Hotjar: Your Secret Weapon for PPC Marketing
More than half the battle for conversions from your PPC marketing campaign is fought on your landing pages. The images a visitor sees and content they read on your website after the click will make or break everything.
Have you ever wondered exactly what a visitor is thinking when they get there? Or, wondered what stands out most to them? What makes them want to move further into your sales funnel?
With Hotjar’s heatmaps and visitor recordings you can know exactly what visitors are doing on your website. If you know what they’re doing, you know what they’re thinking too. And if you know what they’re thinking, you know how to optimize your landing page(s) to achieve higher conversion rates.
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How Hotjar Works
By placing a small piece of tracking code on your landing page(s) you can enable Hotjar to record several categories of visitor activity. The two main functions of Hotjar’s offerings include heatmaps and visitor recordings. (There’s actually quite a bit more functionality, but for those just getting started with Hotjar, these two are most relevant).
Heatmaps are visual overlays that show you the areas of your landing page most often interacted with. They come in 3 “flavors”: Click, Move and Scroll. Each heatmap is placed on top of your landing page enabling you to see what real life visitors viewed and clicked on.
Visitor records are actual video clips of where a visitor’s mouse moves on the landing page. You can see exactly where each visitor moved around the page and how much time they spent digesting the content on their screen.
A click based heatmap focuses on which places on your landing page received clicks. The more clicks on a certain location, the greater intensity of the visual overlay.
Check out this click heatmap example of landing page activity for a wedding venue:
Want to know where the most mouse movement happens on your landing page? Done.
Check out the same landing page with movement heatmap data:
How far did your visitors scroll down the page? Did they get to the important information you provided near the bottom?
Your questions are answered with scroll heatmaps. The red area at the top means that 100% of visitors saw the content. The blue area at bottom means that 50% or less saw the content down there.