Tools and services



Usabilla was chosen to gather user feedback and improve the experience in Planet 4. But it actually offers other resources that can be used to better understand our audiences and/or to drive more people to action. Read more about it here.


Hotjar  is a tool that helps us to better understand our users’ needs and to optimize their experience. Inside the heatmaps, we are able to measure clicks data at any element and to understand how the users moved through a set of selected pages. It can also give us the ‘big picture’ of how to improve our supporter’s experience and performance/conversion rates. Also, this tool has a native integration with Google Tag Manager which allow us to install it very quickly on Planet 4 websites.


Lookback is a very helpful tool to conduct remote and usability testing. It allows us to verify design assumptions before putting new features in development.

Google Optimize:

A/B testing plays a very important role in optimization and can help us to understand more about our supporter behaviours and how to improve their experience. Google Optimize has native integration with Google Tag Manager and Google Analytics, and it can be easily installed on all websites.

Advanced tracking:

We can also create a customized tracking through Google Tag Manager to gather data about specific user interactions. This data is transformed into events and sent straight to Google Analytics, where we can run several segmented analysis. The design & data team developed a special tracking to measure interactions with the menu, navigation tags, call to actions and specific blocks. Check the instructions below on this page.  


Design iteration goals

Although the insights generated from the analysis of the prototype ( helped us to create a few hypotheses to our users’ experience, we can’t take data-informed decisions to the whole product based on only one website. We are now seeking to benchmark our findings with a new investigation that will include other Planet 4 websites.

The tool stack selected above will allow us not only to gather enough data about user interactions with specific website elements but also have a better understanding of Planet 4 global audience. Those are the topics that we want to look at:


How can you help?

Work together with the Planet 4 team to implement the custom tracking and audience survey to your website!

We have tried to make it as easier as possible, so we developed a Google Tag Manager recipe that could be imported to your container and also an Usabilla survey model that can be duplicated to your account.

Check the instructions below and let us know if you are able to help!



Before starting the implementation process, please get in touch with us 🙂


Hotjar Tracking

For the design iteration process, we want to track the following Planet 4 pages: Homepage; Act; Explore; Take Action; Tag; Issues; Posts.

How can you help us? By installing Hotjar tracking on your Planet 4 website. This needs to be triggered in all pages.

1. Create a new tag with Hotjar default integration:


2. Insert Hotjar Site ID: 1089564


3. Fire this tag in all Planet 4 pages*:
*Note for countries affected by GDPR: Please, add Hotjar to your Privacy Policy and give the users the option to disable it if they want to. For that, you can use the trigger “Cookies – All Blocked” as an exception (instructions here).


4. Preview and check if the Hotjar tag is running on P4.


UX GTM Tracking

This specific Tag Manager setup will help us to gather user’s interactions data for specific Planet 4 elements. Interactions will be transformed into events and sent to the P4 Global Property. Quantitative data gathered from different P4 websites will be used on the Design Iteration process.  

How can you help us? By installing the UX tracking set up on your Google Tag Manager:


First, download the Google Tag Manager JSON file here. This recipe includes all the tags, variables and triggers that are necessary for this custom tracking.


1. Go to your Google Tag Manager container. Select the Admin Tab > Import Container


2. Select the JSON file that you have just downloaded. Choose a new workspace and the “Merge” import option.


Make a few customizations:

1. Make customizations to the variable {{P4 UX Output – Menu Navigation – Clicks}}.
You will need to change the input patterns to match your Planet 4 URL structure:

→  Follow the order: Homepage, Act Homepage, Explore, Donate URL.

2. Make customizations to the trigger [P4 Menu – Mobile Clicks].
If you are not using the wording “Menu”, please change the click text value to the translated word.



3. Preview and debug (check if the events are entering in your P4 Google Analytics View)


4. Publish your new version!


Usabilla Surveys

Do you want to know more about your audience and their goals on your website? Do you want as well to see if your visitors can navigate or find relevant content easily?

If yes, then please get in touch with us and check this post for instructions.