To have a better understanding about users & their usage patterns online, we can do usability testing through “heat maps”. By using heat maps, we can produce visual displays of where end-users are actually clicking and which ones are the popular locations on your website (or a specific page).
The core idea of using a heat map is to analyze/test how a user is interacting with a web site. What links are they clicking on? What kind of page design may work well? What functionality placed at different zones can work better? We can get help from such heat maps to understand some missing factors in our application.
For example, if a link is not getting any or less clicks even though it’s a link, then there is a serious issue of “affordance“, which tells us that the design of the button is not intuitively implying its functionality and use.
There are tools like Heat map, Click map, Hover map which helps the Interaction designers/Business to decide the move things around in the websites and make a improvements for Information Architecture, optimize link and advert placements.
Features of Heat Maps
The heat maps display red-hot zones where most users spend longer periods, and blue or cold areas where your users spend the least amount of time.
A very nice feature is the Form Analytics tool, which displays aggregate form field information. This information includes time of field completion, the number of entries and clicks as well as which form fields have the highest abandonments, or take the longest to complete, or have the most backtracks due to errors or confusion.
Sample of heat Map