In ecommerce, conversion optimization is king.
Getting people to the shop is expensive and time consuming, so making sure they can find what they want in a confusion-free environment makes all the difference between profit and just treading water.
This case study shows how Crazy Egg heatmaps helped to eliminate problems that were hurting our Harry Fay Jewellery Boutique and gave us a platform for building future growth.
Bounced users and exits
Bounced users are people who open a website and leave without taking any actions or clicking on any links.
While that’s not ideal for any website, for ecommerce, it’s a critical problem. It’s important to understand why people bounce and how you can keep them on your site.
There are thousands potential reasons for customers to bounce: bad first impression, technical issue, incorrect links and so on. Traditional traffic analytic tools (Google Analytics, Piwik, web log analysers etc.) do a poor job of explaining why users are leaving, as they don’t know what users did before closing the browser tab.
Heatmaps give us a peek into that missing information.
Example 1 – Botched cookies notification
In Europe, all websites are required to display information about the cookies they use. When the law was introduced, the interpretation of the day was that users should be given a choice to accept the cookies or not.
We made required changes to our website and then forgot about it—even when the law interpretation and general practice changed. Everyone just accepts cookies, right?
Running Crazy Egg just for a day (during our trial period) showed how wrong we were. There was a significant number of people clicking the “No, thanks!” button on our subscription offer.
Here’s the heatmap:
The “No, thanks!” button linked to http://google.com, which means we were kicking those users out of our website. Talk about leaking profits!
It took 3 minutes to fix a problem that was left unnoticed for months!
Notice there’s no “no thanks” option—and no throwing people off our site.
Example 2 – Go away to play somewhere else!
Social presence and social engagement are critical for building up a solid and happy customer base. Getting users to visit your Facebook or Twitter profile increases the chance that they’ll become a customer.
We had the social icons on our website from day one, and we never paid much attention to them until we saw them being used on a heatmap—there are users clicking those links:
We realized that those icons are links, which again kick the user out of our website to our profile somewhere else. With each click, we essentially asked the customer to leave!
The solution to this problem was to modify the links to open the social page in a new window/tab.
Could we have spotted the problem without Crazy Egg? Yes, but we didn’t. Analyzing the heatmap allowed us to focus on customer actions instead of revising pages and links. That’s a crucial difference.
Detecting user confidence issues
Crazy Egg’s heatmaps and confetti views show not only clicks on links, but also clicks on non-link elements of the pages.
Comparing the clicks between different type of pages (home, categories, product, text and order), we have noticed distinctive behaviour on the cart and order pages. People click on badges in the header and footer, most frequently on the “Free Ring Size Exchange” label on top and “Secure payment” image on bottom. But those badges never got a single click on any other page.
We concluded that messaging during our order process doesn’t answer those critical questions that give customers confidence to buy, and they were seeking additional information on the website.
We know that every distraction from the buying process may lead to lost sale, so Crazy Egg helped us identify another area where we can improve our customer experience.
We are currently preparing new version of a shopping cart page that will emphasize safety for customers. With this added information, we hope to decrease the number of abandoned carts.
Wasted homepage space
In the early days of our website, we decided to make a short video showcasing a few of our products—and it’s been proudly sitting on our homepage ever since. Not many people watched it, but with a growing business, we didn’t pay too much attention to that.
After we deployed Crazy Egg, we observed two major things:
- The scrollmap showed us how little people cared about our video
- The heatmap showed us that people do not click on the promoted links below the video
The element we were most proud of was doing nothing to increase engagement or conversion rates.
The remedy was quick: we moved the embedded video to the bottom of the page. Immediately we saw increased engagement in the promoted categories and product area. That’s a big win for 5 minutes of work!
Compare our scrollmaps before (left) and after the change (right). The image shows much higher percentage of people watching the promoted content now.
Apart from finding glaring mistakes that affected the usability and conversion power of our website, Crazy Egg heatmaps helped us validate that users really use the website the way we expect them to.
We found a few behaviour patterns we weren’t expecting, as well. Since then, we have come to a few important conclusions:
People do read popups.
We display a popup offering 10% off the first order to all customers, and a lot of people just close it. But they remember that offer and subscribe to newsletter after they add a product to a shopping cart, so they can get their bonus.
Compare the subscription window on a shopping cart page:
and on other pages:
People want a personalized experience
On category page, a lot of people change sorting order and number of items per page. Our shopping cart implements those functionality, but we never cared for them. We will use those information preparing more effective landing pages.
They do use filters when available
People do use the filters a lot when browsing through categories. With this information we knew it made sense to tweak not only the order and appearance of a category page, but also of the filtered and sorted views.
A more visual experience wins
People do carefully watch multiple product images where available.
Sample heatmap showing our category page:
The Internet offers a variety of analytics tools, but only a select few allow us to look at a website from the customer’s eyes to identify their exact behavior while on the site.
Crazy Egg is our go-to tool for that—giving us insight and information unavailable from other tools.
For us, it’s worth the investment. We decided to pay for Crazy Egg after the free trial ended, as it has proven to be a very efficient way to understand customer behavior. On a side not, it paid for itself in the first few weeks—we hope it will earn us even more when we start testing future page optimizations.
What’s in your conversion toolbox?