What heatmaps are

Heatmaps show aggregate visitor behavior on a page. They help you understand where visitors interact, how far they scroll, what receives attention, and where friction happens.

Use heatmaps to answer:

• Are visitors clicking the primary call to action?
• Are important sections visible before visitors leave?
• Are visitors clicking non-clickable elements?
• Do mobile and desktop visitors behave differently?
• Which parts of the page are ignored?

Click heatmaps

Click heatmaps show where visitors click or tap. Dense areas show high interaction.

Use click heatmaps to find:

• popular buttons and links
• ignored calls to action
• clicks on images or text that are not clickable
• mobile tap behavior
• repeated interaction patterns

If a non-clickable element receives many clicks, consider making it clickable, changing its visual style, or moving the real action closer to it.

Movement heatmaps

Movement heatmaps show where visitors move their pointer. They can help reveal attention and reading behavior, especially on desktop.

Movement is not the same as intent, but it can help you spot areas where visitors pause, scan, or compare content.

Scroll heatmaps

Scroll heatmaps show how far visitors travel down a page. They help you understand whether important sections are being reached.

Use scroll heatmaps to check:

• whether calls to action are above or below common drop-off points
• whether long pages keep attention
• whether key proof or pricing content appears too late
• whether mobile users reach the same content as desktop users

Attention heatmaps

Attention heatmaps show which page areas receive engagement over time. Use them to compare visible content with the sections that actually hold visitor attention.

If a section is visually large but gets little attention, consider reducing it or replacing it with content that helps visitors decide.

Friction heatmaps

Friction heatmaps show where frustration signals happen on the page. These include events such as rage clicks, dead clicks, submit failures, and click errors.

Use friction heatmaps when you need to find the exact page area causing frustration, then open related recordings to watch what happened.

Compare devices

Always compare desktop, tablet, and mobile. Responsive layouts can move calls to action, hide navigation, or change how forms behave.

A page can perform well on desktop while creating friction on mobile.

Heatmap checklist

• Select the correct page path.
• Use the date and device filters.
• Review click, scroll, attention, and friction views.
• Compare important sections with scroll depth.
• Open related recordings for context.
• Prioritise high-traffic pages with repeated issues.