Using Heatwave
Analytics dashboard
Store health, key numbers, page types and behaviour patterns on the Analytics page.
The Analytics page gives you the big picture: how many visits you get, how many add to cart and buy, where shoppers run into trouble, and how fast your product pages load.
Views and filters
At the top of the page you can switch between three views:
- Overview. Key numbers, store health, alerts, charts and a summary of everything else.
- Pages. How each page type and your most visited pages perform.
- Behaviour. All 29 behaviour patterns, grouped by category.
Two filters apply to every view:
- Period: Last 7 days, Last 30 days or Last 90 days. If your plan keeps data for less than 90 days, the option says so, for example “Last 90 days (plan keeps 30)”.
- Device: All devices, Phone, Tablet or Computer.
Key numbers
The Overview starts with these numbers for the selected period:
| Number | What it means |
|---|---|
| Visits | Number of visits, and how many different visitors made them. |
| Add to cart rate | Share of visits that added something to the cart. |
| Purchase rate | Share of visits that bought. |
| Visits with frustration | Share of visits with repeated clicks, clicks that did nothing, or errors. |
| Add to cart failed | Share of visits where adding to cart ran into an error. |
| Left after one page | Share of visits that viewed a single page. |
| Time actively browsing | Average time per visit that the shopper was actually interacting. |
| Product page load time | How long most visitors waited for the main content of a product page to appear. |
Product page load time uses a standard browser measure called LCP (Largest Contentful Paint): the moment the biggest piece of content, usually the main product image, appears. Heatwave shows the time that three out of four visitors waited less than.
Small arrows show the change from the previous period of the same length. They only appear when both periods have at least 20 visits, so a couple of visits can’t produce a dramatic swing.
Store health
Store health is a score from 0 to 100 for how smoothly shoppers get from browsing to buying.
- 75 and above: Healthy
- 50 to 74: Room to improve
- Below 50: Shoppers are struggling
The score appears after 30 visits in the selected period, so a handful of visits can’t skew it. Click Show breakdown to see the measurements behind it. Each has its own score and a one-line explanation:
| Measurement | What it looks at |
|---|---|
| Serious friction | Share of visits that hit a high-severity problem. |
| Add to cart works | Share of visits with a failed add to cart. |
| Add to cart visible on mobile | Share of mobile product views that show the Add to cart button without scrolling. |
| Fast product pages | Share of product views that took over 4 seconds to load. |
| Visitors stay | Share of visits that bounce. |
Measurements without data yet are left out of the score.
Alerts
The Alerts card lists problems that grew recently. Each alert has a Watch these sessions link that opens the matching recordings. If nothing has grown noticeably, it says “All quiet”.
The rest of the Overview
- Traffic and outcomes: visits per day, how many added to cart and how many ran into friction.
- Purchase funnel: how many visits reach each step (viewed a product, added to cart, checkout, purchased) and where they drop out.
- Behaviour patterns: the most common patterns in completed visits, with a trend line and a Watch link. A visit counts as complete 30 minutes after the shopper leaves.
- Visible without scrolling: whether the Add to cart button shows on the first screen of product pages, on mobile and desktop. See Fold analysis.
- Speed: product page load time and, when there’s enough data, the add-to-cart rate on fast loads compared with slow ones.
- Devices, Traffic sources and Visitors: visits and add-to-cart rate per device and per source, new versus returning visitors, pages per visit and average scroll depth.
Pages view
The Page types table shows each kind of page (home page, product pages, collection pages, cart and so on):
| Column | Meaning |
|---|---|
| Views | Page views in the period. |
| Add to cart | Add-to-cart rate. |
| Problems /100 views | Angry repeated clicks, clicks that did nothing and error clicks per 100 views. |
| Half scroll to | How far down the page half of visitors get. |
| Load time | Typical time until the main content shows (75th percentile). |
| Biggest issue | The most common behaviour pattern on that page type. |
Click a row to open its heatmap. Below it, Most visited pages lists individual addresses with the most views.
Behaviour view
All 29 patterns, grouped into Purchase path, Friction, Navigation, Intent and Performance. Each shows the share and number of visits where it happened, or “not seen”. Click a pattern to see a daily trend, an example, the element it most often involves, the pages it happens on, and a Watch sessions button. See Behaviour patterns for what each one means.
Why you sometimes see “1 of 3” instead of a percentage
With very few visits, a percentage misleads: one visit out of one is “100%”. So when a number is based on fewer than 20 visits, Heatwave shows the count instead, for example “1 of 3”. Once there are 20 or more, it switches to a percentage.