What Is A Heat Map?

Written by Caitlin Davidson

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Heat Map Defined

A heat map is a data visualization tool that graphically represents data as values colors on a matrix. Heat maps allow businesses to track and record the activity a user undertakes, when visiting a website based. The recording of a users activity is based on their mouse movement. 

The aim of a heat map is to visualize the areas of a website that gets the most attention from users. It works by collecting data from a web page and displaying that data over the web page itself. This allows business to gain a deeper understanding of how users interact with a website.

There are three different types of heat maps:

  • Scroll maps— show how much information is available on a page without having to scroll. This map also identifies how far users will scroll before abandoning the page.
  • Hover mapping—shows where user are most likely to hover their cursors while reading across
    the page.
  • Click mapping— displays where users are most likely to click, when reading an email or webpage.
  • Attention mapping— uses customer browser data to display which part of the page received the most attention.

allowing for better development to increase conversion rates of visitors to customers. 

Benefits of using a heat map include better website development and user navigation, insight into real-time data, increased conversion rate and overall view of how customers use the website.

In Data Defined, we help make the complex world of data more accessible by explaining some of the most complex aspects of the field.

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