Heat maps help you understand how users and customers interact with your website, giving insight into things like where they're looking and how far down they're scrolling. This information can help you set up your site in a more user-friendly way.
I created the below using Hotjar. Hotjar was designed as a conversion rate optimization tool for digital marketers. But it is also very useful for UX Researchers. In this case, I was responsible for making design recommendations on an existing website. I used Hotjar to create a Heat Map as part of my analysis.
