▷ learn how to use this tool to optimize your digital strategy – WAU 2020

    learn how to use this tool to optimize your digital strategy – WAU

    The variety of data that can be collected on the internet allows all digital marketing decisions to be based on them. So, get to know Hotjar now: a tool that offers valuable data about your website to optimize the user experience.

    Data analysis is already an inherent activity in digital marketing. With the wide variety of information that can be collected, all decisions about a website can be based on them, and no longer on tastes and opinions.

    For this, Google Analytics, SEMrush and Moz are some platforms that you may already use in your strategy. Now, we want to present a tool that can bring even more valuable information to optimize your website and get to know your audience better: o Hotjar.

    Wouldn’t you like to have a tool that visually shows where your visitors click most, how the mouse moves on your pages and what content is being ignored?

    These are just some of the various information that Hotjar offers, always in a very visual and easy to understand way.

    Now then, let’s explore this tool a little more. Understand what it is, what are its main features, how it can help in your digital strategy and how to hire it. Come on?

    What is Hotjar?

    Hotjar is a online data analysis tool which offers a hundred information about the behavior of users on a website.

    Speaking like that, you might think: “ok, but I already have that in Google Analytics”. Let’s clarify that the intention here is not to indicate that you replace the Google tool with Hotjar.

    One can complement the other: Google Analytics is the most robust free web analytics platform, but Hotjar has features that complement the data and make your analysis even more complete.

    The great highlight of Hotjar, which sets it apart from other platforms, is its visual resources. That’s why Hotjar has been gaining traction among marketers, product managers and UX designers.

    Heat maps, recordings of user movements and analysis of the conversion funnel and forms visually show how the visitor behaves and which points on the site deserve attention.

    This makes it easier to understand the user interactions with pages, which support decision-making not only about the design and architecture of the website, but also about the company’s marketing and business strategies.

    There is a free basic version of the tool, which collects data from sites with up to 2,000 pageviews per day, in addition to subscriptions starting at € 29 per month for all sizes of sites. Later on, you will learn about the plans available.

    What are the main features of Hotjar?

    After all, what is so good about Hotjar? Now, you will know all the features that the tool offers and some examples of how they serve to help companies. Follow!

    Heatmaps (heat maps)

    This is the functionality for which Hotjar is best known. The heat maps show the places of greatest and least interaction between the user and the page, on a color scale. The hotter (red), the greater the number of visitors who interact with that area of ​​the site.

    In Hotjar, the heat maps inform about three types of interaction:

    • Click Heatmaps (shows the most clicked areas of the page);
    • Move Heatmaps (shows the areas where the user hovered);
    • Scroll Heatmaps (shows how far the visitor scrolled the page).

    For each map, it is possible to segment the reports by type of device (desktops, tablets or smartphones) – after all, the data may vary if visitors are on their mobile phone or computer.

    The tool also offers the possibility to view maps online or download them (in PNG or CSV file) to share them externally.

    From this information, it is possible to make a better decision on where to place an important element of your website and to perceive areas that are being valued or ignored.

    Imagine, for example, that you need to choose where to place the image of a product launch. The heat maps then show where the user tends to pay more attention to it and, thus, drive more conversions for your business.

    Another relevant data that can be extracted refers to the demand for a product: in a showcase with several items, you can identify that one of them is not capturing the visitor’s attention.

    This may indicate that market demand for it is low and support its withdrawal from the company’s product portfolio.

    Hotjar heat map

    Visitor recordings

    Although the heat maps are Hotjar’s great differential, this is one of the coolest features.

    Visitor recordings consist of screen recordings of a real visitor’s movements. The tool records the mouse path, clicks, scrolling, pages visited and any other user action during the visit to the site.

    In the report, Hotjar presents a video recording of the screen of the entire visit, with all these records listed. In addition, it also shows the user’s location, the date of the visit, the device, the browser and the operating system used.

    You can even add tags and notes to videos, share them externally and filter the recording list to see just what you want (only people who have visited a particular page, for example).

    The intention here is to show the individual behavior of a visitor. It is important that you do not interpret it as standard behavior for all visitors, as each one interacts in a different way.

    With this information, then, it is possible to perceive usability and navigation issues of the website. For example, if the user takes a long time to find information – scroll down the page, walk with the mouse, click on a button and go back – this alerts you to a problem on the site.

    recording of hotjar visitors

    Conversion funnels

    Do you want to know which page your visitors are leaving the site on? This can be important information to identify distractions that are driving the user off the site or problems that are preventing conversions.

    Conversion funnel analysis, therefore, can provide that answer. On the platform, you must point out which pages make up the visitor’s path to a conversion (sale, budget request, submission of a form etc.).

    Then, in the report, Hotjar informs the percentage of abandonment on each page and how many users reach the final conversion.

    So far, this feature is very similar to what Google Analytics offers, but there is a difference: you can also view recordings of visits, which reveal why the user left the site.

    When selling a product, for example, the conversion funnel can encompass product pages, personal information, payment data and checkout.

    If many users leave the site on the payment page, there may be a problem with filling out the card or you may not offer the installment options they want – or there is another reason that needs to be investigated.

    The recordings of the visits, then, help to discover the reason for the abandonment.

    hotjar conversion funnel

    Form analysis

    From simple newsletter registration to payment for a purchase, filling out forms is a crucial point for a website’s conversion rate.

    So, Hotjar helps you to increase the success of your forms. With this feature, you can identify which fields:

    • take longer to be filled;
    • need to be filled in more than once;
    • are left blank;
    • make the user leave the page.

    In the report, you can still see how many users left the page without even filling out the fields and how many failed to submit the form.

    hotjar form analysis

    Feedback pools

    Hotjar doesn’t just want you to visualize problems without knowing what to do with them. The platform helps you identify the reasons why your conversions are not occurring, so that you can correct any flaws.

    For this, there is the resource of feedback surveys. With them, you can directly ask the visitor: “why aren’t you finishing filling out this form?” or “Are you in any doubt about our plans?”

    For this, it is possible to configure different types of responses, such as checkboxes, multiple choice, short or long text and NPS (Net Promoter Score).

    These surveys can be included directly on the website pages, exactly where the user is having any difficulty. So the chances are great that you will get a response from him, be able to help him and achieve more conversions!

    hotjar feedback search

    Incoming feedbacks

    Unsure whether visitors to your site like your layout? Whether that call is pleasing or not? If that button is too flashy?

    So, ask them directly what they think! With the Incoming Feedbacks feature, you can insert quick questions on the pages themselves for users to express their opinion about any element of the layout, on a feeling scale.

    In the report, the platform gathers users’ feelings about each page of the website, so that you understand which ones they love or hate the most.

    feedbacks received from hotjar

    Surveys (surveys)

    If you need to create a larger survey, with deeper answers, Hotjar offers the functionality of the surveys.

    They consist of longer questionnaires, so you know your audience better – not just with quick responses, as the previous features offer.

    With a simple editor, you can create a survey quickly, with different types of questions and answers and a responsive layout for any device. You can also insert the survey link in emails, social networks or pop-ups on your website.

    As could be expected, Hotjar offers a very visual report for the survey responses. This makes it easier to learn the data and share it with your team.

    Hotjar search

    Recruit test users

    In digital marketing, you can test almost anything before making a decision. The same goes for a novelty or change in your website, which needs to be tested and approved before it is released to the end user.

    For this, Hotjar offers the possibility that these tests are made by the users themselves. Directly on the website, you can insert registration forms for visitors to apply to test their pages. Then, you can make a selection, according to the desired audience profile.

    In addition, you can also offer a fee in return for your help. After all, they deserve it: these users are helping your business to be more successful on the internet!

    recruiting hotjar users

    How can Hotjar be used in digital strategy?

    Now that you know all the features of Hotjar, you may be wondering how they can be useful for your strategy.

    The answer is that there are several ways to apply the features of the tool to optimize your website, improve the user experience and generate more conversions for your business. Now see some situations where Hotjar can help you.

    Conversion rate optimization

    Visitors to the site are only visitors if they do not provide a means of contact, fill out a form or make a purchase.

    So, what you need is for them to perform a conversion so that they become soon a customer or a business opportunity.

    You can use Hotjar to optimize your website’s conversion rate from analyzing important elements on the way to purchasing or submitting a form.

    The analysis of conversion funnels operates directly on this. It shows you exactly which pages you are losing visitors to and failing to convert.

    In addition, analyzing forms also improves the filling experience and increases submission rates – which means more conversions.

    Heat maps help to identify, for example, whether the user is missing important information below the scroll fold. The recordings of visits can show that the user is lost on the site, making conversion impossible.

    Imagine the situation: your conversion rate is low. Then, you analyze the heat maps and recordings of visitors through Hotjar.

    The reports show that the buttons and links that lead to the conversion are “cold” and that the mouse wanders aimlessly across the page.

    This probably shows that the website has many elements of distraction and makes it difficult for the user to find what they are looking for.

    What to do, then? It is necessary to rethink the hierarchy of information on the page and eliminate unnecessary elements from the layout. You can still use Hotjar questionnaires to understand exactly how difficult it is for users to find what they want.

    Knowledge about the persona

    You can also use Hotjar to get to know your site visitors better and define a more accurate persona. It is with this character that their content must communicate, so it is important that he is based on real behaviors of your audience.

    To learn more about types of consumers and creating personas!
    Consumer Day: what trade can expect from that date
    What is the difference between target audience and persona?
    Consumer 4.0: is your company ready to serve you?

    So, heat maps and recordings of visitors help to identify what the persona’s main interests are and how he behaves.

    The analysis of clicks, for example, can show which are the topics that most attract the attention of visitors – and you can invest more in the production of content on those subjects.

    With the scroll analysis, it is also possible to identify whether your audience usually reads your blog articles to the end. Thus, you can determine the size of content that your visitors are most likely to read.

    In addition, surveys and questionnaires can also be used to ask visitors what they thought of an article and whether they would recommend it to someone. You receive feedback on the spot and, depending on the opinions, you can improve the creation of the content.

    Design and usability decisions

    Hotjar’s features are ideal to support the site’s design and usability decisions.

    Heat maps are responsible for showing which areas of the site are being ignored. If an important element – the contact form, for example – is in a “cold” zone, it must be placed elsewhere.

    It is also important to make decisions with an eye on business strategies. Imagine that the company’s flagship product is receiving fewer clicks because it is at the same hierarchy level as others.

    So, you need to make layout changes to emphasize that element and encourage your sales.

    In addition, visitor recordings help reveal usability problems with the site. A button that doesn’t work, a page with an error, a delay in taking an action, a difficulty finding an item in the menu – all this can be revealed by this functionality. From that information, you must adopt changes to optimize the site.

    How much does it cost to hire Hotjar?

    So, did you like what you just met? Hotjar is a powerful tool!

    It works on the SaaS model, with a monthly subscription. To hire the tool, there are different plan options for different needs.

    For personal projects and sites with low traffic, you can hire the Basic plan (free up to 2,000 pageviews / day) or the Plus plan (€ 29 / month for 10,000 pageviews / day).

    Business plans start at € 89 / month for sites with up to 20,000 pageviews / day. Thereafter, prices rise as the number of page views increases.

    There are also plans for agencies, which allow you to add multiple clients to the same account.

    In all plans, there is no user limit: you can invite the entire team and customers at no additional cost. In addition, there is also no reporting limit (except for the free plan).

    What other tools can replace Hotjar?

    Didn’t you like Hotjar or the plans available? There are alternative tools! They may not offer exactly the same functionality as Hotjar, but they are good options. Meet some of them now.

    Crazy Egg

    Tool focused on heat maps, but also offering recordings of individual visits, such as Hotjar.

    It also has a functionality to create A / B tests and a simple editor to make layout changes on the site.

    Plans start at $ 24 / month, for sites with up to 30,000 pageviews / month. You can try it free for 30 days.

    Lucky Orange

    It offers functionalities very similar to those of Hotjar: heatmaps, recordings, conversion funnels, analysis of forms and surveys.

    It offers 7 free trial days, and plans start at $ 10 / month for sites with up to 25,000 pageviews / month.


    As the name of the tool suggests, Mouseflow is focused on the user’s movements to understand his behavior.

    It also offers features of heat map, session recordings, conversion funnel, form analysis and feedback surveys. Plans start at $ 29 / month for up to 10,000 pageviews / month.

    Anyway, Hotjar is a robust platform, with several powerful features and valuable data.

    In addition to Google Analytics and other data analysis tools, you can extract important insights for your company’s marketing.

    The free version, however, can be very limited for most businesses. If you have the possibility to invest a little more – and the plans do not have exorbitant prices – it is worth having this tool as an ally in your strategies!

    Since we’ve talked so much about how to optimize your pages, get to know Google PageSpeed ​​Insight now and see how to achieve better results!

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