Heatmap
A heatmap is a visual report that uses color to show where visitors click, move, and scroll on a page. Warm colors mark high-engagement zones and cool colors mark ignored areas, turning aggregate behavior into an at-a-glance map of where attention lands.
Why It Matters
It reveals what analytics numbers cannot, showing exactly where attention concentrates and where users stall or drop off. That behavioral context tells you which sections to test, cut, or reposition.
Common Mistake
Treating a heatmap as proof rather than a prompt. Colors show what happened, not why, so drawing firm conclusions without pairing heatmaps with testing or session data leads to misguided redesigns.