Hotjar
Semrush
| Feature | Hotjar | Semrush |
|---|---|---|
| Pricing | Free / from $32/mo | Free / from $139.95/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.4 / 5 | 4.6 / 5 |
| Best For | ux-designers, product-managers, marketers, conversion-optimizers | digital-marketers, agencies, enterprise, ppc-managers |
| Founded | 2014 | 2008 |
| Heatmaps | ✓ | ✗ |
| Session Recordings | ✓ | ✗ |
| Surveys | ✓ | ✗ |
| Feedback Widgets | ✓ | ✗ |
| Funnels | ✓ | ✗ |
| User Interviews | ✓ | ✗ |
| Dashboards | ✓ | ✗ |
| Keyword Research | ✗ | ✓ |
| Site Audit | ✗ | ✓ |
| Rank Tracking | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ppc Tools | ✗ | ✓ |
| Content Marketing | ✗ | ✓ |
| Social Media | ✗ | ✓ |
✓ Hotjar Pros
- Heatmaps show exactly where users click
- Session recordings reveal UX issues
- Easy to install (one script tag)
- Surveys and feedback widgets included
✗ Hotjar Cons
- Can slow down site if not configured well
- Session recordings take time to review
- Limited to web — no mobile app analytics
✓ Semrush Pros
- Most comprehensive marketing toolkit
- Excellent PPC and advertising tools
- Content marketing platform included
- Social media management built-in
✗ Semrush Cons
- Very expensive for small businesses
- Interface can feel overwhelming
- Some data less accurate for non-US markets
The Verdict
Hotjar is built for ux designers and product managers, with a focus on heatmaps and session-recordings. Semrush targets digital marketers and agencies and leads with keyword-research and site-audit.
On pricing, Hotjar is the clear winner for budget-conscious users — starting at $32/mo compared to $139.95/mo for Semrush. That $107.94999999999999/mo difference adds up quickly for growing teams.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.