Here’s how the ecommerce Product Manager at fast-growing DTC brand Jenni Kayne, brings together Google Analytics and Hotjar behavior data to optimize their site for success. (Her template is included so you can do the same 👌)
|🔥 Who’s this guide for:||
|🔥 What you’ll get out of it:||
🔥 What you’ll be doing:
Hotjar & ecommerce? A tried-and-true combo. We’ve written tons about it, from website analysis 101s, guides for Shopify store conversions, all the way through building a comprehensive ecommerce & UX Hub. In 2020 alone, over 150,000 ecommerce sites signed up to Hotjar. We love hearing how ecommerce marketers bring their hunches, hypotheses, and hopes for user insight to using Hotjar; finding out what their users really need, and growing their business with the customer truly at the center of it all.
In this guide, we’re giving the Hotjar x ecommerce experience a Product Management focus. The ecommerce PM is often in charge of a brand’s online platform itself as a product, and they’re often the point person for developing and optimizing user experience, as well as prioritizing opportunities for adding site functionality.
The key question we’re looking at here is: How do you keep key stakeholders on your team up to speed with user sentiment and behavior on your site?
Jenni Kayne is a Californian lifestyle brand that inspires their customers to live well across wardrobe choices and home design. They operate ten retail stores across California, New York City, and Seattle, as well as their ecommerce website. Heaven works with the Dev team to optimize the site and build new features that contribute to Jenni Kayne’s revenue goals, and offer visitors a great shopping experience.
Heaven brought Hotjar with her from her last role, where her team had used it to inform strategy, “going beyond our hunches and underpinning strategy with scientific understanding of user behavior,” in her words. Joining a smaller team at Jenni Kayne where data ownership needed to be clear, Heaven took ownership of maximizing the value Hotjar would provide: “It’s key in how I communicate product experience insights—what’s really happening on the site—with senior stakeholders.”
A weekly email and meeting to align on site performance
Every week, Heaven briefs a core group of senior stakeholders with what Google Analytics & Hotjar are showing about website performance and behavior trends that might be driving performance trends. The group initially included Jenni Kayne’s Director of Growth, their Director of Retention, and their Ecommerce Manager (also acting as site merchandiser). Several updates in, the briefing expanded to reach their VP of Marketing and Ecommerce and Jenni Kayne’s CEO.
With that kind of group pinged into something, as a PM you’ve got to make sure your insights are on the money. Here’s how Heaven’s format runs:
- Tabulate the top-performing pages as seen in Google Analytics + session data and key ecommerce metrics
- Contextual insights through Hotjar Heatmaps and Hotjar Recordings, like what behavior trends can be seen on key pages
- Answers to questions, or new important questions-to-be-answered:
- What are people interacting with on the site?
- What can we do to optimize X pages?
- What case can be made for new product features to go on the roadmap?
- What ideas for A/B tests can we form?
Analyzing user experience in Hotjar = getting closer to the ‘why’ of A/B test winners
Heaven and the team use Google Optimize to run and analyze A/B tests of site experience for jennikayne.com. “While this is important to validate our theories of what might perform better, we don’t only rely on the statistical significance of popularity, conversion, and revenue improvement. Insight with Hotjar Heatmaps into what’s actually happening when users land on a page tells us why users landing off certain campaigns and seeing versions of our site take or do not take action.”
“Hotjar is key in how I communicate product experience insights—what’s really happening on the site—with senior stakeholders.”
Digital Product Manager @ Jenni Kayne
Basing product opportunities on insightful signals of user behavior
Off of Hotjar insights about user behavior on key pages, Heaven is able to make highly specific recommendations in her weekly update for the site UI, product description pages (PDPs), as well as merchandising. Why? Because Heaven’s Hotjar insights show up-close-and-personal customer intent and behavior. “In my role, I’m looking at this through the lens of optimization. Take user sessions where people land on the site and head for our best-selling items. When we see users land and navigate with clear intent, what do we think when we see ‘hot’ activity in our heatmaps around the search functions? It might be telling me we need to work on the search experience and build a case for adding it to our roadmap.
The update that sets the stage for the weekly meeting
Each Thursday, Heaven’s email goes out to the senior team, and Friday they meet to go through everything that was written up. At this point, Hotjar sessions showing user experience are on their shared screen. “We ask ourselves questions about the performance data we see and the user experience that relates to it. I want this to be super collaborative. A lot of the women on this call have been here before me, so they have lots of context to bring to this discussion. The weekly email is the first step for the weekly brainstorm.”
How to align your own team using Heaven from Jenni Kayne’s method
Curious to see Heaven’s weekly site optimization email? She’s kindly let us share it as a template! See how Jenni Kayne’s ecommerce team breaks down:
- Site activity and ecommerce data for its top 10 pages
- findings for the homepage, PLPs and PDPs, and Content
- Site and product recommendations
And all with ways to bake in Hotjar product experience insights, to make your ecommerce metrics and user’ behavior add up 😉 It’s in a format that’s ready for you to use to align your own stakeholders around what matters most to your users.
Heaven’s weekly ecommerce optimization email template:
Words by Alex Jost, Product Marketer @ Hotjar.
Big thanks to Heaven & Sam at Jenni Kayne.