Seeing the most active parts of your page can help you to understand which areas of the given page are engaging. Do they click on every button of the menu bar or maybe you have a dozen of dead buttons waiting to be clicked?
Users usually click when they pay attention or have an intention of doing something. This can mean several things, which are not necessarily separate from each other. If you have an interesting content, then people will click on it.
The problem arises when there’s nothing to be clicked on. What if you lose customers (and also decrease your conversion) because you didn’t have a link embedded to the relevant content? Exploring your users’ behavior might make you realize which contents need to be prioritised, which ones need to be modified and those that need to be removed, because nobody uses them.
On the contrary, there are situations where there’s too much content to click on. Imagine an army of third-party links (for example advertisements) preventing your users from enjoying their time on your website. This could also drive away your visitors, resulting in the decrease of your conversion rate.
Click heatmaps can help you to understand the users’ decision-making process better. For instance, let’s say that under a form you have these buttons on your site.
In this situation the “Reset the form” button might be secondary but it is wider than the “Save” button, so many users might click on it by instinct, although it is most likely the wrong choice for them.
The best thing about our heatmaps is that we don’t just store absolute click positions, so no matter how complicated your page might look like, the heatmap will always be accurate.