We use heatmaps. We think you should too. But a lot of store owners come to us after months of staring at Hotjar, and the thing they say is: 'I can see people leaving on the product page. I still don't know what to change.'
What analytics tools are good at
Volume and location. A heatmap will tell you that 40% of visitors scroll past the fold and 12% click the size guide. Session replay will show you someone rage-clicking a button. These are real, quantitative signals and they're cheap to collect at scale.
What they can't do
They can't tell you what the visitor was thinking. Every silent session replay is a guess: did they leave because of price, trust, confusion, or because their kid walked in? You'll never know, and you'll spend weeks A/B testing your way toward an answer.
What a burn adds
A burn is one person, out loud. 'I'm looking for shipping info and I can't find it... okay, I'm going to assume it's expensive.' That's a sentence you can act on tomorrow. Five burns that all contain a version of that sentence is a finding you'd bet the quarter on.
How to combine them
Use analytics to find the page. Use burns to find the reason. Fix it. Then use analytics to confirm it worked. That loop is the whole job, and it's the loop our AI Insight Report is built around.
- #strategy
Written by
Bobby Samai
Founder of BurnTest.io. Built and sold e-commerce brands before this; watched a few thousand strangers try to buy from websites since. About →
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