Heatmap

A heatmap is a method of visualizing data values in two dimensions through shades of color (warm colors = high, cool colors = low). It makes patterns and imbalances that are hard to grasp from a list of numbers intuitively understandable. In web analytics it is used to visualize click positions and scroll depth on a page, and with geographic data it is used to show population density and temperature distribution.

In QR code marketing, heatmaps are used in two situations. The first is the geographic heatmap of scan locations. Location information obtained from the access logs of a dynamic QR code is plotted on a map to visualize "in which regions scans are concentrated." In a campaign that puts up posters at multiple stores, the differences in response from region to region can be seen at a glance.

The second is the heatmap of a landing page. On the page reached by scanning the QR code, it shows in color where users tapped, how far they scrolled, and where they left. If the CTA button is not being tapped (cool color), its position or design needs to be improved; if users are not reaching the bottom of the page (cool color), the order of the content should be reviewed. In this way, it can be linked to concrete improvement actions.