> For the complete documentation index, see [llms.txt](https://growingio.gitbook.io/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://growingio.gitbook.io/docs/product-manual/product-analysis/heatmap/what.md).

# 什么是热图分析

热图是以网站页面中的元素的点击率（元素点击次数/当前页面 PV）为基础的数据的图形表示。通过聚合用户行为，热图可以让人一目了然地了解人们如何与网站页面进行交互，这有助于识别用户行为趋势并优化进一步流程。 您的网站存在以便人们可以实现特定的目标，如查找信息、注册服务、购买产品等。当人们进入您的网站但很难找到或使用他们正在寻找的东西时，他们会感到沮丧，最糟糕的情况是，他们离开你的网站不再回来。

为了让用户在访问中停留下来并进行下一步动作，也许您在关心这些问题：

* 用户是否点击了我们希望互动的内容？
* 有没有重要按钮或元素被大量点击，却被放到了不起眼的地方？
* 用户感兴趣的内容是否和我们预想的一样？
* 不同的运营位、不同的内容对用户的吸引分别是怎样的？
* 具体元素的点击数据如何？
* 不同渠道的访问者对于页面的关注点具备哪些差异和特征？
* 从重要元素的点击来看，哪个渠道质量更好？
* 「未转化」的用户与「转化」用户之间的热图表现差异如何？

热图提供了一种清晰直观的方式来帮助您解答这些问题。


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