heatmapvsa/b-testing

Heatmaps provide granular, visual insights into user behavior on digital assets such as websites or landing pages by showing where users click, scroll, or hover. In the context of A/B testing, heatmaps serve as a diagnostic and hypothesis-generating tool that informs the design of test variants. Specifically, marketers and digital strategists analyze heatmaps from the control version to identify areas of high or low engagement, unexpected user behavior, or friction points. These insights guide the creation of alternative page elements or layouts to test in A/B experiments. During or after A/B testing, heatmaps can also be used to validate quantitative results by revealing how user interactions differ between variants beyond just conversion metrics. This qualitative layer helps explain why one variant outperforms another, enabling more informed optimization decisions. Therefore, heatmaps and A/B testing form a feedback loop: heatmaps help generate hypotheses for A/B tests, and A/B tests confirm or refute those hypotheses, while subsequent heatmaps deepen understanding of user behavior changes caused by the tested variations.