Revealing What Clicks: Heatmap Insights for Smarter UX
Team: UX Researcher and Designer (me), UI Designer
When a SaaS company wanted to expand beyond a single-page website, they turned to heatmaps to guide the way. I translated real user behavior into a scalable site strategy—backed by data, designed for clarity, and built to convert.
Who: A B2B SaaS company in the manufacturing tech space
What: Heatmap-driven website strategy and UX redesign
When: March 2024 – May 2024
Why: The client wanted to expand from a single landing page to a full website and needed to understand which content was working—and why their conversions were so low.
The Impact
Using real user behavior data, I identified key engagement zones and content drop-off points. My insights led to a restructured website with 11 wireframes that addressed user needs and clarified the client’s messaging. The new site followed my designs closely, resulting in a noticeable uptick in active users and new sessions post-launch.
Key Insights
Social proof was buried: The section highlighting client logos had the highest engagement, yet it was placed too low on the page.
Value props were missed: The “Why us” section had poor scroll-through rates, showing that users were losing interest before reaching key messaging.
Book a Demo was a button among many: Several buttons were featured on the landing page and “Book a Demo” did not stand out, resulting in poor conversions.
The most engaged section was unexpected: The Who We Are section caught the most attention from users, indicating that their personality is important and should be infused throughout the new site.
“The new site needs to be user friendly... like more simple, straightforward, easy to understand, and easy to use.”
The Challenge
The client’s original website was a one-page landing experience with anchor link navigation. While it had strong visual design, it lacked depth, structure, and clarity. With conversion rates lagging and plans to scale the business, the client needed to understand:
Which sections of the landing page attracted the most attention
Where users were dropping off or skipping content
What content should be prioritized in a multi-page structure
How to encourage more demo bookings
They also wanted a competitive edge—something that felt fresh but was grounded in what actually worked.
As the lead UX researcher and designer on the project, I focused on behavioral insights that could translate directly into structure and strategy.
Here’s what I did:
Analyzed heatmaps (via Microsoft Clarity) for click behavior, scroll depth, and time-on-section
Reviewed rage clicks and interaction drop-offs to pinpoint friction
Performed a competitive analysis to evaluate how similar companies guided users toward conversion
Ran navigation testing to validate new content groupings
Created 11 wireframes to represent the future site experience, organizing content around what real users found most valuable
My Approach
An early wireframe exploring how to better highlight the company’s thought leadership and resources—aimed at driving more engagement and trust with prospective customers.
A section of the final website, now live, where the implemented UX recommendations help guide users more clearly toward demos and deeper product understanding.
Impact
The redesign wasn’t just implemented—it was embraced. The team followed the insights and wireframes closely and elevated the recommended content hierarchy throughout their new website. The results speak for themselves:
New users increased by 42%
Overall active users rose by 38%
The client shared positive feedback about both the process and the outcomes, noting that the clarity of the research directly informed their build. In the end, the project didn’t just result in a new site—it created a stronger foundation for growth, backed by insights they could trus
Reflection
This project reinforced how powerful heatmaps can be when paired with strategic thinking. By grounding every recommendation in real user behavior, I helped the client build not just a better website—but a smarter one.
Their team walked away with a scalable site, a clearer story, and an experience that felt more aligned with how their audience actually thinks.
Curious about the details? Have any questions?
I’m all ears! Send a message and I’ll be in touch.