Definition
A data visualization technique that shows the magnitude of a phenomenon as color in two dimensions. – Wikipedia
CRO Example
Website heatmaps aggregate user behavior to help you identify areas of a web page that are important or unimportant to users. They’re typically rendered with blobs of color overlayed on a screenshot of a specific page. The colors are on a gradient scale from red (hot) down the spectrum to blue (cold). User data such as mouse movement, scroll depth, and mouse clicks/touchpoints are used to generate heatmaps. Areas with a high amount of data points are “Hot” and colored such. For example, a primary Call-to-action button probably gets clicked on a lot; so it would have a red blob over it to indicate a lot of clicks. Heatmaps are a good way to quickly identify areas of frequent user activity, and you can use that to evaluate against design goals. There are lots of tools out there available that help in the creation of heatmaps, such as Hotjar, Mouseflow, FullStory, Crazy Egg, LuckyOrange, etc. Many of them also come with session replay capabilities as well.
« Back to Glossary Index