), area/zone maps, and attention/engagement maps. Many tools also surface rage-clicks and device/segment filters.
Why It Matters
Find friction fast: Heatmaps reveal where people stop scrolling, miss CTAs, or click on non-clickable elements. Scroll maps help confirm whether key content is placed above the (average) fold.
Prioritize fixes with evidence: Comparing heatmaps by device, traffic source, or audience directs design and CRO work to the highest-impact spots.
Design for real behavior: Users still pay more attention above the fold (even though they scroll more than before), so placement matters.
Examples
Scroll drop-off: A product page’s scroll map shows only 45% of visitors reach pricing move price higher and add a sticky CTA. (Scroll maps exist to show how far users scroll and where most stop.)
Misleading affordance: A click map shows heavy clicks on a decorative image make it a real link or restyle it to reduce confusion (many tools also flag rage-clicks).
Audience differences: Segment by device or traffic source; mobile visitors may click different elements than desktop, changing what you optimize first.
Best Practices
Pick the right heatmap type: Use scroll maps to check content visibility and CTA placement; click maps for interaction issues; area/zone maps to compare regions.
Mind the fold: Check the average fold on desktop and mobile and ensure key messages and actions appear above it (with reinforcement below).
Segment before deciding: Compare by device, source/UTM, new vs returning, etc., because behavior varies across audiences.
Combine with other methods: Pair heatmaps with session recordings, funnels, and A/B tests heatmaps show where, not why. Many tools offer both views.
Know the limits: Dynamic content, lazy-loading sections, and iframes can distort screenshots/coverage validate what your tool can and can’t capture.
Interpret mouse vs. eye data correctly: Mouse-move heatmaps are not the same as eye-tracking; they can be directional but aren’t a substitute for measured gaze. (Eye-tracking heatmaps typically need larger samples for reliability.)
Related Terms
Eye-Tracking Heatmap (gaze fixations)
FAQs
Q1. What’s the difference between interaction heatmaps and eye-tracking heatmaps?
Interaction heatmaps (click/move/scroll) come from real user behavior at scale; eye-tracking heatmaps show where users look in controlled studies. Mouse data can inform design but is not a full proxy for gaze.
Q2. Does the “fold” still matter?
Yes. People do scroll, but attention is still highest above the fold, so place primary value props and CTAs where they’ll be seen early.
Q3. How much data do I need?
For eye-tracking heatmaps, reliable patterns usually require larger samples (NN/g often cites ~30+ participants). For click/scroll heatmaps, tools can render with small samples, but more traffic yields more trustworthy patterns. (Clarity notes no strict minimum to generate a heatmap.)
Q4. Which tool should I use?
Most platforms offer similar basics; click, scroll, and area/attention maps with segmentation. (Examples: Microsoft Clarity, Hotjar, Crazy Egg.) Choose based on integrations, speed, and privacy needs.
Q5. Any classic reading patterns to watch for?
On text-heavy pages, users often scan in an F-shape, heavy attention near the top and left, then declining down the page. Design headings and placement to fit that behavior.