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Meet Hotjar's New Best Friend

Knowing a user's intent while reviewing a screen recording allows you to build data-driven hypotheses on how to improve your website. Data from the user's success or failure gives context to their behavior and surfaces actionable, human insights. Here's why we think the integration with Hotjar will make Task Analytics yours and Hotjar’s new best friend.

Looking at videos of your users is one of the best things you can do to understand how they interact with your website or app. In a way, it’s comparable with a light version of usability testing. Hotjar and similar tools excel at enabling teams to start recording visitors and gathering insights. It’s a fast and visual way to understand your users when coming up with hypotheses for optimizing order processes, forms, and landing pages. With a few clicks, you’re able to capture 2,000 recordings that just need to be watched, analyzed and interpreted.

The challenges when watching videos

Setting up and recording users is one thing, analyzing and interpreting the result is a different ball game. There are some things that make watching 2,000 recordings a daunting task:

• You need 16,5 hours
  That’s the time you need for reviewing 2,000 videos of on average 30 seconds sessions. You need to sift through a lot of recordings to find the ones that will give you clues as of why certain things aren’t working the way you expected. So how do you prioritize which videos to watch first?
• You need intent
  Recordings are useful in clearly defined processes, like an e-commerce purchase or a sign-up form. But there are tasks that don’t have a clearly defined customer journey or path. You probably keep asking yourself what the person in each specific recording is looking for. You can look at the recordings on a specific page, but that implies all users to visit that specific page.
• You need the human side
  There’s no assurance the user could complete what they came for. A click doesn’t laugh, cry, or feel frustrated. But a person does. There’s really no way to classify visits as being successful or not.

Knowing why gives you context

Traditional web analytics and usability tools only measure human behavior, essentially what your customer did, or is doing, on your site. This results in numbers and percentages like pages visited, bounce rates, time on site, screen recordings and heatmaps. The question with all these metrics: “Does a high bounce rate indicate low-quality traffic or did visitors found what they were looking for instantly?”. You can only answer this and sort-a-like questions when putting the data into context. Knowing why users visit your website will give you the most important measure: why visitors did it.

Measuring the human experience
Task Analytics helps you identify why users visit your website and whether they are successful. Knowing why visitors visit your website lets you understand what user’s intent is. You can measure the overall completion rate for a whole site/business, but more actionable; for a specific target group or for a specific task.

Meet Hotjar's new best friend!

Enrich Hotjar’s screen recordings with data from Task Analytics for easier and faster analysis:

• Start screen recordings automatically
  Start screen recordings when users interact with Task Analytics
• Know user’s intent of each recording
  Know what users are trying to do when reviewing screen recordings
• Filter recordings on completion scores
  Look at specific cases of users succeeding or failing specific or all tasks

Get the whole picture

Combining the reason for a user’s visit, the completion rate and screen recordings will give you actionable, human insights. The automatic tagging of Hotjar recordings allows you to view specific recordings for a specific task, or look at videos of users that weren’t able to complete a task. You don’t have to rely on users visiting specific pages and you’re not simply looking at users who were successful.

Suddenly, you’ve got access to 2,000 videos of users performing specific tasks on your website including completion scores. This unique combination gives you the same insights as you would get with usability testing, but easier and cheaper. You will be able to see the whole picture, beautifully.

Benefits of Task Analytics

Take data-driven optimization to the next level and measure the human side of digital analytics. It’s an on-going measurement tool, with filters and comparison options that will give you superpowers. The open-ended questions will provide you with qualitative data, allowing you to understand why users weren’t able to complete certain tasks.

Task Analytics’ integrations with Google Analytics and Hotjar will add an extra layer of understanding to your existing marketing stack. Remove the guesswork and gather actionable insights through our award-winning dashboard, that mirrors the user experience.

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