Scope of Work: Website Heatmap & Session Recordings

1. Discovery & Audit

• Review client’s website structure, pages, and traffic sources.
• Identify key pages for tracking (landing pages, product pages, checkout, forms).
• Audit existing analytics tools and tracking setup.
• Define goals for heatmap and session recording analysis (conversion optimization, UX improvements, engagement tracking).

2. Strategy & Planning

• Determine tracking tools to use (Hotjar, Crazy Egg, FullStory, Microsoft Clarity, or HubSpot Analytics).
• Define which user interactions to capture:
  • Clicks, taps, and scrolls
  • Mouse movements and hover behavior
  • Form interactions and abandonment points
  • Navigation patterns
• Establish sampling methodology and session recording limits for performance.

3. Implementation

• Install tracking scripts and tags on website pages.
• Configure page-level heatmaps for desktop and mobile.
• Enable session recordings for selected user segments (new vs returning visitors, logged-in users, high-value leads).
• Set up event tracking for specific actions (CTA clicks, video plays, form submissions).
• Ensure GDPR, POPIA, and cookie consent compliance.

4. Dashboard & Reporting Setup

• Build reporting dashboards for heatmap and session data.
• Visualize key metrics:
  • Click density and hotspot analysis
  • Scroll depth and attention areas
  • Drop-off points in forms or funnels
  • Session replay trends
• Segment reports by device type, traffic source, and user behavior.

5. Analysis & Insights

• Identify friction points, usability issues, and navigation bottlenecks.
• Determine which content or elements drive engagement or abandonment.
• Provide actionable recommendations for UX improvements and conversion optimization.

6. Optimization

• A/B test page changes based on heatmap insights.
• Continuously monitor session recordings to validate improvements.
• Adjust tracking configurations as new pages or features are added.
• Integrate findings with marketing campaigns, CRO strategies, and website redesign plans.

7. Testing & QA

• Verify tracking scripts are firing correctly on all pages and devices.
• Validate session recording quality and heatmap accuracy.
• Test dashboard metrics against raw user interactions.

8. Ongoing Monitoring & Support

• Continuous monitoring of user behavior and session recordings.
• Monthly or quarterly reporting with updated insights.
• Support for scaling heatmap tracking to new pages and campaigns.
• Recommend iterative improvements based on evolving user behavior.

Value Delivered

• Clear understanding of user behavior and engagement patterns.
• Identification of high-value areas and friction points on the website.
• Data-driven UX improvements and conversion rate optimization.
• Reduced bounce rates and increased engagement on key pages.
• Scalable tracking framework for continuous website performance analysis.