What is a click map?
A click map (or clickmap) is a type of website heat map that displays where users click the mouse cursor on a desktop device or tap the screen on mobile. Click maps help website owners track on-page user engagement, such as clicks on buttons, links, images, etc. across a website, which in turn helps them optimize their pages and CTAs for better conversion.
Click maps are used by user experience designers and marketers to track user activity, identify opportunities to improve conversions, fix bugs, and iterate better website design. Click popularity is displayed using a color scale from red to blue (where the most popular points are ‘hot’ and represented in red), alongside quantitative data on the number of clicks and user click percentage on each webpage element.
Why use website click maps?
With click heat maps, you can:
- See where website visitors click and tap
- Identify underperforming CTAs that are getting ignored
- Find bugs and product pain points for improvement
- Showcase engagement data visually
You’ll see where visitors clicked on CTAs (calls-to-action) and unexpected elements, which in turn gives you a solid starting point to make product changes for UX improvement and CRO (conversion rate optimization).
This click map was placed on an old version of our homepage that included a video above the average fold. In reality, as both the mobile and the desktop click maps show, nobody really did watch the video: the overall engagement is 0.04%—meaning that out of 7000 people, around three (!) clicked the play button. Had the video included unique, valuable information about the product that was not replicated anywhere else on the page, we’d have been in trouble—and this click map alone would have alerted us to a problem that needed fixing.
In addition, click maps can be used as a visual aid to help communicate website and product problems and optimizations to stakeholders and clients, which is particularly helpful if you’re pitching to a non-technical audience.