Updated Date:
Heatmaps tell you where they were looking and what they were doing right before they left.
Use this guide to interpret visual data and uncover hidden friction points on your landing pages.
| Type | What it shows | Why use it |
|---|---|---|
| Scroll maps (the "how far") | How far down the page users scroll. | Make sure most visitors actually see your key value proposition and CTA. |
| Click maps (the "what") | Exactly where users click (or tap on mobile). | Confirm that users click your buttons, not unlinked images or empty space. |
| Move/hover maps (the "where") | Mouse movement (desktop only). Since the eye often follows the mouse, this can indicate attention. | See whether users actually read your copy or skim past it. |
| Signal | The symptom | The diagnosis | The fix |
|---|---|---|---|
| The "false bottom" (scroll map) | A sharp color change from "hot" (red) to "cold" (blue) early on the page. | Users think the page ends there. This often happens because of large white space, a full-screen video or a horizontal line that looks like a footer. | Add a visual cue (an arrow, "scroll for more" text) or let an image run off the screen so users see there is more below. |
| Dead and rage clicks (click map) | Clusters of clicks, often repeated rapidly, on a non-clickable element (an image, an icon or a bold sentence). | Users expect that element to be a link or button, but it isn’t, and they get frustrated. | Make the element clickable and send users somewhere useful (like the pricing section or a popup). |
| The "distraction zone" (move/click map) | Hot activity on secondary links (social icons, footer links) before the primary call to action (CTA). | Your page is leaking traffic. Users get distracted before they convert. | Remove the distractions. Hide social icons or move them to the Thank You page. |
| The F-pattern (move map) | Intense heat on the left side of the screen, fading quickly to the right. | Users are skimming, not reading. | Use bullet points, bold key phrases and subheadings to match this scanning behavior. Don’t bury important information on the right side of the page. |
| Observation | Hypothesis | Action Item (A/B Test) |
|---|---|---|
| Low Scroll Depth | The hero image is too large and pushes content down. | Shorten the hero section; move the first benefit statement up. |
| Ignored CTA | The button color blends in with the background. | Change the CTA color to a high-contrast complementary color. |
| Clicks on Non-Links | Users think the product photo opens a gallery. | Add a lightbox/zoom function to the image or link it to the checkout. |
| Mobile Drop-off | The form is too long for a phone screen. | Implement a multi-step form or remove optional fields for mobile users. |
Behavior differs a lot between devices. Hover maps don’t exist on mobile, and taps are less precise than clicks. Always filter your heatmaps by device and review mobile separately to catch thumb-zone issues.
| CTA visibility | Did the share of users who scroll far enough to see the CTA increase? |
| Dead clicks | Did the number of clicks on non-clickable elements decrease? |
| Form interaction | Did more users interact with the first field of your form? |
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