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Heatmap
What is Heatmap?
In web analytics, a Heatmap uses a spectrum of warm (red/hot) to cool (blue/cold) colors overlayed on a webpage to show where users focus their attention. Common types include: click maps, scroll maps, and move maps.
Why Heatmaps Matter in UX Optimization?
Heatmaps provide visual, objective evidence of user behavior, moving the Optimization process beyond guesswork.
- Identifies Friction: They quickly reveal if users are clicking a non-clickable graphic or if important content in a Section is being ignored (low scroll depth).
- Validates Design: They confirm whether the Visual Hierarchy successfully guides the user's eye to the CTA (Call to Action).
- Informs A/B Testing: The insights gathered from a Heatmap are used to form hypotheses for A/B Testing efforts aimed at improving Conversion Rate.
Example from Flowtrix Projects
Post-launch, Flowtrix utilizes Heatmaps as part of our continuous Optimization process. For example, if a scroll map shows low Engagement Rate after the Hero Section, we know we need to adjust the Section content or Visual Hierarchy in Webflow to re-engage the user, thus maximizing lead capture and Conversion Rate.
Categories:
Analytics
User Experience
Related Terms:
Master Webflow.
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