Hotjar

Hotjar is the accessible user research tool simple enough to start using immediately, powerful enough to uncover real insights. Session recordings are genuinely eye-opening when you watch real users struggle with your navigation. Heatmaps show where attention goes (and doesn't). Feedback polls capture context you'd miss in analytics. Pricing starts free up to 35 daily sessions, then around $32/month. Compare against: Microsoft Clarity for free unlimited recordings but less features, Contentsquare for enterprise-grade analytics, or Fullstory for engineering-friendly event tracking. Choose Hotjar when you need user behaviour insights without enterprise complexity or budgets. The free tier is genuinely useful for small sites. Best for teams starting with qualitative research or smaller companies who can't justify enterprise experience analytics tools.

I adopted Hotjar in 2014 and it remains a fixture in my B2B toolkit. The appeal is simple: within an afternoon you can spot friction that months of analytics reports would miss. Watching recordings of prospects rage-click a disabled button on a signup form exposed a hidden bug that, once fixed, lifted completion rates immediately.

Setup could not be easier. Adding the script through Google Tag Manager takes minutes and the dashboard is intuitive enough for non-technical colleagues. Heatmaps and recordings reveal behaviour, while a one-question exit poll uncovers objections that copy tweaks can resolve. Integrations with Slack and Jira let me clip a key recording and share it straight into the dev queue, turning anecdote into evidence.

There are downsides. The free plan captures limited sessions; busy sites exhaust the quota quickly, so I sample traffic or run recordings only during research sprints to control costs. Hotjar also remains a page-level tool rather than a full product analytics platform, so deep event analysis still happens in Mixpanel or similar. Performance overhead is minor but real, which means I toggle recording off during high-traffic launches.

Despite these caveats, Hotjar delivers reliable insight at a speed few tools match. When a B2B funnel stalls, I run Hotjar for a week, collect user feedback, watch twenty recordings and usually uncover the next optimisation opportunity. That immediacy has repeatedly justified the subscription and keeps Hotjar on my must-have list.

How Hotjar works

Tracking script and data capture

Install the single JavaScript snippet via your CMS or Tag Manager. The script loads asynchronously, samples traffic based on your quota and streams anonymised interaction data to Hotjar’s servers. You decide which pages to track and whether to mask form inputs.

Data types collected

Hotjar stores clicks, mouse movement, scrolling, viewport size and keystroke timings. For privacy it never records actual keystrokes unless you explicitly include a field. Surveys and feedback widgets add contextual text responses.

Key features

Heatmaps

Aggregate visualisations show click hotspots, scroll depth and move heatmaps. Use scroll maps to check whether visitors see your call-to-action or abandon mid-content.

Session recordings

Replay individual visits with timeline controls and event tagging. Filters allow segmentation by page, device, duration or user action, so you can focus on specific funnel steps.

Surveys and feedback widgets

Deploy on-site polls, NPS surveys or full questionnaires. Trigger by exit intent, time on page or specific clicks. Responses appear alongside behavioural data for quick correlation.

Funnels and form analysis

Define multi-step funnels to see where users drop out, then jump straight to recordings of those exits. Form analytics highlight fields that cause hesitation, errors or abandonment.

Trends dashboards

Track high-level metrics such as average scroll depth or feedback scores over time, useful for monitoring the impact of redesigns or content experiments.

Engage interviews

Schedule one-to-one video calls with real users through Hotjar’s recruitment and booking flow. Recordings and transcripts are stored in your account, keeping all qualitative research in one place.

Using Hotjar for B2B marketing teams

Identify conversion blockers

Run heatmaps on your pricing, case-study and contact pages. Combine scroll data with survey answers to pinpoint ambiguous messaging or misplaced calls-to-action.

Optimise lead forms

Form analysis reveals which fields cause friction. If a company-size dropdown takes five times longer than other fields, simplify the options or move it to a later step.

Support A/B tests

Overlay recordings on winning and losing variants to understand behavioural differences. Qualitative evidence often explains statistical results and guides the next experiment.

Using Hotjar for product teams

Improve onboarding flows

Recordings of first-time users in your web app highlight confusing steps. Feedback widgets inside the app capture frustrations in the moment, turning anecdote into actionable tickets.

Prioritise roadmap items

Tag recordings that show repeated usability issues. When stakeholders debate priorities, a five-minute highlight reel often settles arguments faster than a slide deck.

GDPR and privacy

Hotjar is headquartered in the EU and complies fully with GDPR. You can:

• Mask or suppress specific page elements in recordings.
• Honour user deletion requests through the dashboard.
• Disable tracking until consent is granted through your CMP.

Pricing structure

PlanDaily sessionsKey inclusionsIndicative priceBasic35Unlimited heatmaps, 20 survey responsesFreePlus100Removal of Hotjar branding, more responsesc. €35 pmBusiness500-4000Funnels, Form analysis, Trends, priority supportFrom €90 pmScaleCustomUnlimited team seats, highest limitsCustom quote

Tips for quick wins

• Focus recordings on no more than five high-value pages for the first week.
• Run an exit poll on the pricing page asking what nearly stopped sign-up.
• Share a highlight reel of three users failing a task with your dev team to drive action.
• Toggle recording off during peak campaigns once main issues are fixed, saving quota and performance overhead.

Conclusion

Hotjar combines ease of deployment with rich qualitative tools, making it perfect for B2B marketers and product teams that need actionable insight fast. Deploy it alongside Microsoft Clarity for broad coverage or graduate to FullStory when enterprise analytics are required, but start with Hotjar for its unique blend of behavioural data and direct user feedback.