A heat map representation can give a website administrator a better understanding on how users are actually using the website. It usually uses colors to indicate the area of the website where people are clicking stuff. Red usually means a highly popular area while green indicated a less used area.
It's very important to know why they're clicking and where they're clicking, it can be hugely effective to understand what attracts your users and what doesn't.
For example, if you have certain functionalities on the homepage, you can use a heat map to figure out which functionalities are used and which users ignore. If certain functionalities are ignored, it can be safely removed, making way for other functionalities or just making room for other kinds of information you may think it's helpful.
Either way, a heat map, can help you improve your website overall, increasing user productivity and conversions.
Are you using a heat map for your website?
What would you consider the best-paid heat map out there?
Any free heat map suggestions?