The Heatmap is a graphical representation of the interactions of your visitors on a given webpage. The more clicks there are on an area of the page, the redder this area will be.
The green color indicates that there are few interactions. The orange color indicates that there are some interactions and the red color that there are a lot of interactions and clicks on an area. For more information on the Heatmap, refer to Using the Heatmap.
A Heatmap is automatically created for each A/B Test campaign you launch. The webpage displayed in the Heatmap coincides with the Sample URL that you set in the Main information step of the campaign configuration.
When you hover over colored areas, the Heatmap shows a rectangle corresponding to the HTML element, along with the aggregated number of clicks on this element. It also displays the percentage of clicks that this element represents compared to the total number of clicks in the whole page.
There are two types of Heatmap:
- The variation Heatmap, which enables you to see the interactions of your visitors in a single variation of your choice, on a given device.
- The Comparative Heatmap, which enables you to compare your visitor’s engagement on your page across two variations, on a given device. Two Heatmaps are displayed in the same frame with a slider. To compare the two Heatmaps and spot where visitors are more engaged in each variation, you need to drag the slider to the left and to the right.
💡 Use case
For example, you have a travel website and implemented an A/B test to determine which version triggers the most clicks on the ‘Book’ CTA of your travel pages. In the original version, the wording is ‘Book now’ and in variation 1, it is ‘Check availability’. After analysing your report data, you view the Heatmap to compare the clicked areas on the button. To do so, you need to compare the original version of your website with variation 1 within the comparative Heatmap. You notice that the area corresponding to the CTA in variation 1 is red, which means that the visitors clicked on the button a lot. In the original version, this same area is orange.
The Heatmap can help you confirm report results. In this case, both the data of the report and the Heatmap show that variation 1 is winning.
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