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Case Studies

Case Study: How HeyOrca Used Hotjar to Increase Visibility, Fix Bugs, and Delight Their Customers

Who: HeyOrca is a social media planning and approval tool that allows marketing agencies, consultants, and their clients to seamlessly plan and approve content in their upcoming social media calendar.

Tools Used: Hotjar Recordings & Surveys.

Results: 65% of NPS respondents were "Promoters" and UX bugs were identified and fixed.

HeyOrca is a platform built for marketing agencies to streamline the social media planning and approval workflow. As the customer success manager at HeyOrca, Jacob is responsible for working with their customers to make sure that HeyOrca meets user expectations and transforms social media content planning and collaboration into a delightful experience for them and their clients.  

So, we’ll let Jacob take it from here to tell you how Hotjar helped them optimize their site for growth.

The Problem

Quite early in the process of improving our product design and user experience, it became clear to us that we needed a better way to visualize and measure customer satisfaction and user engagement. Basically, we were tracking feedback and engagement in email threads and Google Docs and it simply wasn’t scaling with our growing customer base. We needed a tool to help us make sense of our customer feedback and translate it into a more digestible format. We had all this data and didn’t really know what to “do” with it.

The Solution

We first found out about Hotjar after a colleague told us about it who described it as an application that could help us “improve our conversion rate as well as our user experience.” So, we gave it a try and couldn't be more pleased with the results. Hotjar has been particularly helpful to us in the assessing our UX and gave us the ability to literally watch how our customers interact with our app and adjust our site elements accordingly.

It’s been a huge win for us.


The Results

After reviewing several customer recordings, we discovered multiple areas for improvement and gained much better visibility into how customers are using our app.

“The biggest win came just two days after beginning to monitor recordings as we were able to identify an elusive bug that had been causing us headaches for over a month and fix it.”

I feel confident that Hotjar will be an integral part of our customer success team at HeyOrca going forward. Since implementing some of the UX improvements and bug fixes that were discovered through Hotjar, the Net Promoter Score (NPS) Survey functionality has also been put to good use.

According to Medallia:

“The Net Promoter Score (NPS) is determined by subtracting the percentage of customers who are detractors from the percentage who are promoters. What is generated is a score between -100 and 100 called the Net Promoter Score. At one end of the spectrum, if when surveyed, all of the customers gave a score lower or equal to 6, this would lead to a NPS of -100. On the other end of the spectrum, if all of the customers were answering the question with a 9 or 10, then the total Net Promoter Score would be 100.”

So, when we asked our users what they thought of our site and product (through the Survey tool) after we’d implemented some UX changes and fixes, we got a lot of great positive feedback, a NPS score of 54, and a 65% “Promoter” classification among our users!

Thanks, Hotjar!

Case Studies

Brian Lenney

I'm a full-stack marketer & creative copywriter @ Hotjar. Besides being a part of the Hotjar team, I'm also a lover of leather bound books, an IPA snob, and a strong advocate of the infamous and glorious Oxford Comma.

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