Heat map software helps you see what needs to be improved
Heat maps give you a color-coded representation of the website elements that get the most (hot) and least (cold) interacted with.
When you see what people are clicking on, scrolling through, or ignoring on individual pages, you form a clearer understanding of what to change, what to start A/B testing, and what to improve—so you can give your users the experience they deserve.
Optimize and refine your website
A heatmap helps you determine if people reach important content, follow the main links, buttons, and CTAs, and/or experience issues across devices while browsing your site.
When you use heatmaps on business-critical pages (including your homepage, product and checkout pages), you make sure you are always creating a great user experience.
Protect your users' privacy
Hotjar Heatmaps collect anonymized user behavior data, so you get an overview of your website visitor behavior while always protecting end-user privacy.
With on-page suppression activated, you can make sure no personally identifiable information is ever seen in your Heatmap reports.
More ways to understand your users
Heat maps tell the perfect visual story of what's happening on individual pages—but it doesn't end there. Heatmaps are one of 7 tools in Hotjar that work together to help you dig deeper into where and for how long people got stuck or confused, and get their in-the-moment feedback as they browse through your website.
When you create a Hotjar account,
all 7 tools are immediately available to you.
In 2019, ~350k organizations created 1,715,313 heatmaps with Hotjar
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Hotjar's behavior and feedback tools
Website heatmap FAQs
What is a website heatmap?
A website heatmap (or heat map) is a visual representation of user interaction data where values are depicted by a range of colors from the most popular (red) to the least popular (blue) elements of a web page.
Heatmaps make it easy to understand how visitors interact with individual website pages—how they move their mouse around the page, and what they click on, scroll through, or ignore—which helps identify trends so you can optimize your site and improve the user experience (UX).
What is the difference between scroll heatmaps, click heatmaps, and move heatmaps?
Scroll heatmaps show you the exact percentage of people who scroll down to any point on the page: the redder the area, the more visitors saw it.
How a scroll heatmap can help you optimize your site: knowing how far down the page your visitors are scrolling can influence where you place important information and page elements—like your unique selling proposition (USP) and your call to action (CTA). You can also use scroll maps to compare desktop and mobile versions of the page; for example, to identify whether prominent elements on desktop are also positioned well on mobile.
Click heatmaps (also known as touch heatmaps on mobile devices) show you where visitors click their mouse (on desktop) and tap their finger (on mobile).
How a click heatmap can help you optimize your site: the heatmap is color-coded to show you what visitors have clicked and tapped on most frequently, which can help you identify popular page elements and understand if people are clicking on what you want them to click on, or if they’re rage clicking on a broken button or link. Conversely, infrequent clicks or taps on an important element could inspire you to run a usability test to find out how to get more visitors to see and interact with your most important content.
Move heatmaps track where desktop users move their mouse as they navigate the page: hot-spots represent mouse movement. If your visitors tend to follow their cursor with their eyes—or move their cursor to where they’re looking on the screen—a move heatmap could indicate where they spend more (or less) time viewing your website page.
How a move heatmap can help you optimize your site: if you see very little mouse movement in an important section of the page, you can use other behavior analytics tools (like session recordings) to investigate—which can help you understand why your visitors might be missing that part of the page, and how you can fix it for them.
Can heatmaps help increase your conversion rates?
Yes, potentially: heatmaps show you how people interact with your website pages so you get a clear understanding of what needs to change (and what to start A/B testing) to improve the user experience and increase conversion rates.
When you use heatmaps on business-critical pages like your homepage, product pages, and checkout page, you can see whether visitors respond to important content like your CTA, or if they experience issues while browsing your site, like broken page elements. You can then use what you learn from your visitors’ behavior to improve your website and increase conversions.
Is a heatmap an analytics tool?
A website heatmap is a behavior analytics tool that helps you understand how visitors interact with individual website pages so you can find out if they are:
- Reaching (or failing to reach) important content
- Using a page’s main elements like links, buttons, opt-ins, and CTAs
- Getting distracted by non-clickable elements
- Experiencing issues across devices
Heatmaps can also be used in combination with other analytics tools to help you make informed, data-based decisions for A/B testing, website redesign, conversion rate optimization (CRO), and improving the user experience (UX).