9 Heatmap and Session Recording Tools for B2B Websites

Last updated: October 28, 2026

Watching a heatmap for the first time is usually the moment a B2B marketing team realizes their homepage isn’t broken the way they thought it was. The demo request button nobody clicks. The pricing table half your visitors never scroll to. Heatmap and session recording tools exist to surface exactly that kind of friction, but the category has changed shape fast: Hotjar folded into Contentsquare, Smartlook is winding down, and Microsoft Clarity quietly became the free option most teams should at least be running in the background. Here are 9 heatmap and session recording tools The Best Marketing Tool team evaluated for a B2B website in 2026, along with what each one actually does well and where it falls short.

Quick comparison table

1. Microsoft Clarity

Clarity is free, full stop, with no traffic caps and unlimited session recordings, which makes it the easiest starting point for any B2B site regardless of budget. You get click, scroll, and area heatmaps plus rage-click and dead-click detection, and it plugs directly into Google Analytics and Ads data for extra context. Best for: teams that want always-on behavioral data without a line item on the invoice.

The tradeoff is that Clarity is intentionally lean. There’s no built-in survey tool, no funnel analysis, and support is community-based rather than a dedicated success team. For a lead-gen site that just needs to know where visitors get stuck before a form, though, it’s hard to justify paying for something else first.

2. Hotjar (Contentsquare)

Hotjar merged fully into Contentsquare in mid-2025, and by 2026 its pricing has migrated toward Contentsquare’s unified tiers. Heatmaps and recordings still exist as a standalone product, but surveys are now billed separately on top of the base heatmap plan, which changes the math for teams that relied on Hotjar’s old all-in-one pricing. Session caps also apply. Its lower tier tops out around 500 sessions a day, which a mid-traffic B2B site can hit surprisingly fast.

Hotjar’s strength has always been ease of use: the recording player, filters, and heatmap overlays are still some of the most approachable in the category, and it integrates cleanly with tools like the ones covered in this exit-intent popup roundup if you’re testing capture forms alongside behavioral data.

3. Mouseflow

Mouseflow’s paid plans start around $25 a month with a free tier capped at 500 sessions, positioning it as a direct budget alternative to Hotjar. It covers six heatmap types, non-sampled session replays, funnels, and form analytics, and its Mina AI layer adds automated friction detection so you’re not manually scrubbing through hours of recordings.

Session-based pricing is the catch. Mouseflow’s popular plan caps at 50,000 sessions a month, and busier B2B sites can outgrow that tier faster than expected, pushing the bill up in steps rather than smoothly with traffic.

4. Lucky Orange

Lucky Orange bundles heatmaps, recordings, live chat, and a basic conversion funnel view into one plan, starting at $18 a month for 5,000 sessions and scaling to $75 a month for 45,000. Best for: smaller B2B teams that want recordings and live chat under one login instead of stitching two tools together.

It’s not built for enterprise scale or deep segmentation, and its analytics are noticeably thinner than FullStory’s or Contentsquare’s. But for a startup site running its first few conversion experiments, the price-to-feature ratio is one of the best in this list.

5. Smartlook

Smartlook is worth mentioning mainly as a warning: the platform is being sunset, with end-of-sale set for May 31, 2026, last renewals accepted through August 31, 2026, and support ending August 31, 2027. If you’re currently on Smartlook, now is the time to start evaluating a migration path rather than waiting for the deadline to force it.

Up to that point, Smartlook was notable for genuine mobile app analytics across iOS, Android, Flutter, and React Native alongside its web recordings, a combination few competitors on this list match. Teams with both a marketing site and a mobile app should factor that gap into whatever they migrate to.

6. FullStory

FullStory sits at the enterprise end of the category, with mid-market pricing that realistically starts around $28,000 a year. What that buys is deep session search (query recordings by specific rage clicks, error events, or custom properties), frustration-signal scoring, and integrations built for product and engineering teams as much as marketing.

For most B2B marketing teams outside of larger SaaS companies, FullStory is overkill relative to the price. It earns its cost when session data needs to feed directly into product decisions, not just landing page tweaks.

7. Crazy Egg

Crazy Egg runs flat, pageview-based tiers from $29 to $249 a month with no session overages, and by default it tracks 100% of pageviews on targeted pages rather than sampling. It bundles heatmaps, recordings, surveys, and basic A/B testing in one subscription, and both Crazy Egg and its DPA option support GDPR, CCPA, and HIPAA-adjacent compliance needs.

The flat, predictable pricing is the main draw for B2B teams that want to budget once and not think about session caps again. Its A/B testing tools are functional but not a replacement for a dedicated experimentation platform if that becomes a priority.

8. VWO Insights

VWO Insights is the heatmap and recording module inside VWO’s broader experimentation suite, and after killing its free Starter plan in 2026 and merging with AB Tasty, its pricing has moved firmly upmarket, starting around $665 a month at 100,000 monthly tracked users. This is squarely an enterprise-experimentation-program tool now, not a lightweight add-on.

It earns that price for teams already running structured A/B and multivariate testing, since heatmap and recording data flows directly into the same platform driving the experiments. For a team that just wants to watch a few recordings, it’s the wrong entry point.

9. FullSession

FullSession starts at $39 a month with a 14-day free trial and differentiates on real-time dynamic element tracking, live heatmaps, and an engagement-scoring model that pairs session replays with error tracking. That error-coupling feature is genuinely useful for B2B sites where a broken form field or JS error is silently tanking conversion and nobody’s noticed.

Best for: teams that want session replay and lightweight technical debugging in the same tool rather than splitting that work between marketing and engineering platforms.

The Best Marketing Tool’s Pick for B2B Sites

Start with Microsoft Clarity if budget is the constraint; there’s no real reason not to have it running. Move to Mouseflow, Lucky Orange, or Crazy Egg once session volume or feature needs outgrow a free tool, and reserve FullStory or VWO Insights for teams where behavioral data is feeding product or experimentation decisions, not just marketing hunches. That’s the same evaluation process The Best Marketing Tool runs before recommending any tool in this category. Whichever tool you land on, pair it with a look at how your site actually captures the leads these insights are meant to improve. This rundown of tools a MarkOps professional actually pays for is a useful gut check on where heatmap software should rank in the stack.

Frequently asked questions

Is there a free heatmap tool for B2B sites?

Microsoft Clarity is free with no traffic caps and unlimited session recordings.

What happened to Hotjar?

Hotjar merged fully into Contentsquare in mid-2025, and by 2026 its pricing has migrated toward Contentsquare’s model. Check current pricing.

Which heatmap tools are compared?

The list covers Clarity, Hotjar, Mouseflow, Lucky Orange, Smartlook, FullStory, Crazy Egg, VWO Insights and FullSession.

Why use heatmaps on a B2B website?

They often show a B2B team that their homepage is not broken the way they thought it was.