Heatmap
The term "heatmap" is best translated into Dutch as "heat image" and gives an indication as to which items on a web page are best viewed. Understanding these "hot spots" contribute to the conversion of a Web site. In many cases, Web designers use heatmaps when applying comparative (A/B) testing.
Measuring behavior with a Heatmap
When designing a heatmap, eye-tracking research is used. This involves understanding the behavior of a visitor to a web page. This is visualized with an image of the specific page on which colored spots are displayed. The colors of the spots are indicators of which elements attracted the most attention.
There are 3 types of heatmaps:
- The scrollmap shows how Web site users scroll across the page and what percentage of visitors actually reach the bottom of the Web page.
- The click map provides insight into the click behavior of website visitors which gives a good picture of the website visitor's customer journey.
- The movemap provides insight into mouse movements that can be used to visualize which elements of the page caught the visitor's attention.
