What is a heat map?
A heat map is an access analysis tool that uses colors to visualize actions such as what content users are viewing on a website, where they are clicking, and where they are leaving the website.
A heat map can be compared to a thermography that allows you to visually see a person’s body temperature.The temperature appears to be high in areas where action is concentrated, and the temperature appears to be low in areas where action is not concentrated. .
The actions reflected in the heatmap are cursor movements. The heatmap is reflected from the cursor log. Therefore, in order to view the heatmap, you need to install a tool-specific tag on your website.
What you can learn from heatmaps
By creating a heat map, you can understand the following four things.
① Scroll
It reveals how far users who visited your website read from the first view on the page, and where they left the page. Specifically, the first view is set to 100%, and the percentage of users remaining until that point is displayed.
By measuring the exit rate during a page, you can understand whether the content was what the user was looking for when accessing the page.
②Attention
See what parts of the page your users are reading. Specifically, we measure the time spent after scrolling and visualize it by color. The red part means it’s been read a lot, and the more it goes from yellow to green and green to blue, the less read it is.
You can see that the parts that users often read are the information that they are looking for, and conversely, the parts that are read less often are the information that users are not looking for.
③Click
See where users are clicking on your page. Similar to ② Attention, the location of the click is measured, and if it is frequently clicked, it will be displayed in red, and from there, it will be displayed from yellow to green, green to blue, depending on the degree of click.
You can see where people are clicking or not clicking, and whether there are “accidental clicks” such as clicks on non-CTA buttons.
④Mouse move
You can see how the mouse (cursor) is moving. The movement of the cursor is said to match the user’s line of sight. You can understand how the user’s gaze moves.
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