CRO isn’t just about gut feeling or best practices, it’s about triangulating user behaviour with real data from multiple tools.
If you’re using Google Analytics 4 (GA4), Hotjar and VWO in isolation, you’re missing out on the full picture.
This blog breaks down how to integrate these three platforms into a powerful CRO workflow, from identifying friction to testing hypotheses and tracking the impact.
Why combine GA4, Hotjar and VWO?
- GA4 shows you what is happening (metrics, events, conversions).
- Hotjar shows you how it’s happening (heatmaps, session replays, user feedback).
- VWO helps you test why it’s happening (A/B testing, split testing, personalisation).
Together, they create a closed feedback loop that moves from insight → hypothesis → test → validation.
Step 1: Use GA4 to identify drop-offs
Start with quantitative analysis.
Look for:
- Pages with high traffic but low conversion
- Events with high abandonment (form_start vs form_submit)
- Device or source discrepancies (e.g., mobile converting worse than desktop)
Example: A landing page has a 10% scroll depth and low CTA clicks.
This flags a potential UX or messaging issue. Now we go visual.
Step 2: Use Hotjar to watch behaviour
Now that you know where problems occur, use Hotjar to explore why.
- Heatmaps: Are users missing the CTA?
- Recordings: Are users rage-clicking or scrolling quickly?
- Surveys: Ask users “What’s missing from this page?”
Example: Hotjar shows users hovering near a testimonial section, but never seeing the CTA.
Now you have behavioural clues and user insight. Time to test a fix.
Step 3: Test solutions with VWO
With your hypothesis formed, use VWO to run:
- A/B tests (e.g., reposition CTA, change layout)
- Multivariate tests (if multiple variables like headline + image)
- Personalisation (e.g., different CTAs for return users vs new visitors)
Track:
- Click-throughs
- Form submissions
- Revenue per visitor
Example test: Move CTA above testimonials and change copy to be more outcome-focused.
After two weeks, variant B improves CTR by 18%.
Step 4: Validate in GA4
Use GA4 to confirm performance at a macro level:
- Compare variant performance across channels and devices
- Review goal completions and micro-conversions
- Ensure site speed and performance aren’t affected
Tag test events in GA4 using VWO’s integration, or push custom dimensions for better attribution.
Use custom audiences for smarter testing
Pull GA4 audiences (e.g., users who abandoned checkout) and target them in VWO for high-impact testing.
Then layer in Hotjar surveys just for those users.
This is precision testing, data-led, behaviourally informed and segment-aware.
Instead of guessing what to fix, you’re now working with a continuous CRO engine, backed by real user behaviour, live data and fast feedback.
Want us to set this up for you?
We help brands build custom GA4 dashboards, set up meaningful Hotjar insights and run high-impact VWO tests that drive revenue, not just clicks.
Get in touch for a free CRO audit and testing roadmap.
