HotJar alternative: funnel analysis

| July 12, 2021

Tracks and forms were retired from Hotjar last December. Since then, the tool has proposed to watch visits’ recordings for funnel analysis. If you are looking for a Hotjar alternative on this topic, this article is an answer to your prayers.

Funnel analysis in CUX

We know that users don’t consume content linearly. They are often chaotic and irrational. That’s why in CUX – as an alternative to Hotjar solution – the funnel analysis is conducted via Conversion Waterfalls.

Waterfall helps you track visitor behavior across various customer journey scenarios. In other words, the Waterfall is a graphical representation of any sequence of steps visitors perform on your site. You can visualize form submissions, account registration, check-out process, etc. You can also map a scenario to check whether visitors read terms and conditions when you ask them to. It’s up to you what you want to see.

 

Conversion waterfall - funnel analysis

In CUX funnel analysis is conducted via Conversion Waterfalls

Waterfalls don’t have to be extra long for your funnel analysis (like when you mirror your conversion funnel). They can be broken down into several smaller ones, for example, to track form submissions.

A Waterfall event represents each user’s action and helps you analyze what happens when people do or don’t do something. The numbers on the Waterfall chart show you how many people have reached a particular stage. For each of the steps of the funnel analysis, you can watch visit recordings – the diagram shows your entry points to a filtered Visits page. Your examination of those visits should tell you if the intended course of events is a reflection of reality.

Conversion Waterfalls

Before you start building your Waterfall for funnel analysis, make sure to define its goal. It’s best to have a single goal for each of your Waterfalls.

To create a Waterfall in CUX go to the Waterfalls page and click. Always begin with a meaningful name – this will later help you find the Waterfall you need.

Add Waterfall in CUX

Adding Waterfall for funnel analysis in CUX

Add a step. Remember that there is no technical limit to the number of steps. Enter a step name. Try to use a name that reflects an action you want your visitors to take.

Waterfall events in CUX

Waterfall events for funnel analysis in CUX

Select an event and define its parameters. You can select events from 3 categories:

  • events related to web traffic (page load or visit origin),
  • user movement on the page (click or scroll),
  • user interaction with a form (entering data, changing data, submissions).

Optionally repeat adding and configuring steps until you’ve mirrored the entire sequence of actions that match the Waterfall goal.

How to analyze funnels in CUX

On the Waterfall chart, you’ll see the percentage of users who have made it to the next step. For each step, you can click “View” and be redirected to the filtered list of visits during which users drop.

Visits recordings in Waterfall

In CUX you can watch a filtered list of recordings for every step of the funnel

All you must do now is watch a few of those recordings, look for the patterns, and the reason for the drop will come forward.

Funnel analysis in Hotjar

To analyze funnels in Hotjar you first have to decide which parts of your funnel you want to monitor (Recording filters). You can choose one of the following options: referrer traffic, drop-outs (filter by the Exit URL), completed checkout. Then you’ll need to add those filters to your Recordings. The next step would be saving the filter list as a Segment and watching Recordings within the Segment.

The main difference between the CUX and Hotjar funnel analysis is the level of detail. In Hotjar alternative – like CUX – you will see why users drop out on different levels of the customer journey, while in HJ you will only see drops in the places you’ve chosen. Why does it matter? Perhaps you are focusing on recovering abandoned carts with your remarketing campaigns.

Waterfall for checkout in CUX

Conversion Waterfall (funnel analysis) for checkout process in CUX

However, if you’ll take a few steps back, you may notice that users who actually reached checkout are only a fraction of your total traffic. The biggest drops happened earlier.

Conversion Waterfall product to checkout in CUX

Conversion Waterfall (funnel analysis) for the whole journey (Product page to checkout)

So when looking for an alternative to Hotjar, you have to answer a question – how detailed a customer journey you need? Is funnel analysis the basis of your business success? With clearly defined goals in mind, it would be much easier for you to choose the right funnel analysis tool.

 

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