Here at MojoTech we recently reworked our website with several goals in mind. Top of the list was to more effectively tell our stories and then encourage visitors to continuously engage with our stories through seamless page transitions.
We entered the design process assuming that people would intuitively know to click on the footer area of each page to transition into the next section of the website. However, once we launched the site our analytics platform showed us conflicting user flows. Users were landing on a single page and then bouncing. We did not know why this was happening, and while we had some assumptions we did not have a simple and easy way to test them. As a result of this approach we were flying blind and iterating on design and architecture without having a legitimate way to quantify our decisions past some fuzzy shifts in our analytics platform.
At this point, I had been using Hotjar on Marionette for a few weeks and the team that was working on it had gotten some huge wins out of the insights that it provided for us -- such as the fact that some of our menu items were not clicked on at all!
Hotjar allowed us to iterate with insight. It gave us the the “why”, allowing us to justify and iterate based on objective analytics and user behavior that we would have otherwise been blind to.
Based on this great experience and win with Marionette, I wanted to apply it to MojoTech. After adding the snippet into our site we were live and collecting analytics. We wanted to see if we could identify if people knew they could click on the footer to continue or if they were confused by the interaction.
Our old footer looked like this, we had a title and a subhead and a hover interaction however nothing that obviously looked like a “link”.
Our Hotjar heat map showed a general confusion around this area. Most people were not clicking and those that were, were clicking all over the place. In an effort to dig deeper, we took advantage of Hotjar’s user playbacks and watched users in semi-real time as they interacted with or site. We saw similar interactions as to what the heat map showed. People would scroll down and hover over the area, but not click.
From this we decided to add a more identifiable link to our footer area, keeping the design for the most part exactly the same.
Success! Hotjar showed us the path to increase conversion and to help funnel users into the next page. Our initial analytics could have been interpreted in a number of ways, leading us down a rabbit hole of assumptions and testing. But the heatmap and user playback functionality in Hotjar gave us answers and actionable items to solve our problem.
Thanks hotjar <3.
~ Sam Saccone @samccone
This post originally appeared as a community topic on Inside Hotjar