How do you explain user behavior on your site? A lot of product, marketing, and UX professionals will start their research by looking at the hard numbers in traditional web analytics tools like Google Analytics.

This will show you where your traffic is coming from, which pages users visit and where they drop off. But as valuable as this information is, you're working at too high a level with these numbers to really make an impact on moving the needle when it comes to increasing conversions.

To truly empathize with your users and make their experience better on your site, you need to go beyond the numbers. That's what Totally Promotional did by using Hotjar to understand their user behavior and improve site experience,