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Hotjar is a powerful user behavior analysis tool that allows you to understand how visitors interact with your website. This allows you to identify areas for improvement in the user experience and, consequently, improve the conversion of visitors into customers.
First, let's explore not only how to install Hotjar on WordPress, but also how to get the most value out of the tool.
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What is Hotjar and how does it work?
Simply put, the Hotjar matches heat maps, screen recordings, and feedback surveys to reveal how users navigate your site. It works using code installed in WordPress, which collects data such as clicks, scrolling, dwell time, and even page abandonment.
Additionally, Hotjar complies with privacy standards such as GDPR, offering data anonymization so you can understand behavior without violating user privacy. This is crucial for companies that need digital marketing compliance.
“Hotjar is a behavioral analytics tool that shows, in real time, how visitors interact with each element of your website.”
How to install Hotjar on WordPress?
To install Hotjar on WordPress, you must first create an account on the software website. After that, just follow these steps:
Method 1: Manual Installation
- Create your Hotjar account and copy the tracking code.
- In your WordPress dashboard, go to Appearance > Editor and paste the code into the php file, before the tag .
- Save and you're done.
Method 2: Installation via Plugin
- Install the plugin Insert Headers and Footers.
- Go to Settings > Insert Headers and Footers.
- Paste the tracking code into the “Scripts in Header” field and save.
That’s it! Hotjar is now installed on your website and will start collecting information about user behavior. Above all, it’s important to remember that it may take a few hours for the data to start appearing on the platform.
“Hotjar can be installed manually in the code or more simply through plugins in WordPress, without the need for programmers.”
How to use Hotjar to improve user experience?
Now that the tool is installed on your website, it’s time to leverage its features to improve user experience. So, here are a few ways you can use Hotjar to gain valuable insights:
Heat maps:
Heatmaps are a great way to understand how users are interacting with your website. After all, they show you the areas of your site that receive the most user attention, allowing you to identify areas for improvement.
Session Recordings:
Screen recordings allow you to watch individual user sessions, allowing you to see exactly how they're interacting with your website. This helps you identify usability issues and friction points that are preventing conversion.
Conversion Funnels:
Conversion funnels show the path users take on your website until they reach a specific goal, such as completing a purchase. This allows you to identify friction points in the conversion process and make adjustments to improve your conversion rate.
Feedback surveys:
The software also allows you to create user feedback surveys to understand what people think about your website. These surveys can be displayed at strategic moments, such as before a user leaves your site or after a purchase, to gather valuable feedback on the user experience.
Additionally, the platform also offers other tools such as feedback forms, form analytics, and more. So, the important thing is to explore all the features of the tool and find ways to use them to improve the user experience on your website.
“With Hotjar, you can go beyond traffic metrics and understand the “why” of user behavior.”
New Hotjar Features and Integrations
Hotjar currently offers additional features that extend its use on WordPress:
- User Interviews (Hotjar Engage): makes it possible to invite real visitors for quick interviews and understand their pain points in depth.
- Integration with Analytics tools: can be connected to Google Analytics, HubSpot and other marketing platforms, allowing you to cross-reference quantitative and qualitative data.
- Form analysis: identifies which fields users get stuck in, abandon, or make errors in, essential for lead capture pages.
- Automatic alerts: The system can send notifications when there is a sudden drop in conversions, helping you act quickly.
“Hotjar doesn't replace Google Analytics, but it complements it with qualitative insights that show the “how” and “why” of browsing.”
Why use Hotjar in digital marketing strategies?
For B2B and e-commerce companies, Hotjar is more than a technical resource: it's a strategic ally. It helps reduce cost per acquisition, optimize landing pages, increase site dwell time, and, most importantly, improve lead conversion rates.
“Hotjar helps companies increase conversion and ROI by eliminating guesswork and showing real data on visitor behavior.”
Insights that Hotjar can reveal in practice
Hotjar's true value lies in the insights it generates from the data it collects. In this sense, more than just showing clicks or scrolls, it helps answer questions like: Why do users abandon my form? Which section of the landing page is causing friction? Where are my visitors really paying attention?
For example, let's take a case study from a Vero Contents client who manages a B2B technology website. Using Hotjar heatmaps, they noticed that visitors rarely reached the footer, where the contact form was located. Session recordings revealed that most users stopped at the pricing section, hesitant to move on.
With this data, we tweaked the page: we moved the contact form to the middle of the landing page and added social proof just below the pricing table. The result? The client managed to increase the number of qualified leads by 38% in just two months.
“Hotjar provides actionable insights that help you transform browsing data into strategic decisions that directly impact conversions.”
Concluding
Hotjar is an extremely useful tool for understanding how users interact with your website and identifying areas for improvement in the user experience. Therefore, by using Hotjar on WordPress, you can take advantage of all the tool’s features and improve the conversion of visitors into customers.
Installation is simple and can be completed in just a few minutes, and the reports generated by the tool provide valuable insights into user behavior. Take advantage of all of Hotjar’s features to improve the user experience and increase conversions on your website.
FAQ about Hotjar on WordPress
1. Is Hotjar free?
Yes. Hotjar has a free plan with basic features and paid plans with more features and data volume.
2. Does Hotjar slow down the website?
Not significantly. The script is optimized to run in the background without impacting performance.
3. What is the difference between Hotjar and Google Analytics?
Google Analytics shows quantitative data (number of visits, traffic source), while Hotjar shows qualitative data (how and why the user behaves in a certain way).
4. Is Hotjar safe to use regarding privacy?
Yes. Hotjar complies with GDPR and allows you to anonymize personal data, ensuring compliance with the LGPD in Brazil.
5. Who should use Hotjar?
Companies that want to increase conversions, optimize landing pages, reduce cart abandonment, or deeply understand the user journey on the website.
Image: Freepik modified
Article originally published on 08/04/2022 and updated on that date.
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
