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

Funnel analysis: how to increase conversions on your website

February 21, 2019 by Fio Dossetto
Visitors flow through your website every day, but somehow all of that traffic funnels down to just a trickle of conversions, sales, and signups. Funnel analysis can help you spot where users are leaving your website, so you can optimize it and increase conversions.

The 15 best website survey questions to ask customers in 2019

February 14, 2019 by Fio Dossetto
Nobody knows more about what your users want than the users themselves. So why not ask them?

Click tracking 101: what you need to know to start tracking clicks on your website

February 7, 2019 by Fio Dossetto
Say you’ve built a page, published a form, or sent a newsletter. As soon as they are out there, you naturally want to make sure people interact with them by taking action—the most common one being people clicking (or tapping) on something.

Find your Net Promoter Score with these survey questions

February 5, 2019 by Fio Dossetto
Net Promoter Score (NPS): it’s the one metric businesses use to measure a snapshot of customer loyalty. You have probably encountered the basic NPS question (“how likely are you to recommend us on a scale from 0 to 10?”) as a customer yourself, but now you’re the one doing the asking—so we want to show you how to get maximum value out of your survey.

Open-ended vs. closed-ended questions: how to survey your users

January 31, 2019 by Fio Dossetto
Unless you’re a mind reader, the only way to find out what people are thinking is to ask them.

Session recordings: 5 ways replay tools improve customer experience

January 24, 2019 by Fio Dossetto
You don’t need to guess what users are doing on your website. Session recordings let you watch how people browse, interact with, and move across pages, so you can empathize with their journey and spot any issues they encounter—which in turn gives you valuable data to fix and improve their user experience.

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.
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