Category Archives: Form Analytics

Hotjar Analytics Review

Hotjar Behavioural Analytics:

If you want to improve your website conversion rate it’s essential that you understand the behaviour and motivations of your visitors. If like me you run a start-up and have a very limited budget you might think you can’t afford behavioural analytics and customer feedback tools to evaluate how well your website is performing.

Indeed, when I worked for a large online gaming company we spent tens of thousands of pounds a month on the behavioural analytics tool ClickTale. However, before the ClickTale contract was due for renewal I came across a new behavioural analytics and customer feedback solution called Hotjar.  By switching to Hotjar I saved the company over £100,000 a year. Further, if your website has less than 2,000 page views a day you can get Hotjar for free.

What is Hotjar?

Hotjar is a combined behavioural analytics and customer feedback tool. It offers most of the features you would expect from a behavioural analytics solution including browser recordings of users navigating your site, mouse movement/clicks heat maps and form analytics.

However, unlike most such tools Hotjar also offers customer feedback tools including on-site feedback polls, online surveys and research recruitment. It also has a very simple and intuitive user interface. It’s a very easy tool to start using and does not require hours of training to get the most out of it.

Image of Hotjar dashboard

The above dashboard  allows you easily navigate to all the features that Hotjar offers and there is a clear on-boarding process to get you stared.

How easy is it to add Hotjar to my site?

Hotjar works by adding a JavaScript snippet of code to your site just before the head close tag. It needs to be on every page where you wish to record visitors or gather feedback. It normally only takes a few seconds to add the code to your site. For WordPress sites I use the plugin Insert headers and footers.

Adding code to the header can be problematic for some click and drop website builders like The platform does not allow you to add JavaScript to the page header and this means you can’t install Hotjar on such sites until they address this issue.


The basic free plan is available for sites with up to 2,000 page views a day.  For start-ups with up to 10,000 page views a day you can get Hotjar for just €29 a month. However, for more established businesses there are a range of more comprehensive plans outlined below.

Image of Hotjar business pricing plans

Each plan offers the following suite of features:

Browser recordings:

Browser recordings are like an undirected usability test. The feature allows you to record and replay a visitor’s session so that you can view what they see in their browser as they navigate around your site. These recordings are a fantastic way to observe how your customers move around and navigate on your site.

Image of Hotjar browser recording

They can help you identify where usability problems exist as they show clicks, scrolls and movements.  You can also tag individual recordings giving you the ability to categorise them according to an observed behaviour or characteristic (e.g. added to basket or struggled with CAPTCHA).

Heat maps:

Click, scroll and mouse movement heat maps can be created in Hotjar by simply entering the page URL and specifying the limit of page views you wish to capture.

Image of Hotjar movement heat map

Heat maps give you a clear indication of where user attention is focused on your page and will show you how far down the page visitors are scrolling. Hotjar allows you to generate heat maps for desktop, tablet and mobile devices.

Conversion funnels:

The funnel feature of Hotjar allows you set up and monitor visitor completion rates for a user journey of up to six steps. If you have a transactional site this can be especially useful feature as it allows you to track users through the purchase process and identify the biggest drop off points in your funnel.

Image Hotjar conversion funnel graph

Form analytics:

If you have any kind of form, whether it is registration form or check out process, this feature allows you to track visitors as they proceed through the journey and identify when or if they drop out.

Image of Hotjar form analytics graph

For example, if you have a registration form for your site you may find that a username question causes a lot of drop offs and prevents visitors from signing up. This might be because many of the obvious usernames have already been taken.

The analytics from this feature include:

  • Conversion rate of the form
  • Seconds to fill out a field
  • Total form sessions
  • Field drop off chart
  • Failed and successful form submissions



This is such a great feature of Hotjar as it allows you to engage with visitors and ask a few simple questions about the user experience whilst they are on your site. The first time I used a poll I asked visitors to the homepage of gaming website “What is missing on this page?” We got lots of mobile visitors saying that they couldn’t see the login box or that they were unable to login.

On checking the homepage with a mobile device we discovered the login box had been hidden by Marcoms for mobile users as they wanted them to encourage them to download the app. Unfortunately these users were existing customers who already had the app and needed to login to their accounts to verify their details. Because we got the feedback from the poll we were able to rectify the problem immediately.

The feature allows you to target specific pages with your poll or give visitors on any page of your site the opportunity to participate in the poll. Apart from short text answers you can also use:

  • Long text answer
  • Radio buttons
  • Checkboxes
  • Net promoter score

Image of setting up poll in Hotjar

When setting up questions you can also specify where respondents should go next dependent upon their answer to a question. This ensures that respondents are only asked questions that are relevant to them.


This allows you to design longer questionnaires to email to your customers for more in-depth feedback. It’s a great way of engaging with your email list on a regular basis to gather their views on a variety of topics.

At the gaming company we surveyed new customers to find out what had most appealed to them about the site to see if our value proposition was aligned with customer perceptions. We also asked them if they played on any competitor sites to understand who we were competing against.

Image of Hotjar surveys feature

You have the same selection of question types to choose from as you have with the polls feature.

Incoming – in beta:

Hotjar recently added a new feature in beta – called incoming.  This is a “Feedback” tab that you can place on either a specific page or your whole site to allow visitors to rate the user experience.

Image of Hotar incoming quesiton

I’ve only just stared using this feature and so it’s too early to say how it has been received. However, I think it’s great to show you encourage and value visitor feedback as this can improve the perception of your site as a whole.


If you want to conduct usability testing Hotjar has a recruiter feature which allows you to collect profiling information and contact details in exchange for an offer of a gift to incentivise the process.  You can then arrange to conduct a usability test by sharing screens using Skype or another web meeting solution.

Image of Hotjar recruiters

This is a great feature of Hotjar as it’s important to keep in touch with your users and regularly review your website user experience. This is especially relevant when you re-design an area of your site or add new functionality and you want to understand how well visitors use the new pages or feature.

Areas for improvement:

For many small to medium sized businesses Hotjar offers an amazing solution for little or no cost. However, it does have its limitations and there are areas for improvement.

The free plan does limit you to just three heat maps and 1,000 page views per heat map.  If you up-grade to the Plus plan this rises to 2,000 page views and the Business plan gives you up to 10,000 page views.

Unlike more expensive solutions Hotjar does not allow you to filter your heat maps according to visitor type (i.e. new or returning visitors).  This can be very useful as the behaviour of new and returning visitors often reflects different user goals.

As Hotjar is a relatively new tool they have concentrated on improving functionality rather than integrating with related solutions. This does mean that Hotjar does not integrate with many testing, web analytics or CRM solutions. Some integrations are available, notably with Hubspot, but most are not available at present and this is a major drawback for any site conducting online experiments.

The conversion funnel also lacks a level of sophistication. For many sites users can’t be expected to follow a simple sequential funnel and so the ability to create multiple route alternatives would be a benefit.

However, Hotjar do have a full product roadmap to further enhance and improve the functionality of the solution. If they can also integrate fully with complementary tools this will be a big improvement.


For many organisations Hotjar is an ideal behavioural analytics and customer feedback tool. For start-ups like my business Hotjar offers exceptional value for money. I can’t afford a significant subscription and my traffic levels don’t justify it.

Hotjar meets an important need for online businesses. If you are setting up an online business then Hotjar is a no brainer and even if your site is established it is still extremely good value for money.

Related post:

Behavioural analytics – 15 free and paid visual analytics solutions to boost conversions

Customer feedbackHow to use online Voice of Customer tools to boost conversions.


Thank you for reading my post and I hope you found it useful. Please share using the social media icons below if you like this post.

You can view my full Digital Marketing and Optimization Toolbox here.

To browse links to all my posts on one page please click here.

  • About the author:  Neal provides digital marketing optimisation consultancy services and has worked for  brands such as, and He uses a variety of techniques, including web analytics, personas, customer journey analysis and customer feedback to improve a website’s conversion rate.
  • Neal has had articles published on website optimisation on  and as an ex-research and insight manager on the GreenBook Blog research website.  If you wish to contact Neal please send an email to You can follow Neal on Twitter @northresearch, see his LinkedIn profile or connect on Facebook.

15 Free & Paid Visual Analytics Solutions To Boost Revenues

Understand Your Customer Experience:

Do you really understand how and where your visitors interact with different screens on your website or app? Usability studies are often used for this purpose but people change their behaviour when they know they are being observed (Hawthorne effect)  and these are not genuine user-initiated visits.

Visual analytics solutions can provide this insight as they allow you to watch real customers browse your site without their knowledge. You can generate heatmaps of where they move their mouse or click on areas of your site that are not clickable. They can measure your
conversion funnel so that you know where the big drop-off points in your user journey are. Form analytics tell you which fields in your sign-up form cause your visitors most problems and those that they completely miss.

These tools, such as Decibel Insight and Click Tale for websites, are essential for effective website optimisation. New providers have also recently entered the market (e.g. Hotjar)  and are offering budget priced solutions targeting small and medium sized

You can get the Hotjar  Pro account  or CrazyEgg free for 3 months if you go to Toole.oi. For native apps there are also the likes of Appsee and UXcam to understand your mobile user experience.

Solutions For Native Mobile Apps:

1. Appsee: Mobile app analytics platform that records user sessions, touch heatmaps, crash recordings, conversion funnels and provides in-app analytics reporting.  Appsee captures screen taps, swipes and action using an SDK integrated into your app.

Advanced filters allow you to find the most interesting recordings to understand what makes users abandon registration or how loyal users interact with your app. You can control the ratio of recorded users and choose to record specific users based on the screen
they visit, their demographics, OS version and more.

Offers two plans, with a 14 day Free trial on the Premium plan. No prices displayed on their website.

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2. Flightrecorder (Now part of Click Tale): A mobile app analytics platform which provides screen recordings of user actions, touch heatmaps, crash reports and app analytics reporting.

The tool records touches, user location, location accuracy, notifications, battery state and level, network status, device orientation, language, time zone, device notifications, crashes
and more.

No pricing information as the solution is now Click Tale for Apps.

Image of for apps page


3. UXCam: A mobile app analytics tool which automatically captures screen recordings, and touch interactions on your app to provide heatmaps and identify user drop-off points.

Offers two plans. Up to 20,000 monthly user sessions for $59 a month and up to 100,000 sessions for $249 a month.


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Solutions For Websites:

1. ClickTale: One of the most established providers, Click Tale offers a full suite of visual analytics solutions, including heatmaps (mouse moves, clicks, attention, scroll reach & link analytics), session playback recordings, real-time monitor, conversion funnels, and form analytics, Plus with the acquisition of Flightrecorder it now has full app analytics reporting as well.

For websites the advanced filtering feature allows you to search for recordings of specific scenarios or events and segment your heatmaps ( new and returning visitors).

The page console provides you with in-page web analytics about
any individual page including engagement time, time on the page, page views, the bounce rate and lots more. Site reports can also be generated to show pages by load speed, engagement, clicks, scroll reach and errors. It is capable of integrating with A/B testing tools such as Maxymiser to allow you to compare visitor behaviour between test variants.

No pricing information is displayed on their site, but the cost is mainly based on page views. Data is saved for 30 or 60 days.

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2. ConvTiger: A new session recording tool that focuses on observing how your visitors browse and navigate around your site.

Price: A Free basic plan offers up to 50 recordings for a single website. The Standard plan costs €19 a month for up to 500 recordings on a single website and stores data for 14 days. For a more comprehensive offering the Premium plan costs €79 a month for up to 5,000 recordings, covers 3 websites and stores data for 30 days. The Platinum plan at €229 provides up to 20,000 recordings over up to 10 websites and stores data for 90 days. An enterprise plan is also available on request.

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3. Crazy Egg: Primarily a heatmap tool that shows clicks, mouse movements, and scroll maps. The overlay tool shows you the number of clicks on each element on the page and Confetti displays every click on a page segmented by source of traffic. It is able to handle multiple domains, iFrames and flash objects.

All plans are Free for the first 30 days, but if you to to you can get 3 months free. The Basic plan costs just $9 a month for up to 10,000 visits a month, 10 active pages and daily reports. The Standard plan which is priced at $19 a month goes up to 25,000 visits per month and 20 active pages. Pro, their most comprehensive plan costs $99 a month and offers up to 250,000 visits per month, up to 100 active pages, hourly reporting, advanced filtering, mobile heatmaps and multiple users.

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4. Decibel Insight:  An enterprise tool with a full suite of solutions
including dynamic heatmaps (clicks, attention, scroll, time and attribution), session recordings, form analytics, advanced segmentation, and email alerts.

Attribution heatmaps enable you to map interactions to content, and monitor clicks, goals and revenue. The time heatmaps allows analysis of visitor behaviour during your sites busiest time to spot and target the dead time.

The session recordings accurately records dynamic content  interaction, drop-downs, responsive sites, carousels & forms. Decibel Insight also offers a mobile solution, and integrates with web analytics, voice of the customer and A/B testing tools.

There is a choice of either a Free plan or an Enterprise plan. The Free plan goes up to 5,000 page views per month and offers starter heatmaps, session recordings, date and device filtering and
pre-built channels. Sessions recordings are kept for just 7 days and data is retained for 1 month.

The Enterprise plan is negotiable and allows for over 250,000 page views per month. It offers all of the above and customisable channels, advanced segmentation, inbound campaign tracking, advanced heatmaps, form analytics, JavaScript error reports and
behavioural alerts. Data is saved for 12 months and session   recordings 45+ days.


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5. Hotjar: A  recent start up that offers standard heatmaps, form analytics, session replays, conversion funnels, surveys, feedback polls and recruits user testers. For websites that are fairly simple
and don’t have many pages this is an ideal tool which I use extensively for the websites that I manage.

It does support cross-domain sites, but not single page applications which are on its product roadmap. A very cost effective tool though and one to monitor as it develops its level of sophistication.

Basic, a Free plan samples up to 2,000 page views per day, 300 session recordings, 3 funnels, up to 1,000 visitors per heatmap and forms, plus 3 polls, surveys and recruiters.

The Pro plan is just €29 per month and samples up to 10,000 page views per day and up to 2,000 heatmaps for each page. Both the Basic and Pro plans save data for 90 days. If you go to you can get the Pro account Free for 3 months.

The Business plan is just €89 per month for an unlimited number of websites. The product samples up to 20,000 page views per day per website and up to 10,000 visitors per heatmap. It offers unlimited polls, surveys, recruiters, and saves data for 180 days.

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6. Hoverowl: A heatmap and session recordings provider which supports all devices. Their advanced heat mapping and session recording system tracks and separates reports for each type of device.

14 day Free trial available for all four plans. The Elf Owl plan costs $12 a month and captures up to 3,000 session recordings and heatmap visitors a month. Saves recordings for 30 days.

The Wise Owl plan costs $99 per month and captures 250,000 recordings and heatmap visitors per month. Retains recordings for 60 days.

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7. Inspectlet: Offers  heatmaps (mouse movements, clicks and scroll), session recordings, form analytics and conversion funnels.
The session recording feature has advanced filtering capabilities
including new/returning visitors, visit duration and source of traffic. Their JavaScript tagging API enables you to upload any Meta data you want to associate with a user or session. You can use this tag to identify individual users and bring up their recording.

Conversion funnels allow you to define a series of pages that leads towards a goal. Form analytics features a hesitation report which shows how much time on average visitors are hesitating on each input field. The hesitation algorithm tracks a variety of signals that
helps to determine whether a visitor is engaged or hesitating.

Inspectlet has a Free plan for a single website, and up to 100 session recordings a month together with the heatmap suite.  The Micro plan costs $39 per month (up to 5,000 recordings) for a single website and account user.

Accelerate is their more comprehensive plan which is priced at $299 a month (up to 125,000 recordings & 20 websites). This plan allows for multiple account users and provides conversion funnel analytics and in-depth form analytics. They also offer an Enterprise plan for larger organisations.

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8. Luckyorange:  Offers a full package including heatmaps (mouse movements, clicks and scrolls), session recordings, conversion funnels, form analytics, live chat and visitor polls.  The dashboard allows you to monitor real-time analytics to see how many people are on your site, compare historical statistics and see what keywords, locations, referrers, tweets, languages and more are driving traffic and behaviour on your site.

The session recordings feature allows you to search by behavioural tags so that you can see for example visitors who abandon their basket or visited a product page but did not check-out. The form analytics provides data on which fields are most often the last abandoned, time to start, time spent on each field, the order visitors
filled out each field and which fields are repeated the most.

7 day Free trial available on the Small plan. The Small plan costs $10 per month and gives you up to 50,000 page view per month across 3 sites and data is stored for 30 days. The X-Large plans is priced at $100 a month for 100,000 page views and 25 sites. All visitors are recorded until the monthly maximum is reached and will not re-start until you either upgrade or the month ends.

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9. Mouseflow: A comprehensive tool with heatmaps (move movements, clicks and scrolls), session recordings (including mobile gestures), link analytics, and form analytics. The form analytics lets you watch visitors’ keystrokes and how the form fills as they interact with your site.

Offers a limited Free plan for up to 100 recordings a month for a single website. Subscription plans start with the Small plan for $15 a month. This provides up to 1,000 recorded sessions for one website and a month’s storage of data.

The Extra Large plan costs $299 a month and gives you up to 100,000 recorded sessions for 30 websites and 3 months storage. An enterprise plan is also available for over a million recorded sessions.

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10. Sessioncam: A full service tool which offers heatmaps (mouse movements, clicks, scrolls and browser attention), session recordings (including from mobile devices) , conversion
funnels, and form analytics.

You can use their API to feed data recorded in real-time by Sessioncam into your own CRM systems to respond  automatically to targeted events. Sessioncam also integrates with third party solutions such as Google Analytics, Campaign Monitor, Cheetahmail and Olark.

Sessioncam targets organisations with over 500,000 page impressions a month and does not display any pricing on its site. Cost is based upon page impressions.

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11. TruConversion:  A recently launched solution that now out of beta for the last few months. This offers a comprehensive range of tools including session recordings, heatmaps, user polls and surveys, form analytics, and conversion funnels.

Pricing:  No details available.

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12. UserReplay: Concentrates on providing session recordings for all your visitors. This allows you to monitor and identify behavioural insights to fix usability, technical and performance problems with
your website. UserReplay is particularly good for helping resolve customer disputes, fraud prevention and abandon basket issues.

No pricing information is displayed on their website.

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You can view my full Digital Marketing and Optimization Toolbox here.

To browse links to all my posts on one page please click here.

  • About the author:  Neal provides digital optimisation consultancy services and has worked for  brands such as, and  He identifies areas for improvement using a combination of approaches including web analytics, heuristic analysis, customer journey mapping, usability testing, and Voice of Customer feedback.  By  aligning each stage of the customer journey  with the organisation’s business goals this helps to improve conversion rates and revenues significantly as almost all websites benefit from a review of customer touch points and user journeys.
  • Neal has had articles published on website optimisation on  and as an ex-research and insight manager on the GreenBook Blog research website.  If you wish to contact Neal please send an email to You can follow Neal on Twitter @northresearch, see his LinkedIn profile or connect on Facebook.