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How re:member increased conversions by 43%
Steffen Quistgaard, a Senior Marketing Specialist at re:member, felt frustrated when he noticed users were bouncing off re:member’s credit card application form more than usual. Something was up, but he didn’t know what. Here’s how he pinpointed the issue and found a solution.
re:member is a trademark of Entercard, one of Scandinavia’s leading credit market companies.
Steffen and his team have a penchant for data and use it to guide business decisions. But, as Steffen explains, the data from re:member’s traditional analytics tools like Google Analytics and their custom data warehouse don’t always provide a complete picture.
“Google Analytics and our data warehouse are just numbers. We can try to dissect these numbers in a way that shows us the user journey, but we aren't able to visually see what went wrong.”
To put more context behind re:member’s analytics—and eliminate the guesswork—re:member turns to Hotjar.
“If a user decided to leave the website, with Hotjar, we’re able to see if maybe the location of important information was out of the screen using Heatmaps. With click maps, we can see if users click on objects that aren’t meant to be clicked. But most importantly, Recordings allow us to see specific users anonymously, what went wrong, and when they had a hiccup.”
Seeing what users see helps re:member swiftly spot and fix issues and bugs, like technical difficulties. But recently, Steffen’s team used Hotjar to solve a major issue that helped re:member increase conversions on their credit card application by 43%. Here’s how.
Understanding why web visitors weren’t filling out re:member’s credit card form
While analyzing Google Analytics one day, Steffen noticed something curious about the traffic landing on re:member’s application form.
“We saw that a lot of people arriving from affiliates were leaving right away.”
Affiliates are sites that compare different types of credit cards. Readers click on the credit card they feel is best for them and are directed to a form to apply for the credit card.
When users land on re:member’s application form, they usually apply for a credit card immediately.
Affiliate traffic is a considerable traffic source for re:member and the high bounce rate left Steffen scratching his head. And while Google Analytics told him what was happening on re:member’s application form, it couldn’t tell him why affiliate traffic was bouncing.
“It was frustrating at first, seeing them leave the application form, because it's very difficult to get them to the application form in the first place.“
To dig deeper and find answers, Steffen turned to Hotjar, specifically Recordings and click maps.
Uncovering four valuable findings
Here are the user behaviors he noticed:
1. Users hovering their cursor over the benefits section
While watching Recordings, Steffen noticed users were hovering over the benefits section of the application form.
2. Users scrolling up and down
Within Recordings, Steffen also noticed how users were scrolling up and down the form rather than filling it out.
3. Users attempting to click on the benefits section
Next, Steffen went into re:member’s click maps and saw users focusing their clicks on the benefits section, despite it being an unclickable element.
4. Users clicking to the homepage
Lastly, Steffen noticed that users who didn’t bounce were clicking to re:member’s homepage from the application form without filling out any information.
After reviewing the data, the solution was clear
Heatmaps and Recordings helped Steffen piece together why people weren’t filling out the form.
“By reviewing Recordings and Heatmaps, we could see that users were looking at the benefits of our product. But it seemed like they also wanted more information before making a decision."
Based on the four findings, Steffen concluded that:
Users were interested in the benefits section, given that this section had the most cursor activity
Users who scrolled up and down wanted to find more information
Users who clicked on the benefits were trying to expand the bullet points (to reveal more details)
Users who visited the homepage wanted to learn more about re:member’s products before they filled out the form
It was now clear to Steffen and his team that the current form didn’t provide enough information for users.
“Our hypothesis was to include more product information and show users everything at once in a smart way.”
The redesigned forms increased conversions by 43%
Steffen and his team got to work redesigning the mobile and desktop forms to display information, so users didn’t need to search around.
On mobile, Steffen’s team moved the benefits section from the bottom of the application form to the top. Now, users no longer need to scroll up and down trying to find answers to their questions.
For the desktop form, Steffen’s team created expandable fields that users could click to learn about certain key features, so they weren’t overwhelmed with too much text.
Then, Steffen A/B tested the new and old designs. He had an inkling the new layouts would perform better than the old ones, but the results were far beyond what he expected:
“The conversion rate improved by 43% from our affiliates and 17% overall!”
The increase in conversions was enough to convince stakeholders to move forward with the redesign, but Steffen notes that Hotjar helped him easily explain why he made certain changes to the design of both forms:
“The visual aspect of Hotjar is great to show people what we’re talking about—people who don't necessarily work with analysis and different data tools all the time. It was important once we had a result to show how people were using the two variations. User Recordings were great at that.”
If Steffen’s team didn’t have Hotjar, they may never have known what was causing affiliate traffic to bounce. But because they had the right tools in place, re:member had no problem spotting the issue and crafting a simple solution.
re:member increased conversions by 43%
re:member needed more than what their traditional analytics had to offer. By pairing Recordings with Heatmaps, they could understand why users were bouncing—and built a solution that increased conversions.
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