Scroll Map

A Scroll Map (карта скроллинга) is a web analytics tool that shows how far down a page users scroll. It helps determine which parts of a page visitors see, where they stop, lose interest, or leave.

What a Scroll Map Shows

A Scroll Map visualizes user behavior on a page using color-coded zones:

• Red areas — seen by almost all visitors (top of the page).
• Yellow and green areas — seen by some users.
• Cool colors (blue) — almost no one scrolls this far.

A Scroll Map is essentially a “heatmap” of page view depth, illustrating how far users scroll down a page.

Why Use a Scroll Map?

This tool helps marketers, UX designers, and SEO specialists:

• Identify where users stop reading.
• Understand how engaging the content is.
• Reveal “dead zones” — blocks that no one reaches.
• Optimize page length and the placement of key elements (CTAs, forms, buttons, banners).
• Improve conversion on landing pages and articles.

Example: If 70% of users don’t reach the lead form, it should be moved higher up.

How a Scroll Map Works

The tool records the scroll depth for each user and builds a visual distribution. A color scale from red to blue is typically used, with red representing the most-viewed zones.

Data is collected through specialized analytics services:

• Yandex.Metrica — tool “Webvisor → Form Analytics → Scroll Map”.
• Hotjar, Crazy Egg, Clarity — international heatmap platforms.
• Plerdy, Smartlook, FullStory — solutions for UX analytics.

What You Can Analyze with a Scroll Map

1. Page Length and Engagement
   If most users leave the page within the first 30–40%, it’s a sign that the content is too long or not engaging.
2. Key Element Placement
   CTA buttons, subscription forms, and important blocks often “drown” below the fold. The map helps move them into zones with the highest viewership.
3. Content Optimization
   A drop in interest in the middle of the text is a reason to shorten introductions or add visual elements (videos, infographics, subheadings).
4. Banner and Ad Placement Check
   If banners are in “cold” zones, their effectiveness is minimal.

How to Read a Scroll Map

Combining a Scroll Map with a Click Map provides a more complete understanding of user behavior.

How to Improve Metrics Using a Scroll Map

• Shorten lengthy text blocks.
• Move CTA blocks higher (e.g., after the first screen/above the fold).
• Add anchor links or a “floating” (sticky) menu.
• Use visual “attention anchors” — subheadings, contrasting images.
• Test multiple landing page variations via A/B testing.

Application Example

On a marketing course page, users actively viewed the first screen and the course program, but only 35% of the audience scrolled down to the pricing block.
After moving the price and the “Enroll” button higher up, the conversion rate increased by 22%.

Scroll Map vs. Other Maps

Conclusion

A Scroll Map is a powerful UX analytics tool that helps understand how users interact with a page. It allows for optimizing content placement, increasing engagement, and improving conversion rates.