While many strategies focus on driving new trafﬁc, one of the many beneﬁts of CRO strategies is their ability to properly capitalize on the greatest business asset of all: your existing audience. To improve onsite conversion rates, we deployed advanced analytics tools to measure user engagement, analyze audience response, and conduct a comprehensive UX audit. These tools included heatmaps, live-visit recording, and sales funnel visualizations to record and analyze user site behavior.
By mapping drop-off points in the sales funnel, we were able to pinpoint crucial areas for improvement. The heatmaps of aggregate user click & scroll data, alongside site visit recordings, let us analyze points of frustration in greater depth. Together, these tools helped guide our strategy to improve the on-site experience.
Pairing this data with a creative perspective, we focused on adding a sense of tangibility to the platform that would provide a clear expectation of what the product “looked and felt like.” This concrete understanding would then aid in platform adoption by providing users with a visceral understanding of the product.
Departing from pure feature descriptions and abstract icons, we generated modules that included direct visualizations of the platform with value-add communications. The “How It Works” page design highlights the culmination of this approach.
Provided with more context about the product they were buying into, alongside subtle enhancements to the customer journey, users converted at a signiﬁcantly higher rate. The changes more than doubled the site’s prior rate and were nearly triple the industry-average figure.
Further improvements were made with onsite chatbot automations and guided tours using Intercom. These strategies enabled us to drive engagement with the 97% of web visitors who typically leave without submitting a contact form. With messaging automation, we were able to reduce total site-abandonment by 6% through Intercom alone.