Definition

A graphical representation of data where varying degrees of a single metric are shown using colors.

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Information

Heatmaps are often used by online marketers to show what percentage of people interacted with different parts of a web page, whether it is via eyetracking, clicktracking, mousetracking, etc. The most-used parts of the page are often displayed with dark red, with less viewed parts displayed as lighter red, orange, yellow, etc. This can be a very powerful tool when preparing website navigation and sales copy.

Tools

marketingterms Website Heatmap Analytics Tools
marketingterms Conversion Optimization Services & Tools
google-sheets Digital Marketing Price Guide (includes Heatmap Tools)

Related Terms

view all terms in the Web Analytics glossary or all terms in the Digital Marketing glossary

Sites

Useit: Eyetracking Research – includes “Eyetracking Web Usability” book excerpt,related articles, plus free 159-page “Eyetracking Methodology” report

Articles

8 Heatmap Tools and Why / How to use them
KnowTeBook (August 18, 2008)