What is a website click map (heatmap) and why do we need it?
Click maps or heatmaps is an online service for marketers, usability and SEO specialists which allows them to view and measure the user activity on a website and track the website performance. Using a heatmap, you’ll get a chance to learn more about how users behave on the pages of your website or online store. This will help you to optimize its design to make it more effective and improve customer behavior.
Heatmaps For Online Stores or Websites: Types and Detailed Information
There are 4 types of heatmaps:
- Click map: Shows all elements and areas on website pages where users click and the number of clicks on every element during the selected period. Use the click map on your website to analyze the preferences of your users, detect the unclickable elements which get user interactions, and identify buttons that are left unnoticed (nobody clicks on them);
- Scroll map: In percentage, shows the correlation between the size of a page and the number of users that viewed it. To put it more simply, you can view the scroll depth of the page or how far the users scroll it;
- Mouse activity map: Displays the elements users hovered with their cursor;
- Session recording: The recording of the behavior of all users on a website to view their motions and clicks.
Each type of heatmaps will help you to perfect your website or online store, learn more about your users, and increase revenue.
It is also worth mentioning such tool for UX evaluation as a screen recorder (video of user behavior). Sometimes it is considered an inevitable component of any heatmap and sometimes they are even confused with each other.
A video of behavior allows seeing a site as your visitors would since it records when people move a mouse, open pages etc.
Despite its popularity, this tool isn’t suitable for usability audits. The thing is, that a site with high traffic can have thousands of sessions per day. Each of them lasts from a few seconds to several hours (especially if someone has forgotten to close a tab). Hence, it’s impossible to analyze a whole mass of data using videos.
Just consider that to view videos of one thousand 1-2 minute sessions, you will need around 25 hours! Such method definitely doesn’t pay off.
Yet we decided to evaluate tools in our overview based on the availability of user behavior recording as well.
How Does a Click Map Help to Make Your Website or Online Store More Profitable?
Click maps, heatmaps, or scroll maps provide certain information which serves as a good basis to make positive changes on your website and increase income. For instance, they can show:
- Low conversion rate and its reasons. A heatmap helps you to analyze user activity and change the content or design of a website.
- Design and unnoticed errors. It’s hard to define whether a website is convenient for customers on your own. Only experiments and heatmap data will give you a comprehensive reply.
- Content quality. Using a scroll map, you can see how deep your visitors view the content and whether they find your offers interesting and relevant.
- The right place to locate interlinking and current offers.
- The effectiveness of pop-ups. Many companies don’t use pop-ups only because they consider them useless (even though they have never tried pop-ups). With a heatmap, you can find out whether pop-ups are really helpful.
- Calls-to-action and their location. This is really crucial taking into account that by placing a strong call-to-action in a noticeable or favorable place you can make users react to it.
- Dynamic elements on a website and their visibility. Analyze how users interact with the dynamic elements and, generally, define whether they are helpful to your visitors.
- The sequence of clicks on a page and click analysis. You should have these data since they will help you to know where and how to place the information to make it easier to perceive and simulate the next purchase.
This article includes information about 16 popular heatmaps. We got a chance to use some of them (those that offer test registration).
The overview includes the following services:
This overview doesn’t include products that offer a heatmap only as an additional tool (Yandex.Metrika, Vwo, Userreplay etc.) and also services that haven’t been updated for a long time (Mockingfish, Heat-map.co etc.).
Performing usability audits, the experts of our agency usually use 2 main tools:
- Heatmap – The statistics of user interaction with different areas and elements of a website.
- Scroll map – The statistics of how far users scroll a page.
Let’s check the most popular clickmaps:
Plerdy is a convenient and relatively easy SEO tool for monitoring website traffic and user behavior. One product offers two tools marketers can use to improve conversion rates of their sites. The first tool is a heatmap, and the second is a smart form builder (it can be used to create dynamic popups without a programming background).
Clicks are started to be collected once you install the script of Plerdy. To view the results, just open a sidebar on your site (Ctrl+Alt+H). All data are shown online right on the pages of your webresource.
Another point of convenience is that you don’t have to return to the main dashboard to switch between pages – the statistics of the necessary page opens automatically.
All information on clicks is segmented by device and traffic channel. If you need to track the click rate of a separate element, you can also add your own tags.
A very useful point: Plerdy’s script takes into account clicks on all interactive elements of a site (popup windows, menus, etc.):
Thanks to its native data collection algorithm, Plerdy click heatmap provides 99% accurate data on clicks. Another advantage you can get using Plerdy heatmap is that all data are displayed on a live website in real-time. Thus, you can view the data collected on different website pages and see how users are interacting with your website.
In addition to the click heatmap, the online Plerdy service for SEO also includes the following tools:
- Hot items: the service segments and shows the elements that are most popular with users and hence, have the highest CTR.
- Page scroll depth: With the Plerdy heatmap, you can also view the scroll depth of any page of your website. This will help you to place useful information targeted at visitors in the most viewable areas.
- Clicks and click sequences: You should know what your website visitors first respond to and, consequently, click. This information can be used to perfect your website and guide the visitors in the right direction.
- Events related to one element: You can view the actions that happened with one selected element. For example, the number of clicks or hovers on the page or button.
Plerdy doesn’t have a tool for screen recording.
Pros of Plerdy click heatmap:
- 99% data adequacy and accuracy;
- All click results immediately become visible in real time;
- Available segmentation of users by traffic channel;
- Clicks of dynamic objects are collected;
- Individual tags for click tracking can be added;
- Opportunity to view the scroll depth of a page;
- All statistics are presented in tables.
Cons of Plerdy click heatmap:
- Data from the dashboard cannot be exported.
Data storage: from 3 to 6 months
Localization: Russian, Ukrainian, and English
Pricing: 3 packages: $29/month – 10,000 pageviews/day, $59 – 25,000 pageviews/day, and $99 – 50,000 pageviews/day.
Free version: A free version is available but with certain limitations: 2,000 pageviews/day, 3 pages can be added, 3-month data storage, and the results can only be viewed on a desktop version.
To register on CrazyEgg’s site, users are required to enter their credit card number. Probably this has been done to filter out the people who are unlikely to really use the service. On the other hand, a potential customer has no chance to use a free version and check how this service works. Those who are not ready to provide their credit card number can check video presentations of the service and access a demonstrational “test” mode.
Important: If you have indicated a credit card with zero balance, you won’t be able to complete the registration. If it has money, the first 30 days will be free, but after a month, the payment will be withdrawn automatically.
We were quite surprised to find out that CrazyEgg heatmap doesn’t have online support (by the way, users have repeatedly complained about that in their reviews). An email is the only way to contact the team of the service.
Key tools of CrazyEgg heatmap are really very easy-to-use. Nevertheless, it’s worth mentioning that all click statistics are presented in screenshots, and you cannot work with a live site.
This is a heatmap kind of clickmaps, where areas with the highest number of clicks are the hottest. A scroll map shows the scroll depth of a page.
CrazyEgg heatmap doesn’t record clicks on dynamic objects (like popups).
Crazy Egg has a special feature. It’s Confetti filter which segments the heatmap by color to mark different channels users come from. It’s useful if you are developing multiple traffic channels simultaneously.
CrazyEgg heatmap doesn’t offer screen recording.
Testing the heatmap on a website with a responsive layout we noticed that click areas are displayed with a slight distortion. It’s likely that CrazyEgg doesn’t take into account the difference between standard and responsive layouts. Hence, the analysis of the heatmap can have a considerable measurement error.
Crazy Egg integrates with the following business systems and apps:
- Dream Host
So if you are using any of these services, you can easily integrate all the data of the heatmap on your website into one program.
Pros of CrazyEgg heatmap:
- Сonfetti: Convenient user segmentation by traffic channel.
Cons of CrazyEgg heatmap:
- Complicated registration procedure;
- All statistics are displayed in screenshots;
- Statistical data on dynamic objects aren’t collected;
- Data on responsive sites aren’t properly displayed.
Data storage: from 3 months to 2 years (depending on the chosen package)
Pricing of CrazyEgg heatmap: You pay for recorded visits to your site. There are 5 packages: $29 – 30,000 visits, $49 – 75,000 visits, $99 – 150,000 visits, 249 – 500,000 visits, and unlimited.
Sessioncam is a neat and functional heatmap created by a British team.
This service comprises a click heatmap, a scroll map, and a screen recording feature to view how users behave on pages.
Based on descriptions and reviews, Sessioncam has an additional attention map function. It marks the areas of a page which get the most of users’ attention. The developers claim that it allows you to detect the most favorable places to put calls to action or other important information.
Unfortunately, we didn’t manage to evaluate all advantages and disadvantages of this tool as it doesn’t offer a test version and asks for personal data. Also, you cannot register here without a phone number. The hidden price means that the cost is set individually after you communicate with a manager.
Data storage in the click heatmap: –
Pricing of Sessioncam heatmap: Price is hidden
HotJar heatmap is a platform for website analysis that gives a better understanding of user behavior on a website and helps to improve user experience. Hotjar cannot be used as a substitution of Google Analytics.
After you buy an access to HotJar, you get an opportunity to work with several tools simultaneously: a click heatmap, a scroll map, screen recordings, a sales funnel analytics etc.
As in many other services, the click heatmap highlights clickable elements of a site based on a color scale. When you hover over a color, you see a percentage that shows views in the chosen area compared to the general number of pageviews.
The scroll map relies on the same principle: parts that are viewed more frequently have hot colors and the least viewed – the cold ones.
Among the special features of this product, there is a tool for sales funnel analysis. It allows analyzing the actions of users from the moment they visit a site up to the completion of payment.
Also, with HotJar click heatmap you can add to your site a widget for leaving feedback or addressing the visitors who stay on a certain page for too long.
Unfortunately, HotJar click heatmap doesn’t count clicks on dynamic objects, though today many sites opt for interactive elements to attract visitors’ attention.
Also, in Hotjar we didn’t come across filtering of clicks by traffic channel. Neither can you set personal tags for tracking special routes of the visitors of a webresource.
Hotjar fully integrates with:
Thus, in case you are using any of these tools, you can easily integrate all the data of the heatmap on your website into one program.
Pros of HotJar click heatmap for a website:
- Many interesting charts.
- Convenient format of statistics on a live site;
- Ease of use;
- The price (taking into account that one service comprises many different tools).
Cons of HotJar click heatmap for a website:
- Statistical data for dynamic objects aren’t collected;
- No segmentation by traffic channel.
Data storage: from 3 months to 1 year.
Localization: English interface (It offers 40 languages, but they are only available for built-in tools, such as the feedback widget).
Pricing of HotJar click heatmap for a website: The prices are indicated in euro. Personal usage costs €29 for 10,000 pageviews/day. The service has a separate calculator for businesses (from €89 for 20,000 pageviews/day to €989 for 800,000 pageviews/day). The price for agencies that use this tool for customers’ audits is discussed on an individual basis.
Inspectlet click heatmap for a website is primarily a service for screen recording you can use to check user behavior on a site. Click and scroll maps are secondary here. However, we included it in our overview, since Inspectlet is one of the few services that collect clicks on dynamic pages.
It’s convenient thanks to the filters that can sort user behavior by device type.
The click heatmap starts to be formed once you install the script.
Yet during the testing, it turned out that clicks recorded on the menu are displayed even after it is closed:
Another flaw we noticed is related to the display of reports on smartphone clicks. The presentation of data makes it difficult to understand which elements were clicked:
Some of the additional features (such as data download) are only available to customers with premium access.
- User segmentation by device type;
- Clicks are collected immediately after the script is installed;
- Data on dynamic objects are displayed with discrepancies;
- Clicks made on smartphones are displayed with discrepancies.
Data storage: from 1 to 12 months.
Pricing: There are 5 packages: for $39 you can collect 50,000 pageviews/month, for $79 –250,000, for $149 – 500,000, for $299 – 1,250,000, and for $499 – 2,250,000.
The main target audience of ClickTale are marketers of big online marketplaces.
This service is positioned as a platform for studying the behavior of different segments of customers with a click heatmap, a scroll map, a screen recording feature, and sales funnel tracking.
The developers claim that the movements of a mouse on a site reflect the way a customer glances at it. Recorded patterns of behavior allow you to understand whether users were initially interested in a purchase and if they were left satisfied with the visit.
Hidden prices and the absence of a test registration are considerable drawbacks of this service.
Data storage: –
Pricing: Prices are hidden. You can get them only after you send a personal application. Some users write that the price of a package starts from $99.
Seevolution click heatmap for a website is an American service with a standard set of tools: a click heatmap, a scroll map, and screen recordings.
Its creators state that it can be used to analyze forms and fields on a site, set goals for a new project based on clicks, track data online, and also collect information about users’ location.
Unfortunately, we were denied the registration. We got an email with a recommendation to use services of several competitors.
Data storage: from 1 to 6 months
Pricing of Seevolution click heatmap for a website: You can get a click heatmap to record 25,000 monthly visits for $9/month, 100,000 visits – for $49/month, and 450,000 visits – for $99/month.
LuckyOrange click heatmap for a website takes a special place among multifunctional tools. In addition to a heatmap, screen recordings, a scroll map, analytics of forms, and a location filter (segmentation of traffic by country), this service also offers a chat (so you could talk to your customers), and a survey form.
LuckyOrange click heatmap for a website does more than making a snapshot of a webpage, as many other services do; it creates an interactive layer for viewing data. Thus, this is one of the few tools that take into account the interactive (dynamic) content of an interface. With LuckyOrange, it’s easy to collect clicks on menus, folders, and other drop-downs.
Among all the available features, Luckyorange’s chat particularly stands out. The opportunity to assume what your customers may need and provide them customized answers is just great. In the end, it’s always pleasant to treat your customers with a personal approach.
Pros of LuckyOrange click heatmap for a website:
- Click tracking function based on location;
- Metrics for click analysis;
- Clicks on interactive elements (menus, banners, etc) are counted.
Cons of LuckyOrange click heatmap for a website:
- Processing clicks on mobile devices is time-consuming;
- It doesn’t track links and buttons opened in another tab of a browser;
- Partial localization (program windows are in English only);
- No mobile app, so you won’t be able to view the statistics on a smartphone.
Data storage: 1 month
Pricing of LuckyOrange click heatmap for a website: There are 4 main packages with different limits of pageviews: $10/month – 25,000, $20/month – 60,000, $50/month – 200,000, $100/month – 500,000 pageviews.
Heatmap.me is a simple click heatmap with no extra features. It offers neither a scroll map nor screen recordings.
Installing a script takes just a few easy steps. Clicks are started to be collected immediately after you activate the program.
You can view all collected data in an online mode. Results are provided in a separate menu window or when you hover over the necessary element:
To make the results more convenient to view, all clicks are divided into 2 groups: clicks on active elements (buttons, fields, banners) and “empty” zone (text or a space between fields).
With this click heatmap, you can collect statistics on dynamic elements (menus, forms. sliders, etc.)
We were really surprised to find out that after the installation of the script clicks were only collected on a page with the corresponding code embedded. To activate each page, it is necessary to separately set a click recording function. And although this can be done from Hetmap.me dashboard, such approach is too time-consuming. If you have a landing or a business card site, it may seem like there is no problem. Yet in case your site is an online store with hundreds or thousands of pages, the installation of the script will definitely be extremely complicated.
Pros of the click heatmap offered by Hetmap.me website:
- Clicks are shown exactly where users made them;
- Clicks on dynamic objects are collected;
- Opportunity to export data in the form of a spreadsheet (CSV);
Cons of the click heatmap offered by Hetmap.me website:
- Data collection must be activated individually on each page;
- Data on different pages can’t be compared (There is no dashboard offering the analytics of all clicks. The clickability of elements can be only compared within one page).
- After you stop recording clicks on a page, all collected statistics are deleted;
- No segmentation by traffic type to define clicks on the responsive version of a site;
- Data on elements that are only in a responsive version aren’t shown (for example, clicks on a burger button)
Data storage: from 6 months to 2 years.
Pricing of the click heatmap offered by Hetmap.me website: Depends on the chosen package. For up to 100 million of pageviews you will pay $100/month. For up to 1 billion pageviews – $200/month
This is a SEO service founded by a Danish entrepreneur.
The main features of Mouseflow click map include a click heatmap (with the segmentation of visitors by language, operating system, screen size, location, etc.), a scroll map, a map of mouse movement, a map of attention, screen recordings, and page forms and sales funnel analytics.
You can also integrate Mouseflow click heatmap with a chat for communication with your visitors.
Mouseflow is mainly for screen recording. The click heatmap is just an addition to see what each visitor clicks on.
One the of key advantages of this tool is the form analytics function, which can help you to see and understand why website users abandon their forms.
The main features of Mouseflow are very similar to HotJar’s: heatmaps, forms, sequences, and session replays. Also, you can integrate Mouseflow with such platforms as Joomla, Shopify, WordPress, Google Analytics, Hubspot, and many others.
Despite the broad functionality of this multi-tool, it doesn’t record clicks on dynamic objects. Also, viewing the results of the heatmap on mobile devices, you cannot open the menu in which the data were collected:
- The results of the click heatmap can be shared with other users.
Cons of Mouseflow click heatmap:
- Clicks on dynamic objects aren’t recorded;
- Data on mobile devices are displayed with discrepancies;
- Clicks are shown on a screenshot.
Data storage: From 3 to 12 months
Pricing: There are 3 packages: €29/month – 10,000 pageviews, €99/month – 50,000 pageviews, €399/month – 500,000 pageviews
This is an American service to record user behavior on the pages of a site. It isn’t a heatmap, despite the fact that it collects information about all clicks on the site. This tool also doesn’t have a scroll map (Actually, in such format it’s useless).
The collection of data on user behavior starts right after you install the script. All data are aggregated in a personal dashboard.
Every video is created based on user’s IP. In reports, you can view the actions of every user, their device type (smartphone or computer), and browser. Also, IP is used to define the location of a visitor.
Actions on videos are additionally ordered by type (click, following a link, data entry), and, if needed, you can view each step separately.
The reports include ratings of the most active visitors as well as the rates of average daily activity, the duration of one session, the time of active interaction with a site, etc.
Additionally, there are ratings of the most popular pages and elements.
Unfortunately, the format of windows isn’t really convenient as they are placed in the “checkerboard” order:
Generally, the technical solution to record all user sessions linking them to IP addresses is really interesting. This way, when during a day a user repeatedly visits the site from the same device and IP, all the sessions will be added to one video.
Among the special features of this tool is the detection of “irritated” visitors (the ones who click certain elements too often) and reports on “dead” clicks (clicks with no sense and purpose).
Fullstory integrates with other popular services (Google Analytics, HipChat, Jira, Slack, Trello).
- All information is available online, but reports can be downloaded only the next day;
- Segmentation of visitors by device type, browser, location;
- The dashboard shows all data on smartphones based on the size of a device (the size of a screen is also indicated)
- The interface of reports (all data are in the “checkerboard” order);
- Collected data can be downloaded only in JSON format;
- You cannot work with all collected data at once. So if during a day you collect several thousands of sessions, you just won’t be able to analyze them.
Data storage: 1 month
Pricing: $199/month for 25,000 views of website pages
Ptengine click heatmap is a project with Japanese roots. Testing it for the first time, we even came across some messages in Japanese.
According to the description on the main page, this service includes a click heatmap, a scroll map, and sales funnel analytics.
There are numerous filters for map analysis, which simplify the work with this service. The navigation of the dashboard to a certain extent resembles some components of Google Analytics.
Just after the registration, you go to the dashboard with aggregated information about traffic sources, types of devices, operating systems and location of visitors:
A considerable part of information partially or fully duplicates data from analytics offered by Google.
Unfortunately, during the testing, this service seriously froze several times. A part of clicks wasn’t collected at all. Perhaps the reason for these flaws is that we used a test version that is provided only to demonstrate the functions of a tool.
Pros of the click heatmap:
- You can individually set how to collect clicks on a site and choose necessary pages;
- User behavior on a site can be viewed in an online mode.
Cons of the click heatmap:
- Clicks are displayed in screenshots, but not on a “live” site;
- Data are updated with a delay;
- No segmentation of clicks by device type;
- In some steps, the dashboard froze when we were downloading data;
- Inaccurate click collection (a part of data wasn’t taken into account).
Data storage: No information available
Localization: 7 languages (including English)
Pricing: Provided after sending a quote
The click heatmap offered on Smartlook’s website is a Czech project that is gradually gaining its popularity in Eastern Europe (Slovakia, Poland, Hungary).
The primary feature of this tool is screen recording you can use to check user behavior on a site. It has a click heatmap, which is easy to share with other people, but there is no scroll map.
Smartlook doesn’t collect statistics on dynamic elements.
During the first test, we periodically experienced the following errors:
Again, we assume that all issues arise only in a free version.
- Integration with other tools;
- No scroll map;
- Data on interactive elements aren’t collected;
- Errors while viewing data.
Data storage: from 3 days to 12 months
Localization: 10 European languages (including English)
Pricing: There is a starter €19/month package if you plan to have around 5,000 visits to your website page. In this case, the data are only stored for a month and you pay for the whole year in advance. If you pay on a monthly basis, this plan will cost €24/month. The most expensive tariff costs €3,785/month if paid annually (paid on a monthly basis – €4,732/month). It allows you to have 2,000,000 visits and store your data for 1 year
Monkeytracker is another Czech click map. Unlike the previous one, it’s a SaaS solution with both a heatmap and a scroll map (which, by the way, also take into account the peculiarities of mobile layouts).
Yet Monkeytracker doesn’t offer screen recording.
When we started the testing and installed the script, it took 8 hours till it started collecting data.
Moreover, right during the testing, we had different glitches:
Another disadvantage of this map we discovered is that all data are updated only once a day.
Pros of Monkeytracker click heatmap:
- The pricing of paid packages
Cons of Monkeytracker click heatmap:
- Data aren’t collected right after the script is installed;
- The click heatmap is created once a day;
- Errors during the testing.
Data storage: from 1 to 12 months
Localization: English and Czech
Pricing of Monkeytracker click heatmap: 3 paid packages (based on the number of recorded clicks per month): $9.9 – 250,000 clicks, $19.9 – 1,000,000 clicks, $49.9 – 10,000,000 clicks. You can get a discount if you pay for 3 months in advance.
This is an Israeli project that doesn’t show actual clicks but predicts the most clickable areas for each web page. Its developers state that an algorithm calculates clickability in 2 ways: based on the link to a page and the uploaded screenshot of a site.
It doesn’t only define the most clickable areas, but also provides different reports: eye tracking (how users’ focus moves from one element to another), the distribution of attention among separate elements of a site, the evaluation of a color scheme, etc.
Frankly speaking, this is a rather strange approach, as it isn’t clear what criteria are used to assess a click rate. A measurement error is also unknown.
It also worth noting that this solution doesn’t take into account mobile versions of websites.
- A great variety of reports.
- It is unclear how the algorithm calculates the clickability of elements;
- No analysis of mobile versions.
Data storage: from 3 to 6 months.
Pricing: Price is based on the number of reports per month. There are 3 main packages: Basic $99(1 month), Professional $67 (3 months), Business (from $199 to $399 per month).
SimpleHeatmaps includes simple maps of clicks and scrolls (as you can guess from its name). Sometimes, even very simple. There are several standard forms of reports (for example, segmentation of clicks by device type or time period). There is no screen recording in SimpleHeatmaps. As a bonus, they offer a map of attention.
Generally, this service is pretty good. Perhaps, the main disadvantage is its low speed – during the testing, the tool worked slower than its competitors.
- A simple and convenient interface.
- It’s slow.
Data storage: from 1 to 3 months
Pricing: 3 main packages (again, based on the number of visits per month):
- If you pay monthly – $19/month (100,000 visits), $49/month (1 m visits), $99/month (25 m visits);
- When you pay for a year – $15,83/month (100,000 visits), $40,83/month (1 m visits), $82,50/month (25 m visits).
Free version: No
This overview was created to get you acquainted with available click maps. Also, we compiled a concise table with some characteristics of these click maps:
The research helped us to find out that:
- Complex multi-tools are suitable for large-scale projects (online stores, information portals, etc.), whereas professional click heatmaps are great for small and medium-size companies;
- Choosing a click map one should take into account not only its advantages but also disadvantages. Although the flaws will be eliminated shortly (at least the developers claim so), you will need to work with what you have. So before you opt for one of the click maps, we still recommend trying to work with those that are suitable for you based on their pricing, language, and additional tools available. This will help you to compare several tools and make the right choice.
A click heatmap is a crucial tool for growing conversion, so you choose it carefully.