Heatmap technology is an incredibly useful tool for website developers to determine the way in which people interact with and experience the website they’re working on. Web development agencies use the technology all of the time to continue to refine a website and ensure they’re fully optimised for conversions.
Heatmaps essentially show areas of a webpage which experience a lot of interaction and areas which don’t. It does this by showing where the cursor of the user gravitated, which can give you an idea of where people’s eyes went to on the page first, and which piece of content drew their attention. It can give you a lot of insight into why certain areas of a website aren’t performing well, and how you can improve upon this.
If you take heatmaps to be completely correct then you’d be making a mistake. Different people use their mouses in different ways, and where the cursor moves towards isn’t necessarily where their focus is, and the data that a heatmap gives you can be quite misleading. So long as you use them in conjunction with a wide range of other data streams, then you should be able to take advantage of some of the data they provide.