What is a Heatmap?

A heat map is a two-dimensional representation of data in which values are represented by colors,  usually using darker colors to indicate low activity, and brighter colors to indicate high activity. A simple heat map provides an immediate visual summary of information.It is like a pair of x-ray glasses that lets you see exactly what people are doing on your website.Heatmaps can be used to show where users have clicked on a page, how far they have scrolled down a page, or used to display the results of eye-tracking tests.

With Heatmaps you can…
•    Get priceless insights for high-ROI changes
•    Use your web budget way more effectively
•    Make a great case for prioritizing your redesign
•    Speed up your user testing & analysis process
•    Enjoy more conversions and better engagement

Benefits of Heatmap  :

It takes just a couple minutes, and can even be done with zero technical knowhow.
When compared to eye tracking or user testing efforts that cost thousands more, it’s a complete no-brainer.

Good heatmapping tools, such as CrazyEgg and Clicktale, enable analysts to segment and filter the data.

(i) Like, showing you where people are clicking… and where they aren’t.
(ii) Or how many people scroll down your pages (and where most people stop).
(iii) Or where those people are coming from to begin with, and who clicks on what the most!

It is also important to be aware of the limitations of heatmaps.
When used incorrectly, heatmaps can be misleading. They can encourage analysts to make assumptions that may not be correct. It is important to remember that, as with other forms of quantitative data, heatmaps can tell you what has happened on a page, but cannot tell you why that happened.