How Netguru saw a 50% decrease of their bounce rate within only a few months of using Hotjar

In a few months of using Hotjar and resolving the issues highlighted by the tool, Netguru managed to (all % changes YoY):

• decrease the bounce rate on their website by 50.45%,

• drive up the “

  ” page traffic by 30.93%,

• drive up the “

  ” page traffic by 58.76%,

• increase the number of users going further in the services by 17%.

Netguru is an international company which provides consulting services in software development and product design. Founded in 2008, Netguru has been recognized multiple times in Deloitte’s and Financial Times rankings as one of the fastest-growing companies in Europe. Products that Netguru has created for its clients have been featured in TechCrunch, Business Insider, and Product Hunt.

Having redesigned the Netguru.co website in 2016, Netguru started using Hotjar as a tool to further optimize it.

Challenges:

As a software & design agency focused on the global market, Netguru has been steadily growing their website traffic. The marketing team managed to increase organic traffic on Netguru's site threefold in one year. As new users were coming, the need for a better understanding of why people are visiting Netguru’s website became immediate.

Previously, the company used to welcome their site’s visitors - potential clients or potential employees - with exactly the same content. To boost their business metrics, the Netguru team knew they needed to get better at guessing the reasons why users landed on netguru.co.

But how? Hotjar helped with answers.

Netguru decided to distill a few patterns, and decided to focus on two key segments:

• traffic from abroad - they assumed that this is mainly traffic coming from companies considering hiring a partner for software (e.g Python development) and design services)

• domestic traffic - they assumed it to be highly concentrated on the career page created for potential employees.

To validate and test that hypothesis, they set up their Funnels in Hotjar and started gathering data.

Analysing the data and finding the patterns were the most time-consuming parts of the research process previously until they set up their Funnels in Hotjar. Moreover, thanks to Session Recordings and analysis of the gathered data, they managed to resolve several issues highlighted by Hotjar and introduce new changes on their website that helped them:

• decrease the bounce rate -50.45% YoY;

• grow the traffic to the services site by 30.93%;

• and increase the number of users going further in their services marketing funnel by 17%.

Moreover, due to specific changes implemented on the Career page, the number of visits grew 58.76% YoY, and the total number of applicants radically improved. 

Who uses Hotjar in Netguru:

Hotjar is used by two different teams at Netguru:

• internally, by the growth team (Patryk Kalinowski is the man) - they’re doing their best to improve their users’ experience on the Netguru website;

• externally, by the UX team (Piotr Śliwa is responsible for research processes) - they’re working on client projects to conduct research and test the implemented solutions on their client's side.

Both teams are continually joining forces to get a better understanding of the processes and to learn from each other. As an outcome, Hotjar is helping Netguru:

• find new patterns to investigate and measure in the discovery process;

• improve the implementation process.