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Last updated Aug 23 2021

Hotjar use cases: tech sector

Whether you create tech products you sell to other organizations (B2B)—like Salesforce—or tech products you sell directly to an end-user (B2C)—like LinkedIn Premium—you fit squarely into the IT sector.

One of the distinct characteristics of the IT sector is that software is your product, as opposed to other sectors where you use software to enable the sales and delivery of your product.

When software is your product, the opportunity for collecting actionable feedback goes up dramatically—collecting feedback using a tool like Hotjar means you’re getting feedback about your product directly from your product.


It's worth noting another key difference between B2B and B2C companies in the IT sector:

👉 In B2C companies, it’s very simple: your users are your customers.

👉 In B2B companies, your customers—the people who buy your product—are usually distinct from your end-users—the people who use your product.

Not only are the two groups distinct, but when you're in B2B, your customers often have a more established relationship with your end-users than you do. Your users are often your customers’ customers. (How’s that for getting meta?)

That extended relationship makes getting detailed information about the product experience a bit more complicated.

This guide is here to help: we explain how you can use product experience insights to address the unique characteristics of building a product in the IT sector.

We explore:

What is your users' experience with your product really like?

Use Hotjar’s product experience insights tools to get more context about people's experience with your product so you can truly delight your customers.

Try Hotjar today

Common opportunities in the IT sector

When you sell a B2C tech product, you need to know what your customers—who are also your users—think of the product. When you build and sell a B2B tech product, you need to know what your customers’ users think of the product. (Are you still with us?)

Feedback from end-users will help you:

  • Build empathy with your customers so you can make informed product decisions.
  • Understand why customers leave your product so you can reduce churn.
  • Get feedback about new features so you can determine if they need further enhancement.
  • Identify and address a poor user experience in your product to increase retention.

Instinctively, you might want to collect aggregated user data to get a picture of what users are doing in your product. While this data is helpful, it's missing some context, and doesn’t always provide insight into why users do what they do or how they experience your product.

To add clarity and context so you can understand and empathize with your users' experience—and take advantage of the opportunities mentioned above—you need product experience insights.

How product experience insights can help you take advantage of common IT opportunities

Product experience insights help close the gap in product and user feedback to give you a fuller picture of the user experience within your product. You can think of product experience insights as a way to connect the dots between what’s happening with your product and why it’s happening.

Let’s take a look at how you can incorporate product experience insights into your product workflow to address the opportunities listed above.

Build empathy with users

To better understand the product experience, it’s helpful to see your product as your users see it. You can’t look over their shoulders as they use your product (well, you can, but that might feel a little creepy, and it's very costly).

The quickest way to start building empathy with your users is to watch session recordings to see what sort of blockers or issues they experience when they use your product.

This is one of several user research techniques Stephen Ippolito at Marlin does to build empathy with his users. Once a week, Stephen watches a half-hour of Hotjar Session Recordings with his morning coffee. When he identifies a common issue, he shares the recording with the rest of his product team.

Since Marlin is a digital signage company, the team goes a step further and shares select Session Recordings on their internal displays for the whole company to see. Take a look at it in action here:

Team display showing product experience insights

Marlin is a B2B company so using Session Recordings is a great way to get user feedback they may not get directly from the organizations that buy their products. If they wanted even more insights, they could use Hotjar’s Incoming Feedback widget to identify specific Session Recordings to watch.

This works just as well for a B2C company. Plus, you have the added advantage that it’s easier to reach out to users for more information since you own the relationship with them.

When you build this kind of empathy for your users, you can supplement analytical approaches to prioritization—for example, a cost of delay analysis—with a more human perspective. The balance of perspectives ensures your product decisions are informed and user-centered.

Understand why customers leave your product

It’s one thing to see how people use your product, and identify where they encounter issues. It’s another thing entirely to learn why customers leave your product, and what you could have done differently to make them stay.

Of course, you’d prefer your customers didn’t leave your product at all—but it’s unrealistic to expect zero churn, so take advantage of churn when it happens: use it to find out why people leave, so you can keep turnover to a minimum.

Surveys can help you collect insights from customers when they stop using your product. Luke Calton, a Product Lead at Hussle, does just that: he's set up a Hotjar Survey to automatically be sent to customers right after they cancel their subscription.

Luke gets valuable, direct feedback from customers just as they leave, so their reason for leaving is fresh in their minds—this way he can make changes to his product faster, and bring the feedback to his team sooner.


Hussle is a B2C company, so if you’re in a B2C company you can follow a similar approach.

If you’re in a B2B company you can also reach out with a survey upon subscription cancellation, but in this case, you’d be hearing from your customers rather than your end-users.

Either way, surveying someone when they cancel a subscription is a great time to reach out and learn how you can improve your product.

For example, you may discover from survey results that a large percentage of users cancel because your product doesn’t provide clear enough instructions. You can act on that feedback by identifying places where users struggle, and beef up the in-product instructions or onboarding.

Pro tip: push Hotjar Survey responses directly to Slack to share with your team so you can process and analyze responses together.

Whenever and wherever you create a survey, toggle on Slack under 'Forward Response' and choose the channel(s) you want to send your survey responses to.

Slackx Hotjar Surveys

Get feedback on new features

Releasing a new feature is one of the most exciting and nerve-wracking aspects of product development in the IT sector.

It’s exciting because you’re finally releasing the results of your hard work to the world.

It’s nerve-wracking because regardless of how much discovery and research you do, you’re never quite sure what your users will think of the new feature until they try it out.

Next time you release a new feature, use Hotjar’s Incoming Feedback and Surveys to collect first impressions from your users. You'll get rapid feedback that will help you identify the impact the feature has on users, and determine whether you need to make any changes to it.

This is what Jon Kern at Intelliquip did when he rolled out a platform switch. After Jon and his team got stuck in the new workflow introduced by the product switch, they started watching session recordings of people trying to use the new feature.

Jon even found a way to incorporate it with some exercise:


Jon said, “We were able to make a lot of corrections very quickly just by intensely watching users. It's pretty intimidating when you have a user trying to get online and having trouble. It's sort of scary.”

Whether your company is B2C or B2B, you can do the same thing Jon did (including the exercise, if you wish).

Identify and address poor user experience in your product

Sometimes you unintentionally introduce bugs and usability issues along with a new feature. Oops! Smaller issues might’ve already existed too, they just never prevented a user from accomplishing their objective, so they went unnoticed.

Dave Powell with TomTom experienced this when he used Hotjar Heatmaps and Session Recordings to identify usability issues they hadn’t picked up in their own use of their product.

Looking at heatmaps and watching recordings allowed Dave and his team to identify issues—e.g. landing pages rendering differently in various countries—and fix them before there was an impact on conversion rates.

Dave and his team were also able to address an issue with their checkout process they hadn't noticed before: “We couldn’t see the problem internally—as far as we knew, it didn’t exist. We only identified the issue with Hotjar.”

Within half an hour the issue was identified and fixed. “You can’t put a price on what that’s worth—it’s invaluable.”

Using Hotjar Recordings to identify issues with the checkout process.

If you’re in a B2C company, you can use heatmaps and session recordings to identify issues with the subscription process in much the same way Dave and his team did.

If you’re in a B2B company you can use heatmaps and session recordings to identify issues in various workflows.

When you’re able to identify and address usability issues before they trigger negative feedback, you take major steps towards increasing customer delight.

Benefits of applying product experience insights

There are a lot of ways applying product experience insights can help product teams working in the IT sector.

Let's review—here are some of the benefits experienced by the folks we introduced you to earlier. In summary, they were able to:

  • Quickly identify bugs that prevented customers from buying
  • Collect over 1,000 Survey responses from users who canceled their subscription
  • Get rapid feedback on how customers respond to communication about new features
  • Create sales messages that address key objections resulting in increased sales
  • Use observed user behavior to make product decisions

Let Hotjar help you tackle your jobs to be done

As a product manager in the tech sector, you want as much feedback about your product as you can get. Because you may not own the relationship with your end-users, you often rely on data and analytics for most of your information—but looking at numbers alone doesn’t always tell you the complete story.

With Hotjar's product experience insight tools, you round out your understanding of how people use your product. You can see how they experience it, and empathize with them when they get stumped or confused.

Start using Hotjar today to improve your ability to address usability issues before they become a big concern, make informed product decisions, and smooth the rollout of your new features.

What is your users' experience with your product really like?

Use Hotjar’s product experience insights tools to get more context about people's experience with your product so you can truly delight your customers.

Try Hotjar today

Frequently Asked Questions

If GDPR compliance and protecting user anonymity are important to you, you can rest assured Hotjar has strict safety protocols in place.

Our ‘privacy by design’ approach keeps end-user privacy at the center of what we do.

We believe we have a responsibility to safeguard privacy and support anonymity in product experience analysis, so trust between website and app owners, prospects, and customers can be assured and maintained.

Our top priority is ensuring our users and customers can use Hotjar in a privacy-centric manner and the data they collect with Hotjar is processed securely.

There may be some cases when you only want to survey a certain group of users—for example when you initially release a new feature to a subset of your overall user population.

You can send attributes about your users to Hotjar and use these to target On-site Surveys based on predefined conditions. For example, you could tell Hotjar exactly when somebody signed up for your service, what industry they work in, or what their total customer lifetime value is.

This lets you target a specific set of users based on their user attributes so you’re only asking the people who have access to the new feature what they think about it.

As you realize the value you can get from Hotjar’s product experience insight tools, you’ll no doubt also realize the value everyone on your team will get from seeing feedback as well. But your team may not want to have to remember another set of login credentials.

Not to worry: Hotjar offers Single Sign-On so your team can get into Hotjar using their existing network security credentials.

When you produce products for the IT sector you’ll most likely want to get feedback on multiple applications.

Hotjar offers unlimited feedback via Surveys and the Incoming Feedback widget, and of course, unlimited users on the business, plus, or scale plans.

With one of those plans, it would be very easy for you and your team to collect feedback on all of the applications you offer to your customers.