Case Study: Totally Promotional achieves triple pen sales and data-driven UX improvements with Hotjar

How Totally Promotional uses Hotjar to improve conversions without compromising a great user experience

Totally Promotional is a 25‑year‑old Ohio‑based promotional products manufacturer and online retailer that needed to move beyond traditional analytics to understand how users actually interact with their site. Facing conversion drop‑offs and unclear user flows—most notably poor performance on a new custom pens line—the team wanted a privacy‑safe way to see where customers got confused without hurting site performance.

They implemented Hotjar (heatmaps and session recordings), upgraded to a Business plan, and used the insights to redesign the pens order form and clarify the checkout process. The change more than tripled pen sales, accelerated evidence‑based design decisions across the site, and turned Hotjar into a core tool for improving conversions and user experience.

Totally Promotional

Rachel Stephens

SEO & Customer Behavior Analyst