Case Study: TechSmith achieves rapid customer insights to build better products with Hotjar

How TechSmith Used Hotjar to Build Better Products

TechSmith, the sub-300-employee maker of Snagit, Camtasia and Relay, needed a way to stop relying on guesswork and instead use real customer feedback to guide product, UX and marketing decisions. The challenge was to find a simple, cross-departmental tool that could identify broad improvement opportunities, surface what users actually think, and support a flexible, data-driven development process.

They implemented Hotjar—using heatmaps, quick polls, on‑page surveys with JavaScript triggers and other tools across Marketing, UX and Support—to see where visitors click, how far they scroll and why they behave a certain way. Insights like visitors clicking product icons instead of CTAs and strong interaction with redesigned pages led to concrete UX changes, validated designs, faster answers from polls (often within a day) and fewer assumptions in product decisions.

TechSmith

Conan Heiselt

UX Designer