How to Analyze Your Content Like a Detective: A HotJar Guide

I recently interviewed Sam (samwerb.com/), who has eight years of marketing analytics experience. We loaded up HotJar on my site to get a better sense of user behavior - and what we can actually do with these insights.
A lot of the content creators I speak with have trouble grokking what to do with data. It’s kind of just... there. The numbers go up and down, they’re used in reports, but what can you do with user data to make your site better, sell more stuff? That’s where HotJar comes in.
Here are the key takeaways, which we’ll be diving into:
- HotJar lets you look at user heatmaps and screen recordings, and has features like polls that help you better segment and understand your site visitors.
- Scroll heatmaps show the average fold - that’s where the screen cuts off for most visitors when they land on your site. That cutoff might be the middle of a paragraph or image - which can be a good thing as most users want to scroll down and see more.
- Click heatmaps show where users click the most. You should look for discrepancies between click heatmaps and movement heatmaps: if users are lingering around a button but not clicking it, the description or visuals may not align with the CTA.
- Screen recordings are useful for taking a granular look at an individual’s behavior, but even with dozens of visitors, viewing all these recordings could become overwhelming.
- Using HotJar’s polls, you can segment your audience and take a look at that segment’s screen recordings.
- Content analytics is NOT looking at dashboards - it’s a detective game where you piece together clues until you have a clearer picture of how humans interact with your site.

[@logicwriter4556]

If you have any questions about A/B testing your copywriting - feel free to post them below!

[@kates.1005]

New to SEO. Used hotjar for the first time and I'm so glad I watched this video. Sam breaks down everything and it's so easy to follow!!! THANKYOU

[@WengHonn]

awesome! Hope to have more analytics strategy video like this!

[@khouloudbenmim9161]

i'm new to hotjar: this video helped me to understand how to use these data to understand user behavior! thnak you guys :)

[@mariakorniets9539]

Thank you! Amazing video to get acquainted with Hotjar and importance of user experience)

[@ashleyharris3899]

can you specifically see the UTM in hotjar session recording for reference to what adset/ad they have come from? or is there a way to find this out.

[@reclaimingrelaxation]

I'm a service-based business & notice that visitors mostly click on pricing/fees sections. Should I move the fees link to the footer of my site, in hopes to encourage visitors to scroll down to read more of the content?

[@jaimehernandez4996]

Need to fix tv

[@juliebrant3347]

A tutorial would be great, also I could not hear you very well