It's Getting Hot In Here š„
So install your tracking code?
Bryan Curley
March 22, 2024
Did You Know? A company called Dennis Publishing increased their CTR by 44% and their RPM by 48% solely by shifting their Google PPC ad from the right-side pane of a website to the left-side pane. (Source)
As your workweek comes to a close, letās ease into the weekend with a look at one of my favorite marketing tools: Hotjar.
Hotjar is a heatmapping tool that lets you discover how users are interacting with your websiteās pages simply by installing a line of code in the <head> section of the page you want to visualize.
As users interact with your page, Hotjar records their activity. You can view the entire recording, watching any individual usersā mouse move around the page as they interact with your site, and also view a heatmap of where all recorded users clicked on your page.
Hereās a free, interactive demo version of Hotjarās heatmapping tool overlayed on their home page.
Hotjar is a great way to see if users are interacting with pages in the ways you either want or expect them to.
A past edition of Data-Driven Marketing looked at the importance of above-the-fold optimization, because 68% of a visitorās time is spent on the top half of a web page and 86% on the top two-thirds with users typically interacting with pages in an F-shaped pattern.
Hotjarās case studies page has a few great examples of how to use heat mapping and session recording to your advantage.
But then again, any companyās case studies page really is just a sales page, so of course theyāre going to include their greatest hits.
Nevertheless, there were some examples I really liked.
One example is about a company called Brand24 that used Hotjar to analyze the performance of their registration page, which initially looked like this:
See that red arrow? By watching video recordings of user sessions, Brand24 realized a ton of users were getting held up at the āPromo codeā field on their signup form. After getting to that field, they noticed that user activity on their page would pause for an extended period of time. What was happening?
They concluded that users were getting to that required promo code field and realizing there might be a discount available, which sent them off to another tab to hunt for a promo code. When they couldnāt find one, they abandoned the registration process altogether.
Brand24 redesigned their form to simplify the registration process:
That change resulted in a massive increase in conversion rate from 2.56% before to 7.42% after. Thatās a 289% increase. š¤
Remember this image from our discussion about solving the āunique customerā problem? As form field complexity increases, conversions decreaseā¦especially when youāre comparing to Brand24ās new registration form with just 2 fields.
Hotjar offers a free-forever plan that allows you to create an unlimited number of heatmaps, but they cap you at 35 recorded user sessions per day.
Itās recommended you allow enough time for your page to get 2,000+ recorded sessions, but you know what they say about planting treesā¦
Itās great for the environment!
They also say the best time was 20 years ago, and the second best time is now. If your page maxes that out each day, youāll have enough data to start getting a feel for changes you can make in 1-2 months. Of course, you can always upgrade and knock that out in 1-2 weeks, but thatās your call, boss.
Thatās all for Data-Driven Marketing this week! Before I send you off, letās do our usual weekly recap.
Look at everything we covered this week!
In case you forgotāor havenāt yet read, shame!āhereās what we discussed over the last week:
Monday: 28 Customer Retention Stats (+8 Strategies You Can Use)
Wednesday: The Unique Customer Problem
Thursday: All Hail Our Robot Overlords š¤
Friday: Itās Getting Hot In Here
Got any questions about those subjects or want to suggest something for next week? Just reply to this email to let me know. See you Monday!
Everyone say, āHi!ā to Rebecca D š
Question: If you could have any superpower, but it had to be completely useless, what would it be?
Rebecca Dās Answer: āI have the power to put things away with my mind, but I can only put them away in the wrong location.ā
Which segues nicely into our ChatGPT-Generated Joke of the Dayā¦
ChatGPT-Generated Joke of the Day š¤£
What did the janitor say when he jumped out of the closet?
Supplies!
Suggest a topic for a future edition š¤
Got an idea for a topic I can cover? Or maybe youāre struggling with a specific marketing-related problem that youād like me to address?
Just reply to this email and describe the topic.
There's no guarantee I'll use your suggestion, but I read and reply to everyone, so have at it!