Case Study: Ryanair achieves clearer customer feedback and product-performance tracking with Hotjar

How Ryanair uses Hotjar to gather customer feedback and shape their product strategy

Ryanair, a leading low-cost airline serving about 1.8 million website visitors per day, faced the common challenge of fluctuating conversions and unclear causes behind customer behavior. Stakeholders needed a reliable way to track product performance across key journeys—flight booking, check-in, and hotel bookings—focusing on ease of use, satisfaction, and barriers to purchase.

The team used Hotjar Polls: open-ended questions to surface pain points, then closed-ended surveys for 20% of visitors at key stages with 0–10 satisfaction and ease-of-use ratings plus follow-ups for low scores. Responses were categorized, analyzed, and summarized into monthly reports for stakeholders, allowing Ryanair to spot trends quickly (since May 2018), pinpoint product vs. external issues, and make data-driven product and policy decisions.

Ryanair

Anna Zajac

User Experience Research