A graphical representation of data where varying degrees of a single metric are shown using colors.
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.
Heatmap functionality is often bundled with other conversion-oriented tools in all-in-one suites:
Mouseflow – has a “free forever” plan and a free trial.
Hotjar – has a “free forever” plan and a free trial.
Inspectlet – has a “free forever” plan.
Useit: Eyetracking Research – includes “Eyetracking Web Usability” book excerpt, related articles, plus free 159-page “Eyetracking Methodology” report