User Segmentation:

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Potential Loyalist:

  • Users who have experienced the core value proposition
  • Use the product 2-3 times/once a week
  • The products they use are Observe: Heatmaps and Screen Recordings
  • Their usage is limited to the product team or the designers within the product team
  • They are not frequent users of the product
 
From our BCP, these Potential Loyalists are:
  • The Buzzing Startup: Core Users
  • The Humble SMB: Core Users

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Loyalist:

  • Users who have experienced the core value proposition
  • They use the produce everyday
  • The products they use are:
    • Observe: Heatmaps, Screen recordings
    • Ask: Feedback
  • The product is used by the product and marketing team
 
From our BCP, the Loyalists are:
  • The Buzzing Startup: Power Users
  • The Humble SMB: Power Users
  • The Bubbling MSME: Core Users

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Champions:

  • These are users who have experienced the core value proposition
  • They use the product every day
  • The products they user are:
    • Observe: Heatmaps and Screen Recordings
    • Ask: Feedback and Surveys
    • Engage: 1:1 Interviews
  • The teams that use Hotjar are Product, Marketing and Growth Teams
 
From our BCP, the Champions are:
  • The Bubbling MSME: Power Users
  • The Roaring Enterprise: Power Users
 
 

Who to Charge:

Hotjar is a monetized product and it has a freemium and a paid plan and has pricing plans in place. The opportunity that we are exploring is converting a higher percentage of free users to paid and upselling to the existing paid users.
 
The below users can be charged to reach our goal:
  • Core users from Start-ups and SMBs that are from the Technology and E-commerce domains and are classified as Potential Loyalists of Hotjar
  • Power users of Start-ups and SMBs that are growing in the Technology, E-commerce and D2C domains, where they need to evaluate more sessions per month, and can benefit from AI-based consolidated insights from screen recordings, and launch surveys to their users. These are classified as Loyalists in our segmentation
  • Power users of Enterprises that have been using the product for over 1 year and can be upgraded to a higher pricing tier basis number of sessions they need, the need to have 1:1 customer interviews and those who can benefit from AI-generated insights and an AI-powered support tool. These are Champions from our user segmentation.
 
 
 
 

⬅︎ Litmus Test

 

When to Charge? ➡︎

 
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