For site owners · Scores & reports
How is this different from Hotjar, Google Analytics, or heatmaps?
Those tools show you what happened. A burn tells you why. A heatmap can show a visitor rage-clicking your size chart; a burn has them saying out loud, 'I have no idea if this is a US or UK size, I'm out.'
Analytics and heatmaps are good at volume and location: 40% of visitors scroll past the fold, 12% click the size guide, someone rage-clicked a button. They are structurally incapable of telling you what the visitor was thinking.
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.
Use both
Use analytics to find the page that's leaking. Use burns to find the reason. Fix it. Use analytics to confirm it worked.
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