In this guide you will discover:
While other tools give you data paralysis, Hotjar will lead you to your hottest opportunities first. The Hotjar toolset was carefully chosen to show you what your visitors do (Heatmaps, Session Recordings and Funnels) and more importantly, why they do it (Incoming Feedback, Polls, Surveys and Recruit User Testers).
The Hotjar Action Plan will lead you directly to the biggest opportunity, allowing you to make a change or create a test that will have the biggest impact in the shortest time possible. But before you can do that you need get your site's 'Big Picture'.
How to use Drivers, Barriers and Hooks
Imagine you're playing a game of chess. You first need to evaluate the whole board before you can make your next move. The same goes for your site. You cannot change a page or launch a test unless you truly understand the 'Big Picture'. At Hotjar we've found there are 3 things you need to know in order to get a full overview:
Drivers, Barriers and Hooks give you the 'Big Picture'.
Ask your visitors to use their words to describe what they are looking for – and why they want it – and you will uncover powerful insights. Using the same exact words your visitors do will allow them to better connect with your site's content, interface and experience.
Understanding their intent will also make it easier to prioritize the right selling points higher on your pages. Finally – ask your visitors where exactly they found out about you. This is a great way to discover new and unexpected channels for growth.
Examples of Drivers in action:
Hotjar Tools that reveal Drivers:
Polls, Surveys and Recruit User Testers.
If you don't understand where and why your visitors are leaving your site you cannot really improve your site's experience and bottom line. So stop changing buttons and page layouts – and start focusing on breaking down your big Barriers instead.
Always focus first on your biggest Barrier. Your hottest opportunity is always the step or page with the highest traffic and the biggest drop off – so start there.
Examples of Barriers in action:
Hotjar Tools that uncover Barriers:
Heatmaps, Incoming Feedback, Session Recordings, Conversion Funnels, Polls, Surveys and Recruit User Testers.
What are your customers really buying from you? Are they really buying a product or service or are they buying into a new lifestyle and status?
Understanding what really persuaded your existing users / customers to act or convert is the fastest way to converting even more of your visitors. It will also help you understand what will keep them coming back for more.
Examples of Hooks in action:
Hotjar Tools that reveal Hooks:
Polls, Surveys and Recruit User Testers.
A simple 10-step plan to start improving your Site today.
Hotjar Heatmaps will reveal your visitors behavior and show you how to lower bounce rates.
Don't stop. As you make changes, continue to use your heatmaps to monitor user interaction and continue to run polls to see what people think. This isn’t something you set and forget or only do once. It’s something you need to continue to do and improve upon. And once you think you’re “done,” do it again. Never stop testing, tweaking, and improving.
Incoming Feedback gives visitors the power to show and tell you about their experience with your website, instantly.
A visitor sharing feedback on the Hotjar pricing page.
Incoming Feedback gives you instant visual feedback from visitors and uncovers issues people are having the moment they experience them – revealing Barriers across your site.
Your 'Drivers' word map is a great way to visualize what is driving your visitors to your site.
A customer / user Survey will reveal Drivers, Barriers and Hooks – all at one go! It's one of the most valuable tools available to you in Hotjar.
Start by addressing your highest barrier point – in this example the 'Landing page' step.
A Poll on your highest barrier pages will quickly reveal the biggest issues and concerns you need to address on your pages.
See what your visitors see by using Hotjar Heatmaps on top Barrier pages.
Session Recordings allow you to put yourself into your visitors' shoes by replaying their experience on your site.
Recruit visitors and users for a shared screen usability test.
Just 5 user tests will reveal 80% of your issues. Source: Jakob Nielsen
A Word Cloud of 'Hooks' for Hotjar.
Unless you have done it already, it's now time to make some bold changes to your site. If you have the traffic for it we highly recommend split testing your changes so you can measure the impact on the bottom line.
Once you have started addressing your visitors' Drivers, Barriers and Hooks its time to start from Step 1 again and start uncovering your next big opportunity!
Have suggestions on how to improve this guide?
We'd love to hear your ideas. Reach out to us here: https://www.hotjar.com/contact.