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Combining funnels with recordings, heatmaps, and surveys for more insights (and conversions)
Funnels show you exactly where you’re losing conversions—and while you might have some hunches or opinions about why that happens, the only way to know for sure is to collect and combine insights from different sources.
This guide shows you how to combine Hotjar Funnels with our Recordings, Heatmaps, and Survey tools so you can visualize, monitor, and optimize your funnels with complementary data—all from a single platform.
Funnels + Recordings
Combine Hotjar Recordings with Funnels to:
Find bugs and design issues that cause visitors to bounce without converting, including broken links, confusing navigation, or unclear instructions
Identify rage clicks that highlight areas of frustration, like slow-loading elements or non-responsive buttons
Spot browsing patterns that reveal where users spend the most time and what they scroll past or ignore
How to combine Funnels and Recordings
Create a funnel in Hotjar, mapping out the user journey you want to analyze
Identify the funnel step where users drop off
Click the play icon to jump straight to a playlist of user recordings associated with that step
Watch recordings from both cohorts—drop-offs and successful conversions—to understand what to remove (e.g. broken links, confusing elements, or bugs) and improve (e.g. better CTA placement, more delivery information, or social proof).
A Hotjar Recording snapshot that helped the Gogoprint team improve conversions on their website
Session recordings revealed a design issue in the pricing table, causing visitors to leave. The team tested a new hover element that taught visitors how to proceed, and funnel drop-offs immediately decreased by 7%.
Funnels + Heatmaps
Heatmaps show you where visitors click (with or without rage!), scroll, engage, and move their cursors on any page.
Combine Hotjar Heatmaps with Funnels to:
Identify if users rage click on non-clickable elements
See if visitors scroll far enough to see your CTAs on different devices
Optimize content placement near areas of high engagement
How to combine Funnels and Heatmaps
Set up a funnel in Hotjar and find the page with the highest drop-off percentage
Go to Heatmaps > + New Heatmap and add the drop-off page URL
Filter your heatmap by ‘Clicked element’ and ‘did not occur’ to view heatmaps of visitors who didn’t click your CTA
Use different heatmap types to identify areas for improvement and optimize your funnel to maximize clicks to the next step.
Click maps to identify the CTAs that work best and find elements that might have distracted non-converting users
Scroll maps to see if visitors miss CTAs on different devices
Move maps to see the areas attracting the most (and least) attention
Rage click maps to pinpoint where users get frustrated
Engagement Zone maps to view all mouse activity in a single heatmap
🔥 See it in action
Vimcar’s three-page demo sign-up funnel
Click maps revealed that customers clicked on unlinked images instead of text, while scroll maps showed that 75% of users on mobile never saw the main CTA. The team fixed these issues by making images clickable and moving the mobile CTA above the average fold—two relatively small changes that contributed to a 24% increase in demo sign-ups.
Funnels + Surveys
While Recordings and Heatmaps let you observe the usability issues holding visitors back from converting, they won’t reveal what's still missing from the page—like information about shipping times, product performance, or relevant use cases.
Instead of trying to guess what people might want or need before converting, run surveys to find out the unaddressed concerns or objections that cause visitors to drop off your funnel.
Use Hotjar Surveys to:
Run an exit-intent or cart abandonment survey to find out why people leave your funnel without converting
Ask follow-up questions on post-purchase surveys like Net Promoter Score® (NPS®) to learn what almost stopped people from converting
How to combine Funnels and Surveys
Use Hotjar Funnels to identify where users drop off
Target the survey to your drop-off page and set it to display when a user is about to leave
When you’ve collected at least 30 responses, click the ‘AI Report’ button to generate a report with key findings, quotes, and recommended next steps
Exit surveys will reveal some of the reasons why people leave your website without converting, but don’t stop there. Ask, “What nearly stopped you from completing your purchase?” in a post-purchase survey while the experience is still fresh in your customers’ minds. Their ‘almost-deal-breakers’ will help you optimize your ecommerce funnel for less-determined browsers who might need a little more convincing.
💡 Pro tip: surveys aren’t the only way to collect qualitative feedback on your website.
Use Hotjar Feedback to add a feedback button or widget to pages with a high funnel drop-off rate. This gives all visitors an easy way to report website bugs and issues without having to contact support.
Run remote user interviews to hear people narrate their experience across your funnel in real time. You’ll be able to ask follow-up questions and uncover deeper insights into their behavior, expectations, and frustrations.
Diagnose your funnel drop-offs with real user data
Using Hotjar Funnels on its own will help you monitor and share what’s happening across your funnels so you can celebrate your conversion wins and pinpoint the pages that need conversion rate optimization the most.
But your funnels won’t optimize themselves: level up by combining Funnels with Heatmaps, Recordings, and Surveys to generate a complete picture of user behavior and sentiment all in one place. Once you see where your visitors get stuck and hear what they really need, you’ll have the right data to fix your funnel leaks and drive growth where you want it.