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Hotjar alternative: form analysis

Kamila Kotowska


4 minutes read

Since form analysis was retired from Hotjar last December, you might find yourself looking for an alternative. You’ve probably already searched “Hotjar vs Heap” comparisons, but have you ever considered CUX as a replacement to Hotjar metrics?

You'll learn

Form tracking in CUX: Conversion Waterfall and Goals
Form tracking in CUX: Heatmaps
Form tracking in Hotjar

Form tracking in CUX: Conversion Waterfall and Goals

CUX Conversion Waterfalls are a great Hotjar alternative to perform an in-depth form analysis. They are designed to mirror every user interaction with forms. Each of the tracked events is precise and aims to ease you to follow user activities in form fields. What are those events? Putting the mouse cursor in the form field, moving it out, or even form submission.

Adding Waterfall events in CUX

Conversion Waterfalls let you track page loads, traffic from referrers, clicks, scrolls and every user action when they work with forms.

The other Hotjar alternative to form analysis may be a usage of CUX Goals. What are those? It is the ratio of the number of visits recordings that resulted in conversion to all recordings.

Setting main Goals in CUX

You can set any number of goals depending on your needs. Remember to mark a star next to the Goal you want to see on the dashboard immediately after logging in.

To track interactions with forms via Conversion Waterfalls or Goals, you can choose one of those four events:

  • Focus in – the event is recorded whenever a user clicks or tabs into a form field. Action is recorded regardless of the device used, since the primary purpose is the visitor’s focus on the form field.
  • Changed – tracked every time someone edits a form, changes the field content, or enters new data (actions: typing, deleting, overwriting).
  • Focus out – this event lets you track whenever people stop typing in a field and move forward. In other words: whenever the user moves the pointer out of a form field.
  • Submit – tracked whenever someone successfully sends entered data to your server by clicking the submit button. Remember that this event will be more reliable than a basic click-event since its primary focus is on the actual form submissions, not just clicking a button.

For every step in Conversion Waterfall and for every visit that met your Goal, you’ll be able to watch its recording.

Form tracking in CUX: Heatmaps

If your page contains the form you want to track, you can see all interactions in Heatmaps. CUX collects heatmaps for all pages that the user has interacted with at least once. It means that you don’t have to select and code the pages you want to track.

As a Hotjar alternative, we’ve introduced the following events when it comes to analyzing forms in heatmap:

  • Move – whenever a user moves their cursor on the screen, you’ll see it on your heatmap.
  • Click – shows places on your web where users click or tap. More clicks equal the hotter the area (red, yellow, orange), fewer clicks appear cold (green, blue).
  • Rage click – countless angry mouse clicks. The event appears whenever your page shows signs of design imperfections, implementation errors, or bugs.
  • Zoom – this type of event shows you heatmaps for visits (only from mobiles and tablets!) where users needed to zoom in or out your page content.

Heatmap contact form CUX

You can conduct form analysis with heatmaps for your pages with forms.

Remember that you’ll see the most details about your users’ activity and their interactions with form fields in Waterfalls and Goals. Heatmaps will show you only single clicks around the forms, without an in-depth analysis of user activity.

Form tracking in Hotjar

You can track interactions with form in Hotjar threefold: with heatmaps, recordings, or by setting up custom events. Heatmaps for the pages with forms allow you to see the intensity of users’ clicks, mouse movements, and scrolls. Recordings aim at reinforcing heatmap findings and helping understand user behaviors. Whenever you want to know how many users reached a given field or step on your form, you’ll need to set up a custom event in Hotjar.

Heatmap in Hotjar

Heatmaps in Hotjar / source: seerinteractive.com

If your conversion is based on customers filling out forms (contacts, training enrolments, document downloads, generating leads, etc.) or you want to know how exactly users interact with your forms – you may want to look for a Hotjar alternative. Tracking variables such as filling in specific fields, stopping entering data, or submitting a completed form will help you better understand user behavior.


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