Heatmap

A heatmap is a data visualisation that uses colour — typically warm reds for high activity and cool blues for low — to show how users interact with a page. Click maps, move maps and scroll maps reveal where attention and action concentrate.
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Heatmaps aggregate the behaviour of many users into a single at-a-glance picture, making patterns obvious that would be invisible in raw analytics tables.

Why does it matter?

They quickly surface usability issues: important buttons that go unclicked, “false bottoms” where people stop scrolling, or distractions that pull attention from the main call to action.
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Heatmaps are most powerful as a starting point — showing what is happening — which you then pair with qualitative research to understand why.

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