Filter and compare heatmaps

All visitors together can hide what matters. New visitors may look for different things than returning ones, and visitors who place an order may click differently from visitors who leave. Filters let you look at one group. Comparing puts two groups side by side so the difference stands out.

Filter by visitor

Next to Visitors: you find these filters. They work together: pick several to narrow down further.

• Traffic source: All sources, Direct, Organic search, Paid ads, Social, Email, Referral or Other campaigns. Varly uses the source of the first page in the visit.
• New or returning: New and returning, New visitors or Returning visitors.
• Country: All countries, or one of the countries your visitors came from in this period.
• Browser: All browsers, or Chrome, Safari, Edge, Firefox, Samsung Internet or Opera.
• Operating system: All systems, or iOS, Android, Windows, macOS, ChromeOS or Linux.
• A/B test: appears when this page has a test that is running or has run. Instead of With and without tests, choose In test: … to see only visitors who took part. A second drop-down then lets you pick one version, for example Original.
• Purchase: With and without order, Placed an order or No order. This needs orders connected under Install → 5. Connect your orders. While the chosen period has no orders, it is grayed out. See Orders and revenue.

The device and the period (7 days, 30 days or 90 days) are set with the buttons above. There is no custom date range.

Click Clear filters to go back to all visitors.

Compare two groups

Choose an option next to Compare: and Varly shows two heatmaps side by side:

• New vs returning
• Placed an order vs no order (needs orders connected)
• Paid vs organic search
• iOS vs Android: phones and tablets only. If Desktop is selected, Varly switches to Mobile for you.
• Previous period vs this period: for example the 30 days before against the last 30 days. Handy to see the effect of a change you made.
• Test versions: the original against a variant of an A/B test. Pick a test in the A/B test filter (In test: …) first. Until you do, it shows as Test versions (pick a test first).

Each side is colored relative to its own busiest spot. So compare where the hot spots are, not how dark they are. Both sides have the same height, so the same spot on the page sits at the same height on both. Above each side you see its number of pageviews and clicks. Choose No comparison to go back to one heatmap.

Measure an area

On a click heatmap you can measure how many clicks land in part of the page, for example a banner or a whole product block.

1. Click Measure an area above the map.
2. Drag a rectangle over the part you want to measure.
3. The rectangle shows the share of all clicks inside it, such as "18% of clicks".

You can draw several areas. Click Clear areas to remove them. Areas are not saved when you leave the page.

Download the heatmap

• Download PNG saves the heatmap as an image, with the screenshot, the colors, the numbered badges and any areas you drew. Handy for a report or a presentation.
• Download CSV, above the list of most clicked elements, saves that list as a spreadsheet file with each element's rank, label, number of clicks and share.

Both use the filters you have selected.

AI summary

The AI summary card next to the map lets the AI read the heatmap for you.

1. Click Summarize with AI.
2. After a few seconds you get a short summary, the main findings and a list of Ideas to test.

The AI looks at the page, device, period and filters you selected. It uses the numbers behind the heatmap (clicks, rage and dead clicks, the most clicked elements, scroll depth and viewing time), not the image. Click Summarize again after changing a filter. The summary is not stored: it is gone when you reload the page.

This needs an AI key for your organization. Without one, the card links to Organization settings, where an owner adds it. See Add your own AI key. The AI summary is not available while you compare two groups.

Common problems

• The order filter is grayed out: no orders have come in during this period. Connect your shop under Install → 5. Connect your orders, or choose a longer period.
• I can't choose Test versions: pick a test in the A/B test filter first. That filter only appears on the page the test runs on.
• A filter shows almost nothing: the group may be small. Try 90 days, or remove a filter.