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Watching recordings to understand what visitors do

 

 

Watching user recordings is a great way to understand what visitors do and how they interact with your website or app. It’s one of the closest things to being in the same room as them and see exactly what they do as they click, tap, scroll and move on and across pages and screens. 



You can sit in front of hours of recordings and insights might ‘pop out’ at you; but you will get way more out of them if you have a structured approach. To get actionable insight from your recordings quickly on an ongoing basis, follow these steps:



  1. Get ready for a watching session
  2. Define the goal of your watching session
  3. Use your goal to narrow down the data
  4. Know what to spot when you watch
  5. Mark recordings so you can find them later
  6. Find your first win(s)

1. Get ready for a watching session

Before you even start watching recordings, you need to “get in the zone” and create a focused watching environment.

#Find a place where you can spend 1-2 uninterrupted hours

It usually takes about 10-15 recordings to get into a good watching flow, and the task is faster and more efficient when you can avoid distractions or interruptions.

this is the Reed-UK team watching recordings

From talking to several Hotjar users (ourselves included) we know there isn’t just one way to watch recordings—we’ve heard of people binge-watching from their sofa, locking themselves in a meeting room, reviewing recordings while power-walking on a treadmill (!). 

Whatever your favorite viewing location is, make sure it helps you (and your team) stay focused on the watching task. It might help if you book a recurring 2-hour slot in your calendar every couple of weeks, so you get into the habit of watching regularly. 

#Prepare everything you need to take notes

When you watch recordings, it’s highly likely that you will want to take notes about what you are noticing while you are noticing it. You again have different options, including:

  • A simple sheet of paper to jot down your notes on 
  • Color post-its if you want to color-code your observations 
  • A spreadsheet if you want to type and share your notes quickly 
  • A Trello board (or any equivalent) for collaborative watching 
  • The Hotjar Recordings dashboard itself if you are on a PLUS or BUSINESS plan 

recording-notes

how I (Fio) take notes: pink post-its for the site page + yellow for each issue I see on it
You probably already know which note-taking system works best for you, so make sure you go into your watching sessions with everything you need for it.

You can then copy&paste the URL of each recording and add it to your notes to refer back when needed. You can also 
generate a unique URL for each recording and share it with stakeholders or external people who don't have access to your Hotjar account. 

2. Define the goal of your watching session

Whether you have tens or thousands of recordings to go through, start by identifying what you want to get out of your watching session: knowing what you want to achieve helps you determine which recordings you should start with.

Here are the most frequent goals we encounter [editor’s PS: if you have a different use case in mind, let us know through the feedback widget on the right side of the page and we’ll add the info you need!]:

A) Find out where people are hesitating or getting stuck on an ecommerce website
If you own or work for an ecommerce website, focusing your attention on the checkout process usually helps you see how people progress (or fail to) through it and identify what is causing them to leave.

B) Understand how to improve a SaaS product and its features
By looking at recordings of how people really use your product/service, you are very likely to empathize with your users as they experience friction and spot opportunities for change and improvement.

C) See where people get stuck on a lead generation website or page
On websites or pages whose primary function is getting someone’s contact details, you can be laser-focused on visitors who fail to complete your forms and the journey they took before getting to the form in the first place.

D) Find bugs and opportunities for improvement
When you are in charge of managing a website, be it your own or a client’s, watching visitors move around pages and experience failure points (e.g. an error) helps you formulate clear plans to fix issues, remove barriers, and make the overall experience more efficient and enjoyable.  

3. Use your goal to narrow down the data

Once you know what you want to get out of your watching session, you’re ready to get onto the recordings page, which will look something like this: 


 

You can see in the top right section of our dashboard that we have 3.7 million recordings (!) available—you may not have as many, but it’s still important that you narrow them down so you are able to find the recordings you need in less time.

There are different ways to start including pertinent recordings and excluding less relevant ones:

  • Filtering — where you use filters such as pages visited, device used, country,  etc. (check out the full list of filters on this support page) to reduce the number of recordings you are shown:

 

recordings_filters_explained4

 

  • Tagging — anything that is a useful event in Mixpanel, Google Analytics, etc. can (and should) be tagged in Hotjar, so you can later filter by it   

  • Sorting — where you change the order of the recordings and list them by your criteria of interest (for example, from longer to shorter), so you can start from the ones you need to see the most

 


Your sorting options 

 

Here is how you use filters, tagging, and sorting depending on your goals.

A) Find out where people are hesitating or getting stuck on an e-commerce website

  • If you don’t have any analytics systems in place, you can use the sorting function to watch recordings that help you paint the bigger picture of how people use your website before leaving it → sort by longer journeys (time or # of page visited) to watch visitors navigate between pages or screens, going back and forth between them, interacting with elements, and eventually dropping off.
  • If you use some form of analytics in your checkout (such as Google Analytics or Hotjar funnels), you might already know if your visitors tend to abandon your website on a specific page → use the Exit page filter and input the URL of the page to start focusing on recordings of visitors who leave your website.
  • If your internal data (for example, sales logs) points to a problem that took place during a specific period → use the date range filter to narrow down recordings to that time frame only.
    The same logic applies if the problem was device- or browser- or country-specific → there is a filter for each of these cases, too.

  • If you are specifically interested in reviewing what happens when people add a product to cart or begin the checkout process, you or your dev team can add tags such as "cart" or "checkout" — and later, when you filter by them, Hotjar immediately shows you just the recordings where these actions took place.


B) Understand how to improve a SaaS product and its features

  • After making sure you tag your product and all important actions people can take while using it → filter by “tag” to start reviewing specific actions.
    We ourselves tagged Hotjar so we can filter by tag such as “created poll” or “plan downgrade” and watch recordings of how people are really using the tool.
  • Sort by lengthiest visit/ highest number of pages visited to get a clear sense of how users really engage with your product, what parts they focus on the most, where they get stuck.


C) See where people get stuck on a lead generation website or page

  • To single out journeys where users encounter your form(s) → use the visited page filter and add the URL of the form page so you can watch people interact (or fail to) with it.
  • Sort or filter by device/browser/OS to review specific sessions and identify whether there are problems that affect mobile users vs. desktop only, or Chrome users vs. Safari ones, etc.


D) Find bugs and opportunities for improvement

  • If you quickly want to spot any bugs or issues that cause users to leave your website or app shortly after reaching it → sort by shortest visit/lowest number of pages visited. 
  • If you are in charge of managing a website  sort by longest visit/highest number of pages visited to watch recordings of visitors who see multiple pages/screens and find anything broken that needs fixing


For very specific insights, you can combine filtering + sorting.

Here is a practical example:

say your analytics data (or customer support people, or whatever source of data you use to verify your site’s performance) tells you something strange happened in the first week of 2018, where mobile users from Spain encountered issues or did not convert as much as usual or complained more often than usual. How do you use this information to your advantage?

Here you would first apply 3 filters: 

- Filter by ‘date range’ and select January 1-8 in the calendar 
- Choose Spain in the ‘country’ drop-down menu 
- Choose phone in the ‘device’ drop-down menu 

and then sort by your most useful options:

- Time length, if you want to see the shortest visits first in case something obvious happened in the first minutes 
- Number of pages visited, if you want to review the journeys with fewer pages first in case the issue is immediately visible 

It reads more complicated than it is. See it in action: 

 

filters

 

This is how you bring thousands of potential recordings down to 83!

4. Know what to spot when you watch

Now that you’ve defined your goals and narrowed down the recordings you have to watch, you’re ready to press play.

You usually need 10-15 recordings to get in a good viewing flow, after which you should be able to start seeing patterns and develop an understanding of where users hesitate and/or get confused, and what leads them to abandon the site/app.

This is what a Hotjar recording looks like—it's a recording of this very page:

 

 

The interface gives you different options for watching a recording. You can:

- change the speed from 0.5x (slower) all the way up to 4x (faster) to slow down or speed up the review process depending on what you need to review;

- skip pauses to make the watching faster (however, keep in mind that when you skip pauses you are not going to see if and when users hesitated).

Using your favorite note-taking system, start making notes whenever you see something interesting, unusual, or that needs further investigation.

#Look at how people interact with your website or app
If the purpose of your watching session is to see and understand how people experience your website or app,

  • Check what element(s) visitors use to navigate from one page to another → if users don’t click or tap where you expect them to, and/or it takes them a while to progress, it may be that page elements are distracting or unclear 
  • Review how visitors interact with buttons or clickable elements → if they exhibit unusual behavior, such as tapping or clicking repeatedly on an element when nothing happens, you may need to check if your elements are broken or if your design is confusing people 
  • Notice how much time it takes to perform a specific action → if you see people scrolling a lot through a page/screen and moving their mouse around erratically before committing to an action, you might need to investigate if they have all the information they need to continue 
  • Pro tip: compare recordings of people who completed an action successfully vs. those who did not, and check if you can spot any glaring differences in their respective journeys.


# Look for bugs, issues or glitches
If the purpose of your watching session is to identify problems on your website or app that need fixing, look out for:

  • Compatibility bugs that make the page(s) load incorrectly across different devices and/or browsers 
  • Functionality bugs that cause the website/app to not do something it should (example: log in not working, search functionality not returning results) 
  • Layout and design bugs that make elements of a page render incorrectly 

5. Mark your recordings so you can find them later


As you watch your recordings and start spotting themes or interesting elements, you can use built-in functionality to:

  • Manually tag recordings so you can later filter and group up recordings where the same action (e.g. a click on a broken element, a drop-off on a specific page, etc.) takes place  


    Depending on what you are trying to achieve, you can agree on tags to use ahead of your watching or during it. Some tags we’ve used at Hotjar include error-focused tags like Broken link to contact us, Error, Filters used, Didn’t seem to find pricing and qualitative tags like Multiple clicks on element, strange behavior—maybe these can spark ideas for tags for your team.

  • Use stars to highlight any recordings that are particularly important and/or you want to hold on to for a later moment 

  • Add notes directly into the recording (PLUS and BUSINESS only) which lets you add a note during the playback of a recording and later shows them on the playback timeline, so you and your team can click on it and jump directly to that point in the recording  

6. Find your first win(s)

At the end of your watching session, you should have a clear list of things to fix, improve, investigate, and/or change that need adding to your pipeline. The final thing to do is decide which one(s) you are going to tackle first.

One way to make this decision easier is to take into account factors such as:

  • How much research will be required to understand the situation in depth 
  • How much time/money/effort it will cost to implement a fix or deploy a change (including the time spent planning & getting approval for the fix itself, not just its implementation) 
  • How much this fix/change will improve the experience on your website/app 
  • How many people will be affected by it 

If you prioritise your list based on these parameters, you’ll be able to pick the “highest improvement - highest impact - fastest and easiest deployment” solution(s) you need to start from—usually, these will be related to bugs, broken elements, or really obvious obstacles that make the user journey across your site or app impossible or extremely difficult.

Later on, you will likely focus on research-based tasks to understand the context around other situations you may have spotted. You can accumulate endless data points about something that doesn’t work, but knowing WHAT is going on is only half of the battle: to get to the root of the problem and find a solution, you will need to understand the WHY.

This is where you can bring in voice of customer tools, like surveys and polls, which allow you to collect feedback from your users: these people have all the information you need about the problem they are facing and also the key to its solution.


Are you ready? Log into your Hotjar account and give it a try! 

fio_pic.png

Hi!

We created this page based on conversations we had with current Hotjar users. If you have any tips for using Hotjar or suggestions for what we should write next, reach out to fio(at)hotjar.com and let's talk! 

🙌 ,
Fio Dossetto - Content Marketer