Analyze heatmaps to find UX issues

Business benefits

Understand what elements users are interacting with, see how far they are scrolling down, and identify UX issues.

Decide which pages you’ll investigate. Include key funnel pages and most visited pages.

Look at your website analytics to find the most visited pages.

For ecommerce stores, follow the full funnel – homepage to checkout. For other sites, make sure that on top of the most visited pages, other key funnel pages are also included. For example, your form page may not get a lot of traffic, but it’s an important page.

Set up heatmap recording on a platform like Hotjar.

Page targeting help:

  • Simple match: This is the default match type and is used to target a page on your site, ignoring any query strings and fragments that might get added, like ?utm_souce=ad. If the query string is important, use a more specific targeting option.
  • Exact match: Targets a specific URL, including the protocol, which can include a query string and fragment.
  • Starts/Ends with: Target all pages that have a URL, including the protocol, which begins or ends with the entered text.
  • Contains: Target all pages which contain the entered text. This rule is case sensitive.
  • Regular Expression: A regular expression, regex or regexp for short, is a unique text string for describing a search pattern.
    Example targeted pages:

Analyze your heatmaps to look for problem areas.

Are users:

  • Missing important content?
  • Clicking on key page elements (links, buttons, and CTAs)?
  • Clicking on non-clickable elements?

Add notable heatmaps to slides that you can use to report to stakeholders. Add commentary on why these heatmaps are interesting.

Answer questions like:

  • What does the heatmap tell us?
  • Why is the heatmap interesting?
  • What will we do with this information?

It can be beneficial to reference insight from other research sources here, since heatmaps and session recordings are open to interpretation we should use other sources of data to generate a hypothesis about what is happening.