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.