What is a Website Heatmap and Why Should You Use One?

Imagine you run a brick-and-mortar store.

You’d watch how customers browse, what catches their eye, and where they get stuck. It’s the same with websites, except you can’t exactly peek over someone’s shoulder.

That’s where heat maps come in – they’re like a website’s secret spy cam, giving you the inside scoop on how visitors interact with your digital space.

So, What's the Deal with Heat Maps?

Think of a heat map like a colorful picture of your website. Hot areas show where visitors click, scroll, and hover the most.

Cold areas? Those are the crickets – the parts people just aren’t noticing. This lets you see what’s working (think: killer product photos) and what’s flopping (think: confusing navigation).

Heat Maps are more than pretty colours though!

There are different heat maps for different things.

Click heat maps show where visitors click, like a digital compass pointing to your most engaging buttons and CTAs (calls to action, those “Buy Now” things).

Scroll heat maps reveal how far down the page people typically go – are they missing your hidden gem of an offer at the bottom?

Mouse movement heat maps are like watching a tiny mouse cursor ballet, showing where visitors linger and what grabs their attention (or what they completely gloss over).

Fancy attention heat maps, using eye-tracking tech, pinpoint exactly where visitors look, like a website X-ray vision!

Why Heat Maps are your Marketing BFF

Heat maps are like having a website whisperer, telling you all the visitor secrets. Here’s how they can supercharge your marketing:

Make Your Website the Ultimate Hangout:

By seeing how people navigate your site, you can fix anything confusing or frustrating. Think of it like rearranging furniture – make it easy for visitors to find what they need and have a smooth experience. Happy visitors are more likely to buy stuff, sign up for your newsletter, or whatever your website’s goal is.

Content Like a Boss:

Heat maps show which content is a hit and which is a dud. This lets you double down on what people love and ditch the stuff that’s gathering digital dust. Imagine a website that only has the good stuff – visitors will be hooked!

CTAs That Convert:

Ever clicked on something you didn’t mean to? Heat maps help you place CTAs in the sweet spots where visitors are already looking. It’s like putting a giant “Buy Now” button right in front of someone reaching for their wallet – winning!

A/B Testing Like a Pro:

A/B testing is like showing visitors two different versions of your website and seeing which one they like better. Heat maps help you understand why one version wins. Did it have a clearer layout or a more eye-catching CTA? Heat maps give you the intel to make your website the A+ version.

Spot Website Gremlins:

Sometimes, heat maps can reveal technical glitches, like broken links or buttons that don’t work. Nobody likes a website gremlin – heat maps help you squash them before they scare away visitors.

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How to Get Your Heat Map On

There are plenty of tools that offer heat map magic. Hotjar, Crazy Egg, and Microsoft Clarity are some popular choices. Setting them up is usually pretty simple – just add a bit of code to your website, and voila…

Your website will start whispering its secrets to you!

Not techie… no worries, all of these tools have instructional videos. Or, as part of our Website Cae and Maintenance Plans, we will set one up for you!

Making the Most of Heat Map Magic

Just collecting heat map data isn’t enough.

You gotta use it wisely! Here are some tips:

Know Your Goals:

What do you want visitors to do on your website? Buy something? Sign up for your email list? Knowing your goals helps you interpret the heat map data and figure out what needs tweaking.

Data Peeking, Not Data Stalking:

Don’t sweat every little click and scroll. Look for bigger trends across different pages and visitor groups. It’s like seeing the forest, not just the trees.

By using heat maps, you can transform your website from a guessing game to a well-oiled marketing machine. So, unleash the heat map power and watch your website conversions soar!


Anything you add to your website could potentially slow it down. Most heatmap tools are external to your website and the tracking scripts loads asynchronously – meaning it loads alongside everything else on your website. Done correctly, they use a CDN (Content Delivery Network) and browser caching to keep things loading fast as possible. Do your research for the correct tool for your purposes.
To comply with relevant privacy and GDPR regulations, you need to use a heatmap tool that allows you to responsibly manage any user data you collect. Also, you must include in your privacy policies that you are using a heatmap tool to collect PI (personally identifiable) data and for what reason.
To truly understand your users, you (ideally) need multiple tools. The information you obtain from a heatmap, combined with (Google or other) analytics tools provide a more complete picture of how people interact with your website pages.
Heatmap tools range from free plans with limited features to paid subscriptions with advanced functionalities. Many popular options offer free trials, allowing you to test the waters before committing
The time it takes to see meaningful results depends on your website traffic. With higher traffic, you’ll gather data faster. Generally, aim to collect data for at least a week to identify clear trends.

Absolutely! Heatmaps are particularly valuable for new websites. They help you understand how visitors naturally interact with your layout and content from the get-go.

This allows you to identify areas for improvement early on, optimizing your website for better user experience and engagement right out of the gate.

Yes! Heatmaps reveal areas of high engagement, like sections where visitors spend more time or click more. This helps you see which content grabs attention and informs future content creation.

You can focus on replicating the success of engaging elements and refine content that isn’t performing as well.