Analyzing recordings of customers interacting with your website can help you find valuable insights into their behavior, preferences, and pain points. By unlocking the true potential of these interactions, you can make data-driven decisions, enhance customer satisfaction, and elevate your overall online performance.
Follow the steps described below to learn how to analyze recordings for your website and gain insights into your customer's journey:
- Set a goal and use filters to find relevant recordings
- Watch the filtered recordings to gain insights
- Make a plan to action the insights from Recordings
Set a goal and use filters to find relevant recordings
Define your improvement goal.
Identify the specific area or aspect of your website that you want to improve. Whether it's increasing conversion rates, reducing bounce rates, improving customer satisfaction, or enhancing user experience, having a clear goal is essential to measure success.
To practice goal-setting and learn how to choose the best combination of Hojtar tools, check out our How to Achieve Your Goals with Hotjar course.
Use data from other tracking tools to dig deeper into spotted issues.
Take a look at your Google Analytics or other tools that provide numerical data. Hotjar can help you find more contextual insights and spot issues and opportunities that aren't obvious from an analysis based on numbers.
You can also use other Hotjar tools that use aggregated data (like Heatmaps, Trends, or Dashboards) as a starting point for your analysis.
Narrow down the session data using filters.
Customize your filters within recordings to capture the relevant customer interactions that align with your improvement goal. Common filters include Landing page, New/Returning, Traffic channel, or Device. You can then save these preferred filter settings as a new segment, making it easier to locate your preferred filters for recordings each time and save multiple segments for various use cases.
Watch the filtered recordings to gain insights
Search for patterns in your recordings.
Use the previously defined segments to start analyzing your recordings. Can you find any interesting user behavior, navigation patterns, or potential obstacles that users encounter during their journey on your website? You can optimize this process with the Recordings Player which lets you skip pauses in the user's journey and access faster playback to jump over the sections of inactivity.
If you want to dive deeper into different techniques you can use for analyzing recordings and explore more use cases, check out our How to Find Insights in Recordings course where you'll find more examples like this one:
Take notes and create highlights.
Review the recorded interactions to identify pain points and opportunities for improvement. Look for common issues, confusion points, or bottlenecks that might be hindering a seamless customer experience. You can save these areas as Highlights to review later, as well as leave comments or label them to explain why the section was selected.
Collaborate with your team.
Share the highlights and insights with relevant teams, such as UX/UI designers, developers, or marketing specialists. Collaborate on potential solutions and strategies to address the identified issues and enhance the user experience. You can also export all of the filtered recordings as a CSV file to take notes and share. If you are working with individuals outside of your team, you can also share recordings with them using the share function.
Make a plan to action the insights from Recordings
Based on the insights gathered from the customer interaction recordings, make the necessary changes to your website. Use the Jira integration to create issues based on insights from Recordings for your team.
Implement A/B tests and other optimization strategies to gauge the effectiveness of these improvements. Continuously monitor and measure the progress to see if the changes positively impact your goal of improvement. Website improvement is an ongoing process. Continuously review the recorded interactions, analyze user feedback, and iterate on your website enhancements. Keep refining your strategies to align with your goal and provide an exceptional user experience that drives success.