A “Problemotional” Review of 2023’s Best B2B Video Ads: Hotjar
Hotjar decided to take a simple but effective approach in their B2B video ad to highlight the value of its website analytics platform. They focus on a common desire among businesses: understanding their customers’ behavior to optimize their website for better results.
Let’s break down this straightforward yet impactful ad using the PESO framework:
P: Problem/Pain
The Blind Spot of Website Analytics: The ad starts by stating a simple truth: “Hotjar helps you find out what people really think about your website.” It instantly addresses a common blind spot for businesses: not knowing how users truly interact with their website and what drives their behavior.
The Guessing Game: They suggest that without the right insights, businesses are left playing a guessing game. They might have assumptions about what works and what doesn’t, but without concrete data, they can’t be sure what’s truly driving conversions or causing users to abandon their site.
Missed Opportunities for Optimization: It subtly points to the lost potential of not understanding user behavior. Businesses might be missing opportunities to improve their website’s design, content, or user experience, leading to lower engagement, reduced conversions, and lost revenue.
E: Emotion
Intrigue and Curiosity: The ad opens with a playful scene of a man celebrating a successful sale. This sparks curiosity – how did he achieve this win? The ad then transitions to a series of diverse individuals interacting with websites, creating a sense of intrigue about what they’re thinking and experiencing.
The “Aha!” Moment: The ad uses quick cuts and dynamic transitions to build momentum, leading to the reveal of Hotjar’s solution. This creates a sense of anticipation and leads to an “aha!” moment when viewers realize that Hotjar can provide the answers they’ve been searching for.
Confidence and Empowerment: It ends with a feeling of confidence and empowerment. The people shown using Hotjar are smiling, engaged, and seem to have a greater understanding of their customers. This suggests that Hotjar provides a sense of control and the ability to make data-driven decisions.
S: Solution
Hotjar: Unveiling the User Journey: The ad positions Hotjar as a platform that provides “real-time” insights into user behavior. It highlights features like heat-maps and session recordings, allowing businesses to “visualize” the customer journey and see exactly how users interact with their website.
Connecting Analytics to Action: The ad emphasizes the ability to “connect the dots between analytics and action.” This signifies that Hotjar goes beyond simply providing data; it helps businesses interpret those insights to make informed decisions about website optimization.
From Frustration to Success: They subtly suggest a transition from a state of frustration and uncertainty to one of clarity and confidence. With Hotjar’s insights, businesses can move away from guesswork and take a data-driven approach to improve their website’s performance.
O: Outcome
Increased Conversions and Revenue: By understanding and optimizing the user experience, businesses can achieve greater success. This includes increased conversions, higher customer satisfaction, and ultimately, more revenue.
A More Engaging and User-Friendly Website: It showcases a variety of businesses using Hotjar, from small e-commerce stores to large travel companies. This reinforces the message that Hotjar is a versatile tool that can benefit any business looking to improve its website.
A Sense of Peace of Mind: The ad’s final scene shows satisfied individuals relaxing on a beach. This symbolizes the peace of mind that comes from knowing you’re making data-driven decisions to improve your website and achieve your business goals.
Overall
Hotjar’s ad appeals to a broad audience by focusing on a universal need for understanding user behavior. This B2B ad effectively combines straightforward messaging with dynamic visuals to clearly articulate a common challenge, present Hotjar as the compelling solution, communicate the value of its platform and leave viewers with a sense of confidence that they can help businesses achieve their website goals.
