Fio Dossetto

An ex-academic turned editor, Fio manages editorial production for the Hotjar blog where she also writes about UX, optimization, and how to keep remote teams organized.

Recent Posts

Scroll maps: 5 ways to optimize UX and increase conversions

January 15, 2019 by Fio Dossetto
Heat maps are a powerful visual tool for tracking user behavior on your website or app and understanding how visitors interact with pages and page elements.

Increase conversions: your guide to improving conversion rate in 3 simple steps

December 13, 2018 by Fio Dossetto
Forget about best practices and quick hacks: to increase website conversion rate, your best strategic move is to understand your visitors, users, and customers, and give them what they need.

Heat maps 101: a complete guide with examples, tools, and case studies

November 6, 2018 by Fio Dossetto
If a picture is worth a thousand words, then heat maps tell the perfect visual story of what's happening on your website pages. 

How to set up an NPS survey to grow your e-commerce business

October 24, 2018 by Fio Dossetto
We have written about the impact of loyal customers on your business growth before (quick summary: they’re crucial!), and how the Net Promoter Score system helps you understand what’s working and isn’t on your website, so you can fix and improve the experience asap.

What is NPS and how does it help grow your e-commerce business?

September 19, 2018 by Fio Dossetto
If your job is growing an e-commerce business, you know that you’re not going to go far without happy customers.

How our team uses ongoing feedback to design and build a customer-centric product

September 13, 2018 by Fio Dossetto
See the ‘copy to clipboard’ button below?  It helps thousands of new users a month copy the Hotjar code snippet and get started with our product.

Calculating your Net Promoter Score®: formulas, methods & excel template

August 29, 2018 by Fio Dossetto
Net Promoter Score (NPS®) is incredibly straightforward, but don’t let that simplicity fool you: NPS is often used as a predictor of business growth (or decline), so calculating it fast is less important than calculating it right.  

Retrospective template for remote teams [free Agile template]

August 9, 2018 by Fio Dossetto
Retrospectives are one of our favorite Agile practices. We find incredible value in the act of coming together to reflect on work we delivered after each sprint, share feedback to “determine what succeeded and what could be improved,” and agree on what high-priority action items to tackle next.

3 lessons from Bill Macaitis on building a customer-centric culture

August 3, 2018 by Fio Dossetto
At Hotjar we don’t want to be just another company who claims they are ‘customer-centric’ without putting in any of the (hard) work required.

How 400+ beta readers helped us write our best content (PS: you can do the same)

December 20, 2017 by Fio Dossetto
For decades, software developers have been using beta testers to get feedback on products ahead of their official release. For centuries before them, novelists and literary writers used beta readers to get opinions on late drafts before preparing manuscripts for publication. At Hotjar, we are not new to using beta testers for our software, but we only recently decided to learn a lesson from literature and apply a beta reader approach to our content.  
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