Let's start with a few assumptions about why you've ended up on this page:

You want to better understand your users' behavior and can't find the answers you need using your existing analytics tools
You want to make the right changes to your website, but high-level numbers like traffic and drop-off rates aren't giving you enough clarity about what to change
You want to really understand why your users behave the way they do
You want to use this insight to create experiences your users will love, ideally leading to higher conversions and happier customers
If this sounds about right, then the great news is that using something like Hotjar or FullStory is going to be a game-changer. Going beyond traditional analytics and diving deeper into user behavior will help you achieve your goals, regardless of which software you decide to use.

There are differences between Hotjar and FullStory that aren't just limited to the features we offer (we'll get to that soon). What you need to figure out first is which software is best for you, based on the kind of business you're in, what exactly you're trying to achieve, and the level of resources (time, expertise, and yes... money) you have available.