When a website has been set live, it isn’t finished. It should be seen as a living, growing thing, that is never finished. You cannot rest on your laurels with a website – it will need constant improvement.
Your improvements should always be based on data wherever possible. For example, if lots of people are landing on a specific page and taking the action you want, can you replicate this with other pages? Heat maps really help because they show you where people are going on a website and what they are doing. This will help you to analyse whether you want them to behave differently, so you can change your website to change their behaviour.
Heat maps will often show unexpected results so they are very worthwhile. We cannot predict how people will use a website, no matter how hard we try. Heat maps give us the data we need to make positive changes.