Marketing for the greater good gives me the warm fuzzies, so today I’m very pleased to be running a homepage analysis for Ele and Phant — an ecommerce company that donates 30% of its profits to saving the elephants in Kenya.
Before we dive in, I’m going to provide a little context. Here’s what their site looks like when you first land on it:
And here’s what it looks like when their email collection form and FREE SHIPPING banner fires after a few seconds:
It’s worth noting that their website has fairly low traffic. In 17 days, their homepage got 37 visits and 43 clicks.
A lot of our customers have low website traffic, so this is actually a great opportunity to talk about what you can do in that case.
Now, on to the good stuff! For the next few minutes I’ll be walking you through how to run a homepage analysis using Crazy Egg’s five website visitor reports, starting with a heatmap.
A heatmap report will ordinarily show you where your most popular hotspots are for clicks; though there’s not much to see here with just 37 visitors to Ele and Phant’s homepage.
For comparison, here is what a homepage heatmap with a lot of visits looks like. You can clearly see what page elements people are engaging with the most.
From glancing at Ele and Phant’s heatmap report, the one thing I would recommend off the bat is that they use Crazy Egg’s Page Camera tool to see what’s going on behind that email pop up form.
Page Camera is a super intuitive Chrome extension that helps you track what happens behind interactive elements — like an email form — as well as what happens on checkout or cart pages, and what happens behind a customer login screen. That way you can get a full picture of how people are interacting with and navigating through your website.
In this case, I’d be curious to see whether people are engaging with the menu items across the top of the page (WOMEN, MEN, KIDS, ACCESSORIES, ABOUT US).
My theory is that this email form might be interfering with the product browsing experience, so I would also recommend that Ele and Phant try changing the settings of the email capture form from automatic (everyone who visits the homepages sees it immediately) to one of these alternatives:
- Time delay (everyone who visits the homepages sees it after they’ve scrolled halfway down or spent a certain amount of time on the page), or
- Exit intent (people only see the form when they’re navigating away from the homepage or Xing out the tab).
If the click number goes up when we compare a before and after snapshot of the homepage, or we see that more people are scrolling down the page to look at the Collections section (more about that in the section below) we’ll know this strategy has worked.
Next I’ll use a scrollmap report to see how far down the homepage most people are getting, and to find out where they stop engaging with the content.
As the color bar on the right explains, the yellow and red bands indicate spots with the most visitor impressions (most popular), while green and blue bands indicate 50% or less engagement (less popular).
When we look at the scrollmap above, it appears that 100% of people are seeing Ele and Phant’s email collection form and CTA button (“Join”), which is great if email is key to their acquisition strategy!
However, if we keep navigating down their homepage, we see that people lose interest around the bottom half of the carousel image/top of the mission statement, pick back up on the Collections section, and start dropping off again at New Arrivals.
By the time we get to the New Arrivals section, only 50% of people are seeing it. The majority are also missing out on important “Helpful Links” in the footer — like FAQ, Delivery and Sizing.
If those items and links are important to conversions, I would recommend moving them up the page or to other pages that are further down the purchase path.
As a marketer, I would also recommend maximizing the attention on the email collection form by sprucing up the copy:
- What benefits will people get from signing up for the mailing list?
- Are there more compelling ways to say “Join”?
Lastly, personalization has become an extremely important aspect of marketing strategy.
If Ele and Phant relies on email to make a lot of sales, it may be helpful for them to ask a qualifying question on the email collection form (like are you male or female, or are you shopping for a male/female/baby) so they can tailor their follow-ups with the most relevant clothing options.
Now I’m going to pop over to the List Report to see what the majority of people are clicking on. Even though we couldn’t see behind the email popup form on the heatmap report, the good news is that the List report captured any clicks that the top of Ele and Phant’s homepage got from visitors.
If we look at the Visible On This Page tab, the “Join our mailing list” CTA got the majority of clicks on the page – which makes sense given 100% of people are seeing it according to the scrollmap.
A page element called “flex-next” is also getting a large percentage of clicks – if I investigate by clicking on the blue text, it looks like it’s the arrow that brings up additional images on the carousel.
For content, it looks like “Helpful Links” and “About Us” are the most popular. This is interesting given what I said in the previous section about burying that information in the footer.
For product categories, Women appears to be the only link that got clicked on.
Now, let’s look at the Not Visible tab, which includes elements that are hidden on the homepage (such as dropdown items on a menu).
You can see that the category “All Women” made the cut here. But what’s really interesting to me is, you can see that two other items that got engagement are marked as “Layout” – which indicates an area of the page that isn’t clickable.
Adding links to unlinked elements is always a quick win!
According to the List Report, it looks like we may have missed out on someone who wanted to buy an Elephant Classic Short Sleeve Comfort Pocket Tee, or someone who wanted to browse Ele and Phant’s Collections. I would suggest making sure that the areas around those elements are clickable.
As for the “flex-next” element that is getting the second most amount of clicks; it could be that playing with the image carousel is distracting people from browsing the products.
We found similar behavior during an ecommerce homepage analysis we ran for Crazy Egg customer TommieCopper.com.
It’s worth testing whether a static photo with a smaller surface area would improve the click rate on the Categories and New Arrivals sections.
I’m going to pop over to the Overlay Report for just a sec – it’s the same data as the List Report, but it’s much more visual.
Since we don’t have a ton of clicks on the Ele and Phant homepage I’m not going to spend too much time on this one, but here are a few observations:
Nearly 10% of the clicks on the homepage come from the X tab for closing out the email popup form:
“About Us” and “Women” are tucked away in the menu bar behind the form, but they each got two clicks:
Although most people didn’t make it to the footer of the homepage, those that did clicked on “About Us,” the Wild Aid logo, and Ele and Phant’s Instagram button:
The last report I’m going to look at is Confetti, which is like a miniature Google Analytics. The Confetti report shows click behavior by visitor segment, including:
- Referral Source
- New vs. Returning visitors
- Device Type
Let’s dive into a few of these.
The majority of the homepage traffic is Direct, which means people are coming straight to www.eleandphant.com. That is an indicator of brand awareness, which is excellent!
It looks like people are also coming from the Collections page — a good sign that people are visiting more than one page, but perhaps an indicator that they didn’t find what they were looking for.
Rounding out the top three, we see Instagram! Given this data and the fact that the only social media button clicked so far was Instagram, we can safely conclude this channel is worth some extra investment.
New vs. Returning Visitors
Of the 43 clicks on the homepage:
- 27 were from New Visitors
- 16 were from Returning Visitors
That’s a nice, healthy split! If we had more data it would be easier to drill down into the differences in click behavior between the two segments.
For example, with a lot more visits the confetti report could look something like this:
Of the 43 clicks on the homepage:
- 25 were from Desktop visitors
- 15 were from Phone visitors
- 3 were from Tablet users
Combined, “mobile” visitors account for 18 of the 43 clicks, which is not insignificant.
Based on my observation in the Referral Source section, I would watch a few user session recordings on the Collections page to verify whether it seems like people are browsing successfully, or they’re returning to the homepage because they’re not finding what they’re looking for.
From looking at the split on device type, I’d say that a high enough percentage of people are visiting and clicking on Ele and Phant’s homepage via mobile device that it’s worth double checking whether the site displays correctly on phones and tablets.
Homepage Optimization Takeaways
To sum it all up, from looking at Crazy Egg’s five website visitor reports the takeaways are as follows:
- Keep running the reports to collect more visitor data
- Use Page Camera to see what’s happening behind the email form
- Experiment with the copy on the email form and set it to time delay or exit intent
- Move “Helpful Links” like Delivery and Sizing that are in the footer up the page, or onto the product pages themselves
- Experiment with a smaller static image on the homepage rather than a carousel
- Double check that the area around the product categories is linked
- Increase time investment in Instagram
- Watch visitor recordings to find out whether people are finding what they’re looking for on the Collections page
- Check out the homepage experience on mobile to make sure it’s shopper-friendly
Ele and Phant donates a considerable amount of their profits for a great cause, and I can personally attest that their shirts are insanely soft.
By making just a couple of the adjustments that I suggest above, they can maximize the small amount of traffic they’re already getting, encourage more repeat visits, and hopefully rescue a lot more animals.
If you’re a small business owner, growth marketer or website designer and you’d like an analysis like this one run on your site for you, you should check out our JumpStart package, which includes a 1:1 CRO coaching session.
You can also head on over to our webinar page for live website optimization tutorials and open Office Hours with our head of customer success.
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