CMS Connected, an IT news and marketing company, used Hotjar Funnels to analyze how a piece of gated content was performing.
The funnel was set up on a simple 3-step journey from a landing page (Step 1) to a sign-up form (Step 2) to a success page (Step 3). In order to see the content they were interested in, visitors needed to sign up on step 2 with their name and email address.
By analyzing the funnel, the team at CMS Connected identified a huge drop-off of around 82% between Steps 2 and 3, meaning that for every ten people making it to the page, more than eight left without interacting with the content.
As a result, the team decided to remove Step 2 from the funnel and make the content available to all visitors. This obviously solved a problem for visitors, who could freely flow towards the page(s) they were interested in, but also guaranteed that CMS Connected’s content was given a true chance to shine and help their readers.