Heatmap Analysis Guide
How to analyze heatmaps, scroll maps, and session recordings to identify friction points and optimize user experience. Free practical guide.
Why Heatmaps Matter for CRO
Analytics tell you what users do (bounce rate, conversion rate), but heatmaps show you why. They reveal where users click, how far they scroll, and what frustrates them.
vs. reading analytics dashboards
Heatmaps regularly
From heatmap-driven changes
4 Types of Heatmap Analysis
1. Click Heatmaps
Shows where users click (or try to click). Red = most clicks, blue = fewest.
2. Scroll Heatmaps
Shows how far down the page users scroll. The fold line and drop-off points.
3. Move Heatmaps (Hover)
Tracks mouse movement. Where users linger suggests what they're reading or considering.
4. Session Recordings
Video replays of individual user sessions. See exactly what users experience.
How to Analyze Heatmaps (Step-by-Step)
Start with Your Highest-Traffic Pages
Focus on pages with the most traffic first for maximum impact: homepage, product pages, pricing, checkout.
Priority order:
- Landing pages (from ads)
- Homepage
- Product/category pages
- Checkout/signup flow
- Pricing page
Check if Key Elements Are Visible
Use scroll maps to see if critical elements (CTAs, value props, testimonials) are above the 50% scroll line.
Red flags:
- • Primary CTA below 50% scroll line
- • Massive drop-off after hero section
- • Important info at bottom that no one sees
Identify "Rage Clicks" and Dead Clicks
Rage clicks = rapid, repeated clicks in frustration. Dead clicks = clicks on non-clickable elements.
Common causes:
- • Slow-loading buttons (users think they didn't click)
- • Images that look clickable but aren't
- • Form errors not clearly visible
- • Broken links or buttons
Compare Attention vs. Action
Use move/hover heatmaps to see where attention goes, then compare to click heatmaps to see if people take action.
Mismatches to fix:
- • High attention, low clicks = weak CTA or unclear next step
- • Low attention to CTA = poor placement or design
- • Attention on distracting elements = remove them
Watch Session Recordings for Context
Heatmaps show patterns, but recordings show why. Watch 10-20 sessions to understand user behavior.
Focus on:
- • Sessions that bounced (why did they leave?)
- • Form abandonment sessions (where did they stop?)
- • Converted sessions (what path did they take?)
- • Mobile sessions (different behavior than desktop)
10 Common Issues Heatmaps Reveal
CTA Below the Fold
80% of users never see your main CTA
Competing CTAs
Clicks split between multiple buttons
False Affordances
Users clicking non-clickable images/text
Form Field Friction
Drop-off at specific form fields
Poor Mobile Experience
Buttons too small, text unreadable
Broken Elements
Rage clicks indicate non-working features
Ignored Navigation
Menu items with zero clicks
Distracting Elements
High clicks on low-priority items
Missing Information
Users hunting for details not present
Confusing Flow
Back-and-forth navigation patterns
Best Heatmap Tools
Hotjar
Most popular. Click, move, scroll heatmaps + recordings + surveys. Free plan available.
hotjar.com →Microsoft Clarity
100% free, unlimited sessions. Great heatmaps + recordings, easy integration.
clarity.microsoft.com →Lucky Orange
Real-time visitor tracking, live chat, form analytics, conversion funnels.
luckyorange.com →What Our Clients Discovered
Want Us to Analyze Your Heatmaps?
Our team has analyzed heatmaps for 150+ websites, identifying conversion-killing friction points. Get a free audit where we'll analyze your heatmaps and provide prioritized fixes.