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Hotjar is the behaviour analytics tool UK teams use to see what users actually do. Heatmaps show where visitors click, scroll, and hesitate; session recordings let you watch real journeys; and surveys/interviews capture feedback in context. The free Basic plan covers 35 daily sessions; paid plans start at $32/month (annual). It's GDPR compliant with cookieless tracking options and consent-friendly integrations. Hotjar integrates with WordPress, Shopify, and most analytics stacks. It's not a replacement for product analytics, but for UK startups it's the fastest way to understand UX issues and improve conversion.