Nelio A/B Testing can generate three types of visual reports that help you understand how visitors interact with your pages:

• Heatmaps show where visitors pay attention and interact.
• Scrollmaps reveal how far visitors scroll down the page.
• Confetti Maps (also known as Clickmaps) display every click made by individual visitors.

Unlike traditional analytics, these reports let you see visitor behavior, making it easier to identify usability issues, understand how users navigate your pages, and discover opportunities for optimization.

Heatmaps

Heatmaps visualize the areas of a page that receive the most visitor attention.

Nelio A/B Testing generates heatmaps from:

• mouse movements;
• clicks;
• scroll behavior; and
• attention hotspots.

Areas with more interactions are shown using warm colors (red, orange, and yellow), while areas with fewer interactions appear in cool colors (green and blue).

What Can I Learn from a Heatmap?

Heatmaps help you identify:

• elements that naturally attract attention;
• calls to action that visitors overlook;
• distracting elements that compete for attention; and
• opportunities to improve the visual hierarchy of a page.

For example, if an important button appears in a cool-colored area, visitors may not be noticing it because it’s poorly positioned, visually weak, or overshadowed by other content.

Scrollmaps

Scrollmaps show how far visitors scroll down a page.

Instead of individual clicks, they display horizontal color bands indicating how many visitors reached each section.

Warm colors represent areas seen by most visitors, while cool colors indicate sections reached by only a small percentage of users.

What Can I Learn from a Scrollmap?

Scrollmaps help answer questions such as:

• Which sections of the page are actually being seen?
• How much content remains below the fold?
• Where do visitors stop scrolling?
• Is important information placed too far down the page?

A sudden transition from warm colors to cool colors often indicates that visitors are losing interest or abandoning the page before reaching the remaining content.

These insights can help you decide whether to move important content higher on the page, simplify long sections, or improve the page’s overall flow.

Confetti Maps (Clickmaps)

Confetti Maps display every recorded click as an individual colored dot.

Each dot represents:

• one click;
• from one visitor;
• at a specific location on the page.

Colors can represent different visitor characteristics, such as:

• browser;
• device type;
• operating system;
• country;
• time of day;
• browser window width; or
• time elapsed before the click.

What Can I Learn from a Confetti Map?

Confetti Maps are useful for understanding exactly who clicked what.

For example, they help you discover:

• whether visitors click the elements you intended;
• whether users try to click non-clickable elements;
• whether different devices behave differently;
• whether visitors from different countries interact differently; and
• whether certain areas of the page distract visitors from your primary call to action.

Filters make it easy to analyze specific visitor segments and uncover patterns that aren’t visible in aggregated reports.

When Are These Reports Generated?

Heatmaps, Scrollmaps, and Confetti Maps are generated:

• when you run a dedicated Heatmap Test; and
• automatically for certain test types, such as Page Tests and Post Tests.

No additional configuration is required.

Limiting Who Participates in a Heatmap

With Nelio A/B Testing, you can use segmentation to control which visitors contribute data to a Heatmap Test.

In the Participation section of the test, you can define a segment using rules such as location, device type, browser, language, window width, or other visitor characteristics.

Only visitors who match the segment will contribute data to the heatmap, scrollmap, and confetti map.

For example, you could create a Heatmap Test that only collects interaction data from:

• mobile visitors;
• visitors from a specific country;
• users arriving from a particular campaign; or
• visitors using a certain browser or screen size.

This can be particularly useful when you want to understand the behavior of a specific audience instead of combining interactions from all your visitors.

🔍 Learn more: What Is Segmentation and How to Use It?

Summary and Export

Each report includes a summary panel showing information such as:

• test status;
• tested page views;
• recorded clicks (where applicable);
• test duration; and
• start and end dates.

You can also export the collected interaction data as a CSV file for further analysis.

The exported data includes information such as:

• clicked element;
• click coordinates;
• browser;
• operating system;
• device type;
• browser window size;
• visitor country; and
• date and time of each interaction.

Why Are These Reports Useful?

Traditional analytics tell you what visitors do.

Heatmaps, Scrollmaps, and Confetti Maps help you understand how they interact with your pages.

Together, they help you:

• identify usability issues;
• detect confusing or distracting elements;
• understand how visitors consume your content;
• support design decisions with real data; and
• generate ideas for future A/B tests.

Rather than relying on assumptions, you can optimize your pages based on actual visitor behavior.