Product & metrics
Heatmap
By Rubén García · 3 min
An image of a web page that colours where people click and how far they scroll: the stronger the colour, the more activity.
It shows at a glance which parts of your site get attention and which nobody sees. You don't need to know analytics to understand it.
Hypothetical example: a shop's heatmap shows lots of clicks on a photo that doesn't link anywhere. The shop turns that photo into a link to the product.
There are several types: click maps (where people click), scroll maps (how far they scroll) and area maps (which parts get the most activity).
Microsoft Clarity offers free heatmaps for unlimited websites, and its AI assistant summarises what they show in plain language.
A heatmap tells you what happens, not why. Use it to find problems, then test the fix with an A/B test.
