Heatmap
A visual representation of where users click, scroll, or hover on a webpage.
Heatmaps are visual overlays showing where users interact with a webpage — clicks, scrolls, mouse movement, attention. They reveal usability issues that analytics alone misses: dead clicks on non-clickable elements, scroll fatigue, CTAs below the fold, and confusion patterns.
Tools like Hotjar, Microsoft Clarity (free), and FullStory provide heatmap functionality. Heatmaps are most useful for qualitative CRO research; pair them with quantitative analytics for the full picture.
Heatmap shows most visitors stop scrolling before reaching the pricing section. The page is reorganized to put pricing higher; conversion rate improves 20%.
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