What a heat map is: an image generated by an eye tracking device that shows where a customer looked on a page and for how long.
What a heap map is not: a map of actual heat. “Heat” here signifies length of time.
Why we care about heat maps: A heat map can tell you what the most interesting parts of a page are, and where your potential customers are looking first. This data can help you in designing emails and landing pages to be sure that important elements are in the right spots for people to see them and really spend some time looking at them.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.