Heatmaps visually display where users click, scroll, or hover on a webpage. They help marketers understand engagement patterns and identify design elements that drive or hinder conversions.
In B2B user experience (UX) analysis, heatmaps uncover friction points, such as ignored CTAs or cluttered navigation, that impact form completion and time on page. Integrating heatmap insights with analytics data enables more informed conversion rate optimisation (CRO) decisions, bridging creative design and quantitative evidence.
