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How Credo used Hotjar to increase an ecommerce client’s revenue by 220%
UK-based conversion rate optimization (CRO) agency Credo used Hotjar Heatmaps and Recordings to improve website engagement, conversion rate, and revenue for its client, V1CE.
Hotjar Recordings: for playbacks of actions taken by individual users navigating a website or product
Observing user behavior on different versions of the same page during A/B tests to make educated optimizations
Hotjar Heatmaps: for an aggregate visualization of users’ clicks, scrolling behavior, and mouse movement on key pages
Viewing Engagement Zones on V1CE’s key pages to find areas of high engagement and implement quick wins
A/B testing tools: for testing ideas and validating hypotheses
Conducting regular experiments to roll out successful variations
Access to user data through Hotjar helped us demonstrate how users were experiencing the site, understand its reach, and secure agreement to implement changes.
V1CE initially approached Credo with low website engagement, which resulted in low conversion rates.
1. Creating a data-informed, high-converting content hierarchy
Looking at Engagement Zones—a type of heatmap in Hotjar that combines click, move, and scroll data—the Credo team noticed something interesting on V1CE’s homepage: case studies drove more engagement than the list of product features. The issue? Case studies were at the very bottom of the page, meaning users had to put in extra work to get to what they actually wanted.
Credo saw this as a quick opportunity to present engaging content earlier in the user journey and increase overall page engagement.
A simple reshuffling of existing page elements resulted in a 14.5% increase in page engagement, heavily impacting micro-conversions in the user journey.
2. A/B testing changes and analyzing user behavior on each variation
Continuous testing is a crucial component of Credo’s CRO program, with a focus on understanding why the winning variation outperformed others.
Leveraging Hotjar’s integrations with popular A/B testing tools, the Credo team observed how users navigated the control and variation pages using Hotjar’s session recordings—video-like renderings of individual users’ behaviors. Once the winning variation was launched, they continued viewing recordings to stay on top of user behavior for ongoing optimization and refinement.
3. Finding (and fixing) areas of friction causing user frustration
Credo analyzed frustration signals in Hotjar to find website elements impacting V1CE’s conversions. The team looked at rage clicks (users rapidly clicking or tapping an unresponsive element) and u-turns (users immediately returning to their previous page)—two reliable measurements of frustration and confusion that helped improve V1CE’s overall ecommerce UX.
These qualitative insights bolstered their Google Analytics data, allowing them to build a more persuasive argument for implementing changes that ultimately resulted in a 220% increase in revenue for V1CE.
While we acknowledge that Google Analytics provides helpful starting points, we believe tools like Hotjar can reveal why users behave the way they do.
👀 Get the story straight from Credo: check out our webinar featuring Robert Deans, Founder and CRO Consultant at Credo, for more pro tips on using Hotjar to boost conversions.