Heatmap
A heatmap visualizes the zones of a web page where users click, scroll, or move their cursor, revealing which elements attract attention and which are ignored. Hotjar, Microsoft Clarity, and FullStory are the most widely used tools for this purpose.
In practice
Click heatmaps often show users clicking on non-clickable elements (bold text, images without links) — a signal that those elements should become links. Scroll heatmaps reveal the 'death point': on a service page, 60% of visitors may never see a call to action placed at the bottom. Moving the CTA above that threshold is often the fastest fix to improve conversions.