Data playing God these days, especially in the virtual space, a collection of data, for various reasons has become a vital need for planning and strategizing. Every business is customer dependent and therefore understanding customer behavior is of the essence.
Moreover, with businesses owning websites, they do need their web traffic to generate business for them. Moreover, with Ecommerce flourishing simultaneously, globally, the need to understand customer behavior and browsing pattern has now become all the more important, especially from sales planning point of view.
Hence businesses were in need of a tool that could help them gauge their customers. This gap was filled in by Hotjar.
What is Hotjar?
Hotjar is an authoritative tool that tracks the visitor behavior coming onto the website. It provides a detailed overview of what it tracks, through a combination of its analysis and feedback tools.
Hotjar's analysis is done via its tools: heatmaps, visitor recordings, conversion funnels and form analytics. The feedback tools from Hotjar are Polls, incoming feedback, surveys and recruit user testers.
Hotjar as a tracking tool is capable of working on its own. However, it is best combined and integrated with GTM for effective understanding of what we look for to understand.
To simplify this, Hotjar understands customer behavior whereas GTM collects data of visitors coming onto a page. While Hotjar draws an analyzed pattern of customer behavior and can help make recommendations on how to improve traffic health, GTM will provide the numbers for data like page visits, bounce rates, etc.
Now for the big question. How does this work?
Hotjar implementation methods:
To begin with, there are two ways to go about this. One is the traditional manual method, the other one is the new recently developed method.
The old way is completely URL based whereas the latest method is Google Analytics integrated. The fact is there are not many takers left for the old way today.
Get kick-started by creating a Hotjar account. This will generate a Hotjar tracking ID for you. This user ID will remain the same throughout your lifetime. The next step is to implement HotJar in either of ways.
1. Implementing HotJar the traditional way: ITS URL all the way
- Login into your Hotjar site with the user id.
Now select the site that you need to be tracked. In case the site is not added to your Hotjar account, add the site that you need to be tracked.
- At the top right corner, click on Tracking info
- Click on "Click for tracking code"
- Copy the code
- Go to the website
- Paste the code into the s of the website
- For tracking particular pages, paste the code on to the head of that page or pages
The implementation process is now over. The next step is to get the process going. (Explained towards the bottom of the write up)
2. Implementing Hotjar ID in GTM
Google developed GTM a few years back and made HotJar tracking much easier. This was because GTM allowed flawless integration with HotJar. Preferred by businesses and web analytics agencies alike, HotJar with GTM is one of the web analytics mantras today. The reason is simple: It’s convenient.
GTM Tracking with HotJar
Implementing HotJar Tracking with GTM is simple. GTM requires the HotJar user ID to start tracking.
- Start the process by logging into GTM using the user ID.
- Create a HotJar Tag by clicking on TAGS
- Click on NEW and Name It
- Click on Chose Tag Type under Tag Configuration
- Chose Tag Type menu opens up. Chose your tag as HOTJAR TRACKING CODE and click.
- In Tag configuration page, under the Hotjar Tracking code, put in the Hotjar ID site user ID.
- Proceed to the Triggering section, click on "Choose a trigger" to make this tag fire"
- Here chose All Pages (recommended)
- Click on Save.
In case, Hoitjar tracking is needed for specific pages, create a separate trigger.
- Go to the TRIGGERING section below Tag Configuration
- On the Top Right corner click on + (New trigger)
- Name the trigger
- Proceed to Trigger Configuration and click on "Choose a trigger type to begin setup"
- A menu drops down and opens at the right side of the screen
- Select the page view from under the choose Trigger type option.
- From Trigger Configuration select "Some Page Views" listed under "These trigger Fires on"
Now fill in the slots below as
- Page URL
- Contains / equals / RegEx (based on your configuration needs).
- Specify the Page URL
Click on SAVE
We have now implemented HotJar for Tracking.
Start Tracking with HotJar
To start the process
- Select Heat maps.
- Now click on New heat maps.
- Name the heat map. (At this point in time, be clear with what you need to be tracked, the entire website or a few specific pages. Define the same, either under Specific page view or Multiple similar page views (paid version).
- Define the URL. For instance: If you define a specific page URL, Hotjar will track the same. In case you want to get a track of similar pages, define the same under Multiple similar pages.
- Click on Next
- Under the Review & Save, click on Create Heatmap
With this, Heat Map implementation is underway for the website or the pages being tracked.
This completes the setup of HotJar implementation for analytics. The inference here is to implement Hotjar ID as an integrated step towards deciphering data with behavioral interpretation. The combination of Hotjar and GTM works with excellent precision, boosting synced and better business decisions.
Janvi Arora is working as a Web Analyst & Conversion Rate Expert at Radon Media. She loves to write on Web Analytics & Digital Marketing to help people improve their digital knowledge and stay updated. She specializes in implementing and executing inbound marketing which is based on a principle of the law of attraction. Janvi has trained many professionals and teams to execute Digital Marketing projects in various industries.