How is this different from UserTesting or Userlytics?

The recording you get is the same kind of thing: a real person, screen and voice, trying to use your site. The differences are price, contract and focus.

• Price — 5 burns for $50, 10 for $80, 20 for $100, one-time. No monthly minimum.
• Contract — none. Credits never expire.
• Focus — burns are built around a single question: why didn't this person buy? The brief, the notes step and the Fire Score rubric all point at conversion.
• AI layer — transcript, Fire Score and (on 3+ burns) an Insight Report are included rather than sold as add-ons.

Competitor pricing is from their publicly listed rates; check their sites for current numbers.