Features of a heatmap
- Generally used to test and improve website usability (we can analyse the effectiveness of the page layout)
- It realistically shows what interests the visitor and what is clear to them
- It shows where the user looks (thus evaluating parts of the website where measuring statistics via clicks to other subpages is insufficient), or rather where they move the mouse
- A/B testing, or testing different versions of pages (for example, you can assess which type of banners and placement works best for your users)
You can track
- which elements of the website users click on most,
- how much time a user spends looking at a particular part of the website,
- how far down the page users scroll (i.e. whether the page is too long and users do not read to the end),
- the movement of the user’s mouse across the screen,
- the user’s eye movements whilst browsing the website, captured by an eye-tracking camera.
Given that there are no standards for creating web applications (there are only unwritten rules, which may not necessarily apply to a given target group), a heatmap can easily and reliably reveal shortcomings in the website’s graphic design.
Examples of heatmaps
Paid
Free
It is generally impossible to say which tool is the best. It depends on the individual needs of the funded project.