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An ultimate heatmap guide for product & marketing teams

Anshul Dashputre

You've recently launched a website and your next step is to employ an analytics tool to closely monitor your website's performance. This tool can help you with critical data, such as the number of visitors visiting your site, how long they stay, how many pages they visit, which pages they visit, the bounce rate, and the conversion rate. 

Most analytics tools can help you by telling you when people are visiting your site, looking around, and then - they’re disappearing, often just when things are getting interesting. What you're left with is a puzzle - you know something's not right, but you're not quite sure what.

If you've been in this situation, and it feels like you're missing a piece of the puzzle. That's where heatmap comes in. Heatmap helps you see your website through your visitors' eyes. Understanding what is a heatmap can be crucial in identifying where your website engages your audience and where it may be falling short.

What is a heatmap?

In a general context, what is a heatmap? It's a visual representation of what your visitors are doing after visiting your website or product. It shows the data in which values are represented as colors on a two-dimensional surface, typically a grid or map, where warmer colors signify higher values, similar to the way heat intensity is often shown in thermal imagery.  Understanding what is a heatmap helps you comprehend the user’s behavior.

In a typical heatmap:

Colors: Each color on the heatmap corresponds to a specific value or range of values. Warmer colors like red or orange are often used to represent higher values, while cooler colors like blue or green represent lower values.

a visual of heatmap

Grid or map: The data is organized on a grid or map, with one axis representing one variable and the other representing another. For example, in a geographic heatmap, the axes could represent longitude and latitude, while in a web heatmap, they could represent X and Y coordinates on a webpage.

image of mapcalc learner

Intensity: The intensity of the color at a specific point on the grid indicates the magnitude or frequency of the value at that point. For example, a hotspot in a geographic heatmap might represent a high density of a particular feature in that area.

an heatmap image from the app maptive

Heatmap is used in various fields, including statistics, data analysis, and user experience design. They're particularly useful for identifying trends, outliers, and areas of interest within data, as well as for visually representing complex information in more easy-to-understand visuals.

Check out popular heat map tools

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History of heatmap

Heatmaps might seem like a modern way to represent data, but what is a heatmap and how did it start? It began in the late 19th century when Toussaint Loua came up with a clever way to show social statistics in the districts of Paris. He used a shading matrix where larger values were dark grey or black squares (like pixels), and smaller values were lighter squares. This early example helps us understand what is a heatmap in a historical context.

histor of heatmap - sneath heatmap

Then in 1957, Sneath added a significant improvement. He shuffled rows and columns in a data matrix, bringing similar values together. This idea laid the foundation for the heatmap we use today, demonstrating the evolution of what is a heatmap - from simple shading matrices to more complex data representations..

Heatmap in the context of digital products

What is a heatmap in the context of digital products? With the help of a website heatmap, you can visually monitor visitor behavior and tweak your site to better serve your objectives. They show you which parts of the site visitors are interacting with, which parts are effective and which aren't, and which parts of the site visitors are avoiding. This leads to an understanding of what is a heatmap and its role in data analysis.

You are analyzing the data, not simply assuming, thanks to these insights, which enable you to make data-driven improvements. Since their primary purpose is to increase conversion rate, website heatmap is frequently a part of bigger conversion rate optimization (CRO) initiatives at organizations. Understanding what is a heatmap is crucial in this context.

You can use website heatmap to see if:

  • Visitors aren't accessing critical information on a page
  • CTAs are difficult to find or see
  • Depending on the user's browser or type of device, are they having problems
  • There are distracting non-clickable components that reduce conversion rate

You may enhance sections of your landing pages by leveraging the information from the heatmap overlay, making it easier to read and more aesthetically pleasing, which will eventually increase how well users understand the product. This application illustrates what is a heatmap and its effectiveness.

Across-device support
Across-device support is another aspect where understanding what is a heatmap becomes crucial. The potential of heatmap to assist us in optimizing our digital products for various devices and screen sizes is important. It is crucial to make sure our digital products look fantastic and work properly across the wide range of devices and screen sizes available. By enabling us to monitor how people engage with our goods on various devices, heatmaps can help us do this.Across-device support is another aspect where understanding what is a heatmap becomes crucial. The potential of heatmap to assist us in optimizing our digital products for various devices and screen sizes is important. It is crucial to make sure our digital products look fantastic and work properly across the wide range of devices and screen sizes available. By enabling us to monitor how people engage with our goods on various devices, heatmaps can help us do this.

Heatmaps to increase conversion rate

By giving designers information about how people interact with forms on a website or app, heatmaps may be used to optimize such forms. A heatmap, for instance, might indicate to designers which fields are confusing users or where they spend the most time on a form. Designers can utilize this data to make forms more user-friendly and less frustrating for users. For instance, designers might make a form simpler by eliminating pointless fields or grouping similar data if a heatmap reveals that people are leaving it because it is too long or complex.

Similarly, designers might simplify a field's layout or offer more instructions if a heatmap reveals that consumers struggle with it time and time again.

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Types of heatmaps and how to read them?

Imagine you have a website or a mobile app, and you are curious about how people are interacting with it. You want to know which parts of your website or app are visited more, and where people might be getting stuck or confused.What is a heatmap? It's a tool that allows you to see where people are clicking, moving their mouse, or spending time the most. Instead of just seeing statistics or numbers, you get a visual representation of all this data, answering the question of what is a heatmap.

Heatmaps allow you to see where people are clicking, moving their mouse, or spending time the most. Instead of just seeing statistics or numbers, you get a visual representation of all this data. 

Click heatmap:

One of the most common types of website heatmap is click maps, which show you where visitors clicked on your page to provide you with information on how people use your website or a particular page of your website. You may identify whether parts of your website are frequently or infrequently clicked using click maps, which can help you identify any navigational problems. 

By positioning and tracking effective CTA buttons, identifying and removing areas that are causing user friction and raising bounce rate, displaying the most popular areas of your site, and tracking conversion rate for both new and returning visitors, click maps can also help you increase website ROI, demonstrating what is a heatmap and its practical uses.

zipy ai heatmap view photo

Scroll heatmap: Scroll maps are a visual representation of users' scrolling behavior on a website, much like click maps show where users click. Scrolling maps reveal: 

  • How many users browsed down a page?
  • How many users didn't scroll to the bottom of a page?
  • How many users left a page unfinished
  • How many users scrolled down a page to a particular depth (for instance, 40% of visitors scrolled 35% of the way down, 25% of visitors scrolled to the bottom, etc.)?

You can choose the appropriate length of web pages by knowing how far the average visitor scrolls before leaving. 

zipy ai scroll heatmap view

Mouse movement heatmap: This heatmap simulates the movement of a user's mouse cursor over your website. It's similar to tracking down someone in a busy room. This offers insightful data on the users' search patterns and interactions with various website elements.

yahoo shopping heatmap

Eye-tracking heatmap: By monitoring users' eye movements as they browse a webpage, eye-tracking heatmap shows where users concentrate their attention. It's like knowing which elements of a picture get the most attention. This information helps in placing important information in the best possible location.

google page heatmap view

Dead click & rage click: When consumers click an element on your website or app but the click has no impact on the page, this is known as a dead click.

Rage Clicks happen when visitors repeatedly tap or click on your website or app. Rage clicks are frequently the result of a disconnect between user expectations and reality. For example, users may think that clicking should cause a certain event to occur, but nothing does, so they keep clicking.

zipy ai rage click heat map view

This heatmap are essentially your tool for understanding user behavior and making data-driven decisions to improve your digital offering. Therefore, these heatmaps are your reliable partners in developing a more user-friendly and successful experience, regardless of whether you're designing a website, a mobile app, or any other digital platform.

Use cases for heatmap

The value of heatmap for low-traffic websites

Although a heatmap is frequently linked with websites with high traffic, they are also quite valuable for websites with low traffic. A heatmap offers crucial information even when there aren't many visitors. You can use them to identify specific user behavior, improve interactions, find problems early on, and improve the user experience as a whole. Heatmaps are an effective tool for optimizing every interaction and getting better outcomes in low-traffic environments where each visitor's experience is crucial.

Enhancing website design with heatmap

Heatmap is an effective tool for website design and has several advantages before a site is launched. They help you detect and address problems early in the process by validating your design decisions by demonstrating how visitors interact with the website. By emphasizing regions of interest and potential annoyance, heatmap also helps to improve the user experience. Their in-the-moment feedback enables quick iterations, which lowers expenses and guarantees that your website is both aesthetically pleasing and highly useful from the outset. Heatmap, in a word, are the quality control check that guarantees your website is ready for success from the get-go.

Content-length calculation using heatmap: tailoring for success

On sales, e-commerce, and blog pages, heatmap is crucial for optimizing content duration. They assist you in striking the proper balance by highlighting important information and identifying user engagement and drop-off points, ensuring that your material is personalized for success and appealing to your audience.

Heatmap analysis to identify user engagement and drop-off points

For your website, heatmap acts as a sort of investigative tool. They assist you in identifying the components that act as exit doors or magnets, attracting consumers' attention and driving them to quickly leave, respectively. They aid in changes to increase user engagement and optimize the conversion process by highlighting the advantages and disadvantages of your site content.

Clearing the path: streamlining user experience using heatmap

Heatmap serve as a spotlight, highlighting and assisting in the removal of aspects on your website that frustrate and distract consumers. They give you the ability to simplify the user experience, guarantee that important information is highlighted, and establish clear conversion pathways. This makes the trip for visitors to your website easier and more effective.

Using heatmap to compare the user behavior of desktop and mobile users: a tale of two device

Heatmap functions as a sort of comparing tool that demonstrates how user behavior differs between desktop and mobile platforms. You may optimize your website for a customized and fulfilling experience, taking into account the particular preferences of each group, by looking at click behavior, interaction patterns, content engagement, and conversion paths on various platforms.

Using heatmap to identify visitor hangouts and no-go areas

Heatmap functions as tour guides, showing users to a website which regions they tend to linger in and which ones they tend to overlook. This information aids in improving user experiences, directing content optimization, and pointing out areas that want development. Heatmap offers a road map for creating a more interesting and user-focused website.

Learn from clicks on non-links: a user expectations lesson

Heatmap shows unmet expectations and offers useful design input by assisting you in understanding why users click on non-link components on your website. You may improve the user experience, optimize the design, and better direct users by taking action against this behavior. To better understand user behavior and website interactions, heatmap serves as a compass.

Understanding user scroll behavior: unravelling the abandonment mysteries

Heatmap serves as detectives, assisting you in figuring out why visitors quit after scrolling down a page to a given point. You may improve the user experience and keep people on your website by optimizing your content and design by looking at scroll depth, content relevancy, engagement drop-offs, and call-to-action placement.

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Benefits of using heat maps on your website or application

The most important web services are directly overviewed 

Heatmap have the advantage of immediately drawing attention to key areas of your website. There are various diagnostic heat maps for website building, including Heatmap of user clicks. The heatmap displays the page's typical visibility. The note identifies the section of the website that the user finds most interesting. a mouse movement tracking movement. Geo heat maps, in addition, highlight areas or nations with high conversion rate.

Presents a method for understanding numbers visually

There is a proverb that states that just as a picture is worth a thousand words, so too are heatmaps. Heatmaps are just as detailed as spreadsheets, but graphics offer several advantages over Microsoft Excel's rows and columns of statistics. We all concur when we say that we prefer pictures over spreadsheets daily. The table can explain why a certain page has a substantially higher bounce rate than the rest of the site or why the clickthrough rate for links in digital marketing online courses is unusually low. But the spreadsheet's figures don't explain why. 

If the same information were presented on a heatmap with the appropriate settings, it might be clear why the poor CTR is caused by a link that is difficult to see in A/B testing or has a high bounce rate. A heatmap is a very useful tool. It helps designers and analysts develop interpretive data and patterns and demonstrate simple, straightforward outcomes when speaking with business clients.

Facilitate user education on how to produce more user-friendly web designs

Analyzing websites effectively is difficult. Anyone who excels in their job or their hobbies will claim to have put in many hours of study time. Learning is not simple. It involves challenging your own choices and recognizing areas for development. 

Heatmap allows you to see what your audience is and isn't doing in response to your design. Surveys and forms serve a function. Particularly, what we say does not always match up with what we do. On a website, user navigation patterns might be seen as unfiltered feedback. Design learning becomes implausibly predictable when heatmap and A/B testing are combined. Before making future web design selections available to more consumers, you can test them.

Improve the experience for your visitors by better understanding them

Design is a form of visual communication where various website pieces convey various messages. Selling a service, a thing, or an idea is the aim. Users are significant because they participate in the discussion. This means that you must be curious to learn how they respond to your message and whether you need to develop it in another method. Understanding what irritates or distracts the user is necessary for this. Because of this, heatmap friction measures are quite helpful. These systems can track data automatically to determine when and where users are frustrated. Different viewer reactions to the same message can be displayed using the heatmap filter.

Assisting businesses in making decisions that improve the outcome

Managers can improve business outcomes by using heatmap to guide better site design choices that can boost user engagement and conversion rate. The heatmap emphasizes revenue growth and demonstrates how customers value return on investment.

How can product managers benefit from heat maps on applications?

The following are some key ways that employing heatmap on applications can help product managers:

Analysis of user behavior:

Heatmap gives product managers a visual depiction of how users engage with the program. This information can be used to pinpoint user interest regions, popular features, and navigational patterns.

Product prioritization:

Product Managers can make data-driven judgments about product prioritization by knowing which features are used the most and which ones are ignored. This makes sure that the application's development efforts are concentrated on its most advantageous features.

User experience improvement:

Heatmap shows the points in an application where users get stuck, lose interest, or suffer friction, which can be used to improve the user experience. The user experience may be improved with the help of this data by product managers, leading to happy users who stay on your site longer.

Optimizing conversion funnel:

For applications with specific conversion goals (e.g., signing up, making a purchase), heatmaps can help pinpoint where users abandon the process. Product Managers can then work on optimizing the conversion funnel to reduce drop-offs and increase the application's effectiveness.

Data-driven decision making:

Heatmap offers unbiased information on user behavior, empowering Product Managers to decide on design modifications, product enhancements, or content alterations. This lessens reliance on arbitrary judgments and presumptions.

Competitor analysis:

Heatmap can also be used to analyze how users interact with competitor applications. This data can inform competitive benchmarking and help identify opportunities for differentiation.

Early issue detection:

Early issue detection reduces the cost and work needed for post-launch corrections. Product managers can identify design flaws and usability concerns early in the development process by spotting clicks on non-links or other unexpected user behavior.

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How can marketing teams benefit from heat maps on websites?

Marketing teams can leverage heatmap on websites in various ways to enhance their strategies and results:

1. User behavior insights: Heat map provides a visual representation of how visitors interact with a website, enabling marketing teams to understand which elements are most engaging and which are often ignored.

2. Content optimization: Marketing teams can use heatmap to assess the effectiveness of their content. By analyzing user engagement, they can refine content strategies, ensuring that messages are well-received and that crucial information is highlighted.

3. Conversion rate improvement: Heatmap helps identify where visitors drop off in the conversion process. Marketing teams can optimize call-to-action placement, forms, and landing pages to boost conversion rate.

4. A/B testing: Heat maps are valuable for A/B testing, as they provide insights into which design or content variations perform better in terms of user engagement. Marketing teams can make informed decisions based on this data.

5. User experience enhancement: Marketing teams can collaborate with design and development teams to enhance the user experience. Heatmaps reveal areas where visitors encounter issues or drop off, which can inform website improvements.

6. Responsive design testing: A heatmap software assists in evaluating how well a website performs on different devices, helping marketing teams ensure a consistent and optimized experience for mobile users.

7. Email campaign optimization: Marketing teams can use heatmap to analyze user engagement with email campaigns, understanding which links and content resonate most with recipients. This data informs future email marketing strategies.

8. Competitor analysis: Heat maps can also be applied to competitor websites, enabling marketing teams to benchmark their performance and identify areas for differentiation.

9. Error detection: Marketing teams can uncover unexpected user behavior, such as clicks on non-links, which might indicate design flaws or usability issues. Addressing these problems enhances the overall user experience.

10. Data-driven decision making: Heatmaps provide objective user behavior data, reducing reliance on assumptions and subjective opinions.

In essence, heat maps empower marketing teams to better understand user behavior, refine content and design strategies, optimize conversions, enhance user experiences, and make data-driven decisions that lead to more effective marketing campaigns and improved website performance.

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Combining heat maps with analytics tools

When heatmap and analytics technologies are used together, it's like taking a two-pronged approach to analyze and enhance user behavior on your website or application. Heat maps show how users interact with your site visually, whereas analytics tools provide numerical statistics and metrics. This combination provides a thorough grasp of user behavior.

To begin with, these two data sources confirm one another. For example, if your analytics tool indicates that a certain page has a high bounce rate, heatmap can help corroborate this information by demonstrating that customers aren't clicking on important components or are running into problems that might be prompting them to quit. It helps to explain the "why" behind the statistics.

Furthermore, you may do a thorough analysis of the conversion journey by integrating heat map and analytics. Heatmap offers visual insights into how consumers engage with the processes in a conversion funnel, while analytics tools can identify the steps in a funnel. This combination is invaluable for identifying potential user drop-off points and conversion-related roadblocks.

Furthermore, the evaluation of content becomes more comprehensive. Analytics can show you how long people spend on a page, and heatmap can reveal the areas of the page where users are most active. This synergy enables data-driven content optimization by assisting in the evaluation of the efficacy of design components and content.

This combination ensures a smooth user experience across a range of devices and is especially helpful for evaluating responsive designs. It enables you to optimize for both desktop and mobile users by helping you understand user interactions based on the device they use.

Best practices and tips for using heatmap

Decide which pages your heat map needs to be set up on

While it may be tempting to make heat maps for every page, we advise those who produce them to start with the most popular pages that are important to their company. These include your homepage, which consumers frequently visit first, and other factors that are crucial for your company, such as pricing. It's also worthwhile to set up a heatmap overlay on any campaign pages you have for giveaways or promotions on your eCommerce site.

Recently launched pages are additional locations that are worthwhile to map using heat. Since, for instance, any design non-clickable parts that need improvement should be detected either before or immediately after publishing, they require specific attention. Calls to action (CTAs) on the page must also be examined to see if they are positioned correctly and can result in interactions. It is also possible to utilize different kinds of heat maps to target pages that have low click-through rate (CTR) and high bounce rate. 

A product manager should be able to determine which of the pages in question are not doing properly by using your Google Analytics dashboard to pinpoint those that do not generate the required conversion rate. These pages require more attention.

Select the data that you must confirm

It's important to agree on the challenges or problems you hope to address with your heat map before you start using it. Making a heat map will allow you to determine where consumers terminate their trips, for example, if one or more of your product pages have a high drop-off rate.

Use a variety of heat map types

You may find that you need more than one kind of heat map once you've identified the parts of your website that need work, like the product pages in the example above. For a thorough rundown, check out our specific article that goes over every option available for a heatmap.

You can find out how far down people scroll on a page and which parts elicit clicks and interest, for example, by combining a scroll map and a click map. In the end, try to determine which thorough heatmap data you most need to address any usability issues and enhance on-site conversion before choosing the style of the heatmap.

Combine eye-tracking software, session records, and heat map data

You can gain the advantage you need to create remarkable experiences by integrating heat map data into your website's user experience to highlight all in-person interactions. But even while a heat map layer allows you to view the majority of user activity on each site, you might still require additional tools to fully explore each user's on-site activities.

This is where solutions for session recording come into play, allowing you to view a video of each user's movements and interactions on your website. We advise using an application like Zipy to combine heatmap with session recordings to get the most out of your heat map study.

Before making any judgments, confirm your findings with additional tools

After creating your heat maps, it's critical to remember that the information you've obtained is not definitive. Verify your results again using programs like Google Analytics, and if you can, conduct online surveys to obtain extra data.

You can also benefit from user testing laboratories, where participants are required to finish predetermined tasks. You can either ask testers to provide feedback on each step they take, or you can just watch them in silence. Since anonymous user sessions may be uncomfortable for certain respondents, think about using them to gather feedback.

Utilize a heat map creator

A heatmap software for websites track user behavior using data from your website and produce a visual representation of the information. The majority of them employ the colormap range (from green to red) to fundamentally display the radius of influence, color concentration reveals information about scroll depth, the location of the busiest traffic, and the most frequently clicked items.

The ideal option for heat mapping is heat map generators. A shared color scale facilitates analysis and speeds up the process of identifying faults.


Let's sum up by saying that heatmap software is an excellent tool for analysing user behaviour and enhancing digital products like apps and websites. You may find areas of interest, user engagement, and any problems with their visual insights on how users interact with your website. Through data-driven decision-making, feature prioritisation, and improved user experience, heatmap assists product managers, designers, and marketers. 

Businesses can improve their digital services by utilising heat maps in conjunction with analytics solutions, which provide a comprehensive perspective of user behaviour. Heatmap is a trustworthy collaborator in producing effective and user-friendly digital experiences, regardless of your goals - optimizing conversion funnels, assessing responsive design, or spotting problems early in the development cycle. You can explore some popular heat map tools and try them to break down your user behavior.

More resources on heatmap

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Frequently Asked Questions

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1. What is a heatmap?

In the context of web analytics, a heatmap is often used to illustrate the intensity of user interactions on a webpage. Hotspots, represented by vibrant colors, indicate areas where user engagement is higher, while cooler colors signify lower interaction. Zipy stands out as a leading provider of heatmap solutions, offering a robust and comprehensive suite of tools that go beyond the basics. Zipy's heatmap solution is seamlessly bundled with advanced features such as user session replay, user segmentation, and funnels. This integration allows businesses to gain a qualitative understanding of user behavior by visualizing not only where users are clicking (or not clicking) but also by providing the ability to replay entire user sessions. This multifaceted approach enhances the analytical depth, providing actionable insights for optimizing website performance.

2. What is the heat map used for?

A heatmap is a valuable tool used in web analytics to visually represent user engagement on a webpage. It displays data in a color-coded format, with warmer hues indicating higher interaction areas and cooler tones for lesser engagement zones. The primary purpose of a heatmap is to provide insights into user behavior, helping businesses identify popular sections, click patterns, and areas that may need optimization. When it comes to heatmap solutions, Zipy stands out as a market leader, offering a top-notch and comprehensive package. Zipy's heatmap solution goes beyond the basics, being seamlessly integrated with advanced features like user session replay, user segmentation, and funnels. Zipy's all-encompassing solution empowers businesses to make informed decisions for enhancing website performance.

3. When to use heat map?

A heatmap is most beneficial when you want to gain insights into user interaction on your website or app. It's particularly useful for identifying hotspots of activity, understanding user engagement, and optimizing the user experience. If you're looking to not only use heatmaps for aggregate quantitative analysis but also delve into the qualitative picture of how users behave, navigate, and interact, then consider leveraging Zipy. Heatmaps can be used by website owners to improvement areas of the website based on user interaction, by product managers and designers to improve the usability, digital marketers to improve click-through rates and conversions, and SEO professionals to enhance SEO strategies based on user behavior patterns.

4. What are the best heat map tools?

Several excellent heat map tools cater to diverse user needs. Popular choices include Hotjar, Crazy Egg, and Google Analytics' built-in heat map features. However, if you're seeking a comprehensive solution that goes beyond standard quantitative analysis, consider Zipy. Zipy stands out by offering not just heatmaps but a holistic suite of tools. Bundled with features like user session replay, user segmentation, and funnels, Zipy takes your analysis to the next level. If you aim to delve into the qualitative aspects of how users behave, navigate, and interact with your website or app, Zipy is the optimal choice for a more nuanced understanding.

5. Why heatmap is used in data visualization?

A heatmap serves as a powerful tool in data visualization by providing a visually intuitive representation of complex information. It excels in conveying patterns, trends, and variations within data sets, making it easier for users to grasp insights at a glance. Heatmaps use color gradients to highlight the intensity of values, allowing for quick identification of hotspots and cold zones within the data. The incorporation of heatmaps in data visualization simplifies the communication of intricate information, making it accessible to a broad audience. The visual appeal and simplicity of interpretation make heatmaps a preferred choice for analysts, researchers, and decision-makers across various industries.

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