KSS: Level up your website with Hotjar

Sumit Shrestha
Digital Marketer

Digital companies spend a lot of time, money, and effort on creating a website. Being the focal point for prospective customers to get information and buy products or services, a website plays a vital role in company awareness, sales, and growth. But sometimes even with a well-designed website, performance may not live up to estimations.

But why? Digital companies do their homework before launching their website, so, shouldn’t it perform as expected? This was a problem that our sister concern, Digital Product Labs (DPL), also faced with their Shopify solution – Etsy Integration & Sync

Read on for the major pointers from Digital Marketer, Darpan Chapagain. In the recent hour-long KSS workshop, he explained how using Hotjar leveled up DPL product’s website.

Low-performing websites

There may be 1001 reasons why your website is not performing well. However, if you have allocated adequate resources to building and maintaining your website, then it is easier to narrow down your website’s low performance.

Now, look at the points below. Do you face similar problems on your website?

  • No clarity of user activity/behavior. 
  • You see there are bugs and issues but can’t seem to find them.
  • Hard time finding ideas to add new features.

Most of the problems revolve around an unmissable factor – users. If your website is not made for users, then your users will be less likely to convert. You may have followed all concepts of user-friendly design but at the end of the day, users decide if your website meets their expectations and needs.

This is where Hotjar can help.

User-validated design

Hotjar allows digital marketers, UI/UX designers, or any product or strategic owner to analyze why your users are behaving the way they do on your website. They have four major features that allow you to improve your website validated by your users!

  1. Heatmaps
  2. Feedback
  3. Recordings
  4. Surveys

Like how it helped Darpan and his colleagues at DPL, Hotjar can help you too. The expansive tool allows any strategic and project owners to,

  • Understand why a client/customer may have stopped using a company product/service.
  • Avoid reaching deadlock on app improvement.
  • Know client reactions to a new feature release. 

Hotjar provides the development team with invaluable insights into website usage, eliminating the guessing game as to why a website is performing poorly. The analysis of user behavior allows for the possibility of creating a website that is actually friendly for your target audience, i.e. user-validated design.

DPL product’s merchant growth before using Hotjar
DPL product’s merchant growth after using Hotjar

After seeing the tangible results brought forth by using Hotjar, it was certain that the DPL team would continue using the tool. Currently, they use the ‘heatmaps and behavior analytics tools’ for,

  1. Daily user activity analysis
  2. Daily user uninstallation analysis to identify bugs and issues
  3. Analysis of user activity to identify possible new features
  4. To see user activity towards newly released features.

Setting up Hotjar

First and foremost, you need to make sure your website is compatible with Hotjar. While it is compatible with most of the major platforms, platforms that do not support custom third-party Javascript will not be able to install Hotjar. These include names like Dribble, Google Sites, Amazon Seller Pages, and GoDaddy GoCentral among others.


If your website’s platform is compatible with Hotjar, follow the following steps.

1. Click on install tracking codes for the site you want to track
2. Click on Add code manually
3. Copy the code and paste it between tag of every page where you wish to track your users

During his one-hour workshop, Darpan also showcased Hotjar’s various features to demonstrate how it works and how it can help the workshop’s participants.

You too can see Hotjar’s features in action, including the insightful Q&A interaction, on the full knowledge-sharing session’s recording.

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