WHAT DOES HOTJAR ACTUALLY DO?
Yawn Marketing – No Boring Answers
At Yawn, we follow a no frills, no faff approach and cut through the industry jargon to make things clearer for our clients. So, here’s our series covering useful tools of the trade to save you the task of yawn-worthy research.
Today, we’re exploring what Hotjar actually does, so you don’t have to.
What is Hotjar?
Hotjar is an analytics tool that helps you see exactly what users do on your website. You can learn a lot about user behaviour, such as: where website visitors are clicking on each page, how their time on each page is spent, as well as the way that they scroll through content.
Hotjar does this by providing three key types of data: heat maps, recordings, and conversion funnels. It is the richness of Hotjar’s data reporting that sets the tool apart from something more generalised, like Google Analytics. While Hotjar isn’t an alternative to an all-purpose analytics platform, its focus on User Experience makes the data extra useful for marketing teams.
Why we use Hotjar
In order to improve the conversion rate of your website, you first need to identify any obstacles that are standing in the way of conversions. At Yawn, we use the data that Hotjar provides us to work out these problems.
Heatmaps are the first data-type of interest. Hotjar’s heatmaps can give you a better understanding of how users are interacting with your website by showing where users click most.
However, as well as identifying which elements of the website are popular, heatmaps are a great way of seeing if key parts of your content are getting missed by visitors. By establishing elements and areas of interest, you can reconsider the page layout to boost priority pieces of content.
For example: the large image slider that sits proudly at the top of your homepage – maybe it gets a tonne of clicks but doesn’t take users anywhere? If it doesn’t, that’s a missed opportunity – adding an obvious Call To Action could really improve your conversion rate.
On the other hand, if users appear to click through your menu and ignore your main attraction slider, then maybe it’s hogging some prime real estate on your homepage that could be put to better use.
Secondly, and most importantly, the data ‘Recordings’ are an invaluable feature. Rather than seeing static data about the frequency of clicks or the length of sessions, you can watch recordings of how users navigate your site.
This is helpful because you can track when users leave a page and abandon a cart. A lot of factors can influence this behaviour, not all of which can be tracked using a heatmap or a behaviour recording.
However, upon watching a recording, you may notice that users are repeatedly clicking on certain buttons that don’t work, are encountering issues with specific value fields, or maybe they just aren’t scrolling down the page. Users rarely scroll as much as web designers think they will, therefore you need to carefully prioritise the order of your website’s content to reflect their behaviour.
This data can likely be backed up by the ‘Conversion Funnel’ feature which shows you the dropoff rate at each step of the transaction process; helping you to identify if users are being put off by factors like technical issues, pricing problems, or shipping logistics.
Hotjar is a very informative tool that is easy to set-up and use. Especially helpful when looking at Conversion Rate Optimisation (CRO), Hotjar can help to identify key obstacles in the transaction process, as well as technical bugs with your website.
Author: Grace Appleby