Conversion Optimisation
Heatmap
Also known as: Heat map
Plain English
A visual map showing where users click or look most.
Definition
A heatmap is a visual representation of user glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, showing areas of high and low activity.
In practice
Used to analyse clicks, glossaryScroll DepthScroll depth measures how far users scroll down a page, indicating how much content they view.Open glossary term, and attention glossaryPatternA reusable solution to a common design problem.Open glossary term.
The reality
guideHeatmapsVisualising aggregated user interaction to see where people click, focus, and scroll on a page.Open guide show glossaryPatternA reusable solution to a common design problem.Open glossary term but do not explain glossaryUser IntentUser intent is the underlying goal or reason behind a user’s action, search, or interaction.Open glossary term.
Also known as
Heat map
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a heatmap?
It is a visual representation of user glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
What can heatmaps show?
Clicks, scroll glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term, and attention areas.
What is a limitation?
They do not explain why users behave that way.
When should you use heatmaps?
To identify glossaryPatternA reusable solution to a common design problem.Open glossary term and areas of interest.
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