Ask HN: Tools to understand your users and improve UX on your website?

Hi HN,

I’m currently using Hotjar to understand what my customers are doing, its works well but it’s very expensive for me as a bootstrapped founder.

I have also tried talking with my customers and asking questions with surveys but it seems that none of them fill or complete my surveys, so I think it is a site issue, but not quite sure.

Is there a Hotjar alternative that has heatmaps and that is friendly to bootstrappers?

What tools do you guys / startups use to understand your users?