Heatmap examples
Heatmap examples from 120 real online stores
Click maps pooled from live store pages: where shoppers tap on phones and desktops, and what they tap that does nothing.
The short answer
On the average store, 70% of phone taps land on links and buttons and 21% land on images and text that aren't links. A third of phone taps happen on the first screen, and half of desktop clicks do. Taps bunch at the top of a page, then rise again at the end.
Phone shoppers tap the top and the end
Example 1: a phone click map of landing pages on 99 stores. Each cell shows its share of all taps.
- 1
28% of taps land in the top twelfth of the page
- 2
The top-right corner, where menus and carts usually sit, takes 8%
- 3
The last twelfth takes 8%, more than any twelfth below the top quarter
Real data on a schematic page, not a store's design. Phone taps on landing pages of 99 stores, placed by their position across and down the page. Each cell is a share of all taps; each store-day counts equally.
Desktop visitors click the top-left corner first
Example 2: the same kind of pages on desktop, from 82 stores. 53% of desktop clicks land on the first screen.
- 1
38% of clicks land in the top twelfth of the page
- 2
The top-left cell alone, where logos and back links sit, takes 21%
Real data on a schematic page, not a store's design. Desktop clicks on landing pages of 82 stores, placed by their position across and down the page. Each cell is a share of all clicks; each store-day counts equally.
One in five taps misses a link
Example 3: what shoppers click. On 40 of 120 stores, a quarter or more of phone taps landed on images and text.
- Links and buttons70%
- Text and empty space14%
- Images that aren't links7%
- Form fields2%
- Other6%
Base: over 950,000 phone taps on 120 stores, all page types. Each store's share, then the average, so each store counts once.
| Element | Phone, 120 stores | Desktop, 101 stores |
|---|---|---|
| Links and buttons | 70% | 73% |
| Text and empty space | 14% | 15% |
| Images that aren't links | 7% | 4% |
| Form fields | 2% | 3% |
| Other | 6% | 6% |
These are dead-click candidates: taps on things with no link. Some photos open a gallery through a script, so check before you call a tap wasted. More in rage clicks and dead clicks.
Taps bunch at the top, then the end
Example 4: phone taps on landing pages by fifth of the page. The last fifth gets 15%, more than the two fifths above it.
- Top fifth · 23% not on a link48%
- Second fifth · 21% not on a link15%
- Middle fifth · 16% not on a link11%
- Fourth fifth · 13% not on a link11%
- Last fifth · 10% not on a link15%
Base: phone taps on landing pages of 99 stores. A tap's fifth is its position down the full page; each store-day counts equally.
Taps that miss a link fall from 23% in the top fifth to 10% in the last: by the end, shoppers tap buttons. How far they get is in our scroll depth study.
Phones tap right, desktops click left
Example 5: across the screen. 40% of phone taps land in the right third, and 40% of desktop clicks in the left.
- Phone: right third40%
- Phone: left third22%
- Desktop: left third40%
- Desktop: right third23%
Base: over 950,000 phone taps on 120 stores and over 100,000 desktop clicks on 101 stores. The middle third is the rest.
Rage clicks are a desktop problem
Example 6: three or more clicks on one spot within a second. They're 5.8% of desktop clicks and 0.9% of phone taps.
- Desktop5.8%
- Phone0.9%
Base: over 100,000 desktop clicks on 101 stores and over 950,000 phone taps on 120 stores. A rage burst is three clicks within a second and 30 px.
On 36 of 101 stores, rage bursts were 5% or more of desktop clicks. Find the spot on your own click map, then see what rage clicks mean.
What to change on your page
Read your own click map against these examples, then change one thing at a time.
Put the buy button up top
About 48% of phone taps land in the top fifth of the page.
Make tapped photos do something
Images take 7% of phone taps. Let them open, zoom or link.
Close with a button
The last fifth draws more taps than the two fifths above it. End on a button.
Check desktop for rage clicks
36 of 101 stores saw rage clicks on 5% or more of desktop clicks.
Step by step: how to read a heatmap and how to use a click map.
See your own heatmap
Every page Replo publishes shows where each device taps and what each tap led to.
2.5mg
5mg
10mg
How we counted
- Live pages on online stores that Replo publishes, over 14 days.
- A click counts when it lands on a page element; each is placed by its spot on the page.
- Links and buttons include form labels; text and empty space are elements with no link.
- Phones are screens under 768 px wide; desktops are 1,024 px or wider.
- A store counts on a device with 50 or more clicks. Every figure rests on 20+ stores.
- Homepage, product page and listicle maps aren't shown: fewer than 20 stores had enough clicks.
- The guides' worked example used an earlier two weeks and groups elements differently, so its shares differ a little.
Cite these examples
Replo, "Heatmap examples from 120 real online stores," replo.app/guides/heatmaps/examples
Link to this page when you quote a number.
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