Skip to main content
Start for freeBook a demo

How to use a scroll map

Short answer

A scroll map shows how far down a page visitors get, as bands from everyone at the top to few at the bottom. Find where the crowd thins, then check what sits below that line. Anything important down there, like the price or the main button, needs moving up.

A real heatmap, read step by step

On the typical site, 47% of phone visits get past the first fifth of a page, 28% reach halfway and 9% reach the end.

35%16%17%13%19%end of first screen47% get past here28% reach halfway9% reach the end1234
  1. 1

    35% of taps land on the first screen

  2. 2

    51% land in the top quarter of the page

  3. 3

    Only 30% land in the middle half

  4. 4

    19% land at the end, where scrollers look for the offer

Two weeks of phone visits on about 130 live Replo sites: over 800,000 taps and over 850,000 page views. Each site counts once, no figure rests on fewer than 20 sites, and no store is shown.

How far phone visitors get on the typical site
Past the first fifth of the page47%
Halfway down28%
The end of the page9%
Visits that bought: average depth50% of the page
Visits that didn't buy: average depth33% of the page

How to use a scroll map in five steps

  1. Pick one page and read phones first

    Phone pages run many screens long, so most of the drop happens there. Read desktop on its own.

  2. Find the fold line

    The end of the first screen is the one point every visitor sees. Check the offer and main button sit above it.

  3. Find where half your visitors are gone

    On the typical phone page that's before the first fifth. Everything below it is seen by a minority.

  4. List what sits below that line

    Reviews, guarantees and the price often sit low. Move the ones that close the sale up, or repeat them.

  5. Compare buyers with everyone

    Visits that bought scrolled 50% of the page on average, against 33% for the rest. Buyers read more, so don't cut content that helps them decide.

What scroll maps usually show

What scroll maps usually show
A sharp drop on the first screenThe opening doesn't match what the ad promisedMatch the headline to the ad's promise
A steady fade down the pageNormal reading: each section loses a fewPut the strongest reasons first
A drop at one sectionThat section stalls or looks like the endShorten it, or remove the false bottom
Few reach the reviewsProof sits too low to helpMove a rating or quote near the top
Buyers reach the endDeciders read everythingRepeat the offer and button at the end

See your own heatmap

Every page Replo publishes collects clicks, scroll and revenue per element, with nothing to install. Open a page, pick the last 7, 30 or 90 days, and click any element to see what it led to.

See your own heatmapHow heatmaps work

Frequently asked questions

What is a scroll map?
A scroll map is a heatmap of scroll depth: bands down a page showing what share of visitors reached each point. Warm at the top, where everyone is, and cooler as people leave.
What is a good scroll depth?
It depends on the page's length. On the typical site in our sample, 28% of phone visits reach halfway and 9% reach the end. Judge a page against its own past versions, not a single target.
What's the difference between scroll depth and scroll tracking?
Scroll tracking is recording how far each visitor scrolls. Scroll depth is the result: the share of visitors who reached each point. A scroll map draws scroll depth on the page itself.
Should I make my page shorter if few people reach the end?
Not by default. Buyers scroll further than others, so the end of the page often does its job for the people who matter. Move the offer up and repeat it at the end instead of cutting.

More heatmap guides

All heatmap guides

See where shoppers click

Replo records where visitors click and how far they scroll, so you know what to fix first.

Start for freeSee Heatmaps

Keep reading