Success Criteria

📌
Criteria
  • Increased free to paid conversion for Enterprises/SMBs: 10% increase
  • Better Word of Mouth: Hotjar will get more direct user logins impacting acquisitions via the direct channel
  • Increase in direct traffic via blogs
  • Better retention: Users/Enterprises which can likely move to Microsoft Clarity will now stay
  • Monetization: Upsell for non Enterprise users. 15% Conversion from Observe Plus to Observe Business Plan
 

Impact on Growth Levers

📌
Acquisition - 10k traffic per month
Organic Growth - This will come from new traffic that will visit the hotjar website because of newly written blogs and promotions
Direct Growth - This will come from word of mouth because of the buzz around the new features.
📌
Engagement - Positive Feedback From Customers.
Better Customer Support - Use Assist to get answers to frequently asked items, get “how to” and product related information.
 
Ease of Use - Everything needed available within context of chat.
📌
Monetization - Increase overall free to paid conversion ratio by 10%
Pricing - No change in pricing plans. The new features will be part of existing plans only. We will nudge users to upgrade as and when they hit limits on queries for Assist.
 
Upsell for non Enterprise users from Observe Plus to Observer Business - 15% conversion targeted
 
 

Go-to Market Strategy

Promotions:

Press Release

📌
Title: Hotjar introduces AI powered Discover and Assist Feature
May 17, 2023:
FOR IMMEDIATE RELEASE: 18th May 2023
Mattia Santin
Hotjar
pr@hotjar.com
Hotjar launches Discover and Assist
Hotjar announces the launch of AI-powered Discover and Assist Feature
Malta: Hotjar today announced Discover and Assist Feature, two new features for its users. Discover is AI-generated insights generated from heatmaps and screen recordings, saving the users time and helping them take faster decisions about their user journeys. Assist is Hotjar’s GPT-powered support to help users to get any product related query answered. Both these features offer a faster way for product managers to get and process user analytics and feedback.
“Hotjar is focused on building a product with users at its core. We have been receiving feedback asking us how users can do more with Hotjar to impact their bottom line. Both Discover and Assist are features that will help product managers to get quick and concise insights on the go,” says Sahil Gambhir, VP of Product at Hotjar.
“We are excited to bring a fresh round of updates to our product helping product managers do more with Hotjar and are looking forward to more users using these features” says Mohannad Ali, CEO, Hotjar
Features and benefits of Discover include.
  • Insights of data collected from heatmaps and recordings
  • Analytics for sharper decisions
  • More time spent on making meaningful changes
Features and benefits of Assist
  • Helps the user identify information quickly and get help on the go
  • Lower lead times for search query resolution
  • Faster access to FAQs and documentation
Both Discover and Assist will be available starting 1st June, as a part of our Observe plans. For more information on these features, visit www.hotjar.com/discover and visit www.hotjar.com/assist
About Hotjar: Hotjar enables product teams to have empathy with their end-users and deliver value by making the right product improvements, fast. Its Product Experience Insights software is used by more than 33,000 customers worldwide and its unique mix of quantitative and qualitative data is driving product decisions in over 180 countries. Hotjar was founded in 2014 and has always been a fully remote/distributed company. Today Hotjar has over 190 team members across 33 countries within Europe, the Americas and Africa.

Social Media

Sample Content

📌
Ad post content 1 : Linkedin
Caption: Hotjar’s newest feature Discover, gives AI-generated insights from your screen recordings, to help you identify the most relevant recording to watch, focus on insights that matter and convert more!
Image copy:AI-powered insights to save time and improve conversions
CTA: Try Discover today!
📌
Ad post content 2 : Linkedin
Caption: With Hotjar’s Assist, you cut down the time for finding the right answers for your queries. Assist works within the product and helps the user solve their most pertinent challenges.
Image: Making support more accessible with Assist.
CTA: Try today
 
 

Ad Mockup

Youtube Video

Youtube explainer videos with the product head to introduce the feature

Explainer video script - Assist

📺
Assist Script
[Background music playing]
Voiceover: "Introducing Assist, your AI-powered support companion."
[Scene 1: A Hotjar user sitting at their desk, looking at their computer screen.]
Voiceover: "What if you could find support exactly when you need it, real-time?"
[Scene 2: The Assist interface appears on the user's screen, with quick links and FAQs.]
Voiceover: "Say goodbye to lead times on support queries."
[Scene 3: The user clicks on a FAQ link and immediately finds the answer they were looking for.]
Voiceover: "Assist provides immediate solutions to your support queries."
[Scene 4: The user watches a how-to video and quickly learns how to use a specific feature in Hotjar.]
Voiceover: "With quick links to FAQs and helpful how-to videos, you can solve your queries instantly."
[Scene 5: The user smiles with relief, feeling empowered and confident.]
Voiceover: "No more spending time to find solutions in a maze of support articles."
[Scene 6: The Assist logo appears on the screen.]
Voiceover: "Sign up for Assist today and revolutionize your support experience."
[Scene 7: Call to action text appears on the screen.]
Voiceover: "Don't wait. Sign up for Assist now and get the support you need, when you need it."
[Closing scene: The Hotjar logo appears with the tagline "Empower Your Support Experience."]
Voiceover: "Assist. Empower Your Support Experience."
[Background music fades out]

Explainer video script - Discover

📺
Discover Script
[Background music playing]
Narrator: "Introducing Hotjar’s Discover, the game-changer for product teams seeking to extract powerful insights from screen recordings."
[Visual: Animation of a screen recording with multiple user interactions]
Narrator: "Are you tired of spending countless hours watching screen recordings, only to end up overwhelmed and unsure of what to do next?"
[Visual: A clock ticking and a team member struggling with a stack of screen recordings]
Narrator: "Discover is here to revolutionize your workflow."
[Visual: Hotjar and interface]
Narrator: "With its cutting-edge AI technology, Discover saves you time and resources."
[Visual: AI algorithms analyzing screen recordings and generating insights]
Narrator: "Our AI-powered insights automatically identify the most relevant recordings to watch."
[Visual: AI highlighting important moments in the recordings]
Narrator: "No more sifting through hours of footage. Focus on what truly matters."
[Visual: Team members creating happy user flows and improving the product]
Narrator: "Discover empowers you to create seamless user experiences and drive customer satisfaction."
[Visual: Product team collaborating and brainstorming]
Narrator: "Sign up for Discover today and unlock the power of AI to transform your user analytics."
[Visual: Hotjar logo and call to action]
Narrator: "Hotjar Discover: AI-powered insights for happier user flows."
[Background music fades out]
Narrator: "Get started today!"
[End of video]

Website Changes

In line with how other features like funnel, trends have been showcased on the website, we will show case Discover and Assist too.
Website Page Mockup:
  • Shown within the Features section of the Website
  • Independent landing page for Discover and Assist
  • Home page header image with a link to the page
      • Automated user insights, to help you improve conversions!
      Discover summarizes your screen recording data to give you AI-generated insights to help you make faster decisions on user flows.
      Try Discover today | Contact Sales
  • Help pages: Introduction, how to get started, what can I use it for
notion image
notion image
notion image
 
 

Sample Blogs

Initial Promotional blogs on the Hotjar website with blog page mockups.
 

Keyword-related posts

📌
Organic keyword related posts to optimize content for those features
  • How to use AI to draw insights from heatmap and recordings
  • How does Assist simplify CRO

Emails: Free to Paid Conversions - We will send mails, in app nudges to the users so that they try the new features.

Email Sample Content

📌
Existing Free users
Subject line: Try Hotjar Discover and Assist for free
Our newest product features, Discover and Assist are now live.
What you can do with it:
Discover:
  • Insights of data collected from heatmaps and recordings
  • Speed: Faster decision-making on changes to be made
Assist:
  • Seamless integration into Google Analytics reducing the need to login to multiple products
  • Immediate responses to user queries, reducing the lead time for support queries
 
Try both these features for free for 15 days!
(button) Start my 15-day trial
  • Send an email to existing paid users
  • Send an email to Enterprise customers
 
📌
Email to past Hotjar customers, with a CTA to try the feature for free
New Launch: Hotjar Discover and Assist
We are thrilled to announce the launch of Discover and Assist, our AI-powered insight and support features.
What you can do with it:
Discover:
  • Summarization of screen recordings: One click view to see rage click moments, happy flows, conversion, and more
  • Share Insights: Get specific insights from recording and heatmaps
  • Speed: Faster decision-making on changes to be made
Assist:
  • Seamless integration into Google Analytics reduces the need to login to multiple products
  • Immediate responses to user queries, reducing the lead time for support queries
(button) Start my 15-day trial
 
 
 

Email Mockups

Pricing:

💲
There will be no new pricing plan. These two features will get added in the existing pricing plans only. Here’s the updated pricing page.
📌
Heatmap Insights will be available only in Observe Business & Scale Plans. Recording Insights available in all paid plans . Assist will be available in all paid plans, however the number of queries will be limited based on plans.
Observe Plus - Upto 100 queries
Observe Business - Upto 500 queries
Observe Scale - Upto 1000 queries
 
 
 
 
 
 
 

⬅︎ How these features work?

 

Product Hook: Main Section ➡︎

 
 
 
 
badge