Heatmap

Heatmaps matter because they expose invisible friction that quantitative metrics alone cannot diagnose. Analytics tell you that conversion dropped, but heatmaps show you precisely why—perhaps visitors frantically click on non-clickable elements thinking they're buttons (indicating confusing design), or perhaps your primary call-to-action sits in a cold zone nobody views (layout problem), or perhaps 90% of clicks land on a secondary, low-value element (hierarchy issue). These insights guide optimisation with surgical precision rather than guessing what to test. The visual format also democratises insights across teams: designers, developers, and marketers can all instantly grasp patterns without statistical fluency, improving collaboration and buy-in for changes. For B2B contexts especially, where traffic volumes may be modest, heatmaps aggregate hundreds or thousands of individual sessions into clear patterns, overcoming the noise of small samples. The diagnostic value appears strongest on critical pages—landing pages for paid campaigns, product pages, pricing pages, checkout flows—where small improvements multiply across all traffic. Organisations that routinely use heatmaps during redesigns and optimisation projects report 15-30% conversion improvements by systematically eliminating revealed friction points. The tool also prevents expensive mistakes: before investing in complete redesigns, a quick heatmap often reveals that moving one element or clarifying one button solves the problem at fraction of the cost.

A heatmap is a visual overlay that shows where visitors act on a web page. The tool records every mouse-click, tap or scroll event, then colours the page so hot red spots mark heavy activity and blue areas show neglect. The three most common views are:

• Clickmap – highlights buttons, links and images users press.
• Scrollmap – reveals how far people scroll and where they drop off.
• Move-map or hover-map – plots mouse movement, useful for desktop layout checks.
  

Free services such as Microsoft Clarity and paid suites like Hotjar generate these heatmaps by adding one script tag to your site. Screenshots turn abstract analytics numbers into a quick, intuitive picture: “Everyone misses the secondary call-to-action” or “Ninety per cent of visitors never see the pricing table below the fold.”

1. Pick a user-behaviour tool

Compare lightweight free options in the user behaviour tools category or choose Hotjar for deep session replay, Microsoft Clarity for cost-free volume, or another platform that fits budget and compliance needs.

2. Install the script tag

Add the snippet before the closing  tag, publish, and verify tracking. Most tools start collecting clicks and scroll depth within minutes.

3. Gather a baseline sample

Let the heatmap run until you collect at least 1 000 page views or another statistically comfortable size for your traffic level. Avoid acting on tiny, noisy samples.

4. Read the patterns

Look for:

• Unclicked elements that appear mission-critical.
• Heat clusters on non-clickable graphics (sign of user confusion).
• Fold lines where scroll activity collapses.
  

Log issues and hypotheses in your qualitative research workbook.

5. Test and iterate

Move, resize or restyle problem elements, then rerun heatmaps after the change. Continuous cycles turn anecdotal design tweaks into evidence-based improvements.

For step-by-step setup instructions see the guides on the Hotjar and Microsoft Clarity tool pages.