Heatmap
Also known as: Click Map, Scroll Map
A heatmap is a visual overlay showing where visitors click, tap, and scroll on a page, with warm colors marking the busiest areas.
What it actually means
A heatmap aggregates the behavior of many visitors into one color-coded picture of a page: red where attention and clicks concentrate, blue where they don't. Click maps reveal what people interact with (including things that aren't clickable, a classic design flaw), and scroll maps show how far down the page people actually get before leaving. Together they answer questions that pure analytics can't — whether anyone sees the offer below the fold, whether the phone number gets tapped, whether a decorative image is stealing clicks from the real button. Heatmaps pair naturally with session replay: the map shows the pattern, replays show the why.
If your scroll map shows 70% of visitors never reach the contact form at the bottom of the page, moving it up — or adding a sticky call button — is a five-minute fix that can lift leads immediately.
Related terms
Session replay is a recording of a real visitor's journey through your website — scrolls, clicks, taps, and hesitations — played back like a video.
A landing page is a standalone web page built for one campaign and one action, where ad traffic is sent to convert.
Conversion rate is the percentage of visitors who complete a desired action, calculated as conversions divided by total visitors or clicks.
An A/B test compares two versions of an ad or page that differ in one element, splitting traffic between them to see which performs better.
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