方法对比

	热力图和滚动图	启发式评估
领域	人机交互	人机交互
方法族	Hypothesis test	Hypothesis test
起源年份	2000s	1990
提出者	Web Analytics Pioneers	Jakob Nielsen and Rolf Molich
类型	Passive behavior tracking for understanding user attention and engagement	Expert-based inspection using established design principles
开创性文献	Hotjar. (2021). The Complete Guide to Heatmaps. Hotjar White Paper.	Nielsen, J. (1994). Heuristic evaluation of user interfaces. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 249–256).
别名	Click Heat Map, Scroll Map, Attention Map	HE, Expert Evaluation, Nielsen's Heuristics
相关	3	4
摘要	Heatmaps and scrollmaps are behavioral analytics tools that visually represent user attention and interaction on web pages and screens. Click heatmaps show where users click most frequently, visualized as color-coded density overlays. Scrollmaps show how far down pages users scroll and where they typically stop. These passive tracking methods collect aggregate data from hundreds or thousands of real users, revealing attention patterns, engagement hotspots, and content visibility issues without requiring direct user interaction or controlled studies.	Heuristic Evaluation is a usability inspection method in which small teams of expert evaluators examine an interface and judge its compliance with established usability principles (heuristics). Developed by Jakob Nielsen and Rolf Molich in 1990, this method is rapid and low-cost, identifying 60–90% of usability problems with as few as 3–5 evaluators. Nielsen's Ten Usability Heuristics—visibility of system status, match between system and real world, user control and freedom, consistency and standards, error prevention and recovery, recognition over recall, flexibility and efficiency, aesthetic and minimalist design, error recovery, and documentation—form the basis of most evaluations.