10 examples of blogs built on HubSpot
Feb 03, 2025
While heatmaps can provide valuable insights into user behaviour, they're only useful when they reveal actual patterns that correlate with buyer journeys leading to purchase. As with all data, more isn't always better - it has to be the right data, analysed in the right way.
Heatmap data visualises how users interact with your website by tracking clicks, mouse movements, and scroll patterns. The resulting visualisations use colour variations to show where users focus their attention and how they engage with your content.
But here's the thing about B2B buyer behaviour - it's notoriously varied. Your visitors enter through different pages, at different stages of their journey, interested in different things. This makes identifying meaningful patterns more challenging than it might first appear.
Click heatmaps reveal exactly where users click or tap on your website. They're particularly valuable for analysing:
One crucial insight from click data comes from analysing your navigation. B2B buyers typically look for product and service information first, not company information or industry verticals. If your navigation isn't aligned with this behaviour, your heatmap data will make this misalignment clearly visible.
Understanding scroll depth isn't just about seeing how far users scroll - it's about identifying where your content starts losing its audience. In B2B, where complex solutions often require detailed explanations, scroll patterns tell you if your content hierarchy matches your buyers' priorities.
When you spot a consistent drop-off point, don't rush to restructure your page. First, ask why users stop scrolling there.
Is your above-the-fold content missing crucial information?
Are you leading with the wrong message?
Sometimes the fix is as simple as improving the content that should drive further engagement.
Mouse movement data needs careful interpretation, especially in B2B. Don't get excited about every hover - users often rest their cursor randomly while reading, or explore elements out of simple curiosity rather than genuine interest.
The real value comes from consistent patterns across multiple sessions. If users frequently hover around specific features or pricing details, you might have information gaps to address. But use this data to support other findings rather than drive decisions on its own.
Think of mouse tracking as supporting evidence rather than the main story. It's the patterns that matter, not individual movements.
While not technically a heatmap, session recordings complement heatmap data by showing individual user journeys. They can provide valuable context to your heatmap data, showing exactly how users navigate through your site. However, in B2B, where behaviour patterns are less predictable, individual recordings rarely provide enough context for major decisions. They're best used to validate patterns you've identified through other data sources.
Navigation is where heatmap data truly shines for B2B websites. You'll typically see concentrated activity that reveals what information users are actively seeking and how well your navigation aligns with their needs. By analysing these patterns, you can determine whether your structure matches buyer expectations and if important elements are easily discoverable.
For example, if your heatmaps show users frequently searching for pricing information but struggling to find it, that's a clear signal to reconsider your navigation structure.
Your scroll depth data provides crucial insights into content hierarchy. When crucial information sits below typical scroll depths, you might need to reorganise your content priority or improve above-the-fold engagement.
Consider adding clear signals to encourage further scrolling or breaking content into more digestible sections that maintain user interest throughout the page.
Mobile and desktop users interact with your website in fundamentally different ways. When analysing heatmap data, always separate mobile and desktop interactions to identify device-specific patterns.
Desktop users typically exhibit:
Mobile users tend to show:
This split is particularly crucial for B2B websites. While your buyers might begin their research on mobile devices (which is still unlikely in B2B), they often switch to desktop for deeper engagement or conversion actions. Understanding these device-specific behaviours helps you optimise for both research and decision-making phases of the buyer journey.
High engagement doesn't always indicate a positive user experience. Consider a scenario where users repeatedly click an animated element. This might indicate genuine interest, but it could also mean they're confused about its function or simply distracted by the animation. The element might be disrupting their journey rather than enhancing it.
Context is key. Always consider the broader picture of user behaviour before making changes based on heatmap data.
Frequent clicks don't automatically warrant making something clickable. Consider the intent behind the interaction - is it genuine interest in accessing more information, or are users just responding to visual cues? The answer should guide your response.
While session recordings can provide valuable insights, don't make major changes based on individual user behaviour. Look for patterns across multiple sessions to identify genuine opportunities for improvement. This is particularly important in B2B, where user journeys can vary significantly.
Before implementing heatmapping, define what specific questions you want to answer and which metrics matter most for your goals. Determine how you'll act on the insights gained and who will be responsible for analysis. Without this strategic framework, you risk collecting data that never translates into meaningful improvements.
B2B buyer journeys are complex and varied. Don't expect to see the same clear patterns you might find on B2C websites. Instead, focus on identifying broader trends that indicate how well your website supports the overall buying process.
Heatmap data can be a powerful tool for improving your website's effectiveness - when used correctly. Focus on identifying patterns that align with your buyers' needs and purchase journey, rather than getting distracted by individual behaviours or superficial metrics.
However, heatmap analysis is just one piece of creating an effective B2B website. To truly drive results, you need a comprehensive approach that considers everything from user experience and design to content strategy and technical performance.
