heat map

A heat map is a data analysis tool that visualizes user behavior on a website using colors. The warmest colors, such as red, represent areas with the most activity, while cooler colors, such as blue, represent areas with less activity.

    Heat maps - what are they and why should they be created?

    Heat maps are used to better understand how users interact with your site. They allow you to understand which elements on the page attract the most attention, where users are most likely to click, how far they scroll on the page and much more. This information is invaluable when optimizing a site for user experience (UX) and conversion.

    How are heat maps created?

    Heatmaps are created using specialized tools that track and analyze user behavior on the site. These tools collect data, such as cursor position, clicks and scroll movements, and then convert this data into a visualization in the form of a heat map.

    Heat maps vs. eye tracking

    Heat maps are often compared to eye tracking, but there are important differences. Eye tracking tracks users’ eye movements and shows what they are looking at on the site. Heat maps, on the other hand, show where users click, scroll and stop the cursor. Both methods have their advantages and can be used together for a complete UX analysis.

    Why is heat map analysis critical to your business?

    Heat map analysis provides valuable information about user behavior on your site, which is essential for success in today’s competitive digital world. Knowing the areas of greatest interaction allows you to direct users to the elements that are most important to you – whether products, contact forms or relevant content.
    By analyzing heat maps, you can understand where users click most often, how far they scroll, and what elements they pay the most attention to. This knowledge is key to optimizing the site for user experience (UX) and conversion. For example, if you notice that users don’t scroll all the way to the end of your page, perhaps you should rethink the layout and place the most important information higher up.
    When interpreted correctly, heat maps can help significantly improve the effectiveness of your site. You can use them to identify weaknesses on your site that are hindering conversions and improve those areas to better serve your business goals.
    As a result, understanding and taking advantage of the information provided by heatmaps can translate into higher conversion rates, better user engagement and, ultimately, higher profits for your business. In the digital world, where the margin for error is very small, this detailed understanding of user behavior on your site can be the key to a competitive advantage.

    The experts at propseo can help you with that

    Heat maps are a powerful tool, but to get the most out of them, it’s worth enlisting the help of experts. At propseo, we have experience in creating and analyzing heat maps, as well as optimizing pages based on their results. Contact us

    How to perform a full heat map audit - checklist

    Defining the purpose of the study is key. Consider why you are analyzing heat maps. Maybe you want to evaluate the effectiveness of a certain page element, like a button or an ad? Then select the appropriate site or sites for analysis. Make sure the survey is for the homepage, the product page, or perhaps the campaign landing page. It is also important to make sure you have an adequate data sample. Check that the number of people who visited the site during the survey is sufficient for the conclusions to be reliable.


    Checking which page elements are clicked on most often is essential to understanding user behavior. Consider if there are elements that are not interactive, but are often clicked on. This may indicate a non-intuitive design. Also, make sure that key elements of the site, such as purchase buttons, are easily accessible and frequently clicked on by users.

    Taking into account where users are most likely to stop scrolling will help you understand what content attracts their attention. Make sure that the most important information is placed “above the fold,” that is, in an area visible without scrolling. It is also important to identify potential points of inhibition that may cause users to leave the site.

    If you have access to such technology, pay attention to the areas that attract the most user attention. Try to understand if there are areas that distract from the key elements of the site. It is equally important to track users’ eye movement trajectories and analyze whether they are consistent with the site’s design intent.

    Rethink if there are areas on the site that don’t attract attention, but should. Maybe there are elements that dominate and distract from the main content? Also consider whether the site’s structure and navigation are intuitive for users.

    Based on your analysis, you should be able to propose specific changes to the site’s design. It is possible that certain elements should be more visible or other information needs better presentation. It is also worth considering A/B testing for major changes to test their effectiveness in practice.

    In the final stage, it is important to present the conclusions in a clear and understandable way. This will help the team understand your observations and recommendations. Also plan next steps in the context of improving UX based on the results obtained.

    Do you have questions or are you already decided?