"We love Hotjar’s Incoming Feedback because it gives us instant feedback from our clients' shoppers. It doesn’t interrupt the checkout flow, and allows us to fully understand the experience in real-time."
eShopWorld helps clients with conversion rate optimization (CRO), and when the team’s Conversion Analyst notices a change in conversion for one of their clients, she uses user behavior analytics and feedback tools to evaluate.
Step 1: study data from Incoming Feedback
eShopWorld uses the Incoming Feedback widget on their checkout page, and whenever there’s a sudden fluctuation in conversion, they look at feedback data first.
Step 2: study Google Analytics and session recordings
If the team sees a trend of comments from users highlighting an issue, they use Google Analytics and session recordings to dig deeper and figure out what’s going on.
Step 3: study heatmaps and make changes to the site
Heatmaps give the eShopWorld team more insight into customer behavior at checkout, which helps the Conversion Analyst articulate any changes she submits to the Product team for testing.
Step 4: return to heatmaps to see whether the changes worked
The final step is to see the effect of the changes made, so eShopWorld looks at the ‘before’ and ‘after’ picture that heatmaps paint. If their changes don’t have the intended effect, they investigate further.
💡 Read eShopWorld’s full story