Hotjar vs FullStory: Complete Comparison
Quick Summary
Winner: Hotjar for most users because of its more accessible pricing tiers, straightforward user interface, and essential heatmap and session recording capabilities that meet the needs of most UX researchers and product teams.
However, if you need enterprise-level analytics, advanced search capabilities, and more sophisticated session replay features, FullStory might be better suited for your requirements, especially for larger organizations with complex digital experiences.
Pricing Comparison
| Feature | Hotjar | FullStory |
|---|---|---|
| Free Plan | Yes - Basic (limited sessions) | No - Free trial only |
| Starting Paid Plan | $39/month (Business) | Custom pricing (typically starts at $300+/month) |
| Mid-tier | $99/month (Scale) | Custom pricing |
| Enterprise | Custom pricing | Custom pricing |
| Session Recording Limits | Varies by plan (250-15,000+) | Varies by plan |
| Pricing Model | Based on pageviews/sessions | Based on sessions tracked |
| Contract Length | Monthly or annual options | Annual contracts typical |
Note: Pricing information may change. Check their respective websites for the most current pricing.
Features Comparison
Session Recording & Replay
| Feature | Hotjar | FullStory |
|---|---|---|
| Session Recordings | ✅ | ✅ |
| Playback Quality | Good | Excellent |
| Skip Inactive Time | ✅ | ✅ |
| User Identification | Basic | Advanced |
| Recording Storage | 365 days (varies by plan) | 365+ days (enterprise) |
| Session Segmentation | Basic | Advanced |
| Search Capabilities | Basic | Advanced (Omnisearch) |
Heatmaps & Analytics
| Feature | Hotjar | FullStory |
|---|---|---|
| Heatmaps | ✅ (Core feature) | ✅ |
| Click Maps | ✅ | ✅ |
| Move/Scroll Maps | ✅ | ✅ |
| Form Analytics | ✅ | ✅ (More detailed) |
| Conversion Funnels | ✅ | ✅ (More robust) |
| Custom Events | Basic | Advanced |
| Path Analysis | Limited | Advanced |
| Error Analytics | Basic | Advanced |
Integration & Technical Aspects
| Feature | Hotjar | FullStory |
|---|---|---|
| Ease of Implementation | Very easy | Moderate |
| API Access | Limited | Comprehensive |
| 3rd Party Integrations | Good | Excellent |
| Mobile App Support | Limited | Advanced |
| Developer Tools | Basic | Advanced |
| GDPR Compliance | ✅ | ✅ |
| Data Security | Strong | Enterprise-grade |
Hotjar: Pros & Cons
Pros: ✅ More affordable pricing tiers for small to mid-sized companies ✅ Extremely user-friendly interface, ideal for non-technical users ✅ Excellent heatmaps as a core feature ✅ Includes built-in survey and feedback tools ✅ Faster implementation and easier learning curve ✅ Better for small teams needing essential UX insights
Cons: ❌ Less sophisticated search functionality ❌ More limited session recording capabilities compared to FullStory ❌ Fewer advanced analytics features ❌ Less robust for enterprise-level needs ❌ API and customization options more limited ❌ Mobile app analysis features not as strong
FullStory: Pros & Cons
Pros: ✅ More advanced session replay technology ✅ Powerful "Omnisearch" feature to find specific user behaviors ✅ Advanced frustration detection (rage clicks, error clicks, etc.) ✅ Better for large enterprises with complex digital experiences ✅ More comprehensive technical error tracking ✅ Stronger developer-focused features and integrations ✅ Superior mobile app analytics
Cons: ❌ Significantly higher price point ❌ Steeper learning curve ❌ May be overwhelming for teams with simple needs ❌ No free plan (trial only) ❌ Implementation requires more technical knowledge ❌ Less focus on direct feedback collection compared to Hotjar
Best For
Hotjar is best for:
- Startups and SMBs with budget constraints
- Teams needing basic session recordings and heatmaps
- Non-technical marketing and UX teams
- Companies primarily focused on website optimization
- Those needing built-in survey and feedback collection
- Quick implementation and immediate insights
- Basic understanding of user behavior patterns
FullStory is best for:
- Enterprise organizations with larger budgets
- Complex digital products requiring detailed analysis
- Technical teams needing advanced diagnostics
- Companies with sophisticated mobile applications
- Organizations requiring advanced search and segmentation
- Teams focused on fixing technical issues and errors
- Data-heavy businesses needing deeper quantitative insights
Detailed Breakdown
User Interface & Ease of Use
Hotjar delivers a straightforward, intuitive interface that allows even non-technical team members to dive in and start gathering insights quickly. The learning curve is minimal, and the organization of recordings, heatmaps, and feedback tools is logical and accessible.
FullStory offers a more feature-rich but consequently more complex interface. While well-designed, it requires more time to master. The advantage comes in the form of more powerful filtering, segmentation, and search capabilities once you've learned the system.
Data Collection & Analytics Depth
Hotjar excels at providing clear, actionable insights through its visual tools like heatmaps, which show where users click, move, and scroll. Their session recordings capture essential user behaviors, though they lack some of the advanced segmentation capabilities of FullStory.
FullStory goes deeper with its analytics, providing more granular data on user behaviors and technical issues. Its "Omnisearch" functionality allows you to search for specific user actions across all recordings (e.g., "show me all users who clicked this button then encountered an error"). This level of specificity is particularly valuable for larger organizations with complex user journeys.
Implementation & Technical Requirements
Implementing Hotjar requires minimal technical knowledge—simply adding a script to your website. This accessibility makes it ideal for smaller teams without dedicated technical resources.
FullStory's implementation is still relatively straightforward but offers more customization options that require additional setup for full utilization. The payoff is more detailed data collection, particularly for single-page applications and mobile experiences.
Customer Support & Resources
Both platforms offer strong support resources, but their focus differs. Hotjar provides excellent educational materials aimed at UX research and optimization fundamentals, making it accessible for beginners.
FullStory tends to offer more technically advanced support resources, with detailed documentation aimed at developers and data analysts who want to maximize the platform's capabilities.
The Verdict
For most small to mid-sized organizations, Hotjar provides the best balance of functionality and value. Its affordable pricing tiers, user-friendly interface, and focus on core UX research tools like heatmaps, session recordings, and feedback collection make it the more practical choice for teams that need actionable insights without overwhelming complexity or cost.
FullStory is the superior choice for enterprise organizations with complex digital products, technical teams, and bigger budgets. Its advanced search capabilities, deeper analytics, and more sophisticated session replay technology justify the higher price point for organizations that need to analyze thousands of sessions across complex user journeys.
Your decision should ultimately depend on:
- Budget: Hotjar is significantly more accessible for smaller teams.
- Technical needs: FullStory offers more advanced technical insights.
- Team expertise: Hotjar is easier for non-technical users.
- Use cases: Consider whether you need basic insights or advanced diagnostics.
- Scale: Larger organizations with complex products will benefit more from FullStory.
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