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🖊️

What will we do?

📌
User calls insights
  • Hotjar’s support is not very active, doesn’t prefer coming on calls
  • Hotjar has a long lead time for support and it is frustrating
  • Hotjar is easy to install but difficult to further customize. Support does not extend help at the right time.
📌
Existing CRO Communities
There are multiple communities focused on Product, Marketing, Growth, and Design like The Product Folks, Product Talk, The Product School, The Product Plan, The CMO Club, The Peak Community, Growth Mentor, GrowthX, and so on.
However, a community that is focused on Conversion Rate Optimization does not exist. There are LinkedIn groups on the same topic, however, they are not monitored enough to generate engagement.
This can be an opportunity for Hotjar to capture and be the first mover in this direction

Who will we onboard:

This community is focused on current and potential users of Hotjar. Our audience for potential users will be our Ideal Customer Profile.
In addition to our ICP we will also onboard decision-makers onto the community.
Particulars
ICP 1 : Product Managers (User)
ICP 2: Product Marketer (User)
ICP 3: Growth Manager (User)
ICP 4: Product Designer
Job Title
Product Manager
Product Marketer/Digital Marketer/Performance Marketer
Growth Manager/Senior Growth Manager/Growth Head
UI/UX Designer, Web Designer
Company Type
SMB
Startups
MSME/Enterprises
MSME/Enterprise
Tech Savviness
High
High
High
High
Where do they spend their time?
PM tools: Asana, Jira, Trello Collaboration tools: Slack, MS teams, GSuite Analytics platforms: Google Analytics, Amplitude, Mixpanel Social Media: LinkedIn, Twitter, Reddit Feedback tools: SurveyMonkey, Typeform Online communities: GrowthX, The Product Folks, NextLeap. WIP Offline channels: Community events, conferences, mixers. Personal time: Social media, amazon, swiggy/zomato, myntra etc.
Marketing automation and CRM tools: Marketo, Hubspot, Salesforce, MailChimp, MailModo Collaboration tools: Slack, MS teams, GSuite Content Management Systems: Drupal, Wordpress Advertising platforms: Google Ads, LinkedIn Ads, Facebook Ads Online communities: GrowthX, Demand Curve, WTS Offline channels: Community events, mixers Personal Time: Social media, amazon, swiggy/zomato, myntra etc.
Analytics platforms: Google Analytics, Amplitude, Mixpanel A/B testing tools: VWO, Optimizely CRO tools: Hotjar, CrazyEgg SEO Tools: SEMRush, Moz Paid Acquisition platforms: Google Ads, LinkedIn Ads, Facebook Ads Referral/viral marketing tools: Viral Loops, Referral Candy Personal Time: Social media, amazon, swiggy/zomato, myntra etc.
Design Tools: Sketch, Figma, Invision, Axure Wireframing and Diagraming: Balsamiq, Lucidchart, Omnigraffle User Research and Testing: Hotjar, Survey Monkey Collaboration and Communication Tools: Slack, Miro, MS Teams Analytics and Data visualization: Google Analytics, Tableau, Version Contol: Github, Zeplin Personal Time: Instagram, Pinterest, Adobe Lightroom, Swiggy/Zomato, Netflix/Amazon Prime,
Key responsibilities
1. Identifying user needs 2. Managing product development 3. Monitoring product performance 4. Iterating on the product
1. Creating and executing marketing strategies 2. Optimizing conversion rates 3. A/B testing
1. Driving user growth 2. Optimizing user acquisition channels 3. Managing growth experiments
1. Develop UI mockups and prototypes that clearly illustrate how sites function and look like Create original graphic designs (e.g. images, sketches and tables) 2. Identify and troubleshoot UX problems (e.g. responsiveness) 3. Conduct layout adjustments based on user feedback
What are their current work challenges?
1. No tool to know the pain points of the user while using the product 2. User surveys are limiting and do not provide real-time data to understand user behavior to build the product and introduce new features 3. Multiple tools required to monitor entire user lifecycle
1. To understand why users drop off from their site 2. Improve conversions and sign-ups. 3. Reduce bounces from the website. 4. Reduce cart abandonment
1. GA does not provide data on why a user dropped off 2. Pressure to increase revenue via website visits and form fills 3. Poor user experience of the website with no real reason for churn
1. Balancing User needs and Business Feedback 2. Limited understanding of user behavior - Surveys and analytics tools do not give enough feedback 3. Improve the user journey without detailed insights on churn
How do they usually make buy decisions?
1. Google Search 2. POC 3. Word of mouth
1. Google Search 2.Word of Mouth 3. Instructions from CEO/CMO
1. Google Search 2.Word of Mouth 3. Instructions from seniors
1. Google Search 2. Word of Mouth 3. Part of the tool stack at the organisation
How much time do they spend on web analytics/CRO?
3-4 hours every week
1-2 hours every day
1-2 hours every day
1-2 hours every day
 

Building Trust in the Community

As with a new brand, onboarding the first set of members is the most difficult task as it requires the members to trust the community, why it is important, and why should they join. Hence, to reduce the resistance to join, Hotjar should begin by onboarding Hotjar’s existing users.
Hotjar’s existing users are aligned with the brand’s philosophy, they have experienced the product firsthand and trust the brand for what it stands i.e. helping product teams understand and get feedback on their user experience.
Once there are 1000 existing users onboard, the exercise for the new members should be initiated. Primary Channels for new member reach outs will be:

Platform

Platform selection criteria:
  • From the above table, our platform of choice will be SLACK. While there is ease of use, scalability, familiarity of the tool in our ICP, and low friction use, Slack also integrates with Hotjar. This will be an added benefit for existing users as they can easily pull in data onto Slack from Hotjar.
  • The community slack channel will look like the below:

User Definitions:

Casual
Core
Power
Natural Frequency
1-2 times a week
2-3 times a week
3-4 times a week
Type of user
New Member
New Member/Existing Customer
New Member/Existing Customer
What do they value
Opportunity to network, learn tips, tricks, and tools, attend community events, keep abreast with the trends, find jobs
Attend community events, network with peers, hire their team or find clients, get support from Hotjar
Build their sub-community, Find clients, be recognized in the community, find new ways to troubleshoot for Hotjar features
Time spent
30 mins- 1 hour/week
2-3 hours/week
4-5 hours/week
ICP
Growth Marketers
Product Managers/Product Designers
Product Managers/Product Designers/Product Marketers
Decision Makers
Head of Growth/Head of Marketing, Founders
Head/AVP/VP of Product, Head/AVP/VP of Design, Head/AVP/VP of Marketing
Head/AVP/VP of Product, Head/AVP/VP of Design, Head/AVP/VP of Marketing
 
Defining an Active User:
 
 
 
 

⬅︎ Introduction: CRO Community

 

How will we do? ➡︎

 
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