Heat Maps and Click Analytics

1) Why heat maps are needed

Heatmaps visualize behavior: where users click, how they move the cursor and scroll around. This is a quick way to detect hierarchy conflict, false "clickable" zones, overheating banners, "dead" blocks and narrow necks of the path to the target action (registration, deposit, game launch, participation in the tournament).

The key effect: less guesswork - more facts. Decisions on the placement of accents are made on the basis of real interactions.

2) Heatmap types

1. Click Heatmap - click density: shows which zones take attention, where they click on non-interactive elements.
2. Move Heatmap - cursor trajectories: proxy attention metric on the desktop.
3. Scroll Heatmap - scroll depth and "crease line": the proportion of users who have reached each segment of the page.

4. Attention/Confetti - intensity map + source/device/A/B case breakdown

5. Rage Clicks - series of quick clicks at one point: frustration indicator.
6. Dead Clicks - clicks without consequences (no transition/event).
7. Error Clicks - clicks that fail (validation, network failures).

3) Where heat cards are especially useful (iGaming scenarios)

Main/landing: checking the "hero" and the uniqueness of the P1-CTA.
Catalog of games: visibility of search/filters, clicks on badges, "false" card zones.
Game Page: Competition "Play Now" vs Secondary Activities (Demo, Favorites).
Cash (deposit/withdrawal): dead clicks on tips, focus on commissions/limits.
Tournaments/promotions: clicks on rules, timers, tabular lines, prizes.
Responsible game: achievement of limits and failure rate.

4) Metrics and KPIs for heat maps

CTR zones = zone clicks/zone impressions.
Scroll Depth p50/p90 - median and high depth.
Time in View - average segment visibility time.
Rage Click Rate = sessions with ≥3 clicks of 1-2 seconds in one area/all sessions.
Dead Click Share = clicks without consequences/all clicks.
Mis-Click Distance - the average distance from the click zone to the nearest interactive element (pointer to "false affordance").
Click Shift After Change - focus shift after release/option B.
Line-of-Fold Coverage - the proportion of key CTAs falling above the crease line.

Business link: Correlate metrics with FMC, TTV, Success Rate, and box office conversions.

5) Setting up and collecting data: practice

Segmentation by device: desktop/mobile separately (cursor movements are not applicable to mobile).

Source slices: organic, paid, referral, "VIP/new."

Scenarios/pages: main, catalog, game, box office, promotions.
Sampling: 10-30% of traffic is enough for a stable picture, more for rare scenarios.
Фрейм событий (data layer): фиксируйте `click_target`, `component_id`, `is_interactive`, `click_outcome` (success/fail/none), `ui_state` (hover/focus/disabled), `variant` (A/B), `segment` (new/returning/VIP).
Blocking bots: user-agent filters + behavioral heuristics (super-speed scrolling, inhuman patterns).
Zone generation: based on semantic selectors (' data-heatmap =" hero-cta"') - more stable than CSS classes.
Visibility states: consider sticky caps/floating CTAs (otherwise distortions).

6) Privacy and compliance

We do not record personal data (entered values, maps, documents).
We mask form fields, chats, wallets.
Opt-in/opt-out options for cookies and tracking; respect for DNT and local rules.
Anonymization of IP/ID and restriction of session storage.
Access logs: who watches session recordings and why.

7) Interpretation: How not to make a mistake

Click ≠ interest. Clicking can be a consequence of confusion (dead/rage) - check outcome.
The hot zone of the banner is not always good: perhaps it "eats up" the attention of P1.
Cold blocks are not necessarily bad: perhaps this is reference/SEO content P4.
Compare before/after and A/B, not absolute heat maps.
See the trajectory: where is the first click, how quickly they get to P1 (time-to-P1).

8) Diagnosing common problems

High Rage Click Rate on the game card → waiting for a click on the area where the click is not processed → expand the hit-area, make the entire card clickable or visually separate non-interactive areas.
Dead Clicks on icons/badges → add action or remove the "clickable" style.
Scroll Depth dip to CTA → move CTA higher, add anchor/sticky block.
Shifting clicks to banners → reduce visual weight, limit animations, and clarify priorities.
Low CTR of filters with high clicks on search → change the order/brightness of filters, give quick presets.

9) Integration with A/B and funnel

• "If you increase the hit-area of ​ ​ the card from 160 × 200 to full-card and add visual affordance, then Dead Click Share will decrease by 30%, and FMC in the launch of the game will increase by 8-12%."
• For each hypothesis, link the target UX metrics (Rage/Dead/Scroll) and business metrics (FMC, TTV, deposit conversion).
• Run A/B with a mandatory heat map on both branches: rate Click Shift and attention "leaks."

10) UX Team Dashboard

• Heatmap Overview: Top screens, last 7/28 days, split by device.
• Attention vs Outcome: High Click and Low Outcome Zones.
• Rage/Dead Trend: Dynamics by Page Type.
• Scroll Depth Funnel: Key Block Achievement Shares.
• Click Shift After Release: Before/after comparison across key zones.
• VIP vs New Users: Attention pattern differences.

11) Technical details (implementation recommendations)

• `data-heatmap-zone="hero-cta"`, `data-heatmap-zone="game-card"`, `data-heatmap-zone="cashier-primary"`.

• `ui_click: { zone, component_id, is_interactive, outcome, variant, device, page, ts }`
• Associate with analytics: pass' session _ id '/' user _ bucket'from A/B platform (without PII).
• Zone stability: do not inherit heatmap labels in child nodes so as not to "blur" clicks.

12) Audit checklist for heat cards

1. Do key screens have a single P1 above the crease line?
2. Rage Click Rate <target threshold (e.g. 1.5%)?
3. Dead Clicks share on cards <X% (set target corridor)?
4. Scroll Depth p50 reaches block with offer/CTA?
5. Is there a Click-Outcome Matrix (click → go/event/error/nothing)?
6. Have you considered the differences between mobile/desktop and traffic sources?
7. Are all fields and sensitive areas masked?
8. Built "before/after" for recent releases and A/B?
9. P1 preempted CTR tested for hot banners?
10. Are corrective actions formulated and instituted with priority P1-P3?

13) Anti-patterns

Rate a page on a single heat map without a conversion context.
Mix mobile and desktop data.
Draw conclusions on <200 sessions on complex screens.
Ignore dead/rage, look only at the "beautiful" map.
Overlay the heat map on top of the outdated DOM (after the redesign, the selectors migrated).

14) Prioritization and design of tasks

• Problem: "High Dead Click Share (18%) on game card badges."
• Reason (hypothesis): "The badge is stylized as a button; no action."
• Solution: "Make badges non-interactive visually or bind the "filter by label" action."
• Expected effect: "− 50% dead clicks, + 5% FMC in game launch."
• Acceptance criteria: thresholds of metrics measured in dashboard.

15) Frequent questions

Do I always need to turn on heat cards? - Yes on key tracks; on service - by sample.
Can move cards be trusted? - Only as an indirect signal (desktop only).
What is more important: clicks or scrolling? - Depends on the screen; for landing, the bend line is important, for cash - click outcomes.

16) TL; DR

Heat maps are a quick visual X-ray of the interface. See not only "where it is hot," but also how it ends: dead/rage/errors. Segment, link to A/B and business metrics, capture corrective actions. The main thing is less noise, more signals to increase conversions.