Case Study: Inbound.org grows community from 80K to over 150K members with Hotjar

How Inbound.org used Hotjar to grow from 80K to over 150K members

Inbound.org is an online community that curates the best marketing content for professional marketers. Early on the team struggled to understand real user behavior—having built the site for themselves rather than their audience—so they lacked insight into how visitors used the homepage and what would drive member growth.

By using Hotjar’s heatmaps, session recordings and on-site polls, the team uncovered how users actually interacted with the site and used those findings to guide a homepage redesign. The data-driven changes helped inbound.org grow from about 80K members to over 150K, with Hotjar cited as a key contributor to that improvement.

Inbound.org

Sam Mallikarjunan

Principal Marketing Strategist