What is it?

A heatmap is a visual representation of user interaction data, showing where users click, scroll, or focus within a digital experience.

Heatmaps are used to identify engagement patterns and potential friction.

Examples in Action

• Identifying ignored calls to action
  
• Understanding scroll depth and content visibility
  
• Highlighting areas of high interaction
  
• Spotting layout or hierarchy issues
  

Typical Outcomes / Results

• Faster identification of usability issues
  
• Improved layout and content prioritisation
  
• Stronger hypothesis generation
  
• Better-informed optimisation decisions
  

This definition reflects standard behavioural analytics usage.