Heat maps track and recording user behaviour on web-sites and landing pages.
they tracking clicks, mouse behaviour and scrolling at the page.
tracking this behaviour, can help you optimize your landing page.
it will give you a better understanding of which parts is working better, and which not.
implement 'Hotjar' in your landing page is very simple, first step is to sign-up for 'Hotjar' at http://www.hotjar.com
After completing your registration, click on the '+' icon at the top left of the screen and add the relevant URL for your landing page.
Click on 'Tracking code' and then copy the code.
Last thing is to implement the code.
just choose the campaign you want, and add the code at iCreate' editor head section.
now you can track and learn your users behaviour.