Heatmaps are dynamic and interactive reports to visually show you what users are doing not only on your website but in great detail on a given page. A heat map will overlay colors on your website to show where users are clicking, where mouse movements are (e.g. this is considered eye tracking as well!), how far down on a page someone scrolls, percentage of clicks on a given area, and many will even allow you to export the information for deeper dives in analytics software or spreadsheets.
As you get into heatmaps you will notice that there are two types you can use. The first is real-time where you can actually watch a single user session move on your website to see what they are doing. This could be called a creeper or stalked mode of heatmaps as you can see exactly what they are doing. The other version of heatmaps is where you can look at what a user did after they have left your site to get some valuable insights. I am going to cover the core heatmaps that we look at constantly to look for areas of improvement and functionality within a website.
Heatmaps don't stop there. When you are working with heatmaps they can also delve into your forms on your website and show you how long a user is in a given field. This information can help you learn if a question or field is too hard, or maybe they were talking to someone else and just got distracted for a while. Analytics can give you insights into what is happening and when.
By utilizing heatmaps you can increase your lead generation on your website, the overall user experience, and ultimately increase the revenue to your bottom line.