We often learn that digital strategy plans without measurement are efforts in vain. And it is that measurement, in the digital world, has become an indispensable factor when it comes to analyzing and improving results. In this field there are many tools that are used in web analysis and user behavior. One of them is Hotjar , widely used for its versatility and whose virtues and functionalities we are going to break down below. Index of contents 1. Optimization, basis of growth and success In our digital marketing strategy we are interested in ensuring the effectiveness of the use of factors to achieve objectives. This process involves an exhaustive analysis of the variables that influence the conversion process to improve a result. For this, it is essential that we analyze channels, user behavior, web factors, the buyer persona profile, user experience and conversion. In order to perform the optimization we must first collect data, select them and then analyze them.
Therefore, the use of tools is important. Today I would like to talk about a tool that can make a difference when using it. 2. Optimization methodologies Before going into detail with the analysis of the tool, we are going to put in context the different existing optimization methodologies: 2.1. Basic optimization methodology This model does not follow any type of pattern or structure and is carried out by the vast majority of website administrators. basic_optimization 2.2. Standardized number list optimization methodology standardized_optimization This type of methodology helps a lot, the only drawback is that you can analyze the impact or result of the A/B test only with quantitative data. What you could do with this type of test is to view heatmaps one by one alongside session recordings for control and variance. So let's move on to the next and last methodology. 23. Advanced optimization methodology In this case, by using the different functions of the tool, we can see how the user interacts with our website to learn how they navigate in addition to improving aspects of usability.
For after data collection, process analyze them and perform a test. Some examples that we could highlight could be the position of a banner to make it less intrusive or give priority to one category or another for our users or modify the structure of the web to improve the user experience to determine which content may be more interesting. . advanced_optimization This is precisely the model that we are going to be able to apply thanks to the tool that we are going to analyze in this case. If we analyze how our users navigate using Hotjar's tools, we can improve the user experience to improve the objective pursued. 3. What is HotJar? Hotjar is a tool to improve usability (UX) and conversion through different functions based on user behavior in a simple way. Their characteristics are: Navigation session recording heat maps Map of conversion funnels and Analytics surveys But in addition to everything mentioned above, the highlight of this tool is the ease of use of the interface.