Heatmaps 101: Unlocking Where Your Users Are Really Looking

A website heatmap visualises where users focus and interact most on an e-commerce landing page—revealing hot spots on navigation menus, the "Sign Up" button, and featured product images to help optimise digital experiences for higher engagement and conversions. Source: VWO

In today’s fiercely competitive digital landscape, capturing user attention is more challenging than ever. Did you know that the average online visitor spends just 15 seconds on a webpage before deciding whether to stay or leave? And with over 70% of SEA internet users accessing websites via mobile devices, optimising user experience is no longer optional, it’s essential.

If you’re a marketer, UX designer or growth professional in this dynamic region, understanding exactly where your users look, click, and engage can transform your digital strategy. Enter website heatmaps — a powerful, visual tool that reveals user behaviour beyond traditional analytics, helping you boost conversions, reduce friction and create smarter, more engaging digital experiences tailored to your audience.

What is a Website Heatmap?

A website heatmap is a visual overlay that shows how visitors interact with your webpages. Using colour gradients, from cool blues signalling low activity to fiery reds indicating high engagement, heatmaps pinpoint exactly where users are clicking, scrolling, or hovering.

Unlike standard analytics that tell you what pages users visit, heatmaps show how they engage with each element on your site.

Overview of Heatmaps

Why Heatmaps Matter for Businesses?

Basic analytics platforms provide metrics like pageviews and bounce rates, but they don’t explain why users behave a certain way. Heatmaps answer critical questions:

• Why are users abandoning your sign-up form halfway through?

• Are visitors tapping on non-clickable images expecting more?

• Is your call-to-action (CTA) lost because it’s too far down the page?

With heatmaps, guesswork is replaced by clear, actionable insights, especially vital in mobile-first markets where user behaviour can differ dramatically from desktop.

The Three Core Types of Heatmaps

1. Click Heatmaps

   • Show where users click or tap.

   • Help identify your most effective CTAs and uncover clicks on non-interactive elements.

     
     

2. Scroll Heatmaps

   • Reveal how far users scroll down a page.

   • Show whether key content or CTAs are being seen.

     
     

3. Move/Mouse Tracking Heatmaps

   • Track mouse movement and hover behaviour.

   • Highlight areas of interest or confusion.

Types of Heatmaps

Real-World Insights from Heatmaps

• CTA Blind Spots: Scroll maps show if 50% or more users never reach your CTA.

• UX Dead Ends: Frequent clicks on static images can signal poor design.

• Content Drop-off: Heatmaps reveal where 70% of readers lose interest mid-article.

• Form Friction: Mouse tracking uncovers hesitation points in long forms.

• Device Differences: Mobile users often interact differently than desktop users.

  
  

Who Should Use Heatmaps?

Heatmaps are invaluable for:

• Marketers aiming to increase conversion rates

• UX designers refining interfaces

• Product teams analysing user flows

• Content strategists optimising engagement

• Agencies delivering compelling client insights

Whether you’re a solo marketer in Singapore or part of a regional growth team, heatmaps provide the visual data you need to make smarter decisions.

Getting Started with Heatmaps: No Coding Required

Tools like VWO make heatmap implementation straightforward:

1. Add a simple tracking code to your website.

2. Launch heatmaps on any page or funnel.

3. Collect data segmented by device.

4. Analyse clicks, scrolls, and mouse movement.

5. Take action by testing new layouts, repositioning CTAs and reducing friction.

Pro tip: Combine heatmaps with A/B testing to validate changes and maximise ROI.

Best Practices for Using Heatmaps

• Focus on high-traffic pages such as homepages and product pages.

• Compare desktop and mobile behaviours.

• Update heatmaps after major site changes.

• Run heatmaps for at least 1–2 weeks for reliable data.

• Share heatmap visuals in reports and presentations.

Heatmaps in Action: Examples

• E-commerce: Scroll maps reveal users often don’t reach the “Add to Cart” button—moving it higher or making it sticky can boost sales.

• SaaS: Mouse maps expose confusion around pricing tables—clarifying benefits improves sign-ups.

• Media: Click maps show readers tapping images expecting slideshows—adding interactive galleries increases engagement.

• Agencies: Scroll maps explain low blog conversions—adding mid-content CTAs tailored to local interests lifts performance.

  
  

In a Nutshell

In a fast-paced digital world, every click, scroll, and hover counts. Website heatmaps let you see your site through your users’ eyes, revealing what works, what doesn’t and where to focus your optimisation efforts.

With user-friendly platforms like VWO, you can start heatmapping your site today. No technical hurdles, no delays.

Start your free trial with VWO now and discover exactly where your users are looking. Optimise your website for your audience and watch your conversions soar.

About the Author

Martin Li is the Founder and Principal Consultant of The Gain Lab, a Singapore-based consultancy specialising in AI, digital marketing, and leadership development for SMEs. With almost 20 years of experience guiding businesses through digital transformation, Martin has helped organisations—from startups to MNCs—unlock sustainable growth through strategic innovation. A sought-after speaker and ICF coach, he is passionate about bridging the gap between technology and human-centric leadership. Connect with Martin on LinkedIn or visit The Gain Lab to learn more about his work.