The button nobody scrolled to
A Thiruvananthapuram tuition centre’s landing page had its enquiry form at the bottom.
Clarity’s scroll map showed that only 18% of mobile visitors reached it, and the click map showed people tapping the batch-timing image, which wasn’t a link.
Moving a WhatsApp button and short form to the first screen, and linking the timing image to it, doubled enquiries.
Illustrative example based on a common pattern in Kerala e-commerce accounts. Numbers rounded.
What a website heatmap is
Click maps show where people tap. Scroll maps show what share of visitors reach each part of the page. Recordings show the full visit, including hesitation and rage clicks.
These tools show what happens; analytics shows how often. Use both, and add them only with a consent banner and masked personal data.
Heatmap insight → change the page → measure with conversion rate or an A/B test
What to look for in a heatmap
Open a heatmap for your main landing page and tick what you checked.
0 of 6 done (0%)
Big gaps. Start with the first unticked item; each one is a quick win.
Stuck on one? Join the community and post it for doubt-clearing.
Heatmap types
| Type | Shows |
|---|---|
| Click / tap map | Where people click or tap |
| Scroll map | How far down people get |
| Session recording | A replay of a real visit |
How experienced marketers use Heatmap and session recording
1. Fix landing pages before buying more traffic
Find what stops visitors from converting.
2. Generate A/B test ideas
Heatmap findings make strong hypotheses for tests.
3. Explain drops
Recordings show bugs or confusing changes after updates.
What good looks like
| Business type | Starting rule | Why |
|---|---|---|
| Sessions for a useful heatmap | 1,000+ per page | Fewer gives noisy maps. |
| Tool cost | Free (Microsoft Clarity) | Hotjar has free and paid plans. |
| Review frequency | After every big change | And monthly for key pages. |
When the number lies
- Too few sessions
- Small samples make random patterns look meaningful.
- Desktop vs mobile mixed
- Always filter by device; layouts differ.
Mistakes to avoid
Watching recordings without a question
Hours spent, no decisions made.
Not masking personal data
Privacy risk.
Changing pages without measuring
You don’t know if the fix worked.
Related terms
Questions people ask about a website heatmap
What is a website heatmap?
A visual map showing where visitors click and how far they scroll, using colours from cold to hot.
Is Microsoft Clarity free?
Yes. Clarity offers free heatmaps and session recordings.
Do heatmaps slow down my site?
They add a script, usually with small impact. Load it through GTM and check speed after adding.
Are heatmaps allowed under privacy laws?
Yes with proper consent and data masking; mention them in your privacy policy.
Put it into practice
- SOP 049: Set Up Heatmaps and Session Recordings on Your Website →
- SOP 060: Plan, Run and Analyse an A/B Test on Your Website →
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