The heatmap helps me to understand what are my users clicking in each page of our website, which allows us to focus more effort where it's most needed.
I like that we can see all pages at once (we have 50+ ones), not just homepages or subpages as with other tools out there! We also use this for some A/B tests - so if you're looking into using Heatmaps then definitely give them a try first because they'll be able to help you decide whether its something your business needs before spending time learning how to set up their own solution yourself. If you've never used one of these services before than maybe start by testing them on smaller sites since setting things up properly will take quite an amount of work depending upon scale. It would make sense to test small websites until you get comfortable enough with creating reports etc., but don't forget about scaling when.