A heat map is a graphical representation of data where the individual values contained in a matrix are represented as colors. (Souce: wikipedia )
Click heat maps and click visualizers help you to see where your customers are clicking on your web pages so that you can best optimize the pages to get more page views or more revenue or just better navigation for your customers. Click heat maps display the clicks that are made on your pages in a visual form to help you see where people are clicking. Heatmaps visualize the stream of visitors on your website – showing hot and cold click zones. They provide an overall view of the activity and helps you to see every mouse movement and every click. It will improve web usability, conversions and revenue.
Reasons to use heatmaps
- See, where people don’t click and why. It helps to…
- Optimize landing pages
- Optimize link & advert placement
- Minimize shopping cart abandonment
- Maximize conversions of online forms
- Predict how visitors will use your site in the future.
- Simplify web usability testing
- Short: Find problems and fix them to boost your web project!
How to understand and use heatmaps
As an example we will take a look at my website. A heatmap overlay on the right shows the pattern of user behavior for the menu on top and on the main screenshot of my latest projects.
To know what all these different colors mean
The colors show the density of userclicks. Cooler colors such as blue and green get less clicks. Warmer colors get the most clicks.
The color key references the amount of participants whose eyes fixated on certain parts of the page. The red/orange/yellow areas are where the larger amount of the groupd looked most. The dark blue areas are where they looked least (Source: Poynter Online).
The red/orange color indivates that almost all subjects halted their gaze at that part of the page for at least a fraction of a second.
The yellow color indicates that more than half of all subjects haltered their gaze the part of the page for at least a fraction of a second.