Nowadays the customer is the most important factor to be analyzed for the online store. Come on, we can find useful data about our users in Google Analytics, such as: what device he used, what browser, resolution, location and how much time on the site, we still do not get the most important information for e-commerce: whether the shopping process in our online store was simple for the customer, whether he encountered any problems and what we can improve in the functioning of the store.
The Hotjar tool can help us with issues related to moving around on the website – which in the free version allows for quite a satisfactory customer analytics.
The main idea of Hotjar is to give adequate information about the client’s movement on the website. To carry out the described analysis Hotjar created and made available tools such as
- thermal maps – they allow for a detailed analysis of the site by collecting data about the user’s behavior: clicks, scrolling and mouse movements and presenting these data on aggregate mockups simulating a checked website.
Hotjar in heatmaps allows to create:
- Click maps.
- Maps of mouse movements.
- Scroll maps.
All segments mentioned above are available in the view for desktops, tablets, and smartphones.
- Another one of the most useful functionalities is creating users’ recordings on the website.
Recordings allow seeing what the user was doing on a given site, what actions he was taking. They can show additional data such as User’s country, a number of pages visited, time spent on the website, device type, browser, operating system and date.
These reports are particularly helpful in improving the future customer’s purchase process. Even if the customer has some initial difficulties in making payments, non-responsive items or non-clickable buttons, and if the payment is done, he will be less likely to describe to us the problem. Hotjar helps to improve a lot of things. We can see the movements of the user in the heat map just a few minutes after he was browsing our store in real time. Of course, all sensitive data enabling the identification of persons such as name, address, and product prices are hidden by signs *** to sufficiently anonymize a given person. In Hotjar, it is important for us to check only the purchase process in order to make the shopping experience possibly most pleasant.
Hotjar, besides the function of creating heat maps and recording of users, also allows you to create funnels and forms, from which I want to focus on the forms used in the company.
Forms allow for statistical examination at what stage the form is abandoned and whether it is completed in its entirety. It gives us interesting information about the forms in online shopping – mainly checkout. We can find out whether any of the fields can make it difficult for the customer to complete and thus leave the purchasing process, which in the future may help us to optimize the fields in the form. The article is a theoretical introduction to the Hotjar tool. If you would like to know how to use this tool in practice, be sure to check out the next practical article at this link.
If you are interested in similar tools to Hotjar, please check:
At Panda Group, we have several stores and websites monitored using the Hotjar tool. If you would like to know more about the implementation of this or need a quick opinion or advice, write to us by clicking the link, we will definitely answer!
Good luck in optimization!