Heat maps for websites
Do you optimize your website based on gut feeling, but the conversion rate remains stubbornly low? The problem: You don't know what your visitors are really doing, where they're clicking, and when they're jumping off. In this article, you'll learn how website heat maps reveal user behavior and how to measurably increase your conversion rate with color-coded user data.
What is a heat map?
A heat map is a color-coded representation of data. It is a map on which different areas are colored differently. It shows the different intensities of activities: red areas mean “a lot is happening here”, blue areas “little is happening here.”
You probably know the principle from the weather forecast, where temperatures, wind or rain are shown in color. Or from building thermography, where thermal imaging cameras reveal weak points in insulation.
What are website heatmaps?
Website heat maps are visual tools that record and color the behavior of visitors on your website. They show you how users actually behave there.
These tools record where users click, how far they scroll, and where they move their mouse. This data is then placed on your website as a colored overlay. Based on the colors, you can then see:
- Which areas attract attention
- Where visitors lose interest
- Which buttons or other elements are overlooked
Website heat maps are mainly used for conversion rate optimization. It is important to learn how users behave and how you can better guide them to the desired action.
The main types of website heatmaps
The most important types of website heat maps are click heat maps to record user clicks or taps, scroll heat maps that show how far visitors actually scroll down, heat maps for mouse movement to recognize mouse movement, and attention heat maps that combine this data. There is also the distinction between desktop and mobile heat maps.
Click Heatmaps
Click heat maps show you where visitors are clicking (PC, laptop) or typing (tablet, smartphone). Red areas mark the frequently clicked areas, blue areas are largely ignored by users. You can see which buttons are working and where users click. Even if a click at this point does not currently trigger any action at all.
Scroll heat maps
Scroll heat maps tell you how far down your page visitors are scrolling. The colors get colder as fewer users get to this point. You can see where most visitors leave your site and whether important content is therefore too low.
Mouse Movement Heatmaps
These heat maps track the mouse movements of website visitors. The idea behind this is that people often move their mouse wherever they look. This makes mouse movement heat maps a cheap alternative to eye tracking. However, accuracy is disputed, as not every mouse movement corresponds to the gaze.
Attention Heatmaps
Attention heat maps combine various data sources: clicks, scrolling behavior, and time spent. They show you which areas receive the most attention overall. They serve as an overall picture of user behavior on the website.
Website heatmaps for desktop and mobile
Mobile and desktop users behave completely differently, and this must be represented by heat maps. On the smartphone, users type instead of clicking, so there is no mouse movement. Mouse movement heat maps are therefore excluded here. Scrolling behavior is different on tablets and smartphones than on laptops or PCs, and users have less patience when surfing on the go.
The most important differences: Mobile users scroll faster and farther, but they also drop out more frequently. Buttons must be larger because fingers are less precise than mouse pointers. What works on the desktop can completely fail on the go.
That's why you should always look at heat maps separately by device type. Many tools offer this filtering as standard. How do you see: Does your design really work on all devices? Or are you only optimizing for desktop users while mobile visitors are jumping off in frustration?
What are website heatmaps used for?
Heatmaps are a widely used tool for Conversion rate optimization (CRO). They provide you with the data you need to turn visitors into customers.
Conversion rate optimization means: You systematically improve the percentage of visitors who perform a desired action. This could be a purchase, registration, or download. So instead of shoveling more traffic to the website by buying ads, you're getting more out of your existing traffic.
The website heat maps show you where your conversion funnels still have holes, where you're losing potential customers and which elements distract users from your goals.
Identify conversion killers with website heat maps
Heatmaps reveal where users get stuck. Is no one scrolling down to your most important call-to-action? Do visitors click on items that aren't clickable? You can immediately see such problems in the heatmap display.
This also allows you to better understand the expectations of users. If they often click on an image but nothing has happened on it yet, you can tell that they expect action there. It is typical that they expect the image to be enlarged. You can then deliver this function later.
Optimize the placement of buttons and elements
Did you think the new button would stand out? The heat map shows you whether this is true. Important buttons are often overlooked and other elements receive unexpected attention. With insights of this kind, you can specifically adjust your layout.
Measure content performance
Heatmaps show you whether your content is being received or whether important information is in the “dead area” that no one can reach. In this way, you can find out which texts are actually read and which areas users hardly ever see.
Example of a website heat map and conversion rate optimization
The Danish Fashion brand Rains showed how Heatmaps with mouseflow lead to measurable results. The company analyzed over 500,000 sessions and thus improved their conversion rate in the shopping cart by 9.8% and in the checkout by 10.8%.
Rains found that many users dropped out of the checkout process. The figures from Google Analytics showed the problem but not the cause. It was only with heat maps and session recordings that the team identified specific weak points:
- Users clicked on items that were not clickable
- Important buttons were overlooked
- The checkout process was too complex
Based on the heatmap data, Rains's team created hypotheses, which they put to the test in extensive A/B tests. Their testing focused on usability improvements, such as the clickability of previously unclickable items and streamlining the checkout process.
The changes led to a significant increase in the conversion rate. It was important that RAINS only implemented changes with a statistical certainty of over 90%.
Typical mistakes when dealing with website heat maps
The significance of website heat maps has its limits when the sample size is too small, mouse movement and eye path are confused, or the tests are blurred.
Sample size is too small for website heat maps
If you create a heat map for a website with just 50 visitors, missing clicks on a specific button could simply be a coincidence. Samples are only reliable after 2,000 to 3,000 page views. Anything below that could mislead you. Therefore: Collect enough data before you make changes and send them to the test.
Equate mouse movements and gaze
Many tools advertise mouse tracking as “cheap eye tracking.” But that is only partly true. People often move their mouse to where they are looking, but by no means always. Therefore, use mouse tracking only as an indication, but not as proof.
Dynamic content confuses heatmap tools
When your website changes depending on the user, such as through personalization or A/B testing, heat maps become blurred. The tools can't always tell which version a visitor has seen. The result is a mixed heat map that doesn't say much. If you want to create heatmaps for different versions of your website, always do it separately for each version.
Using website heat maps as the sole tool
A heat map shows you where users are jumping off. But she won't tell you why. Is it the design? On the text? Due to a technical fault? To find out, you'll need other methods: session recordings, user surveys, or direct feedback.
4 Website heat map tools
Hotjar
Hotjar is the top dog for heatmap tools. The company offers click, scroll, and movement heat maps combined with session recordings and user surveys. The big advantage: All tools are integrated. You click on an area in the heat map and immediately see the associated session recordings.
Pricing starts at $32 per month for 100 sessions per day. There is also a free version with limited features.
Crazy Egg
Crazy Egg focuses on the essentials: heat maps and A/B testing in one tool. The “Confetti” function, which filters clicks by type of visitor — for example by origin or device, is particularly powerful. This helps with target group analysis.
The downside: Crazy Egg only offers annual billing. Pricing starts at 29 dollars a month.
.avif)
Mouseflow
Mouseflow scores points with detailed filter options and a “Friction Score”, which automatically recognizes problematic areas. The tool is particularly suitable for larger websites with complex analysis requirements.
Mouseflow prices start at $31 per month, but a free version with limited features and sessions is also available.
.avif)
Microsoft Clarity
Microsoft Clarity is free and offers click, scroll and area heatmaps. A good choice for beginners or smaller projects. However, advanced features such as user surveys or A/B testing are missing. Microsoft is promoting the software as GDPR and CCPA compliant.
.avif)
Heatmaps and conversion rate optimization of axis bits
Website heat maps provide you with the data, but implementation takes time and expertise. For profitable conversion rate optimization, you must analyze data, develop hypotheses, carry out tests and correctly interpret results. These are time-consuming steps that require your full attention and sometimes take up many hours a day.
If you want to work on better conversion rates for your website but are overwhelmed by the effort, we can do the heat map analysis and ongoing conversion rate optimization for you. You take care of your business, we take care of your figures. Get in touch with us with your project!
{{fs-btn-cta}}
Read more: You might be interested in these topics:
- Our overview of A/B testing tools
- How good UX design paid to the conversion rate
6 triggers for more sales from sales psychology
Wir schaffen leistungsstarke Plattformen und Websites für Startups, Scale-Ups und KMUs, von Konzept bis Go-Live.
We systematically increase your conversion rate with heat maps, A/B testing and proven CRO methods — month by month!
Heat maps for websites — common questions and answers
Most heat map tools are GDPR-compliant if they are configured correctly and no conclusions can be drawn about the behavior of individual users. However, you must provide information about the use in your privacy policy. Check with your tool provider for the correct settings.
With 1,000 visitors per day, you need around 2-3 days for reliable data from the website heatmap. With less traffic, it takes correspondingly longer until the significance is high enough.
Yes, but it works differently than with websites. You need specific SDK tools that integrate with your app. Not all web heat map providers offer this.
High-quality tools only have a minimal impact on loading time. But be careful not to use multiple tracking tools at the same time.
More articles
Bringing a new product from idea to market readiness is challenging. A product roadmap can help you structure and share your vision with stakeholders. It makes all steps understandable for everyone involved, from the initial sketch to delivery, and promotes team collaboration. At the same time, it creates external trust and arouses interest among potential customers.
For customers, using upselling correctly can be a helpful guide, as they discover products that better meet their requirements. For providers, upselling is a proven method for specifically increasing average sales value. Find out what upselling means, how to use it sensibly and in a customer-friendly way, and find examples from e-commerce, stationary retail and services.
Two important features in your project are weeks overdue. One developer is on vacation, the other is tied to a customer project. You've been avoiding looking at your overtime account for a long time. You know exactly what would be technically necessary, but you simply don't have the people to do it. In such moments, the question is: Do we get external support, or do we keep going at it?