To evaluate the R.O.I (Return on Investment) of your blog or website, you must analyze and measure your website visitors’ data to have a deep understanding of user behavior across all the web pages. Google Analytics is one such tool which can help track various parameters about user behavior such as the number of visitors, number of sessions, number of page views, average time on the website, bounce rate, and so on. Although Google Analytics has advanced tools to track user behavior, however, there are certain features which are not available with them. That’s where Advanced Analytics comes into the picture.
With the help of Advanced Analytics tools like Hotjar, Inspectlet, Mouseflow, Luckyorange, and so on, you can record the user behavior on your website in the form of Heatmaps, Visitor Recordings, Polls, and the Forms. Once you start receiving the heatmaps and the recordings, you will start getting new insights about your website visitors which otherwise, is not possible with Google Analytics.
I have installed Hotjar for this blog and found it highly impressive as I can analyze where my website visitors are moving their mouse, clicking on, and where they were most active on. Also, you would be able to see everything that your website visitors did before leaving your site.
In this article, I would go step by step to help you understand the functionality of Hotjar Optimization tool, along with the steps to install Hotjar for your blog. Check out the video, below:
With the help of Hotjar Heatmaps, you would be able to have a clear picture of all your website visitors’ actions on your website. You can watch how users move through your site, where do they click and which part of the website, those visitors were most active.
Heatmaps are a graphical representation of data which uses a color coding system to represent various values and shows the user behavior on particular web pages. It also provides real-time website analytics to understand which contents are the best performing and which are not.
Heatmaps data can be analyzed on the mobile as well as the desktop version, with the three essential data points namely;
Heatmap of a Click:
This data reflects the user clicks on a particular webpage, represented by various color codes. On the mobile version of a website, this data is represented by ‘Tap’ instead of a click.
Heatmap of a Move:
With the help of this function, you would be able to see various patches in the form of color codes which represents the user’s mouse movements over that particular web page.
Heatmap of a Scroll:
Heatmaps also fetch the user data for the page scroll behavior in the form of various color codes.
Red color represents the most active area while grey color represents the least active area scrolled through, by a particular user.
The Hotjar script initiates a connection which sends the following information to the Hotjar servers;
1. Mouse Movements
2. Mouse Clicks
3. Scroll Movements
4. HTML changes that happen when a website visitor interacts with your web pages.
Hotjar recording function tracks your website visitors using a first-party cookie, enabling you to playback the entire session in a single recording.
In marketing terms, a funnel is described as a path on which a prospect starts from interacting with your brand and eventually buys your product or service. Creating a funnel report on hotjar is a superb way to help you identify the barriers to conversions on your website.
Depending on the type of a website, some typical examples of a funnel are;
Lead Gen: Category pages -> Landing page with form -> Thank you page
E-commerce: Homepage -> Product Pages -> Cart -> Checkout -> Thank You Page
News / Blog: Homepage -> Article Pages -> Subscribe Page -> Success Page
Web App: Homepage -> Trial Signup Page -> Interface -> Upgrade Page -> Thank you page
Hotjar Form Report
Hotjar allows the website owner to add a form report on the contact page of a website thus enabling to track the number of sessions and the conversion rate. Form report also allows you to analyze where visitors are dropping off, identify form fields which are confusing to website visitors.
To include a form for your website or blog, go to “Forms” and click on “+ New Form” tab. Add your website URL where you would like to place the form and click on “Create Form.”
Now, let’s understand how to install hotjar for your website!
1. Visit www.hotjar.com and click on “Try it for free” which would allow you to have a 14-day free trial period. The best part with hotjar is that it does not ask you for a payment option while registering for a free trial.
2. Enter your name and email address. You can also sign-up with your Google account, instead of manually entering the details.
3. Set-up a password of your choice, accept the ‘Terms of Service’ and click on ‘Next’.
4. Now, you would be asked to choose your ‘Role’ from the drop-down. Choose ‘Digital Marketer’ if you have a personal blog.
5. Choose whether you will be using the hotjar account to manage clients. Click on ‘YES’ followed by your organization name or your website name. Click ‘Next’.
6. Now enter your site URL in the form of http://yourwebsite.com and choose an industry from the drop-down. Select ‘Blog or Personal’ in case you will be using hotjar for a blog.
7. You would be directed to the ‘Dashboard’ wherein you can choose to enable the recording function. You can also create Heatmaps, Funnels, and Form reports.
Whether you are a blogger or a business owner, advanced analytics will provide in-depth analysis of your website visitors’ behavior. It also helps you rebuild the marketing strategy based on the data collected.
I would, therefore, recommend you to follow the above steps and implement it in real time on your blog.