In the e-commerce world, what's best for users is best for business. Improving user experience means answering questions about why users behave the way they do. To increase conversions, marketing and UX teams need to go beyond the raw numbers in their traditional analytics tools to understand user behavior.

For TomTom, the leading independent navigation company, working with a feedback and behavior analysis tool could not come at the cost of risking the security and privacy of its users. In Hotjar, they found the perfect solution that could deliver on all counts.