The Short Answer
Heatmaps show you what users do. Not what they think.
Combine them with research to understand why.
Types of Heatmaps
Click Maps
Show where users click/tap. Hot spots = high engagement.
Scroll Maps
Show how far users scroll. The fold is no longer real, but attention drops with distance.
Move Maps
Show mouse movement. Correlates with eye movement (not perfectly).
Attention Maps
AI-predicted attention based on scroll position and page structure.
What Heatmaps Reveal
Good Patterns
- Users clicking primary CTA
- Expected scroll depth
- Clear visual hierarchy
Warning Signs
- Clicking non-clickable elements
- Ignoring key content
- Short scroll depth (on long pages)
- Rage clicks (repeated clicks on same spot)
Heatmap Tools
- Hotjar
- Crazy Egg
- Microsoft Clarity (free)
- LogRocket
- VWO
The Bottom Line
Heatmaps are a starting point, not a conclusion. They show what, not why. Pair with user interviews, session recordings, and analytics for the full picture.