GrowthX capstone applying growth frameworks to Hotjar’s acquisition and retention funnel. Led a team of 7 to identify growth levers, structure experiments, and build a GTM hypothesis backed by user research, funnel analytics, and north star metric alignment over 8 intensive weeks.
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Why this product?
Hotjar launched in 2014, is a product experience insight tool that helps organisations with analytics and user data. It has claimed to have 52 percent year over year revenue growth, something that’s not super high for SaaS. Hotjar is not looking to scale and grow at a much faster rate.
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Where is this product right now?
Content square, HotJar’s parent company raised $600 million in series F round in august, 2022. Their current total revenue is $20M and 35% of the business comes from India.
What is the growth goal?
In the next 12 months go from ARR $6M to $12M in India
Caveat: 70% of the revenue attribution to come from SMBs, MSMEs and long-tail; 30% from enterprises.
📋 Setting the Context
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Hotjar: Key Things to Know
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Elevator Pitch
What if you could sit beside your user when they browse your site, to see where they click, ask what they think, and learn why they drop off? Sounds weird, right?
What if we told you that there is an easy solution? Meet Hotjar: Behavior Analytics Tool
Hotjar is a tool that helps website owners understand how people use their websites. It shows you where people click, what they scroll through, and what they ignore. With this information, you can make changes to your website to make it easier to use and more enjoyable for your visitors. Think of it like a virtual map of your website, showing you how people navigate and interact with it, so you can make it better for them ✨
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Growth Problem we are solving
ARR $2.336M to $4.672M in 1 year ⛳
Levers to optimize
Understand & Define
Levers to Optimize