If you’ve got a website and users aren’t doing what you hoped, chances are the problem isn’t imagination—it’s friction. Heatmaps promise to show you where people get stuck, but most tools dump out colorful blobs with little real insight. This guide is for anyone who wants to use FullStory heatmaps to actually find and fix UX bottlenecks, not just stare at pretty pictures.
Let’s skip the fluff and get right to how you can use FullStory heatmaps to get real answers, faster.
What Are FullStory Heatmaps (and What Aren’t They)?
FullStory heatmaps visualize where people click, tap, scroll, or rage-click on your site. You’ll see hot spots (where people interact most), cold zones (where they ignore), and patterns you probably didn’t expect.
But let’s be clear: heatmaps don’t tell you why people do things, only what they do. And not every “hot” area is good—sometimes it’s just a bug folks are struggling with. Use heatmaps as a starting point, not the whole story.
Pro tip: Ignore the urge to chase “100% scroll” or “max clicks.” That’s not the goal. The goal is to spot friction and confusion, not rack up metrics.
Step 1: Set Up FullStory Heatmaps the Right Way
Before you can spot bottlenecks, you have to get clear data. Here’s what matters:
1.1 Install the FullStory Script
- Add the tracking code to your site’s
<head>. It’s a simple copy-paste, but double-check you’re not blocking it with cookie banners or script blockers. - Make sure it’s live on all the pages you care about, not just the homepage.
1.2 Define Your Key Pages and User Segments
- Heatmaps are only useful if you look at the right pages. Start with places where users drop off: signups, carts, key forms, product pages.
- Segment users: Are you interested in new visitors, returning customers, mobile users, or just desktop? Filtering is essential—otherwise your data is a blurry mess.
1.3 Wait for Real Data
- Don’t rush. You need a few hundred sessions (at least) before patterns emerge. A couple dozen won’t cut it.
- If your site gets low traffic, collect data for a week or two before you analyze.
What to ignore: Don’t obsess over heatmaps for every page or every button. Focus on where the business actually wins or loses.
Step 2: Dive Into the Heatmaps—What to Look For
Now the fun part. FullStory gives you a few types of heatmaps:
- Click maps: Where people actually click or tap.
- Scroll maps: How far down the page users scroll.
- Rage click maps: Where users click frantically, usually a sign something’s broken or confusing.
Here’s how to read them without fooling yourself.
2.1 Click Maps: Find the Unexpected
- Look for clicks on non-clickable stuff (e.g., static text, images, or dead links). That’s users telling you, “I expected this to do something.”
- Missed CTAs: If your main button isn’t attracting clicks, ask why. Is it hidden, too far down, or just bland?
- Secondary clicks: Are people spending time on links you wish they’d ignore (legal footers, out-of-date banners)? That’s lost attention.
2.2 Scroll Maps: Spot Where Users Bail
- If most users never see your main offer or CTA, you’ve got a layout or content problem.
- Sudden drop-offs: Big dips often point to confusing sections, slow load times, or walls of text.
- Don’t expect everyone to scroll forever. Most won’t. Focus on what’s above the “fold” for your target devices.
2.3 Rage Clicks: Prioritize These
- This is gold. Rage clicks usually mean there’s a bug, broken element, or something that looks clickable but isn’t.
- Don’t ignore these, even if they’re rare. One broken element can tank conversions.
What to ignore: Don’t panic if people click “weird” spots once or twice. Look for recurring patterns—real bottlenecks usually show up again and again.
Step 3: Overlay Heatmaps With Real User Sessions
Heatmaps show you patterns, but FullStory’s real magic is session replay. Here’s how to connect the dots:
- When you spot a confusing hotspot, jump into related session replays. Watch what users did before and after. Did they get frustrated, give up, or find a workaround?
- Listen for the “aha” moments—maybe your dropdown looks clickable but isn’t, or your “Buy Now” button gets lost below a hero image.
- Don’t just trust the heatmap. Session replays give context you can’t get from blobs of color.
Pro tip: Don’t try to watch every session. Use heatmaps to guide you to the right ones—where unexpected behavior is happening.
Step 4: Identify and Prioritize UX Bottlenecks
Now that you’ve got data and context, it’s time to make a short list. Here’s how to avoid getting lost in the noise:
- Tally up the biggest issues: Are lots of users rage-clicking a disabled button? Missing your main CTA? Bouncing before the value prop?
- Estimate impact: Will fixing this likely improve conversions, reduce support tickets, or just make things prettier? Focus on changes that move the needle.
- Check across devices: Sometimes a problem is mobile-only (hello, off-screen menus and tiny buttons). Use FullStory’s device filters to check.
- Don’t get stuck in analysis paralysis: It’s tempting to chase every oddity, but stick to bottlenecks that actually block your goals.
Honest take: Not every “hot zone” is a problem. Some are just noise. Don’t burn cycles fixing what’s not broken.
Step 5: Test Fixes and Watch for Real Improvement
You’ve found your top issues, so what now?
- Make small, targeted changes. Don’t redesign the whole page—fix the confusing button, move the CTA up, or clarify the link.
- After shipping changes, re-run heatmaps for another week or two. Did the rage clicks drop? Are more users completing your forms? If not, keep iterating.
- Track actual outcomes, not just clicks. Did conversions, signups, or sales improve?
What not to do: Don’t declare victory just because your click heatmap “looks better.” Always tie changes to real user outcomes.
Common Pitfalls and What to Ignore
- Vanity metrics: More clicks aren’t always good. Quality over quantity—focus on meaningful actions.
- Over-customization: Don’t obsess over heatmaps for every user segment. Stick to your main personas unless you have a special use case.
- Ignoring mobile: Most “desktop” heatmap insights don’t apply to mobile. Always check both.
- Assuming intent: Heatmaps show behavior, not motivation. Pair them with polls or feedback if you’re really stumped.
Keep It Simple and Iterate
Heatmaps are a tool, not a crystal ball. Use FullStory to spot real friction, back it up with session replays, fix what matters, and move on. Don’t aim for pixel-perfect “heat” everywhere—focus on removing roadblocks that actually slow down your users.
The best teams use heatmaps as a starting point, not an end goal. Start small, stay honest, and keep iterating. That’s how you turn blobs of color into real, measurable improvements.