方法对比

	热力图和滚动图	树测试
领域	人机交互	人机交互
方法族	Hypothesis test	Hypothesis test
起源年份	2000s	2000s
提出者	Web Analytics Pioneers	Usability Professionals
类型	Passive behavior tracking for understanding user attention and engagement	Task-based testing of navigation structures
开创性文献	Hotjar. (2021). The Complete Guide to Heatmaps. Hotjar White Paper.	Tullis, T., Fleischman, S., McNulty, M., Ciccone, C., & Bergel, M. (2002). An empirical comparison of lab and remote usability testing of web sites. In Proceedings of the Usability Professionals Association Annual Conference.
别名	Click Heat Map, Scroll Map, Attention Map	Reverse Card Sort, Card Sorting Validation
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.	Tree Testing is a quantitative, task-based validation method for evaluating information architecture and navigation structures. Users are presented with a text-only representation of a website or app hierarchy (a tree) and asked to locate specific items or complete tasks by clicking through the structure. Unlike card sorting, which reveals user mental models during design, tree testing validates whether a proposed structure allows users to find items efficiently. The method captures success rate, time-to-completion, and paths taken, providing metrics for comparing navigation designs.