Heatmaps
Path Explorer, inside PathGuide, has two heatmaps. Both are live for every store, and both sit in Path Explorer next to any page tab, so you read them alongside the journey data instead of in a separate tool.
- Journey Heat Map: where shoppers go right after each page.
- Page-click map: what shoppers actually click on each real store page, ranked by most-clicked elements, with desktop and phone tracked separately.
Journey Heat Map
The Journey Heat Map is a from-to table showing where shoppers go right after each page. Darker cells are more common moves. It lives on the Funnel & Sessions tab, under the Journey Heat Map sub-tab.
- Reading a row: Each row is a page; the columns are the page shoppers went to next, plus Left the store and Purchased. A page counts once per visit, repeated views in a row are collapsed, and pages beyond the top 12 are grouped as "Other ... pages".
- Color toggle: Switch between Share of next steps (each row adds up to 100%) and Number of moves. Hovering highlights the row and column and shows the exact numbers.
- Three insight tiles: the most common move between named pages, the page where visits end most often, and the most direct step to the cart.
- Identify Friction: A row whose darkest cell is Left the store is a page where visits tend to end without a purchase.
Page-click map
The page-click map shows every click on a real store page, ranked from the most-clicked element down. It answers a different question from the Journey Heat Map: not where shoppers go next, but what they click where they already are.
- Every store, every page: the map is live for every store and covers clicks on real store pages, not a sample or a mockup.
- Ranked most-clicked elements: elements are ordered by how many clicks they received, so the top of the list is what shoppers actually use.
- Desktop and phone tracked separately: switch between desktop and phone to see how clicks differ by device. A button shoppers tap on phones may barely get clicked on desktop, and the other way around.
- Date range: the map covers a recent window of days, up to 90 days, with 28 days as the default view.
- Next to any page tab: open it from Path Explorer next to any page tab, so you can check a page's clicks while you are already looking at that page's journey data.
Use it to check whether the element you want shoppers to click is the one they actually click, and whether an element you thought was minor is quietly doing the work.
Heatmaps and the ShopGuide dashboard
The ShopGuide dashboard itself has no usage heatmaps. If you are looking at the ShopGuide dashboard and wondering where the heatmaps are, they are here, in PathGuide. See What is PathGuide.