Implementasi Heatmap Event Tracking Untuk Monitoring Perilaku Pengunjung Pada E-Commerce

The The rapid growth of e-commerce does not always correspond to an increase in sales conversion, highlighting the need for deeper analysis of user behavior on websites. This study aims to implement a heatmap event tracking system as a monitoring and analytical tool for user interactions on an e-commerce website. The system was developed using the Waterfall model, which includes requirement analysis, system design, implementation, testing, and maintenance stages. The system records user interactions such as clicks, scrolls, and cursor movements, stores them as activity logs, and visualizes them in the form of positional heatmaps and summary heatmaps. The implementation results indicate that user interactions are primarily concentrated on product-related elements such as images, prices, and action buttons, with the highest interaction intensity located at the upper section of the page and the homepage serving as the main interaction hub. Functional testing using the black box testing method confirms that all system features operate according to the specified requirements. Therefore, the developed heatmap event tracking system provides objective insights into visitor behavior patterns and can support data-driven evaluation and decision-making in e-commerce website interface development.