Your website is doing very well. Many visitors, many page views. Do not do anything more, would you say? Wrong! It seems fantastic if your website attracts a lot of visitors, but how much do you have on page views if you hardly have any customers? Indeed, not so much. Because pageviews do not pay your bills. But how do you ensure that these page views become conversions? How do you know what your visitors do and do not find interesting, and where they drop out? By gaining insight into their visitor behavior. How do they navigate through your website? Wat are they doing? With the Hotjar online tools you analyze where things go wrong. If you at least know how to use the software smartly. How do you ensure that pageviews are conversions? In this article you will read a short introduction of Hotjar and the possibilities to use it smartly for your conversion optimization . What is the difference between Google Analytics and Hotjar? Google Analytics is of course very well known when it comes to analyzing websites. You should not see Hotjar as the replacement for Google Analytics, but rather see it as its helpful, slightly more user-friendly sidekick. Example: you ask yourself why people drop out on your website. Of course, Hotjar will not tell you what it’s all about, but you’ll get hints. Which you can then respond to and thus see if it was indeed there. For example: Many visitors with browser X or device Y drop out > optimize site for Internet Explorer and smartphone Many visitors immediately click away on page Z > compare with well-scoring pages, what is missing here? But Hotjar goes one step further. You get insight into the way people surf on your website up to page level. Conversion optimization gets with us Reading tip : Everyone at the data visualization thanks to Google Data Studio 7 ways to gain insight into your visitor behavior How does that work exactly? You can roughly subdivide Hotjar’s toolkit into two types of tools: Analysis of visitor behavior on your website. Feedback options for your visitors. By cleverly combining both options, you ultimately understand better what you need to adjust to allow more visitors to convert. And you do that: # 1 Heatmaps: where they click and do not What do people click on? Source: Hotjar You probably know this. Per page you can see how your visitors move their mouse, how they scroll and where they click. The redder the color, the more interaction. Why is this useful? For example, you can see what visitors want to click on, but that are not clickable. In that case, add a link or a button that redirects to a page with more information on this topic. Or you can see how far they read each page (and which content you should place slightly higher). Reading tip : Increasing conversion of your webshop? 17 Tips from e-commerce experts. # 2 Conversion tunnels: where do your visitors get off Most websites have a clear conversion goal: letting customers purchase or, for example, subscribe to a newsletter . But … Then they have to come that far. And you can take them with the help of Hotjar. In Hotjar you can, just as with Google Analytics, analyze the conversion tunnel (pages that the visitor goes through before he / she becomes a customer). For example: Info page (people come in here) Price page Purchase page You can see how many people drop out per step. High converting web texts? Try CopyRobin. Now place a test assignment # 3 Visitor recordings: how a visitor surfs exactly See literally how someone surfs your site. Source: Hotjar The difference with Google Analytics, however, is that you can also watch each visitor how they drop out. With Hotjar recordings you see exactly the way a visitor surfs your website. So you are quickly behind … When someone becomes distracted during the purchase process. Think about where this can be. Is there too much distraction? Is there too little information? If so, remove a number of distracting factors (such as other buttons or links) or add some convincing texts to remove a threshold. This can be for example: Free Shipping, Ordered today, delivered tomorrow, Average customer satisfaction score of 9.3 Reviews of for example Trustpilot, Quality marks and awards, Not good, money back guarantee. When someone does not seem to be able to find certain information. Experiment with adding information and see what information they are waiting for. You can see this for example by how long they stay on that particular page to read that information. When someone clicks away when they see an element (for example price). Then set up an A / B test. For example, do people react differently if there is a (temporary) offer price instead of a fixed price? # 4 Forms: why does not someone fill in everything? Be honest. If you request or fill in something, do you want to finish it if you have to fill in 20 fields? There is a good chance that you have something else to do and therefore drop out. Your visitors too. An important stumbling block for website visitors therefore often appears to be filling out a form. Now you can score new customers, quotation requests or newsletter registrations. With the Form Abandonment tool you can find out for each text field how long someone will do to fill it in and at which field the site may be abandoned. Make sure that a form does not take longer than 30 seconds to complete. So only ask the necessary things. Leestip: Webshop conversion: Abandoned shopping baskets # 5 Feedback polls: quickly find out what your visitors think of your site. Good advertisement? Source: Housing network Analyzing visitor behavior provides you with a lot of valuable information. But be careful not to interpret certain actions too easily. Sometimes visitors can best explain to you why they think something is right or wrong. Make it as easy as possible by implementing a feedback poll on your website. Above you can see how Woningnet (search site for social housing) applied the feedback polls. What could be better? Source: Housing network With two clicks someone can indicate whether an advertisement for a home she likes. Space for further feedback is also available, just like a selection tool to indicate what exactly is on the page. With a simple feedback tool you lower the threshold for visitors to give their opinion (instead of sending an email with complaints, for example). Do you dare? # 6 Surveys by e-mail: tell me more … Do you want to go deeper into customer satisfaction? Then Hotjar also offers the possibility of surveys that you send by e-mail. Combined with the heatmaps and visitor recordings, this provides valuable insights. Tip: do not do this too often. Preferably no more than once a year. This kind of surveys can irritate your recipient if they are sent too often. # 7 User testers: seduce them with a discount A step further than surveys by e-mail? The user testers. Do you know people that you know may visit your website? Ask them personally to give more detailed feedback during the use of your website or for example after reading a newsletter. A certain type of customer is often prepared for this. For example because they like your brand, because they like to give their opinion or because you offer user testers a special reward (think for example of a discount). Reading tip : User testing: Do it yourself! How much will Hotjar cost me? Of course, you will not receive all these insights free of charge. Although you can try out Hotjar for a while for nothing. With a personal account (but this has fewer options) or a two-week trial for the business account . Then you pay per the number of page views you want to analyze: 29 euro p / m – up to 10k page views / day (personal); 89 euros p / m – up to 20k pageview / day (business); 189 euros p / m – up to 50k pageview / day (business) etc. But … What about the AVG / GDPR? Short answer: Hotjar can also be used with the new AVG. But it has become a bit more difficult. First, you must ask your visitors for permission before you can load Hotjar’s cookies. In addition, the E-privacy regulation comes (this is something different than the AVG, but related) that gives your visitors a choice whether they want to load marketing cookies such as those from Hotjar. Reading tip : The AVG is coming: 8 smart (and legal) tips to collect new e-mail addresses Conclusion: handy tool, some thinking needed An incredible amount is possible with Hotjar. Thanks to the extensive tracking and feedback tools you get more insight into how your visitors use your website and why they do / do not do what you want. This helps you to better convert your visitors and that is what you ultimately want! But before you immediately take out a subscription and start measuring everything, it is wise to think about which visitors you want to analyze exactly. Because Hotjar costs you money per number of page views, and because you simply get better results. Spruce about conversion optimization? Loyals will gladly help you further Let’s block ads! (Why?)

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