Frustrated by his own experiences purchasing online, Hans van Leersum built an online store not just focused on selling but delivering an experience suited for each customer. Hans founded Trampoline Plezier with one goal in mind, making kids happy, and he does that by selling trampolines.
A major customer need he identified early on was one that appealed to the DIY crowd. Customers wanted lots of information on how to customize their trampoline for their backyards and do so in a beautiful way. Hans figured if he could help customers and prospects find new ways to enjoy the products he sold, it meant happier customers, a greater chance of future business and referrals would have tremendous value. In this case, it did not require a significant investment in after-sales support or time to increase value. Simply, a small tailored blog sufficed. Hans needed a simple way to deliver the content his customers needed. He was also driven to increase clickthroughs and capture as many sales as possible without reinventing the wheel. Here’s how Hans increased his conversion rate to 33% with a simple change.
Once the blog went live, Hans was already providing for a basic need that created excellent value. Mission accomplished! However, there’s always room for improvement so he began reviewing how customers were consuming the content they required and how it performed. The easiest and most powerful way to begin assessing this is by reviewing a scroll heatmap.
Readership is not about how many people viewed or accessed a particular blog post, rather it’s how many people found your content valuable enough to read it to completion. By using Hotjar’s heatmap feature, Hans was able to quickly see how many readers got to the end of his content, revealing a simple mistake he was making.
Using Hotjar’s Heatmap's we revealed a simple mistake we were making, by being able to quickly see how many readers got to the end of our content.
Hans van Leersum
Potentially exposing an additional 13,000 readers to a call to action proved as simple as placing an additional call to action button at the top of the page where 100% of all visitors could see it. This small change resulted in a clickthrough rate increase from 21.8% at the bottom of the page to 33.02% overall.
The new page showed a large improvement compared to the old one.
Hans van Leersum, online marketer and owner of Trampolineplezier.nl
Increasing sales rests on how well you cater to your audience’s needs and how easy you make it for them to take action. Focus first on what works, before spending time and money on what “looks good.” In Hans’ case, it was as simple as adding an extra button for an 11% boost in clickthroughs.