What is a heatmap?

A heatmap is a visual evaluation of user behaviour on websites. It shows which areas are frequently clicked, viewed or hovered over – graded by colour from “cold” (little interaction) to “hot” (a lot of interaction). Heatmaps help to optimise user guidance, identify hurdles and place content in a targeted way. They are often used in UX and conversion tracking and complement classic web analytics tools. Typical variants are click heatmaps, scroll maps or mouse-tracking heatmaps.