Website Heatmap Examples: Using Heatmaps to Improve UX & Conversions

Heatmaps are a website owners best friend, and these website heatmap examples will show you why.

Simply put, they're a powerful data analysis tool that enables anyone - and i mean anyone - to understand how internet users interact with their website.

This is because heatmaps are a lot more visual than your usual analytics reports.

So this makes them more accessible, particularly for people who are not accustomed to analyzing data. 

In this blog, you'll find an introduction to heatmaps, as well as a few striking website heatmap examples that really bring the power of this TWIPLA feature to life.

Let's dive in!

There are at least five different types of heatmaps available from most heatmap tools:

1. Click maps show where on a certain page visitors click most often. The areas with the most user clicks will display a “hotter” color.
2. Movement maps track all mouse movement across the page and also show the most hovered over elements 
3. Tap maps are the equivalent of click maps, but for mobile devices. They instead track screen taps.
4. Scroll maps are a measurement of scroll depth. They use colors to display where most users stop scrolling. With scroll maps, the above the fold section of the page will, of course, be the hottest. The footer will, most likely, be the coldest, as less people scroll to the end of the page.
5. Attention heatmaps are a type of tool that only some heatmap software offer. They adjust data from scroll maps to display colors also based on time spent on each section of the page.

Company X had a very organized and well-structured website, and yet they were still struggling to get conversions from their visits. They placed a CTA button on the homepage, but, even so, their conversion rate was under 0.5%. Indeed, only 1 in 200 visitors would actually click the CTA button.

To understand why, they installed a heatmap tool and then used it to then make a movement map. After one week, they were able to notice that people were hovering a lot more on the left side of the homepage. But the CTA button was on the right. So the solution was to move the button to a “hotter” area. After another week, the percentage of people clicking it increased to 2.8%. This had an immediate effect on sales.

Heatmap Example 3: Company Y's Cold Scroll Map

Company Y published a series of blog posts on subjects connected to their product. At the end of each post, they would then encourage users to subscribe to their newsletter. Although, on average, they welcomed 11.700 visits per week on their blog posts, new subscribers were 3-4/week. 

In order to find out why, they used Visitor Heatmaps and found out that just 5% of the visitors scrolled down to where the “Subscribe to Newsletter” button was. So they placed a copy of the same button higher up, under the first paragraph of their blog posts, in a “hot” area. The next week after the change, the number of subscribers had increased by 43.