These types of heatmaps provide insights that answer critical UX and conversion questions, such as:<\/p>\n\n\n\n
- \n
- Are users seeing my key content?<\/li>\n\n\n\n
- What elements are they engaging with?<\/li>\n\n\n\n
- Where are they paying the most attention?<\/li>\n<\/ul>\n\n\n\n
By analyzing these patterns, we can pinpoint where users get stuck, what\u2019s drawing their attention, and where they drop off\u2014and take action to improve the experience.<\/p>\n\n\n\n
Scroll Maps<\/h3>\n\n\n\n
Scroll maps visually depict typical scroll depth on any web page. Key insights you can glean from scroll maps:<\/p>\n\n\n\n
- \n
- Where users drop off (high exit points may signal a false bottom)<\/li>\n\n\n\n
- Whether important content is being seen<\/li>\n\n\n\n
- If users are scanning or engaged<\/li>\n<\/ul>\n\n\n\n
Tools typically use scales to show you the portion of users who scroll to different parts of your page. Red or “Hot” areas of your Heatmap indicate that all or almost all your users have seen this part of the page. As you move down the page, the colors will get “colder” according to the percentage of users who scroll down to that point.<\/p>\n\n\n\n
The lines on the page below indicate where 25%, 50%, and 75% of users dropped off, meaning they left the page or clicked on something, therefore not scrolling further.<\/p>\n\n\n\n
![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/01-scroll-map-209x1024.png\")
<\/figure>\n\n\n\nWhile shallow scrolling is not inherently negative, it may indicate lost user attention or that a page does not look scrollable.<\/p>\n\n\n\n
The same goes for deeper scroll depths. It is not inherently positive or negative to see a deeper scroll depth. Depending on the surrounding context, deeper scroll depth may indicate that users are failing to find meaningful content higher on the page, and therefore go looking by scrolling down.<\/p>\n\n\n\n
Movement Maps<\/h3>\n\n\n\n
Movement maps show where users have hovered their mouse on a page. They are valuable because they show us where the majority of user attention is focused. Movement maps can show:<\/p>\n\n\n\n
- \n
- What content users are reading or skimming<\/li>\n\n\n\n
- Where their attention is most concentrated<\/li>\n\n\n\n
- Whether key information is being overlooked<\/li>\n<\/ul>\n\n\n\n
Movement maps help us infer what content is most valuable to users during the decision-making process.<\/p>\n\n\n\n
![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/02-movement-map-side-to-side.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/03-movement-map-up-and-down-1024x797.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/04-click-maps-348x1024.png\")
<\/figure>\n\n\n\n