How Turum-burum used Hotjar to increase an ecommerce client’s conversion rate by 55%

Problems identified

1. Almost half of all prospective customers abandoned Intertop’s checkout process

2. The site’s product filtering functionality was riddled with usability issues and technical bugs

3. Users didn’t scroll far enough down product pages, missing the primary call-to-action (CTA) button

Solutions implemented

1. Launching a full checkout page redesign

Turum-burum used Hotjar Surveys to conduct an exit-intent survey on Intertop’s checkout page. Survey results revealed that 48.6% of respondents couldn’t place their order—a long, cumbersome process hindered the user journey.

Further investigation revealed that most users dropped off at the registration phase. So,

Turum-burum focused on reducing bottlenecks in the conversion funnel step from ‘checkout’ to ‘order placed.’ 

Using Hotjar’s heatmaps and session recordings to see how users interacted with different versions, the team A/B tested three changes: 

• A ‘Place order’ page redesign

• Reduced checkout fields

• An autofill function

Once the winning variations were implemented, these changes resulted in an 11.5% increase in ARPU and a 13.4% decrease in bounce rate.

2. Implementing clear product categories and improved filtering

With additional user feedback via Hotjar Surveys indicating issues with Intertop’s buyer experience, Turum-burum again turned to Heatmaps and Recordings for more context. 

Data revealed that when users filtered Intertop’s shoe catalog for a specific size, the website also surfaced results for shoes one size higher and one lower—a poor ecommerce UX that either forced users to browse through a massive number of pages to find what they needed or prompted them to make a beeline for their previous page and u-turn away.

As part of its conversion rate optimization (CRO) efforts, Turum-burum identified and prioritized clear product categories with active filtering functionality, an essential user behavior standard for online retailers.

The new product list display makes it significantly easier for users to filter their search and find exactly what they’re looking for. Coupled with the optimizations outlined in solution 3 below, this change resulted in significantly improved conversions—keep reading for the final results. 👀

3. Redesigning product listing pages for easy navigation

Through analyzing heatmaps, Turum-burum realized that Intertop’s main CTA button, ‘Buy now,’ was hidden below the average fold for most users, meaning several people missed it entirely. Users also frequently clicked on images to view more product details, but these elements were unclickable—a missed opportunity for Intertop to give prospects what they needed.

So, the team released a new product page with a clean, minimal design and simplified navigation.

Along with the new product categories and filters introduced in solution 2 above, these changes yielded a 31% conversion rate increase from product page to cart and a 36.6% conversion rate increase from cart to checkout page.