Conversion rate optimisation is becoming increasingly more prominent in the digital marketing industry, as the delivery of growth driven websites is now imperative to businesses from an e-commerce perspective.
Hotjar is an innovative tool that allows businesses to investigate how users respond to their website and the effectiveness of the website itself. It provides an invaluable insight into the experience you are providing for your users. Having a seamless user journey for your website is essential in driving growth as it turns traffic into conversions.
What can Hotjar do for your Business?
Hotjar utilises a variety of visually analytical features to increase conversions on your website, one of these features are heatmaps. Hotjar’s heatmaps indicate where users are interacting with a specific page on your website on desktop, mobile or tablet. They display information such as where and what is getting the most clicks, where users are spending the most amount of time and whether they are scrolling below the fold. Areas on the page with significant interaction will appear with a bright red patch, less interaction appearing green and little to no interaction appearing a cool blue colour.
To get the most out of Hotjar’s heatmaps, it is recommended to use them in conjunction with Google Analytics to set them up on web pages with high levels of traffic and bounce rates, as these are key areas of focus in optimisation. High traffic pages are where the majority of your users visit on your site, so it is important to gain an understanding of what they are doing on it, to spot any potential flaws and test opportunities. Pages with high bounce rates indicate users are not reacting desirably to something on the page and exiting immediately without engagement, so they also require investigation!
Session Replay Recordings:
Similar to heatmaps, session replays show a recording tracking your user’s clicks, scrolls, movements and interactions with your website before exiting!
This feature is highly effective in determining why users are abandoning your website, are they getting stuck at a particular step? Is there something missing from the page? It is important to see the experience you are providing for your users. Session replay recordings also allow you to capture key characteristics of your users, from demographical information such as what country were they browsing in to technical information such as whether they were browsing on desktop or mobile, which internet browser they were using and what operating system their device was run on.
Polls & Feedback:
Polls can be created and set up to appear on certain pages that you want to gain insight into and allow you to gain direct feedback from users about whatever you want to find out. For example, on high bounce rate pages, you can ask questions such as “If there is anything that stopped you making a purchase today, what was it?” and on pages with high volumes of traffic, you could ask “What are you looking for today?” or “Is there anything missing on this page?”.
It is considered best practice to keep polls as short as possible and to include a variety of different types of questions to avoid disrupting the user journey. Feedback gathered from the poll can examined in multiple formats too. Results can be viewed in an excel spreadsheet, or, Hotjar will pick out key themes automatically, and display which themes recurred more frequently by making them bigger, as shown above.
The basics of Hotjar have been covered in this blog and for its reasonable price compared to competitors, the value and power of this tool should not be underestimated and if you’re not using it already, you should probably think twice!