The clue is in the name: UX (user experience) is all about your users. So it makes sense that the more user-focused you are when collecting website data, the better equipped you’ll be to make optimizations that serve your users’ needs.
You probably already have some clues about user behavior from traditional UX analytics data (e.g., bounce rate, page views, conversions). But how do you know what to fix first when you spot a problem? And where do you start when you’re looking to increase conversions?
If you’re a UX designer, developer, or marketer working on improving the user experience, heat maps can help you collect data on how people interact with your website, so you can use those insights to improve UX and the metrics that matter to your business.