Heat Map.

A heat map is a visual representation of user interaction data on a web page, using a colour spectrum (typically blue for low, red for high intensity) to show where users are clicking, moving their cursors, or how far they scroll. Heat maps reveal which page elements attract attention, which CTAs are clicked, where users stop scrolling, and which parts of the page are ignored—information that is invisible in aggregate analytics.

Types of Heat Maps

The main heat map types are: Click maps (show where users click, revealing non-linked elements that users expect to be clickable, CTAs that are being missed, and which links are most popular); Scroll maps (show how far users scroll down a page, revealing where content engagement drops off and whether key CTAs are seen before exit); and Move maps (track cursor movement as a proxy for visual attention, though cursor position and eye gaze are only moderately correlated).

Heat Maps in CRO

Heat maps are foundational CRO research tools. A click map that shows users clicking on a non-linked image suggests it should be linked. A scroll map showing 80% of users leaving before reaching a CTA indicates the CTA should move higher. A map showing clicks concentrated on secondary elements while the primary CTA is ignored suggests a hierarchy or design issue. Heat maps transform qualitative hunches about UX problems into visual evidence that drives A/B test prioritisation.