Heat Maps.

Heat maps are data visualisation tools that overlay aggregated user behaviour data on a website screenshot — showing, through colour gradients (cool blues for low activity, hot reds for high activity), where users click, how far they scroll, and where they hover or pause. Common tools include Hotjar, Microsoft Clarity, Crazy Egg, and FullStory.

Click Maps

Click maps show where users click on a page — including dead clicks (clicking non-interactive elements) and rage clicks (rapid, repeated clicks indicating frustration). Click maps reveal: CTAs that aren't being found, nav elements that are clicked more than expected, images or text that users incorrectly assume are interactive, and conversion flow bottlenecks.

Scroll Maps

Scroll maps show how far down the page users scroll — displayed as a gradient from green (top) fading to red (below the fold). Key insight: if 70% of users never scroll past the hero section, content below the fold is essentially invisible. Scroll maps validate whether important content (pricing, key features, social proof) is positioned within the scrolled-to zone for the majority of visitors.

Session Recordings

Session recordings (offered by the same tools) capture individual user sessions as video replays — showing real mouse movements, clicks, and scrolls in sequence. Recordings are invaluable for diagnosing specific UX problems identified in aggregate heat maps: a dead-click cluster in a heat map is explained by watching session recordings of users who clicked in that area.