In our last newsletter, we asked whether you carry out tests or prefer to rely on your intuition. We received suspiciously few responses, so we’re declaring the poll invalid. Are you afraid to admit it?
We’re not surprised; testing takes a lot of time and requires advanced analytical skills. Few marketers have enough time to plan testing, let alone carry it out. On the other hand, conversion paths cannot be optimised without testing. Fortunately, we have a tip on how to identify problem areas on your website, and you don’t even need to be an expert in Google Analytics.
Record everything that happens
There are tools that can map and record website activity. At AITOM, we mainly use HotJar, but you can also use Czech alternatives.
These tools can create heat and scroll maps. Why should you care? If you see on a heat map that users are clicking on images rather than buttons, or aren’t clicking at all, you have a UX problem. Perhaps the buttons aren’t prominent enough, or the user is simply confused by other visual elements.
It’s similar with scroll maps. Generally, people don’t scroll, so you should always have a conversion element at the top of the page that the user can see without scrolling. (In web development jargon, we’d say: “place the conversion button above the fold.”)
Tools can also record user behaviour. Anonymously, of course, but more on that later. This allows you to see directly where users are struggling. Watching the videos is more time-consuming, but the information is invaluable.
And is it even GDPR-compliant?
Would we recommend something that isn’t? Of course not, but you need to configure the tools properly. You can identify users by their IP address or make them completely anonymous.
Tools usually provide a series of details such as: “the user has a 1920×1080 monitor, runs Windows, uses Chrome, and is located in the Liberec region.” This information does not contain personal data. In truth, you wouldn’t be able to identify a person based on this even on your own street, let alone within a region.
Specifically regarding HotJar, we discussed the issue of privacy directly with Louanne, the Data Protection Officer. HotJar encrypts the user’s IP address (which is personal data) before storing it on its server and discards the key. It is therefore impossible to reveal the identity of a specific user.
The tool even encrypts all forms:
However, it is always best to check the security level directly with the tool you have chosen.
Tool comparison
| Tool | Headquarters | Trial | Free version | Monthly price | Features | Benefits | GDPR | Installation | |
| Hotjar | Malta | 15 days | Yes, for personal use | Limit: 200 page views per day, 300 video recordings, 3 page heatmaps | from €80 | heat map, scroll map, behaviour tracking, conversion path measurement, surveys, quick feedback | Special offer for non-profits | Anonymises all data, does not use cookies | Tracking code is deployed via GTM. |
| Mouseflow | Denmark | 14 days | Yes | Limit: 100 video recordings/month, 1 conversion path | from €29 | heat map, behaviour recording, conversion path tracking, quick feedback | Anonymises all data, does not use cookies. | Requires embedding JavaScript code into the website’s source code | |
| Inspectlet | USA | NO | Yes | Limit: 1,000 video recordings/month, 1,000 A/B tests, 10,000 page views/month, does not support conversion path analysis | from 39 USD (approx. 34 €) | heat map, scroll map, behaviour recording, conversion path measurement, form analysis, A/B testing | Anonymises all data, does not use cookies. | Tracking code is deployed via GTM. | |
| Smartlook | Czech Republic | 10 days | Yes | Limit: 100,000 visits/day, 300 video recordings, 3 page maps, 1 conversion path tracking | from 349 CZK (approx. 14 €) | heat map, scroll map, behaviour recording, conversion path tracking, chat | You can identify users, for example by flagging users with enquiries (though consent is required for this) | Recording of IP addresses and forms is disabled by default; you need consent to record them. | The tracking code is deployed via GTM. |
| Monkey Tracker | Czech Republic | NO | Yes | Limit: 30,000 visits/month | from 239 CZK (approx. 9 |) | heat map, scroll map | Charities can track for free. | Anonymises all data, does not use cookies. | The tracking code is deployed via GTM. |
The tools listed are merely illustrative examples; there are a vast number of tools available. Similartech, for example, offers a comprehensive comparison of others on its website.