Intermediate
How to build conversion funnels on Hotjar
Quick Answer
Building conversion funnels on Hotjar involves creating a new funnel in the Insights section, defining each step of your user journey with specific URLs or events, and analyzing where users drop off. Hotjar's funnel analysis helps you identify conversion bottlenecks and optimize your user experience.
Prerequisites
- Active Hotjar account with tracking code installed
- Website with defined conversion goals
- Access to your website's URL structure
- Basic understanding of user journey mapping
1
Access the Funnels feature
Log into your Hotjar dashboard and navigate to Insights in the left sidebar. Click on Funnels from the dropdown menu. If you don't see this option, ensure your plan includes funnel analysis or upgrade your subscription.
Tip
Funnels are available on Business plans and above
2
Create a new funnel
Click the Create funnel button in the top-right corner. Enter a descriptive name for your funnel (e.g., "E-commerce Checkout Process" or "Newsletter Signup Flow"). Select the date range you want to analyze, typically the last 30 days for sufficient data.
Tip
Use clear, descriptive names to easily identify funnels later
3
Define your funnel steps
Click Add step to begin building your funnel. For each step, enter the URL pattern or use wildcards (*) for dynamic URLs. For example:
- Step 1:
https://yoursite.com/product/*(Product pages) - Step 2:
https://yoursite.com/cart(Shopping cart) - Step 3:
https://yoursite.com/checkout(Checkout page) - Step 4:
https://yoursite.com/thank-you(Conversion)
Tip
Use wildcards (*) to capture multiple similar pages in one step
4
Configure step matching rules
For each step, choose the appropriate matching rule from the dropdown:
- Exact URL: Matches the exact URL provided
- Contains: URL contains the specified text
- Starts with: URL begins with the specified text
- Regular expression: Advanced pattern matching
Tip
"Contains" is often the most flexible option for dynamic URLs
5
Set funnel conditions
Configure additional settings for your funnel:
- Toggle Sequential steps if users must complete steps in order
- Set the time window (1 hour to 30 days) for how long users have to complete the funnel
- Choose whether to include or exclude specific traffic sources or devices
Tip
A 7-day time window works well for most e-commerce funnels
6
Analyze funnel performance
Once created, Hotjar will display your funnel visualization showing:
- Conversion rates between each step
- Drop-off percentages and user counts
- Overall funnel conversion rate
Tip
Focus on the largest drop-off points first for maximum impact
7
Connect with recordings and heatmaps
Click View recordings or View heatmaps next to any funnel step to see actual user behavior. This integration allows you to:
- Watch session recordings of users who dropped off
- Analyze heatmaps to identify UI/UX issues
- Understand why users abandon the funnel at specific steps
Tip
Filter recordings by "Completed funnel: No" to focus on drop-offs
8
Set up funnel alerts and sharing
Click the Settings icon to configure:
- Email alerts when conversion rates drop below a threshold
- Scheduled reports to stakeholders
- Sharing permissions with team members
Tip
Set alerts for 10-15% drops to catch issues early
Troubleshooting
Funnel shows no data or very low numbers
Check that your URL patterns are correct and not too restrictive. Verify the tracking code is installed on all funnel pages. Try using Contains instead of Exact URL matching and ensure your date range includes sufficient traffic.
Steps are capturing wrong pages
Refine your URL patterns using more specific matching rules. Use Starts with for consistent URL structures or Regular expressions for complex patterns. Test URLs in the pattern matcher before saving.
Funnel percentages seem incorrect
Verify that Sequential steps is enabled if users must follow a specific order. Check your time window setting - it may be too short for your user journey. Ensure there are no duplicate or overlapping step definitions.
Cannot connect recordings or heatmaps to funnel steps
Confirm that recordings and heatmaps are enabled for the pages in your funnel. Check that you have sufficient data collection permissions and that the pages have received enough traffic for meaningful analysis.
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