Tools for Designers: Heatmap

Tools for Designers_Heat Maps_1

Creativity and ingenuity when creating a web page can make the difference between an outstanding portal and an ordinary one. The virtuous combination of colors, symmetry, distances, fonts and images are the cornerstone of web design. To try to achieve this.

However, the ultimate goal of creating a website is the conversion, whether it is selling a product or service, keeping the reader hooked to your content as long as possible or getting subscriptions. For this, the virtuosity in the design and web creation will be a great help, but it is not the only thing we should pay attention we want to increase the conversions.


The first step, of course, is to design and create the website, but once these tasks have been carried out, we must proceed to analyze the behavior of the users in each of the pages of our platform. The goal is to implement the necessary changes in order to create a better navigation experience that leads us to generate more conversions. This post on web analytics focuses more on the importance of carrying out this type of actions.

Among the most useful tools for analyzing how users interact with the web are heat maps. These are graphs that show in different colors the frequency and time with which the internauts pass with the pointer through the different parts of a specific page. Thus, in this graph, the areas where the user pointer has most frequently posed will be a reddish tint. On the contrary, the parts in which the pointer has passed less frequently, depending on the software, will be colored purple or will not acquire any color.

Tools for Designers_Heat Maps_2This technique is derived from “Eye Tracking”, a system used in marketing and psychology to detect where you look at a person’s eye at any given time. The downside to this is that it is expensive and difficult to use. The heat map is a technique that quite effectively replaces “Eye Tracking” since it is proven that 88% of the time users look wherever the pointer is. If a problem has this technique is that you need a large sample of data to be able to yield reliable results.

Now, what interests of this technology are a great help that can lead when redesigning the web. The so-called hot spots (areas where the pointer most frequently passes) can be used to place the so-called “Call to Action“. That is the elements that will prompt the user to convert. This can be a button with a specific action like “buy now” or something that you simply want to highlight. Optimum utilization of these hot spots is key to maximizing conversions. On the other hand, it also helps to detect underutilized areas and areas where no one ever pays attention.

There are several programs for heat mapping, some of which you can find in the following article:

And is that even if you are an experienced designer or a beginner, this is a powerful tool to make the web that besides being a real jewel of design, be a jewel of functionality.