What is Heatmap software? Technically, you can use a heatmap to visualize almost any type of data – it’s data analytics software. The heatmap turns higher values red, while lower values are yellow or green.
In practice, however, heatmap software almost exclusively provides data visualizations of how visitors interact with websites and mobile apps. It records and compiles visit data and overlays colors on top of your site or app. Areas with a lot of mouse clicks or mouse-overs turn red, while areas with less mouse activity turn orange, yellow, green or no color at all.
In most cases, vendors package heatmap software with other tools designed to help organizations analyze their traffic. Those tools might include recordings, A/B testing capabilities, funnel analysis, form analysis and many other kinds of analytics.
The ultimate goal of heatmap software is to help you convert more visitors into customers. It aims to increase sales by helping you identify problems with your website or app and make it more compelling to prospects.
If you are in the market for heatmap software, keep these tips in mind:
With those tips in mind, here are ten heatmap applications you might want to consider:
Jump to:
Recently acquired by Contentsquare, Clicktale is an Israel-based Web and mobile analytics vendor founded in 2006. Customers of the combined company include T-Mobile, Walmart, Clarks, The North Face, Rakuten, Go Pro, Dell and others. It has received a number of industry accolades and has very high ratings from customers.
Features of the Clicktale/Contentsquare platform include zone-based heatmaps, customer journey analysis, lookback analysis, form analysis, impact quantification, merchandising analysis, struggle analysis, and more. Its heatmap tool overlaps metrics on key areas of the website, as well as color-coding them, making it easy to understand which parts of your site are of interest to users. It also includes A/B testing capabilities to compare different versions of your site.
A demo and pricing are available on request.
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Cons
Used by more than 300,000 websites, Crazy Egg focuses on heatmaps and A/B testing. It has been around since 2006, and its customers include WallMonkeys, Intuit, and Radio Free Europe.
Crazy Egg makes it really easy to sign up for the service—in fact, most of the links on the website take you to the page that allows you to sign up for the free trial. Key features include heatmaps, scrollmaps, click reports, A/B testing and website recordings. It also integrates with ecommerce and content management tools like WordPress, Wix, Shopify and AWeber.
Crazy Egg offers a free 30-day trial, and a demo is available on its website. It has four pricing tiers: Basic ($24/month), Standard ($49/month), Plus ($99/month), and Pro ($249/month). In addition, it has Enterprise plans with pricing upon request.
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Describing itself as a “conversion optimization platform,” FigPii aims to help websites turn more visitors to buyers. It was created by conversion optimization consultants and released to the public in 2020. Its customers include eBay, 3M, The Special Olympics and other companies in 52 different countries.
The FigPii platform encompasses four different types of services: heatmapps, A/B testing, video recording and polls. It complies with GDPR and CCPA, and it receives very high reviews from users. Its capabilities are more advanced and in-depth than many of the other tools on this list.
FigPii offers four pricing tiers: Starter ($49.99/month), Small ($99.99/month), Medium ($199.99/month) and Large ($339.99/month). All plans have a free 14-day trial and a 30-day money back guarantee.
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Founded in 2014 in Atlanta, Georgia, FullStory offers “intuitive digital experience analytics.” Its customers include Hudsons Bay Company, Younique, Forbes, KeyBank, Travelers, jetBlue, Hyatt, Icelandair and others.
This startup’s claim to fame is its analytics engine, which tracks sales and other business metrics as well as engagement metrics. Its features include engagement heatmaps, session replay, machine learning, frustration heuristics, automatic alerts and more. It has advanced privacy features and is GDPR-compliant. It also integrates with many other applications and can help you optimize mobile apps as well as websites.
FullStory offers a free 14-day trial, a free tier, and Business and Enterprise plans. Pricing and a demo are available on request.
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One of the most popular heatmap tools available, HotJar boasts more than 900,000 customers, including Air Canada, Adobe, HubSpot, TomTom, and many others. It was founded in 2014 and currently does business in more than 180 countries.
The HotJar platform is more focused than some other tools and does not offer advanced analytics. Its capabilities include heatmaps, recordings, surveys and customer feedback. It is easy to install, easy to use and easy to understand.
HotJar has a lot of different pricing tiers for individuals and businesses: Basic (free), Plus ($39/month), Business ($99/month) and Scale ($398/month). All include unlimited users. It also makes it easy for agencies to use the service for clients. It also offers a 15-day free trial.
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Designed to work alongside Google Analytics, Inspectlet aims to help companies figure out why website visitors are doing the things they are doing. It has more than 90,000 customers including The New York Times, Salesforce, Cisco, ABC, eBay and others.
In addition to heatmaps, this software offers session recording, A/B testing, form analytics and error logging. Key features including powerful filters, conversion funnels, javascript tagging, easy setup and easy integration with other tools.
Inspectlet’s pricing tiers are as follows: Free, Micro ($39/month), Startup ($79/month), Growth ($149/month), Accelerate ($299/month) and Enterprise ($499/month). Annual subscriptions come with a 15% discount. A demo is available.
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Used by more than 100,000 websites, Lucky Orange is a conversion optimization suite that includes heatmap capabilities. Founded in 2010, the company behind the software is headquartered in Overland Park, Kansas. Its customers include KB works, You & Co, SmartBug Media, GLM Display and others.
The Lucky Orange suite includes a dashboard, recordings, dynamic heatmaps, chat, conversion funnels, form analytics and polls. Its visualizations are easy to understand, and it allows organizations to quickly determine where and why they are losing potential sales.
Pricing for Lucky Orange starts at just $10 per month for the Starter package. Other pricing tiers include Small Business ($20/month), Medium ($50/month), Large ($100/month) and Enterprise (pricing on request). It offers a free seven-day trial, and demos on request.
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Formerly known as Piwik, Matomo brands itself as an alternative to Google Analytics with better privacy protection. Founded in 2007, it the company behind this analytics and heatmap software has its headquarters in New Zealand. It is used by more than 1 million websites, including the United Nations, Red Bull, Amnesty International, Huawei, NASA and the European Commission.
This tool really emphasizes data ownership, GDPR compliance and privacy as its claims to fame. It can track visitors, behavior, goals, funnels, tags and more, and it includes heatmaps, session recordings, form analytics, A/B testing, ad performance and more. It is one of the most full-featured tools available, and it comes at a low price.
The open source, on-premise version of Matomo is available for free with additional fees for features like the Activity Log, Funnels and heatmap and session recording. The cloud version, which stores data in Europe, starts at $29 per month with prices increasing based on the number of pageviews.
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Founded in 2010 and based in Denmark, Mouseflow aims to answer questions about why visitors don’t convert into customers. Its customer list includes more than 165,000 websites, including Dormando, Dyson, Vodafone, Eon and others.
Mouseflow’s tools include session replay, heatmaps, funnels, form analytics, and feedback capabilities. It includes filtering and segmentation, and it complies with GDPR and CCPA.
Mouseflow pricing is based on the number of recordings per month and is free for up to 500 recordings. Other pricing tiers including Starter (5,000 recordings for $24/month), Growth (15,000 recordings for $79/month), Business (50,000 recordings for $159 per month), Pro (150,000 recordings for $299 per month) and Enterprise (price on request). A free trial and agency pricing are available. The site features a live demo.
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Smartlook offers website and mobile analytics and has received very high reviews from customers. Its customers include 4finance, Elitedate, Devono Cresa, ReobertNemec.com and others. The company was founded in 2016 in the Czech Republic.
SmartLook incorporates recordings, heatmaps, events, funnels, analytics, reporting and retention tables. Key features include advanced filtering, always-on recording, visitor journeys, segmented heatmaps, event statistics, customizable dashboards, one-click tables and more. It is GDPR-compliant, and it integrates with numerous tools, including Google Analytics, WordPress, Shopify, Zendesk, Magento, PrestaShop and others.
For websites, Smartlook costs $32/month for the Startup package and $79/month for the business version.. For mobile apps, the Startup version costs $53/month, and the Business version costs $108/month. Pricing for the Ultimate version for websites or apps is available on request. It is free for 10 days, and a demo is available.
Pros
Cons
Heatmap Software |
Pros |
Cons |
Clicktale/ Contentsquare |
· Easy-to-understand · Good · Intuitive |
· Limited · Limited · High |
Crazy |
· Very easy setup · Online demo · Upfront pricing |
· Limited analytics · Clunky A/B testing interface · Difficult to use snapshots |
FigPii |
· Advanced · Upfront · Polling |
· High · Requires · Buggy |
FullStory |
· Advanced analytics · Supports mobile apps and · Open APIs |
· High cost · Slow performance · Overwhelming feature set |
HotJar |
· User-friendly · Affordable · User |
· Poor · Not · Buggy |
Inspectlet |
· Easy to use · Form analytics · Error tracking |
· Requires Google Analytics · Poor value · Time-consuming customization |
Lucky Orange |
· Good · Detailed · Support |
· Inexpensive · Clunky · Limited |
Matomo |
· Privacy and data protection · Open source · Affordable cloud version |
· Requires expertise to deploy · Not intuitive · No integration with Google |
Mouseflow |
· Extensive · Affordable · Easy |
· Limited · Dated · Not |
SmartLook |
· Always-on recording · Affordable · Many integrations |
· Poor dashboards · Unclear pricing tiers · Poor privacy controls |
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