With Scroll Map you can see exactly how far visitors are willing to scroll to find what they are looking for on your page. The Scroll Map contains color gradients similar to the Heat Map. Visitor attention is measured from lowest to highest (from dark to bright colors). Rather than mapping heat spots, like the Heat Map, the Scroll Map evaluates the horizontal lines on a webpage.
The Scroll Map is especially useful for evaluating pages with long pieces of information, such as articles. It will help you uncover whether or not your visitors scroll all the way to the end of the page. With this knowledge, you can make informed decisions where to place the most business-critical information on your page.
It also helps you prioritize web editing resources. If the majority of your visitors do not scroll at all on your home page perhaps you should not spend a lot of time updating the content that is placed all the way down by the footer of the page.
A screenshot showing where on the page visitors pay most attention (marked in bright colors) in Siteimprove's Heat Map.
Note: The top of a page is always marked in dark colors as this is where webpages are first viewed. The tracking starts as soon as the visitor scrolls down the page, this is why the area just below the top of the page is typically lighter.