Hotjar
Hotjar is a behavioral analytics platform that visualizes how real users interact with your website through heatmaps, session recordings, and feedback surveys. Unlike Google Analytics which shows aggregate numbers, Hotjar shows the actual experience — where users click, how far they scroll, and where they drop off. It's the essential complement to quantitative analytics for conversion rate optimization.
Pros
- Heatmaps show exactly where users click and scroll
- Session recordings reveal real user journeys and frustration points
- On-site surveys and feedback widgets capture voice of customer
- Easy installation — one script tag, no dev work needed
- Free plan genuinely useful for small sites
Cons
- Session limits on lower plans require upgrade at moderate traffic
- Heatmap accuracy decreases on dynamic/SPA pages
- No A/B testing built in — need a separate tool
- GDPR compliance requires careful configuration