Chatbots and Conversion

 
📝
Context:
  • Our ICP is tech savvy and is used to chatbot assistance to get customer support, order assistance, appointment scheduling, content recommendations, surveys, identifying the right pricing plan and personalized user experiences.
  • Hotjar’s website does not have such assistance on the website. It is left up to the user to understand the pricing or to request a call with the sales team. This can be a missed opportunity of converting customers from free to paid plans for the lower to mid-tier pricing plans
 
✅
Hypothesis: If we nudge the customers at the right time, via the chatbot on the Hotjar website,
then we will be able to direct them to the right pricing plan or to get in touch with the sales team
because there are multiple pricing plans and assistance by the chatbot will smoothen the user journey and improve conversion
 
🔬
What are we testing
We are testing increasing the conversion to paid plans from the Hotjar website
 
🎯
What would success look like
Increase in paid plan conversions from the website by 10%
 
🎓
Learning
What we are trying to learn is if adding a nudge to our website visitor via the chatbot functionality can lead to increased conversions for Hotjar.
 

Offering a 30-day trial

📝
Context:
  • Hotjar's Ideal Customer Profile (ICP) primarily includes SMBs and ecommerce businesses, many of which start with our free plan to understand the product's value proposition.
  • Given the high perceived value of Hotjar's features such as Filters and Assist, we believe there's potential for conversion if users are allowed to experience these features without immediate financial commitment.
  • Currently, these features are exclusive to our paid plans, and the cost may be a barrier for some users. While they understand and appreciate the value of Hotjar, the price sensitivity and available free alternatives in the market influence their decision to stick to the free plan.
  • By offering a 30-day free trial of these premium features, we aim to remove this barrier and demonstrate the efficiency and effectiveness improvements they can gain, which could be a key driver in their decision to upgrade to a paid plan.
 
🔬
Hypothesis
If we offer a 30-day free trial of key features in a new, affordable plan to our core users on the free plan,
then our conversion rate from free users to paid users will increase by 20%,
due to users experiencing firsthand the value these features provide in increasing efficiency and improving conversion rates.
 
🎯
What would success look like?
A successful outcome of this experiment would be a 20% increase in the conversion rate from free users to paid users among the test group.
 
🔬
What are we testing?
For our core users on the free plan, we're offering a free 30-day trial of a specially curated plan that includes key features such as Filter, Assist, and access to up to 50 daily sessions. We're going to run this test for two months.
 
🎓
Learnings?
What we are trying to learn from this experiment is whether the perceived high price point is the main barrier preventing our core users from upgrading to a paid plan, or if there are other factors at play. Additionally, we want to see if providing free access to high-value features can effectively convince users to upgrade, thus validating our hypothesis. We also aim to gather insights on how the new features are utilized during the trial period and the value they bring to the users.

Website Makeover Contest

📝
Context:
  • Hotjar’s website is highly optimized and it is the primary sales channel. However, with the expected launch of Google Bard, and ChatGPT, the relevance of organic search may go down over a period of one year
  • The website makeover contest is an experiment campaign to increase discoverability for Hotjar which can lead to higher traffic to the website
 
 
✅
Hypothesis
If we transform the websites for a few large government organisations(like IRCTC) and E-commerce website(Shopclues, Snapdeal), basis of the data gathered for user behavior from Hotjar heatmaps and screen recordings
then we will be able to showcase how Hotjar can help to improve conversions in a real-world situation and at a large scale
because brands like IRCTC, Shopclues, Snapdeal and similar websites will lead to increase in the discoverability of Hotjar in a fun, non-intrusive way
 
 
🔬
What are we testing?
We are testing if a mass-scale campaign for a good-to-have tool like Hotjar, can increase discoverability and conversions in the long-run
 
 
🎯
What would success look like?
Success would mean getting a minimum of 10 million impressions going up to 100 million on social media for our campaign and user-generated content to build trust and coverage in media.
 
 
🎓
Learnings:
  • Identify if organic campaigns can increase the discoverability of niche products like Hotjar
  • Learn alternate channels to increase website visits beyond organic search
 
 
 
 
 
 
 
 

⬅︎ Lever 4: Product Hook

Hotjar: Main Section ➡︎

 
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