Website Heatmaps: Discover what users are really doing

For a business, a website is a hugely important aspect of your marketing and sales strategy. Tracking how your users are responding to your website is crucial to improving the website’s performance. Most of us will do this by reviewing Google Analytics. Although this is a fantastic tool, it only gives you limited data.

Google Analytics gives you an overview of website performance. It shows you statistics, such as, how many views you get; how long people spend on your website; how many pages users view per session; what pages are the most popular; how people get to your website and more. Where this software has limitations, however, is why users do these things. For instance, if you have a high bounce rate and users spend very little time on your website – why is this? Knowing this information from Google Analytics is great but then after that it’s a guessing game. You know you need to improve your website but it’s difficult to know exactly why. Obviously, to get the full picture, we’d need to be telepathic but the next best thing is website heatmaps.

What are Heatmaps?

Our web team love heatmaps. Think of them like this: When a user enters your website, heatmap software will cover each user in ink and as they travel through your website they leave behind visual traces. Due to this, heatmaps allow you to visualise user behaviour, meaning you can see what users care about and do on your site by seeing where they click, tap, and scroll on each web page. They are the perfect way to really see what users do on your website.

Types of Heatmaps

1. Click Heatmaps

These show you hot points on the page of where users click the most. If you hover over these points, you can see how many users clicked on that area. This enables you to see what buttons, graphics or elements of your page are working to get users to other areas of your website.


click map

2. Move Heatmaps

The move heatmap is similar to a click heat map. It conveys how users move through your pages. From this, you can understand your user's journey through your website.

3. Scroll Heatmaps

Using colour, this heatmap tells you where users scroll to on your website page. Knowing this can be fantastic; if some of your most important information is in the lower areas of your webpage that hardly any users get to, you should rethink how you structure your page.


scroll heatmap

Using Heatmaps to Improve Your Website

Visualising behaviour gives the best insight into what your users think about your company and services - seeing where they click or don’t click really allows you to see what works and doesn’t work on your website.

When thinking about the performance of your website, having the user experience in mind is so important. We like to use heatmaps to inform us on how to improve websites to make them better for the user whilst knowing the best places and ways to structure key information and call-to-actions that will help increase lead generation or sales through your website. 

If you’d like to chat about seeing heatmaps on your website, get in touch with our web team today on 0114 266 900 or email us at 



Created by, Alice