A website heat map is an aggregated visualization of user mouse movement, scrolling, clicks, and taps. Heat maps are used by designers, UX specialists, and marketers to discover website usage patterns and make data-informed optimizations to increase conversion rate and revenue.
By definition, Heat Maps are graphical representations of data that utilize color-coded systems. The primary purpose of Heat Maps is to better visualize the volume of locations/events within a dataset and assist in directing viewers towards areas on data visualizations that matter most.
But they’re much more than that. What many people don’t realize, is that Heat Maps can be applied to a handful of data visualizations. Because of their reliance on color to communicate values, Heat Maps are perhaps most commonly used to display a more generalized view of numeric values. This is especially true when dealing with large volumes of data, as colors are easier to distinguish and make sense of than raw numbers. However, Heat Maps are multifaceted and can also be used in more literal senses, for example, to showcase ‘hot and cold’ (density) zones on a map.
Heat Maps are extremely versatile and efficient in drawing attention to trends, and it’s for these reasons they’ve become increasingly popular within the analytics community, but that’s just the tip of the iceberg as to why. While other data visualizations must be interpreted — either by analysts or business users — Heat Maps are innately self-explanatory. The darker the shade, the greater the quantity (the higher the value, the tighter the dispersion, etc.). When existing data visualizations are paired with Heat Maps, their ability to rapidly communicate key data insights to the viewer is greatly enhanced.
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