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.
CCV Shop is a Software as a Service (SaaS) product from CCV, a Netherlands-based company with large market share in the country’s payment sector. CCV Shop creates and hosts online storefronts—think one-stop shop for 17,000 entrepreneurs to run their online e-commerce stores.
Since their business is all about helping online companies succeed, they came to find that studying user behavior (both their own visitors and their customers’ visitors) helped everyone thrive.
I have a real passion for everything that goes into User Experience (UX) design. I want to know what users are thinking—the psychology behind their decisions—and why they’re clicking on some elements while ignoring others.
UX Designer at CCV
Hotjar’s price seemed right, but Gregor’s 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.
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 picture—where 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, “by 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.”
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%—which got them really close to reaching their 2% conversion goal.
This is where things get really interesting. Since CCV Shop creates (and hosts) software for online stores, they have the unique opportunity to observe not only their own users—but their customers’ users as well (with express permission).
Using Hotjar’s tools, CCV Shop could figure out how some of their customers’ users behaved when they reached the checkout page.
They used this data to:
Plus, they were able to use these same tools and techniques to improve the ‘back-office’ side of their product—making it easier for their customers to update their products, pricing, etc. in their online stores.