Hotjar is a helpful tool that can provide the online behavior and voice of your users using analytics and feedback tools. Included in Hotjar’s plans are some of the latest and greatest tools so you can physically observe how your website visitors are using your site.
Some of the functionalities of Hotjar include heatmaps, which can tell you where your users are spending the most amount of time on your website and collect feedback by creating polls or surveys; conversion funnel, which can tell you which page your visitors lose attention and leave your website, and more.
If you don’t already have Hotjar, you probably should look into this tool because it is one of the best and most popular all-in-one conversion rate optimization softwares out there.
For those of you that do have a plan through Hotjar, here is a handy action plan recommended by Hotjar on optimizing your site.
First, they recommend to familiarize yourself with these basic terms:
These are the items that draw your users to your website. It could be anything from a problem they are trying to solve, something they want to buy, a recommendation, or anything that drives a person to look online for answers. Understanding your visitors’ intent gives you a step up in the ability for your customer to connect with your site’s content and overall experience.
This is what is stopping your visitors from converting and abandoning your website. Some examples of barriers include pricing problems – too high with little explanation what the benefits are, lack of trust in the brand, or poor shopping cart experiences. Knowing the barriers on your website is key to improving your site’s experience the right way.
Hooks are what persuaded your customer to convert in the first place. Knowing these will be important to understanding what keeps them coming back. Examples of hooks could include a specific benefit or feature that you offer, a perceived outcome, or expectations.
Now that you’ve gotten an understanding of basic marking lingo, here are the top three ways that Hotjar can help you with your Conversion Optimization plan:
Set up a Heatmap on high traffic and highly bounced pages –
While having pages that retain a high amount of traffic is good, it can be frustrating when those pages also are indicating high bounce rates as well. These pages indicate that you are succeeding with your drivers but that you might not have strong hooks or there are some barriers to your content. A heat map can allow you to see where your users are clicking and scrolling in order to reveal the changes needed to lower bounce rates. You should continuously monitor heat maps to improve and to truly see success.
Set up the Incoming Feedback Tool to discover barriers–
Incoming Feedback gives the visitors a chance to tell you about their experience on your website instantly. These are through a widget that the user can fill out directly on the page that they are having trouble with, the minute it happens. Knowing your troublesome areas can help you pinpoint what content or experience to change to overcome those barriers.
Set up Feedback Polls to discover drivers on high traffic pages–
Hotjar gives you the option to add a Feedback Poll pop-up that will ask an open-ended question. This can be incredibly useful to find the drivers that originally brought traffic to your site in the first place. This tool can give you valuable info and can help you make informed decisions on creating new content. You really want to dig deep on this one and get to the intent of your users visit to your site. Once you have this tool set up, you can see your drivers’ word map with the responses from your poll. A word map boldly displays the most-used words from your polls and helps you with copy creation.
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