What is a heatmap and how does it visualize visitor behavior?
Summary
A heatmap is a visual overlay that shows where visitors interact with a page by collecting click or touch coordinates and highlighting areas of high and low attention using color intensity.
Overview
Siteimprove's heatmap is a component of Behavior Map. The heatmap is a visual overlay that collects click coordinates (or finger touch coordinates on mobile devices) by all visitors on a specific page.
Definition
The heatmap maps all visitors' attention by marking the page with colored spots ranging from dark (cold; little attention) to warm (bright; a lot of attention).
The Siteimprove Heatmap is based on click coordinates and finger touch coordinates and not on eye tracking.
How heatmaps visualize behavior
The heatmap maps all visitors' attention by marking the page with colored spots ranging from dark (cold; little attention) to warm (bright; a lot of attention).
The heatmap is a visual overlay that collects click coordinates (or finger touch coordinates on mobile devices) by all visitors on a specific page.
Because it aggregates interactions across visitors, the heatmap highlights patterns of engagement, showing which areas of a page receive the most and least attention.
Use cases
Like the other Behavior Map components (click map, scroll map, segmentation map) heatmaps can be used in combination with a filter to analyze the specific behavior of individual visitor segments - an example could be to analyze how traffic from social media is engaging with a landing page.
Additional resources
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