Getting users to your funnel is just the start. Understanding what they do once they arrive is where the real insights live.
FERMÀT’s Heatmaps for funnel Landers & PDPs help you see where customers click, how they engage, and which parts of your funnel & PDP may need tweaking.
What’s in this guide
What Are Funnel Heatmaps?
Funnel Heatmaps are visual tools that show where customers are clicking on your funnel. This helps you quickly understand how customers are interacting with your funnel in real time, without needing to dig through data tables or click reports.
Color Indicators in Heatmaps:
Red – High clicks activity
Green – Low clicks activity
These color cues give you a quick visual sense of what’s working — and what might need to move, change, or disappear.
When to Use Heatmaps
Heatmaps are especially helpful when you want to:
Evaluate funnel performance after a launch
Test a new layout, CTA, or content module
Diagnose drop-offs in conversion
Understand how users engage with your mobile vs. desktop designs
Whether you’re optimizing a single PDP or refining a multi-step funnel, heatmaps help you make informed, user-driven design decisions.
Focus on placing important CTAs, like "Add to Cart" or "Shop Now," in high-click zones for maximum visibility.
Tip: Focus on placing important CTAs, like "Add to Cart" or "Shop Now," in high-click zones for maximum visibility.
How to Use Funnel Heatmaps:
Log into your FERMÀT dashboard.
Navigate to the Funnels section.
Select the funnel you want to analyze.
Click on the Heatmaps button.
You’ll see a visual heatmap for that funnel.
You can check Clicks & Scroll Depth for the funnel
PDP Heatmaps
PDP Heatmaps show you where customers click on your Product Detail Pages using color-coded visual maps. Red areas indicate high click activity, while green areas show fewer clicks. This helps you understand which parts of your product pages are working and which need improvement.
What Are PDP Heatmaps?
PDP Heatmaps are visual tools that show where customers click on your Product Detail Pages. Instead of looking at numbers in a spreadsheet, you see a color overlay on your actual product page.
What you can do:
See which product images get the most attention
Identify if customers are clicking your "Add to Cart" buttons
Compare performance between different product variants
Track changes over time to measure improvements
How to Read the Colors
Green areas = Fewer customer clicks
Red areas = More customer clicks
Yellow/Orange areas = Moderate click activity
This color system makes it easy to spot your best-performing elements at a glance.
How to Access PDP Heatmaps
You can find PDP Heatmaps in three places:
From Homepage
Top Funnels section → Select "Show heatmaps insights"
From Funnel Section
Hover over any funnel to showcase the analytics bar and you will see where the heatmap icon lives. Click the heatmap icon
From Any Individual Funnel
The heatmap icon is on the top bar where Analytics tab and preview lives
Once you're in Heatmaps, you'll see two tabs:
Lander (your existing landing page heatmaps)
PDP (your new product page heatmaps)
Click the PDP tab to start analyzing your product pages.
Understanding the Feature
When you edit a product page, heatmap data starts collecting fresh from that point. Previous data isn't available, so you'll see when the current version's data collection began. This ensures your analysis always reflects the current customer experience.
PDP Heatmaps include several key features to help you analyze your product pages effectively and make data-driven optimization decisions.
Filter by Products and Variants
Filter by specific products or variants to focus your analysis
Product Filter: Choose individual products or bundles to analyze
Variant Filter: Compare different versions (like A/B test variants)
Apply Filters: Click to update your heatmap view
Choose Your Date Range
Select from preset ranges or choose custom dates for analysis
Available options:
Yesterday
Today
Last 7 days
Last 14 days
Custom selection (any 15-day period within the last 30 days)
When to Use PDP Heatmaps & What to Look For
Best Times to Check Your Heatmaps
After launching new products - See how customers interact with your new product pages and if they're clicking the right elements.
When testing different layouts - Compare heatmaps between different versions to see which gets more engagement on "Add to Cart" buttons and key features.
If conversions are low - Heatmaps show if customers are missing important information or if key buttons aren't getting clicked.
For mobile vs desktop - Check how customer behavior differs between devices to optimize accordingly.
What the Colors Tell You
Red/Orange Areas (High Clicks)
Product images that grab attention
"Add to Cart" buttons being used
Product descriptions customers read
Reviews and testimonials getting viewed
Green Areas (Low Clicks)
Important information being missed
Buttons that should be clicked but aren't
Key selling points customers overlook
Quick Actions You Can Take
Move important buttons to red areas where customers already click
Make green areas more visible if they contain crucial information
Test one change at a time to see what improves performance
Compare your best products to see what works across your catalog
Tip: Focus on getting your "Add to Cart" buttons into the red zones for better conversions.