A heatmap is a graphical representation of the data using a color-coding scheme to represent various values. Heatmaps are used in different forms of analytics but are most commonly used to view user behavior on individual webpages or entire templates.
Heatmaps won’t answer all the questions on how users engage with your website, but they will provide information from other analytics resources that isn’t readily accessible. So long as they are properly used and assumptions are not derived from limited volumes of data, heatmaps can be a highly useful tool in the hands of a website analyst. Heatmaps can be integrated with A/B testing within tools such as UserExperior which means you’ll be able to get a better view of how people interact in your test combinations as contrasted to your original.
