ANALYSIS OF THE USE OF HEATMAP TECHNOLOGIES IN WEBSITE ANALYSIS

Abstract

This paper examines the application of heatmap technologies for analyzing user behavior on websites, focusing on their role in enhancing website usability. Heatmaps serve as an effective visualization tool that highlights areas of user interaction through color-coded data, helping designers and developers identify high- and low-attention zones. The study discusses various types of heatmaps—including click maps, scroll maps, and mouse movement maps—and how they provide insights into interface performance and user experience. Key functions include identifying usability issues, optimizing content placement, and improving call-to-action effectiveness. The paper also outlines the benefits and limitations of current heatmap tools, emphasizing the need for correct interpretation and integration with other web analytics methods. Overall, heatmaps offer a powerful means of optimizing website design by aligning it more closely with user behavior.