Heat maps, click maps, and scroll depth analytics give context to the rest of your analytics data. General analytics give you an idea of what pages are failing, but heat maps and other similar tools offer clues to what components on the pages may not be working, because they’re a window into your visitors’ experiences. They let you identify the elements of a page that your visitors concentrate on the most, as well as what’s being ignored. Knowing this can help you prioritize more important page elements, and allows you to decide which distractors are causing visitors to miss the information you want them to see and act on.
Let’s look at a heat map as an example. When reviewing a heat map, as it implies, the warmer colors indicate areas where users tend to focus the most, while cool colors and areas left without color indicate areas of minimal to no concentration.
If you’re seeing dropoff on a particular page in your analysis, reviewing a heat map could be a helpful way of figuring out what’s causing the issue. It can easily show you if the visitor is glossing over the call to action on the page, for example, and will also show you exactly what is distracting the learner.