Cory at Pronto sent us an email concerning some recent success they’ve had using Crazy Egg heatmaps on their website.
Pronto is an all-in-one website service for small and medium businesses. They essentially build a business’ entire web presence from scratch and help run the day-to-day marketing.
Their website's conversion goal is to funnel business owners to their sales team to establish a long-term working relationship. They want to convert site visitors into active leads.
Pronto decided to run a heatmaps test to analyze visitor engagement on their site better. Specifically, they wanted to see how these visitors used the more interactive portions of the site, like videos, drop-downs, and accordions.
Check out the test results below:
Crazy Egg heatmaps show you where people view and click your pages, so you know which elements need optimizing.
Notice that people don’t always click where you expect them to. That’s why it’s so important to get a heatmap analysis of your page. Once you know where people are clicking, you know what they expect from your page.
If a particular element gets clicked a lot, very likely, your visitors expect it to go somewhere. You may need to add a link.
Conversely, if a button doesn’t get clicked, it may not attract enough attention or be in the wrong location. You should probably try redesigning it or moving it, so you can get more people clicking where they should be clicking.
Now, what did Pronto learn from their heatmap? Let’s take a look.
The Heatmap results provided Pronto with three key insights.
- Visitors were consistently utilizing the interactive educational elements of the site.
- A significant number of users were contacting Pronto via the tiny “Contact Us” link in the footer.
- An unexpected number of users were scrolling down and clicking through to industry-specific packages.
Insight #1 served to validate Pronto’s investment in educational content for business owners and let them know that they were acquiring the right traffic. Owners interested in outsourcing their entire online marketing department aren’t going to make that decision likely. Pronto’s visitors were engaging with the site as the target audience would be expected to.
Insight #2 demonstrated that these visitors liked what they saw and searched for a way to contact the company. You have to be really interested to search out a tiny footer link at the bottom of the page. Pronto guessed that many more users were interested in contacting them directly from the home page but could not locate this link.
Insight #3 showed Pronto that there was significant interest in their industry-focused packages. Incoming visitors fell within the selected industries, and most importantly, they were intrigued by the idea of a marketing plan tailored specifically to their unique industry’s needs.
Actions & Results
While Insights #1 and #3 confirmed Pronto’s direction and gave future expansion ideas, Insight #2 gave them something actionable to pursue immediately.
Based on Insight #2, Pronto decided to make reaching the contact page ridiculously easy. They added a contact-page-directed CTA in the home page hero shot and also created a sticky navigation bar with a Contact Us button, allowing users to click-through and convert to a lead at any point during their visit.
Here’s the new site:
Notice that their new design puts an orange “Contact Us” button at the very top of the page. It also offers a much more benefits-oriented presentation. There’s a much stronger focus on the industries served, and results gained when working with Pronto.
All these changes resulted from the insight gained through Crazy Egg heatmaps.
Best of all, the new placement increased clickthroughs to their contact page by 17%, resulting in a 24% increase in site-generated leads!