How to Read a Website Heatmap Properly (With Examples)

Ever wonder how people interact with your website?

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Where do they click first? Where do they click the most? The least? What does it all mean?

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Website heatmaps can unveil these mysteries. They're like thermal imaging for your site, revealing exactly where visitors click, scroll, and, crucially, where they drop off. By deciphering this data, you can optimize your website to convert more visitors into customers.

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By the end of this guide, you will:

1. Master the art of heatmap reading
2. Know different heatmap types (scroll, click, rage clicks, etc.) and what you can learn from them
3. Learn from real-world examples from 7-figure brands like Obvi, JellyBee, and Cooking Guild used heatmaps to skyrocket their revenue.

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Ready? Let's get right into it.

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TL;DR

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• A website heatmap visualizes user behavior (red=high activity, blue=low activity) on your website to show what engages users and where they struggle.

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• General Heatmap Reading Tips
  • Red=high activity, blue=low activity.
  • Consider the "F" pattern.
  • Segment data (mobile vs. desktop).
  • Use filters.
  • Know your heatmap type.

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• Heatmap Types & How to Read Them
  • Scroll: Shows how far users scroll (red=top, blue=bottom). Obvi used this to improve CTA placement, gaining $2.5M+ revenue.
  • Click: Shows where users click (red=most clicks).
  • Clustered: Groups similar user behaviors (similar colors=similar behavior).
  • Mouse Tracking: Shows mouse movement (hotspots=attention).
  • Rage Click: Shows repeated clicks indicating frustration (tight red clusters).
  • Time Series: Shows behavior over time (color changes=key moments).
  • Correlation: Shows relationships between metrics (color intensity=correlation strength).
  • Eye-Tracking: Shows where users look (dense red=longer gaze).

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• 7-Figure Brand Examples
  • Fashion Brand: Improved filter visibility (using heatmaps) = +13% revenue per session.
  • Cooking Guild: Optimized product displays (using HeatmapAI) = +48% revenue per session.
  • JellyBee: Added a human element to their hero image (using HeatmapAI) = +24.7% conversion rate.

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What Is a Heatmap?

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Imagine having X-ray vision for your website. You could see exactly where visitors look, click, and scroll. That's essentially what a heatmap does. It's a visual representation of user behavior on a webpage, using color gradients to show areas of high and low activity. Hotter colors (like red and orange) indicate more activity, while cooler colors (like blue and green) show less.

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Heatmaps transform raw data into easily digestible visuals. Instead of sifting through endless analytics reports, you can instantly see where users are focusing their attention. This valuable insight helps you understand how users interact with your website and identify areas for improvement.

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These data points help you understand:

• What content is most engaging?
• Which elements are being ignored?
• Where users encounter friction or confusion.

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By understanding these user behaviors, you can make data-driven decisions to optimize your website for conversions.

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Also Read: How to Setup a Perfect Heatmap

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How to Read a Heatmap: A General Guide

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Heatmaps translate complex website data into easy-to-understand visuals, revealing user behavior through color gradients. Think of it as thermal imaging for your website—hot colors (red, orange) signal high activity, while cool colors (blue, green) indicate low activity. To get the most out of heatmaps, follow these key principles:

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Understand the Color Scheme

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The foundation of heatmap interpretation is understanding the color scale. Generally:

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This simple color coding allows you to quickly identify areas of high and low user interaction.

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Recognize the "F" Pattern

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Users often scan web pages in an "F" pattern—reading from left to right and top to bottom. This can create natural "hotspots" in the top left and along the top and left sides of the page. Don't immediately assume these are the most effective elements. Instead:

The left-most or highest button isn't necessarily the most compelling just because it's in the "hottest" area—that's expected.

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What’s unexpected is when a heatmap deviates from the F-pattern. If the right most or bottom button gets the most clicks, something is breaking the norm—positively or negatively. Dig deeper: Is the copy persuasive? Does the design stand out? Is the F-pattern content unengaging? Use this insight to A/B test design changes and uncover the reason behind the behavior.

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Segment Your Data

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User behavior varies across devices. Always analyze mobile and desktop heatmap data separately. Mobile heatmaps often focus on scroll depth and taps, while desktop heatmaps can also track mouse movement. Comparing data across devices can reveal important insights:

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• Cross-Device Consistency: Are users behaving similarly on different devices?
• Mobile-Specific Issues: Is important content below the fold on mobile but visible on desktop?

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Leverage Filters

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Most heatmap platforms offer filtering options to refine your analysis and uncover granular insights. Use these filters to segment data based on user behavior, engagement, and conversion trends. Common filters include:

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• Traffic Source & Entry Page – Understand how users from different sources (e.g., social media, search engines) interact with your site and where they land first.
• Device Type – Compare mobile vs. desktop behavior to optimize for different experiences.
• User Behavior & Engagement – Segment users by:
  • Sessions, total pages visited, and time on site
  • Viewed pages and clicked elements
  • Returning vs. new users
  • Rage clicks and page bounces
• Conversion & Revenue Metrics – Analyze:
  • Purchases, abandoned carts, and order value
  • Revenue per click and revenue per session
• Custom Analysis – Filter by user locations, custom date ranges, and other site-specific metrics.

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Leveraging these filters will help you pinpoint opportunities for optimization and improve user experience.

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Know Your Heatmap Type

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Different heatmap types provide different insights. Understanding the type of heatmap you're viewing is crucial for accurate interpretation:

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• Click Maps: Show where users click.
• Scroll Maps: Show how far users scroll.
• Mouse Tracking Heatmaps: Show mouse movement.

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By understanding these fundamentals, you'll be well-equipped to interpret heatmap data and make data-driven decisions to optimize your website.

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‍Read Next: Does heatmap.com slow down websites? (Split Test Results)

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Different Types of Heatmaps & How to Interpret Their Data

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Let's explore the different types of heatmaps and what each can tell you about user behavior. This knowledge will empower you to make informed decisions about your site's design and content.

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1) Scroll Heatmaps

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Scroll heatmaps show how far down users scroll on a page. They use color gradients to indicate the percentage of visitors who reach different sections. Typically, the top of the page is "hotter" (red/orange) and gradually cools down (blue/green) as you scroll further.

How to Read a Scroll Heatmap?

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• Color Gradient: Look for the transition from "hot" (red/orange) to "cool" (blue/green). This transition point indicates where users start to drop off. The steeper the transition, the more abrupt the drop-off.
• Percentage Breakdown: Most scroll heatmaps also provide a percentage breakdown alongside the color gradient. This shows the exact percentage of users who reached each point on the page. Use this data to pinpoint precise drop-off points.

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What You Can Learn From a Scroll Heatmap:

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Case Study: How Obvi Added $2.5M+ in Revenue with Scroll Map Insights

Obvi, an 8-figure DTC brand, used HeatmapAI to optimize their main landing page. They wanted to boost ROAS and acquire more customers profitably. Before Heatmap, they struggled with a lack of revenue-based data. Heatmap’s AI provided a key recommendation: move their primary CTA button above the average fold on mobile.

By removing a disclaimer that was taking up valuable space above the fold, Obvi made their CTA immediately visible. This single change, based on HeatmapAI’s scroll map analysis, resulted in a significant improvement in ROAS, conversion rate, and—most importantly—Revenue Per Session. This led to a 23% YoY increase and added $2.5M to their sales. This was a 100x return on investment in their first month using Heatmap. This shows the power of understanding where users are scrolling and optimizing accordingly.

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Read Next: What Is CRO? Conversion Rate Optimization Explained

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2) Click Heatmaps

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Click heatmaps (also known as touch heatmaps on mobile) show where users click on a page. They use "hot" colors like red and orange to highlight areas with the most clicks, gradually cooling down to blue and green for areas with fewer clicks. This data reveals what elements users find most engaging or interactive.

How to Interpret Data from a Click Heatmap:

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• Size and Intensity of Hotspots: The size and intensity of the red/orange hotspots indicate the volume of clicks. Larger, brighter spots mean more clicks. Smaller, less intense spots mean fewer clicks.
• Distribution of Clicks: Look for the overall distribution of clicks across the page. Are clicks concentrated in a few key areas, or are they spread out more evenly? This can reveal how users are interacting with different parts of your page.

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What You Can Learn From a Click Heatmap:

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• Popular Elements: Identify which buttons, links, images, or other elements are attracting the most attention. A bright red spot on a specific button confirms its effectiveness as a call to action. Conversely, if an important element receives few clicks (cool colors), it might need a redesign or better placement.
• "False" Clicks: Discover areas where users are clicking on non-clickable elements. For instance, if users are repeatedly clicking on an image that isn't linked to anything, it suggests they expect it to be interactive. This indicates a usability issue that needs addressing. You could make the image clickable, add a caption, or remove it entirely if it's not serving a purpose.
• Call to Action Effectiveness: Evaluate the performance of your CTAs. If your primary CTA isn't generating many clicks, you might need to adjust its color, size, placement, or wording. Click heatmaps provide concrete data to inform these changes.
• Navigation Issues: Uncover potential navigation problems. If users are clicking on elements that lead to error pages or irrelevant content, it indicates a broken link or a confusing site structure. This insight allows you to improve your site's navigation and user experience.

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Click heatmaps are invaluable for understanding user intent. They show you what users expect to happen when they interact with your page, allowing you to bridge the gap between user expectations and your website's functionality. This makes for a better user experience and increased conversions.

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Read next: How to Track Clicks On Your Website Easily

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3) Clustered heatmap

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Clustered heatmaps group similar data points together into clusters, making it easier to identify patterns and trends within large datasets. Unlike traditional heatmaps that show activity on a specific webpage, clustered heatmaps can analyze data across multiple pages or user segments. They use color intensity to represent the density of data points within each cluster.

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How to Read a Clustered Heatmap:

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• Cluster Size: The size of a cluster corresponds to the number of data points (e.g., users, sessions) it contains. Larger clusters represent more frequent patterns or larger user segments.
• Cluster Proximity: Clusters that are closer together on the heatmap indicate more similar data points. Conversely, clusters that are far apart represent more distinct patterns.
• Color Intensity: The color intensity within a cluster indicates the density of data points. More intense colors (e.g., darker shades) represent higher densities.

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What You Can Learn From a Clustered Heatmap:

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• User Segmentation: Identify distinct user groups based on their behavior. For example, a cluster of users who frequently click on product category pages but rarely visit the blog might represent a segment of "product-focused" shoppers. This information allows for targeted marketing and personalized experiences.
• Trend Identification: Spot trends in user behavior across different pages or time periods. If a cluster of users consistently clicks on a specific promotional banner across multiple product pages, it suggests that the promotion is highly effective. This insight can inform future marketing campaigns.
• Anomaly Detection: Identify unusual patterns or outliers in user behavior. A small, isolated cluster of users exhibiting very different behavior from the majority could indicate a technical issue or a specific user segment with unique needs. This allows you to address problems quickly and cater to diverse user groups.
• Cross-Page Analysis: Analyze user flow across multiple pages. By clustering user interactions across a series of pages, you can understand how users navigate your website and identify any bottlenecks or drop-off points in the conversion funnel. This insight helps optimize the user journey and improve overall website performance.

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Clustered heatmaps are powerful tools for understanding complex user behavior patterns. They provide a high-level overview of user interactions, enabling you to identify trends and make data-driven decisions to improve your website and marketing strategies.

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4) Mouse tracking heatmap

Mouse tracking heatmaps (sometimes called hover maps or movement maps) visualize where users move their mouse cursor on a webpage. While not as direct an indicator of intent as clicks, mouse movement can still provide valuable insights into user attention and behavior. These heatmaps use color gradients to show areas where the mouse cursor hovers or moves most frequently.

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How to Read a Mouse Tracking Heatmap:

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• Hotspots: Look for areas where the mouse cursor lingers or forms dense "hot" spots (red/orange). These areas indicate visual attention or user interest.
• Mouse Paths: Observe the paths the mouse cursor takes. Smooth, linear paths may suggest active reading or focused attention, while erratic or jerky movements might indicate searching, confusion, or distraction.
• Hover Time: The length of time the mouse cursor hovers over an element can also be informative. Longer hover times might suggest that the user is carefully considering the element.

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What You Can Learn From a Mouse Tracking Heatmap:

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• Attention Hotspots: Identify areas of the page that attract the most visual attention. If users consistently hover their mouse over a specific image or headline, it suggests that these elements are capturing their interest. This information can inform decisions about content placement and visual hierarchy.
• Reading Patterns: Get a sense of how users read or scan your content. If mouse movement follows the flow of text, it suggests that users are actively reading the content. Erratic or random movement might indicate that users are skimming or searching for specific information.
• Areas of Confusion: Discover areas where users seem hesitant or unsure. If the mouse cursor hovers over a particular element for an extended period without a click, it might indicate confusion or a lack of clarity. This can highlight usability issues or areas where more information is needed.
• Form Field Interaction: Analyze how users interact with forms. Mouse movement within form fields can reveal hesitation or difficulty in filling out certain fields. This insight can help optimize form design and improve completion rates.

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It's important to remember that mouse movement doesn't always directly correlate with user intent. Users may move their mouse without actually looking at that specific area. However, when combined with other heatmap data (like click and scroll maps), mouse tracking can provide a more complete picture of user behavior.

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5) Rage click heatmap

Rage click heatmaps specifically highlight areas where users repeatedly click in quick succession, typically indicating frustration or confusion. These "rage clicks" often occur when a user expects an element to be interactive, but it isn't, or when they encounter a technical issue or unexpected behavior.

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How to Read a Rage Click Heatmap:

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• Clusters of Clicks: Rage clicks typically appear as tight clusters of very small, intense red spots. This distinct visual pattern makes them relatively easy to identify.
• Click Frequency: The intensity of the red and the density of the cluster indicate the frequency of rage clicks. More intense red and tighter clustering suggest higher levels of user frustration.
• Location of Clicks: Pay close attention to where the rage clicks are occurring. This will often pinpoint the specific element or area causing the frustration.

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What You Can Learn From a Rage Click Heatmap:

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• Usability Issues: Identify areas where users are experiencing frustration with your website's interface. A cluster of rage clicks on a button that doesn't work or a link that leads to a broken page clearly indicates a usability problem. Addressing these issues can significantly improve user experience.
• Technical Problems: Detect underlying technical issues that might be hindering user interactions. If users are rage-clicking on a specific element after submitting a form, it could indicate a problem with form processing or server errors. Identifying and fixing these technical problems can prevent lost conversions.
• Misleading Design: Uncover instances of misleading design or unclear calls to action. If users are rage-clicking on a static image that resembles a button, it suggests that the design is misleading and needs to be clarified. This helps improve the clarity and effectiveness of your design elements.
• Mobile Responsiveness Problems: Pinpoint issues with mobile responsiveness. Rage clicks are especially common on mobile devices when elements are too small or difficult to tap. This insight can help you optimize your website for mobile users.

Rage click heatmaps are invaluable for identifying and addressing usability and technical issues that might be negatively impacting the user experience. By fixing these problems, you can reduce user frustration, improve satisfaction, and ultimately increase conversions.

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‍Must Read: What Are Rage Clicks on Heatmaps

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6) Time series heatmap

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Time series heatmaps (also sometimes called session replay heatmaps or video heatmaps) show how user behavior changes over time within a single session. They essentially create a "heatmap video" of a user's interactions, allowing you to see the sequence of clicks, mouse movements, and scrolls.

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How to Read a Time Series Heatmap:

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• Color Changes Over Time: Watch how the colors change throughout the session replay. Areas that remain "hot" (red/orange) for an extended period indicate sustained attention or interaction.
• Sequence of Interactions: Pay attention to the sequence of clicks, mouse movements, and scrolls. This will reveal the user's journey through the page and identify any bottlenecks or confusing elements.
• Sudden Changes: Look for sudden changes in color or activity. These can indicate key moments in the user's session, such as clicking a call to action, encountering an error, or abandoning the page.

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What You Can Learn From a Time Series Heatmap:

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• User Flow: Understand the exact steps users take on your website, from landing on a page to completing a conversion (or abandoning the process). By watching the sequence of clicks and page transitions, you can identify common user paths and uncover any bottlenecks or confusing navigation elements.
• Interaction Patterns: Observe how users interact with specific elements over time. For example, you might see that users initially hover over a product image before clicking on the "Add to Cart" button, indicating that the image plays a key role in their decision-making process.
• Session Duration Analysis: Analyze how long users spend on different parts of your website. By tracking the time spent on each page or section, you can identify areas that are highly engaging and those that are causing users to drop off quickly.
• Form Completion Behavior: Observe how users fill out forms, including any hesitation, corrections, or abandoned fields. This can reveal usability issues with your forms, such as confusing labels or unnecessary fields.

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Time series heatmaps provide a dynamic view of user behavior, offering richer insights than static heatmaps. They allow you to understand the why behind user actions, not just the what. This deeper understanding can lead to more effective website optimizations.

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7) Correlation heatmap

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Correlation heatmaps display the relationships between different variables using color intensity. In the context of website analytics, these heatmaps can show how different user behaviors or website metrics correlate with each other. For example, you might analyze the correlation between scroll depth and conversion rate, or between time on page and bounce rate.

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How to Read a Correlation Heatmap:

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• Color Intensity: The intensity of the color represents the strength of the correlation between the categorical axis variables. Darker colors indicate stronger correlations, while lighter colors indicate weaker correlations.
• Color Direction: The color itself usually indicates the direction of the correlation:
  • One color (e.g., shades of red) might represent positive correlations.
  • Another color (e.g., shades of blue) might represent negative correlations.
• Legend: Always refer to the heatmap's legend to understand the specific color scale and what each color represents.

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What You Can Learn From a Correlation Heatmap:

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• Relationship Between Metrics: Identify positive or negative correlations between different website metrics. A strong positive correlation between scroll depth and conversion rate suggests that users who scroll further down the page are more likely to convert. Conversely, a strong negative correlation between time on page and bounce rate might indicate that users are leaving the page quickly because they can't find what they're looking for.
• Impact of User Behavior: Understand how specific user behaviors impact key business outcomes. By analyzing the correlation between clicks on certain elements and revenue, you can identify which elements are most effective at driving conversions.
• Data-Driven Decision Making: Make more informed decisions about website optimization based on statistical evidence. Instead of relying on gut feelings, you can use correlation heatmaps to identify statistically significant relationships between multiple variables and prioritize your optimization efforts accordingly.
• A/B Testing Analysis: Analyze the results of A/B tests by comparing the correlation heatmaps of different variations. This can help you understand not just whether a change improved performance, but also how it impacted user behavior.

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Correlation heatmaps are valuable for understanding the complex relationships between different data points. They provide a more nuanced view of user behavior and can help you make data-driven decisions to improve your website's performance.

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8) Eye-tracking heat maps

Eye-tracking heatmaps visualize where users focus their gaze on a webpage. These heatmaps are generated using specialized eye-tracking technology that monitors eye movements and records where users look.

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The resulting heatmap uses color gradients to show areas of high and low visual attention. "Hot" areas (red/orange) indicate where users spend the most time looking, while "cool" areas (blue/green) indicate areas that receive less attention.

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How to Read an Eye-Tracking Heatmap:

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• Fixation Hotspots: The most intense red/orange areas show where users spent the most time fixating their gaze. These are the primary areas of visual attention.
• Gaze Paths: The lines or paths connecting the hotspots show the sequence of eye movements, revealing how users scanned the page.
• Saccades: Quick eye movements between fixations are called saccades. While not directly visualized as hotspots, the length and frequency of saccades can provide insights into how efficiently users are processing information.

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What You Can Learn From an Eye-Tracking Heatmap:

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• Visual Hierarchy: Understand how users perceive the visual hierarchy of your page. If users consistently focus their gaze on a headline or image, it confirms that these elements are effectively capturing attention. If important information is being overlooked, you may need to adjust the layout or visual design.
• Content Effectiveness: Evaluate the effectiveness of your written and visual content. If users spend a lot of time looking at a specific section of text or an image, it suggests that the content is engaging and relevant. Conversely, if certain areas are consistently ignored, it may indicate that the content is not compelling or that it's poorly presented.
• Navigation and User Flow: Analyze how users navigate through your page. Eye-tracking can reveal whether users are following the intended flow or if they are getting lost or distracted. This information can help you optimize your navigation and improve the overall user experience.
• Advertising Effectiveness: Assess the effectiveness of online advertisements and banners. Eye-tracking can show whether users are actually looking at your ads and whether they are capturing their attention. This can help you optimize your ad placements and creative.

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Eye-tracking heatmaps provide the most direct insight into user attention, revealing what users are actually looking at, not just where they click or move their mouse. This makes them a powerful tool for optimizing visual design, content, and user experience. However, eye-tracking studies can be more expensive and complex to conduct than other types of heatmap analysis.

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3 Examples of Heatmap Analysis from 7-figure Brands

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Let's examine how real brands have used heatmap analysis to achieve significant results. These examples will illustrate the practical application of the heatmap types we've discussed.

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Example 1: How a UK Fashion Brand Achieved a +13% Increase in Revenue Per Session

A UK fashion brand struggled with frustrated customers due to difficult product searches. Users often scrolled through extensive collections only to find out items were out of stock. That Works Agency used Heatmap to uncover two key insights: users who used the filter generated three times more revenue, and the filter was underutilized due to poor placement.

By making the filter sticky and more visible, they saw a +4.22% increase in conversion rate, a +13.07% increase in revenue per session, and a +14.19% increase in average basket size. This resulted in a +13% increase in additional revenue. This case highlights how Heatmap's revenue-based data can uncover hidden opportunities for improvement.

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Read Next: What Is Click-Through Rate (CTR), and How to Calculate It

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Example 2: Cooking Guild Increased Revenue Per Session by 48% on Collection Pages

Cooking Guild, an e-commerce brand selling high-quality kitchen knives, needed to increase profitability by improving Revenue Per Session (RPS). They sought a tool to identify their most profitable products.

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Switching to HeatmapAI from LuckyOrange gave Cooking Guild access to revenue-attributed data. HeatmapAI analysis revealed that their highest-priced products weren't driving the highest profitability on collection pages. Based on this insight, they made changes to the product displays on their collection pages.

This change, informed by HeatmapAI’s data, resulted in a significant 48% increase in RPS on collection pages, providing a substantial return on investment (ROI) within the first 30 days of using HeatmapAI.

Example 3: How JellyBee Increased Conversion Rate 24.7%

JellyBee, a supplement brand with a high repeat purchase rate, aimed to scale aggressively while maintaining profitability. They needed to improve the conversion rate of their primary landing page to acquire new customers efficiently.

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Using HeatmapAI, JellyBee identified a significant drop-off in engagement below the fold on their landing page. HeatmapAI recommended adding a "human element" to their hero image. They replaced a product-only image with one featuring a middle-aged woman holding the product, better resonating with their target demographic.

This change, driven by HeatmapAI's insights, led to a 24.7% increase in conversion rate, a 31% increase in ROAS, and a 14.4% increase in RPS, generating over $650,000 in additional revenue for the year. This resulted in a near 50x ROI in the first 45 days.

Ready to Crack the User Engagement Code? heatmap.com is Your Key

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Remember, these visual representations, unlike purely numerical data from other web analytics tools or a static correlation matrix, translate user actions into actionable insights. By visualizing patterns through cell value annotations and highlighting deviations from the average cell value, heatmaps guide you toward informed design and content choices.

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Key takeaways

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• Heatmaps illuminate how users interact with your web pages, providing a data-driven roadmap for optimization.
• From scroll maps revealing engagement patterns to click maps highlighting popular elements, there's a heatmap type to address every user behavior mystery.
• By wielding the power of heatmap data analysis, you can craft user experiences that resonate, ultimately boosting conversions and driving business growth.

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Now that you're equipped with this knowledge, it's time to unlock the full potential of user behavior data. heatmap.com offers a robust suite of web analytics tools designed for effortless visualization and analysis. Whether you're a seasoned marketing professional or just starting your journey, heatmap.com empowers you to create user-centric web experiences that get results.

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FAQs

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How do you interpret heatmap results?

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Interpreting heatmap results involves analyzing the color gradients and patterns within the heatmap. "Hot" colors (reds and oranges) indicate areas of high activity or attention, while "cool" colors (blues and greens) indicate areas of low activity. Look for:

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• Hotspots: Concentrated areas of red/orange show where users are clicking, scrolling, or focusing their gaze most frequently.
• Cold Spots: Areas of blue/green indicate areas that are being ignored or receiving less attention.
• Transitions: The transition between hot and cold colors can reveal drop-off points or changes in user behavior.

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By analyzing these patterns, you can identify areas of your website that are performing well and areas that need improvement.

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How to read a heatmap chart?

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A heatmap chart (in the context of website analytics) is essentially the same as a heatmap. It's a visual graphical representation of data using color gradients. To read a heatmap chart:

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1. Understand the Color Scale: Most heatmaps use a color scale ranging from cool to hot (e.g., blue to red). Make sure you understand what each color in the column represents in terms of activity or value.
2. Identify Hotspots and Cold Spots: Look for the areas with the most intense colors (hotspots) and the areas with the least intense colors (cold spots).
3. Analyze Patterns: Look for patterns in the data, such as clusters of activity, transitions between colors, or unexpected cold spots.

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How do you explain a heatmap?

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A heatmap is a visual representation of data where values are depicted by colors. In the context of website analytics, a heatmap shows how users interact with a webpage. "Hot" colors (like red) represent high levels of activity, such as frequent clicks or long gaze durations, while "cool" colors (like blue) represent low levels of activity. Heatmaps make it easy to quickly understand user behavior and identify areas of interest or areas that need improvement. They transform complex data into easily digestible visuals.