Increasing Digital Engagement & Conversions with Behavior Analysis
Analytics showed traffic to key solutions pages, but conversions were low. I set out to determine what users felt was missing from their digital experience and how we could connect potential buyers with the information they were looking for in a more seamless way through the website.
98%
increase in avg. time on page across all solutions pages
3.74%
increase in avg. time on page for solution A
121%
increase in avg. time on page for solution B
What We Tested & Learned
Hypothesis: Buyers needed more information differentiating our position in the market, evidenced by prospective buyers frequently navigating to irrelevant “Our Culture” content.
Results: Since launching new content, we saw a 98% increase in average time spent on solutions pages. Additionally, the new “Our Company” page is consistently included in prospects’ path to conversion.
The Solution
- Capture visitor behavior in anonymized screen recordings and heatmaps in Hotjar
- Streamline analysis by automatically segmenting recordings based on common behavior patterns
- Identify gaps in the digital experience and develop a hypothesis as a foundation for experimentation
- Update content and revamp website navigation to surface the most valuable information to users
- Review user behavior and analytics data to determine impact
the client
- Enterprise software/data company in the healthcare industry (health tech)
- 100+ employees
- $10M ARR
- Tech stack included WordPress, Hubspot, SFDC, Hotjar, Drift, Ceros, and more