We have also been using hotjar and find it to be an invaluable source. We have similarly been experiencing abandonment issues since launching our new site https://simplynas.com but over time we are ironing out the kinks and identifying areas where we can improve conversions.
I highly recommend contacting a conversion rate optimization professional who will be able to help you with this issue. There is a local company http://simplysearch.marketing who helped us with both the new site and CRO.
I believe using Google analytics data will prove to be your best friend in terms of finding why users are leaving the site prior to completing their checkout. Another suggestion would be to add your phone number to the checkout page asking users to call you if they have any questions. This way you allow yourself an opportunity to identify any potential issues in the process which turns away customers.
For those of you who are having trouble adding trust seals/icons to your checkout, we have a good tip that gets around the issue of Shopify not allowing you to add them at checkout (seems crazy as they're their own trust seals so surely it would benefit them to allow them?!).
Anyway, the checkout allows you to upload a checkout specific logo (that only appears there), so we designed a logo which includes our logo and the trust seal - see attached image.
I have the same problem. I have spent lots of money, Facebook, Google Ad words, Instagram, ... and no sale! I'm almost to give up and turn off everything.
Would you mind forwarding that email for me, please?
it's really appreciated.