A Heatmap is a visual tool that shows how visitors interact with your website; where they click, scroll, or hover most often. It literally uses colours, (hot = lots of activity, cold = little activity), to highlight patterns.
For marketers and designers, Heatmaps present user behaviour in a visual way that’s easy to understand. They can reveal if people are missing your call to action, scrolling past key content, or spending most of their time on an unexpected section of the page. Armed with that insight, you can make tweaks that improve engagement and conversions.