Heatmap tools report on how web or mobile visitors behave when interacting within a singular web page on a website or mobile device. Marketers and web developers use heatmaps to visualize where visitors click, hover, and scroll on a web page. Heat maps visually represent the recorded clicks and mouse movements of the website or mobile visitor and create in-page data for marketers and UI/UX designers to analyze. This information shows how well or poorly the page’s design draws the viewer’s attention and where designs can be improved, thus increasing engagement and conversion.
Heatmap tools are deployed on top of existing web development infrastructure and web content management software. Often, these products include features of digital analytics software or other conversion rate optimization software, such as product analytics software and session replay software. While products in this category have expanded to address heat maps for both web visitors using PC or tablets and mobile devices or mobile apps, features like mobile app analytics software have been an additional product offering for optimizing mobile experiences.
To qualify for inclusion in the Heatmap Tools category, a product must:
Create or overlay heat maps of or onto screenshots of existing web pages or mobile interfaces
Track, monitor, or record the number of clicks on specific elements or areas of a web page
Collect data on a per-page or individual user sessions basis
Offer report filtration via specific behaviors or visitor demographic
