If you are an entrepreneur and you already have your brand’s website, you are on the right track. However, your work does not end there. The next step is to optimize it in order to get new potential customers. But how can you do it? With digital tools like Hotjar that have a free and paid version.
In the midst of the digital age, much is said about how you can get to know your audience in depth in order to create a product that solves their pain points. But this is not about developing a random strategy plan, much less about “reading the client’s mind”.
The ones like Hotjar will be your great allies in this process. They are resources that provide you with valuable data that you can collect and analyze in order to make viable decisions for your project.
However, before making any decision, it is important to evaluate the performance of your website by answering the following questions: does it manage to generate new leads? Does it improve the user experience? Do you know what the least visited content is? Where do users click the most?
If you are interested in improving your digital strategy with the help of Hotjar, we invite you to continue reading this article!
What is Hotjar?
Hotjar is a digital data analysis tool that allows you to know, understand and evaluate the behavior of users within your website. In other words, it makes it easier to understand all the interactions that take place on each page, section, product or form.
Not surprisingly, Hotjar is one of the most used online platforms by UI/UX designers, digital project teams and managers, as well as product managers and sellers today.
In short, heatmaps, form analytics, user movement recordings, and conversion funnel are the strong point of this tool. It allows you to have a traceability of the actions carried out by a user every time he visits your .
How does Hotjar work?
If you’ve made it this far, you may be asking yourself the million dollar question: do I need to include Hotjar in my digital toolkit? The answer is yes! Understanding and knowing how Hotjar works is essential to get new clients and earn money through your digital business, one of the most significant goals for an entrepreneur.
First of all, your website must be configured or connected with Hotjar. You can do this from its official online platform. In other words, it is not necessary to download an application or a program to access its functionalities.
In addition, Hotjar has a plugin adaptable to WordPress and you will only have to install the tracking code on the site.
Hotjar: what is it for?
There are many factors that influence the behavior of a user when entering a website. In this sense, Hotjar serves to identify areas for improvement in a . For example, if a session is closed or abandoned in the middle of the web, it may be because the content is not well structured.
This could be one of the reasons why your potential customers do not finish the tour and make the purchase. In that case, the recommendation would be to reorganize said content taking into account the results of this online tool.
Below, we present the functionalities and features of Hotjar that will help you detect and solve problems on your website.
1. Recordings of visitor behavior
The recordings of the behavior of the visitors or “Visitor recordings” of Hotjar were consolidated as one of the most outstanding options. These record the actual movement of a user on a web page.
For example, it shows the mouse path, the areas with the most and least clicks and scrolling, as well as the most visited pages or the contents with the least interaction.
On the other hand, you can see other relevant data:
- The exact location of the user
- The date of your visit
- The device used for the visit
- The operating system
- The Navigator
- page errors
- Loading time
- navigation fault
It is worth clarifying that screen recordings in Hotjar are made individually because each user has a different behavior. Therefore, accessing this data allows you to analyze the patterns of your potential customers in order to make the relevant optimizations.
In addition, the Hotjar tool hides the user’s personal or sensitive information to comply with data protection.
You can also add tags or annotations on the videos. Once you get this, it will be easier to fix usability or navigation issues. Finally, in the bottom bar, you will see the progress of the recording at your convenience.
How to activate screen recordings?
- Locate the “Analytics” function in the Menu.
- Select the “Recordings” option.
- Click on “Record Visitors”.
- Choose between the number of pageviews you want to register: 100, 2,000 or 5,000.
- Enter “Page targeting” to indicate from what moment the visitor’s journey on the web begins to be recorded.
- Activate or deactivate the recording options that the Menu shows you.
- Click on record and voila.
Take a look at the example below to understand how you are going to display screen recordings!
2. Heat maps
The quintessential feature of Hotjar are heat maps or “Heatmaps”. This feature shows what and how were the most recent interactions that users made on your website.
For example, heat maps work with a color scale that goes from red (hot) to blue (cold). This means that the more “heat” is observed in a certain area, the more interactions of the visitors are registered.
So what is the purpose of Hotjar’s heatmaps? Monetize your website! By analyzing this internal behavior you will be able to evaluate and decide which are the most strategic areas to place ads, banners, calls to action (or calls to action) or forms to increase conversions in your business.
How to activate heat maps?
- Click on the “Heatmaps” option, located in the “Analytics” Menu.
- Go to “+ New heatmap”.
- I defined a name for the heatmap.
- Next, select the number of pageviews the tool will collect and verify.
- Select the URL you want to analyze. You can also follow one page or multiple pages on the same domain.
- Lastly, you can set the “Advanced Options” for your heatmaps. For example, you can eliminate those areas that you do not want to analyze.
Types of heat maps
- Click heatmap (“Click Heatmaps”). This function is used to recognize the most clicked areas of the web pages you are tracking; that is, those that are “hottest”.
- Movement heat map (“Move Heatmaps”). This second functionality allows visualizing the areas where the visitor has moved. In other words, it shows the exact mouse path.
- Scroll heatmap (“Scroll Heatmaps”). This option shows how far the user has moved on the web.
3. Visitor Feedback
One of the pillars of the Hotjar tool is to help you identify where your website is failing and why conversions are not happening.
For this, you have the Feedback Surveys or “Feedback pools” function that collects opinions and responses from visitors. The idea is to collect as much information as possible about how the user experience was in order to apply corrections and improvements to your website.
But, what kind of questions is recommended to include? The tool gives you the ability to configure various types of responses such as checkboxes, multiple choices, short or long texts, and Net Promoter Score (NPS).
📝 To learn more about what Net Promoter Score is and how to apply it to your online business, we invite you to read the following content about .
How to activate visitor feedback?
This feature is activated by embedding pop-ups, surveys, and other methods of collecting feedback on your website.
Types of visitor feedback
- Feedbacks received (“Incoming feedbacks”): With this option you are going to incorporate a series of quick questions and directly on your page. In this way, your visitors express their satisfaction about an article or a CTA button through emotion emojis.
- Surveys: If you intend to investigate visitors more deeply, this option will facilitate the process. You can create longer questionnaires and with different types of questions.
4. Conversion funnel
If you want to know in which area users leave your website, Hotjar puts the . This feature provides an overview of why a certain user did not complete the stages of the purchase process and shows you what the possible obstacle could be.
This funnel tracking tells you what the bounce rate was on each page of your site. In addition, it shows you how many users made the final conversion. And while it looks like a Google Analytics feature, there is a difference.
Hotjar’s funnel also puts visitor recordings at your fingertips. This way, you will be able to determine why they left the website.
So, if you sell a product, your conversion funnel can include the following stages: pages with product descriptions, buyer data forms, payment methods, and checkout.
Taking these steps into account, Hotjar will tell you in which of these phases the user left their session. Once the reason for the exit has been identified, you will be able to analyze which optimizations to implement in that conversion funnel to facilitate the purchase process for your customers.
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How to activate the conversion funnel?
- Go to the “Analytics” Menu.
- Click on “Funnels”.
- Select “+ New funnel”.
- I chose a name for the funnel.
- Establish what the steps or phases of your conversion funnel would be.
- I added the URL that you are going to analyze.
- Click on “Create funnel”.
5. Form analysis
Any must have a hosted form. These can be used to collect subscription, payment or purchase information. Hotjar’s “Form analytics” will help you know if a certain form fulfills its objective.
Now, how does this feature benefit your digital business? This option allows you to know how long it takes a user to complete the fields, which fields stop responding and how many fail to send it.
In addition, the tool also indicates if the user understands the questions on a form or, on the contrary, if he is confused. With this information…
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