Despite all the tools we used to measure traffic, such as Google Analytics, we didn’t really know what our users were doing on our website or how they were using our online tool. Our goal was to start optimizing based on data, not assumptions - but we felt like we didn’t have enough information to make our process shorter and more efficient.

Very often, Hotjar shows us things that the numbers themselves can’t tell us. For example, If we watch a Session Recording and see that people are struck somewhere hovering their mouse, we know something could be wrong and we can take a closer look.

A Hotjar poll is a great way to analyze the checkout from a customer behavior perspective. You can see how customers feel about it, give them an avenue to express their opinion as well. It’s really good to (capture) the voice of the customer.