Learn / Case Studies / CCV Shop
How CCV used Hotjar to grow conversions
HotjarĀ makes the insights you have from Google Analytics visual and easier to understandāand itās less time consuming to analyze this data andĀ get some quick wins.
Can you use the same set of behavior analysis tools to (1) improve your products, (2) increase conversions for yourself, and (3) increase conversions for your customers?
We usually think of these as separate questions, but for CCV, they were all intertwined.
How a SaaS company improved their products + boosted conversions for themselves and their e-commerce clients
CCV ShopĀ is a Software as a Service (SaaS) product from CCV, a Netherlands-based company with large market share in the countryās payment sector. CCV Shop creates and hosts online storefrontsāthink one-stop shop for 17,000 entrepreneurs to run their online e-commerce stores.Ā
Since their business is all about helping online companies succeed, they came to find that studying user behavior (both their own visitorsĀ andĀ their customersā visitors) helped everyone thrive.
Gregor Doornbosch is a UX Designer at CCV who is deeply interested in user psychology, and he used HotjarĀ HeatmapsĀ andĀ Session RecordingsĀ to observeĀ user behaviorĀ on:
CCV Shopās landing pages
CCV Shopās own website
Check-out pages on their customersā online shops (with permission, of course!)
I have a real passion for everything that goes into User Experience (UX) design. I want to know what users are thinkingāthe psychology behind their decisionsāand why theyāre clicking on some elements while ignoring others.
Would there be hidden costs to Hotjarās implementation?
Hotjarās price seemed right, but Gregorās experience with business software made him skeptical at first. Implementing any new software across different departments requires training, and a complicated interface could add hidden labor costs (in onboarding, incomplete adoption, etc.).
Fortunately, Hotjar proved its value by being easy to learn and implement.
A lot of tools try to sell you on the low price, but they āforgetā to tell that implementing can cost more, in time and money, than most people think. Hotjar was easy to implement, and it offered tremendous value for a great price.
Challenge #1: increase conversions for CCV Shopās landing pages
CCV Shop generates leads through landing pages, and they used a few Hotjar tools together to understand their prospective customers and increase conversions.
CCV Shop used Heatmaps to see the big pictureāwhere customers were clicking in aggregate, how far they scrolled, and how they interacted with various elements of each page:
Then, they observed individual recordings as users interacted with the various landing pages. As Gregor explains it, āby using videos you see how people are on different browser versions, resolutions, etc., and sometimes you see small bugs within your own software that you've never seen before.ā
With this information, CCV Shop could make changes, A/B test them, and double down on what worked.
The results? They increased the conversion rate on their marketing website by 38%, from 1.3% to 1.8%āwhich got them really close to reaching their 2% conversion goal.
Challenge #2: improving the platform to boost conversions for clients
This is where things getĀ reallyĀ interesting. Since CCV Shop creates (and hosts) software for online stores, they have the unique opportunity to observe not only their own usersābut their customersā users as well (with express permission).
Using Hotjarās tools, CCV Shop could figure out how some of their customersā users behaved when they reached the checkout page.
They used this data to:
Improve their platformās interface, which would result in
Improved conversions for their customers
Plus, they were able to use these same tools and techniques to improve the āback-officeā side of their productāmaking it easier for their customers to update their products, pricing, etc. in their online stores.
We have around 17,000 shops hosted on our site, if you consider the free users, and thatās a lot of data. With that in mind, we set out to study the pages with a similar layout and flow, such as the checkout page. Hotjar helped us gain insight into how people use our features and where we can improve them for our clients. That means conversion improvementsā¦ and happier customers!
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