Heatmap is a visual report showing where users click, tap, move, or scroll on a page.
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Example
A heatmap may show repeated taps near a product image that does not open. That observation suggests a question to investigate with recordings or user testing; the colored area alone does not explain the visitor’s intention.