Introduction to Hotjar: analyzes the behavior of your users

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UX · 19 / 04 / 2016

Any good strategy of CRO (conversion Rate optimization) has to be supported by metrics, measurements, analyses and their subsequent conclusions. To get the most out of our website or landing page, we need to know how our users behave and how they interact with our design.

Knowing the heat map of your site, as an example of qualitative measurement, will help us clarify some important quantitative metrics: bounce rate, conversion rate, session time,… Knowing your user can improve usability and increase Conversion rate. Today we bring you a small introduction to Hotjar, one of the best tools to carry out these qualitative (and also quantitative) measurements.

What is Hotjar?

As we say, Hotjar is a great tool to carry out these qualitative and quantitative measurements. Hotjar is probably the leading tool in the market when it comes to understanding how users act on our website and to be able to make strategic decisions that translate into better results and conversion ratios.

Here are the 4 main utilities for analysis in this introduction to Hotjar:

Hotjar Heat Maps (heatmaps)

A heat map is a graphical representation of the interaction of users on a Web site. By way of map and, through colors, shows the interactivity (average in some cases and absolute in others) that suppose the clicks, the action of Scroll and the movement of the mouse (or the finger). NIt helps you to know where the attention of our users is focused, what generates interest and, above all, what distracts them from the objective (conversion).

Example of a heat map in Hotjar

Screenshot of a heat map of Hotjar

In Hotjar, you can view 3 types of heat maps or heatmaps that we can filter for desktop, tablet or mobile resolution:

    1. Click: Shows all the clicks on the scanned page. The number of clicks recorded are shown in a color scale from blue (less clicks) to red (higher concentration). The metric is absolute, since clicks is an accounting measure. Only available for computers (not mobile devices), as there is a “Tap” type for mobiles and tablets.
    2. Scroll: This heat map will return a fundamental metric TO our UX/UI approach. Here we know how much of our landing page are scrolling through our users, in percentages. We will also be able to know the average size ofyour screens, something that is essential to take into account in the design process and IN a CRO strategy.
    3. Move: Here we see, in a way very similar to the clicks, the position of the mouse on average. It is a way of knowing where users direct their eyes. When compared with the map clicks we can find out if we are directing the user and if we are convincing to click.. Do they prowl our call to action and do not click? Like the map clicks, the scroll is only available for computers (where you use a mouse that track)

Before launching with a Test AB, it is important that you know the weak points of your page.

Recordings of sessions with Hotjar

An awesome tool to view real-time recordings of user sessions. Here we will be able to view videos recorded automatically by Hotjar of each user who visits our page.

You will be able to see the mouse cursor, its path, its clicks and its scroll, all in a real time recording. Here you can see how long a user stops to read the texts of your page, how much it costs to find the information what he likes, how much it costs to click on a button… Clicking a button is never as easy as you thought.

In the recordings of Hotjar, the video follows the user for All the URLs that visit during his session that have installed the code of our project.

In addition, Hotjar allows to filter the recordings by type of device (mobile, computer, tablet), by Navigator, by visited pages, country, operating system… If you have a very disparate conversion rate between Windows and MAC users, here you will find the answer. If your rebound rate is high on mobiles, recordings will also give you important conclusions.

You can also make more complex filters to see only those recordings of the sessions that ended in your “Thank you page”, or those that left in a certain URL,…

Example of a recording in Hotjar

So you can see the recordings of the sessions at Hotjar

It is important to know that the recording will stop as soon as the user goes out to a URL where our Hotjar code is not installed (for example, an external TPV)

The Basic version of the Hotjar registry allows up to 100 recordings and you can block some IPs to avoid recording yourself while testing your design ????

Hotjar Conversion Funnel (funnels)

Hotjar also allows you to measure visits through your sales funnel (What is the sales funnel or funnel salts??). It’s simple, it works like this:

      1. You configure the funnel or funnel. You give it a name and you start adding the steps of your conversion process.
    1. You create all the steps in your conversion funnel. You give a name to each step, you indicate a standard so that the tool can distinguish the URL (exact match, start with, contains, etc)

When you start to have measurement results, you will be able to see the recordings of the users who left at each step, the rebound and conversion rates.

You can find out when your users leave the purchase process and you can take action on it. This should be a fundamental part of a CRO strategy.

Example of a conversion funnel in Hotjar

Screenshot of a Hotjar conversion funnel

Form measurement with Hotjar

This tool helps us with a more technical and deep measurement: The interaction with the forms on our page. Hotjar allows us to measure, through its utility for forms:

  1. Time users spend on each form field
  2. Yes, it’s great. Now you can find out which field of your form is most uncomfortable for your users!
  3. And it’s also very easy to set up. You indicate the URL of your page where the form (s) you want to scan is located and the tool detects all the forms it contains and which fields each form has. Bravo for Hotjar.

With the Basic version you can measure up to 1000 sessions and 3 forms.

How do I configure Hotjar on a Web site?

Very easy, we create a new project (“Add new Site”), configure the URL of start and Hotjar us a script in a piece of simple code.

Copy and paste the code in all pages and URLs we want to track in Hotjar. Eye! In all, so that we do not lose track of our users at some critical time.

And ready, we can put to configure the heat maps and funnels conversion.

You can be the most expert usability expert in the world, but To know (not foresee) the behavior of the users in your page can make you the expert in usability with the most successful conclusions and the most objective arguments.

Hotjar is a perfect tool to draw the best results for a successful conversion Rate optimization strategy.

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