Authored By: Jeff Bronson

Standard web analytics are great for understanding what a visitor did and where. Where most tools fall short, is helping you understand why things happened. Simply asking your customers for their opinion can uncover a goldmine of actionable feedback that helps your business grow.

That’s where a tool like Hotjar will prove it’s value, again and again. We at Copious have put together this brief summary to help you understand common concerns and question.

For a more theoretical view of actual use cases and results, consider reading this post:
Hotjar for eCommerce Retailers


Want to get inside your customer’s head and grow your business? Contact us today!


About Hotjar and Privacy Concerns

What’s Hotjar?

A tool to better understand your website visitors. Traditional analytics shows what happens and where. Hotjar (an all in one analytics and feedback tool) goes a step further, revealing why. Gaining customer feedback is the missing link towards growing revenue more effectively.

Does this replace Analytics?

Hotjar and analytics are meant to work hand in hand.

What about privacy?

Hotjar isn’t designed to show personally identifiable information (PII) about website visitors. Meaning names, email addresses and sequences of digits (ex. credit card info) are NOT collected. This includes IP addresses which are stored anonymously.

Hotjar (GDPR) General Data Protection Regulation Compliance
Hotjar’s privacy approach
Hotjar data safety, privacy and security

Are there cases where a shopper would NOT be recorded?

Yes. Sometimes shoppers don’t want to be tracked and Hotjar will exclude these.

  • Disabled JavaScript or cookies.
  • Using private mode in some browsers.
  • Using browser plugins like Adblock or Ghostery.

Does Hotjar record all my visitors?


Installation and Configuration

Is Hotjar easy to install?

Hotjar is designed to easily install through a variety of CMS and Ecommerce platforms.

Hotjar tracking code installation guide
Installing Hotjar code through Google Tag Manager (GTM)
Manual installation (non-CMS) instructions


Will Hotjar work on secure pages?

Yes. As long as the same Hotjar code is installed installed on both HTTP and HTTPS pages.


Can Hotjar record only specific pages, instead of the whole website?

Yes. You can target visitors by Hotjar’s page targeting rules, JavaScript and Regular Expressions (RegEx) depending upon the specific Hotjar feature and your plan level.

Using regular expressions to target multiple pages
Using JavaScript triggers to start recordings


Are there data collection limits each month?

Yes. Depending upon your specific plan level collection limits vary.

Plans, pricing and limits
Data sampling in Hotjar


What about reporting?

Hotjar’s easy to understand reporting provides multiple ways to understand customer behavior. For example, Heatmaps can be filtered by device type (desktop, mobile, tablet). Whereas visitor recordings can be filtered by a wide range of options such as landing pages, exit pages, device type, time on site, geography and more.


Hotjar offers 8 features that will help you better understand your website visitors and make more effective design decisions.

1. Heatmaps  – A visual way to see where visitors click, move and scroll.

Why it’s useful: You’ll learn if visitors are clicking on important sections of your website, or what’s distracting them. Ever wanted to know how far down the page visitors scroll? Heatmaps will reveal if your content further down the page is being interacted with. Easily share heatmaps with company stakeholders to present specific issues, persuade new opportunities and make more informed design/development decisions.

How to configure:
Configuring your first heatmap
Page targeting for heatmaps
Heatmap limitations



2. Visitor Recordings – Watch real shopper behavior and learn from their challenges.


Why it’s useful: Imagine being able to virtually look over your visitor’s shoulder and see things from their perspective. Hotjar’s visitor session recordings let you see anonymous clicks, taps and mouse movements so you can understand shopper frustrations. Running a marketing campaign and want to see how visitors interact with your landing page? Recordings are your friend.

How to configure:
Start recording your visitors
Page targeting for recordings
Sharing recordings within your organization



3. Polls – Gather visitor feedback at the right time for super helpful insights.

Why it’s useful: Reading first hand feedback from your shoppers is priceless. Gain deep insights into visitor paths, clicking habits and distractions that don’t generate sales.





Copious used this exact poll on a  client’s website, when shoppers were about to abandon their cart. Tons of valuable feedback was collected in a short time for why shoppers left!





Tons of valuable feedback was collected in a short time for why shoppers left!



How to configure:
Creating your first poll
How polls work
Poll question logic



4. Incoming Feedback – Shoppers  can share sentiment, screenshots and text.


Why it’s useful: Discovering your visitor’s sentiment rating and text about a specific issue is helpful. Adding the ability for visitors to provide visual examples through screenshots adds another layer of context that wasn’t possible before.

How to configure:
How incoming feedback works
Configure incoming feedback for your website


5. Funnels – Uncover each step where visitors are abandoning your website.

Why it’s useful: If you’re a retailer, you want customers to complete their purchases. Along the way many of your shoppers will leave, never to return. Understanding where shoppers leave helps you focus on specific ways to overcome checkout flow issues and help shoppers buy easier.

How to configure:
How Hotjar funnels work
Page targeting for funnels
Creating your first funnel report


6. Form Tracking – Discover what specific form fields cause problems.

Why its useful: Sometimes form fields are left blank, take too long to fill out or require retries. Reducing friction helps visitors reach their goals. Some types of pages are not supported, for example checkout or session based pages.

How to configure:
Creating your first form report
Troubleshooting forms


7. Recruit individual testers – Entice feedback from individual shoppers.

Why it’s useful: Recruit the best participants directly on your website. Entice your visitors to share their feedback directly with their contact details. A great way to incentivize visitors to start a conversation and learn about what motivates them.

How to configure:
How Hotjar recruitment works
Create your first Recruiter widget


8. Surveys – Easily create responsive surveys that work on all devices.

Why it’s useful: By collecting feedback from your visitors in real time, you’ll quickly see things from their point of view. Learn about who your visitors are, what they want and deal breakers. Invite your visitors to participate through email, web links or onsite.

How to configure:
How Hotjar surveys work
Creating your first survey