Hotjar

Hotjar built its business on making qualitative data cheap to collect: drop in a script, get heatmaps, session replays and on-site surveys without asking an analyst for anything. Its public funnel is now doing two jobs at once — selling that same easy-to-install toolkit, and walking visitors across the bridge into Contentsquare, which acquired it. Below: the research funnel captured page by page, and what happens to a product's marketing when the product it belongs to has moved.