8 Visitor Interaction Analysis Heat mapping technology allows us to analyze visitor behavior patterns and discover exactly where visitors are spending their time when viewing websites—even if they aren’t clicking the links. This analysis is done by following where the cursor is on the page as research indicates a high correlation between where the cursor is positioned on a screen and where the user’s eye is focused. We have capitalized on this by utilizing heat mapping technology to delve into how visitors experience senior living community websites. Real estate related terms and images are most popular Visitors tend to gravitate toward real estate type images and terms such as floor plans and residence features. Featuring images and calls to action related to floor plans or customizing a residence on the home page will draw prospects deeper into the website and encourage them to spend more time browsing the site. Pages that allow prospects to view several different floor plans are pages they visit the longest. Consequently, making this content easy to navigate will lengthen the time visitors stay on the website. Heat mapping shows high interest in floor plan/residence links