Have you ever launched a website that you thought was brilliant, only to discover that it is less-than-popular with web visitors...
It feels frustrating and disappointing to work on a project that doesn’t get the response you hoped for.
But, I have found a fantastic eCommerce analytics solution, which enables you to see exactly how visitors to your webpages behave. In this blog post I share my experience of using Hotjar, a website analytics tool. Hotjar can be easily added to your website, enabling you to discover how your customer is browsing through your site. It’s about what they are actually doing once they reach your eCommerce store, not what you think they are doing!
You have to see it to believe it, it’s pretty awesome.
So, let's get down to how this eCommerce tool can really impact your business...
When it comes to analysing the impact and usability of my eCommerce platform, I split it down into two areas:
Traffic – How to get people to your site
Engagement – How we engage with customers once they visit the site, and what we can
Hot Jar is a brilliant piece of eCommerce software to monitor engagement on a webpage. It’s a tool that I use with my eCommerce companies to monitor what visitors to the sites are doing. It has been one of the key factors in changes I have made to our sites. It will turn the traffic to your site into engagement and ultimately, sales. Which is what we are after, right?
The first thing to discover on Hotjar is heat maps, Heat maps are a way of tracking where customers actually click on your website. It shows the kind areas, the buttons and places they go when on your website.
It’s really pretty cool! It uses a Hot to Cold scale, so you can see the ‘heat spots’ - where the most popular places are, down to the ‘cold spots’ which are less popular.
Red- Hot spots which get the most clicks and mouse moves
Blue – Smaller amounts of traffic.
A while back, my team and I designed a new website. We did our research, both within the company, and externally, we thought we had pretty much got it down, got it just right.
But then Hot Jar came along, and how wrong we were!
Heat maps reveals some pretty awesome things about how your customers behave.
I found out, through using Heat Maps that the pages and buttons I thought our customers would click, actually they didn’t. I realised we had made some assumptions about how people would use the website, and the truth is… When it’s your website you know it well, you get so ingrained in it, it’s easy to forgot exactly how people are going to use it. But that’s where hotjar comes into it’s own.
One really obvious mistake lots of people are still making, is the logo. If you use heat maps on a webpage you can see that the company logo is a real HOT SPOT, this logo needs to click through to somewhere or you are missing a trick.
This has replaced the function of the Home Button, People used to have a home button, but when is the last time you saw one? So now it’s self explanatory, you click on the logo to take you to the Home Page.
Tracking where people are spending most of their time on these Heat Maps, enables you to see where to put your Call To Action Buttons, you want these to be where the people are actually going with their cursor.
It shows you this data for both mobile and desktop, which is super helpful, as customers will behave differently on different platforms.
Once you have the data from these Heat Maps, you can use this to optimise your Website Marketing plan. You may have outstanding copy, perfect CTAs, and a logo which is just right, but it needs to be placed right where your customers will see it and engage with it.
Move Maps are a tool you can use to actually view HOW customers are using your website, it records video of the customers using your site, which is brilliant.
Just to clarify, Hotjar doesn’t hack their computer. It simply uses software screenshots to follow their mouse on the screen, and relays that to you in video format.
It shows all those squiggles and lines – those are traces of where the customer has their mouse and where to goes moving across the screen. You can play it back from page to page – it’s brilliant.
You can see exactly how a customer is using your site, where they’re clicking, it’s fascinating, really really good!
This can be a great tool for your team too, you can share snippets of say, the checkout process, you can get this information infront of you web developers, or graphic designers, that way you are all working from the same data – to see exactly what your visitors are doing.
One last tip on Move Maps...
You can create Tags to focus on a specific page, to monitor over time, and focus in on one key area.
Scroll Maps track how far people are scrolling down the page. So you can see the top of the page is where everyone will see, but then we get to this super useful info, it shows the percentage of customers who see each section.
This tool means you can get your ‘first fold’ (the screen people see before they scroll) just right. That’s where your call to action needs to be. You can then add other ones as you collect the data to see where else they are going.
Pretty great really!
The biggest changes I have implemented as a result of this, is our checkout page.
For example on one of my sites 'Jersey Beauty Company' – as a result of using Hot Jar, we changed our checkout button.
Customers were getting confused between our view basketbutton, and out checkout securely button. By responding to these findings, the changes we made as a result, reduced the number of abandoned carts – no one likes an abandoned cart!
It made the whole checkout process smoother.
By changing a few fonts colours, of CTA buttons, adding a simple line of instructions, we saw sales and engagement rise.
Installing Hotjar is pretty simple
Just create a Hotjar account, they give you a code, and you copy that code onto the header on your webpage.
Paid version vs Free Version what's the difference?
As tends to be the case with ecommerce software like this, it comes down to data. The free version brings a lot to the table, but there is a limit as to how much data you can record.
When you need more data, and better function update to the paid version - simple!
Now you have a tool which can prevent errors caused by lack of Insight, Start using Hot Jar, then if you need more help, why not ask us for it?
Free: Expert Feedback for Your eCommerce Website - Boost Your Conversion Rate in Minutes and Learn How to Turn Traffic into Sales!
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