What is heatmap analysis?

Heatmap analysis is the process of analyzing visual maps that show where users click, move, or scroll on a webpage. It helps businesses understand user behavior, identify areas of interest or friction, and find opportunities to improve UX and CRO.

What can heatmap analysis reveal?

1. Click behavior – Shows which buttons, links, images, and other elements receive the most clicks.
2. Scroll behavior – Shows how far users scroll and which sections they reach.
3. Attention patterns – Helps identify areas that attract or fail to attract user attention.
4. Dead clicks – Reveals elements users repeatedly try to interact with even though they are not clickable.
5. Rage clicks – Can highlight areas where users repeatedly click because they are frustrated or something is not working.
6. Content engagement – Helps determine whether users are reaching important content such as product details, reviews, or CTAs.
7. Device differences – Heatmaps can be analyzed across desktop and mobile experiences to identify usability differences.

Example

If a Shopify product page has an Add to Cart button near the bottom, a scroll heatmap might show that many visitors never reach it. The business could test moving the CTA higher or using a sticky mobile CTA.

Role in CRO

Heatmap analysis helps CRO teams identify user behavior patterns and potential friction points, which can then be investigated and tested through UX improvements or A/B testing.

In simple terms: Heatmap analysis shows what parts of a webpage users interact with most and helps identify what should be improved to increase conversions.