Heatmaps and session recordings
Heatmaps and session recordings show why visitors hesitate or leave. We set up Hotjar or Microsoft Clarity in line with data protection rules.
What figures alone cannot explain
Analytics shows that visitors leave, but not why. Heatmaps show where people click and how far they scroll, without lab tests. Before a relaunch, this reveals which elements are used and which are ignored.
Types of analysis
Click heatmaps: clicked elements, including ones that are not clickable
Scroll heatmaps: how many visitors reach each part of the page
Session recordings: anonymised replays of single visits, such as drop-offs
Frustration signals: repeated clicks or quick returns
Desktop and mobile are analysed separately, as behaviour often differs.
Tools
Microsoft Clarity is free and connects to Google Analytics, while Hotjar adds surveys and feedback. We load both via Tag Manager, only on relevant pages and only as long as needed.
Data protection
Both tools require consent. Form input and sensitive content are masked before data leaves the browser. We check the masking on each page and keep retention short. The processing location is agreed with your data protection team beforehand.
Sensitive pages, such as customer accounts or health information, are never recorded.
Analysis
We review recordings against one specific question, such as why mobile users abandon the checkout more often. The resulting hypotheses are tested with A/B tests or targeted changes.