Heatmap

A heatmap is a data visualisation tool that shows where users click, scroll, move their mouse, and focus their attention on a web page. Heatmaps are displayed as colour gradations — red/orange for high activity, blue/green for low activity. They provide qualitative insight into user behaviour and are used to identify usability issues, optimise CTAs, and improve page layout. Tools like Hotjar and Microsoft Clarity provide heatmap functionality.