Spring GDS 25th Anniversary
A logistics company that ships to 190 countries built something to ship to itself.
Heatmap
What is a heatmap?
A heatmap is a visual layer over a page that uses color to show where users do things. Warm colors mark high activity, cool colors mark low. Click maps show where people tap, scroll maps show how far down they get, and move maps track where the cursor wanders. Aggregated across many sessions, the result is a quick read on what draws attention and what gets ignored.
Heatmaps answer "where" and "how much," but not "why." A click map might show people hammering an image that is not a link, which signals a broken expectation, not a happy one. A scroll map showing 80% of visitors never reach a section is a fact; the reason behind it still needs investigating. An ecommerce team might find shoppers clicking a product photo expecting a zoom that does not exist, then add it and watch the frustration clicks disappear.
Because they are aggregate, heatmaps work best as a starting point. They tell you where to look. Pairing them with session recordings, analytics, or interviews turns a colorful picture into something you can act on with confidence.
Heatmaps at Dallonses
We use heatmaps as one input among several, never the whole verdict. A scroll map that shows people missing a key section is a hypothesis, and we treat it that way. The next step is finding out why, usually through user testing or watching real sessions, before we change anything.
Then we close the loop. When a heatmap and our behavioral insights point at the same problem, we redesign that part of the page and measure whether behavior actually shifts. The color is where the conversation starts, not where it ends.
Pages getting traffic but no traction? Let's see where attention actually goes.
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