Softmedia, founded in 2003, is the world’s leading provider in penny auction software. On October 11^th, they implemented CrazyEgg Analytics on the top five most visited web pages on their site. The goal was to identify areas for improvement on the website and increase lead generation.

CrazyEgg’s pricing is as low as $9 per month with a promise to “Increase your website’s conversion rate or revenues within the next 30 days… or your money back.”. With a low cost pricing model, Softmedia were happy to test the tool to see if conversion rate or revenue increased.

This CrazyEgg case study explains exactly how to use the heatmap report.

Theory

By visualizing problem areas on the website, we can remove distractions and increase form completion rates.

Findings

Twelve days after implementing CrazyEgg, Softmedia had collected more than 10,000 page views of data. Using the heatmap report, they immediately noticed distractions on the site that sent visitors away from the web form.

A “Do not click here” button was leading visitors away from the “request a quote” button (on the second most visited page) and by having a video demo on the contact page, the video acted as an incentive for users to be directed and navigate away. We removed these distractions immediately.

Providing these improvements were successful, traffic would increase to the inquiry form. The next step was to use CrazyEgg’s Overlay report. They wanted to make the form as simple as possible, without compromising the quality of the leads.

The overlay report allowed them to identify fields that are not being completed (note: not all fields are required). By removing fields that users did not complete and data that Softmedia did not use, they immediately improved the web form.

Result

The recommendations found from CrazyEgg heatmap and overlay reports were sent to the web development team. The improvements made to the site took 10 minutes and the impact was immediate. According to Google Analytics, the site conversion rate has now increased by more than 51%.

Conclusion

By removing distractions on your website, web visitors will be more likely to complete your on-site goals and thus increase the number of leads to your business.

CrazyEgg delivered on their promise and for $9, Softmedia were able to increase conversion rate and the number of daily leads. Have you used CrazyEgg analytics and did it have a positive impact on your conversion rate?