Download PDF
Hotjar > Case Studies > Turum-burum's Use of Behavior Analytics to Boost Ecommerce Conversion Rates
Hotjar Logo

Turum-burum's Use of Behavior Analytics to Boost Ecommerce Conversion Rates

Technology Category
  • Automation & Control - Human Machine Interface (HMI)
  • Cybersecurity & Privacy - Identity & Authentication Management
Applicable Industries
  • Retail
Applicable Functions
  • Procurement
  • Product Research & Development
Use Cases
  • Experimentation Automation
  • Retail Store Automation
The Challenge

Intertop, a well-established shoe retailer in Ukraine with 114 stores in 25 cities and an online operation that attracts 3.5 million monthly visits, was facing challenges with its ecommerce model. Despite its high growth and rapidly increasing traffic, the company was struggling to simplify the customer journey on its website, increase conversion rates, speed up the introduction of user experience changes, and mitigate risks of damaging the site experience. To address these issues, Intertop engaged CRO and UX agency Turum-burum. The agency initiated their Conversion Rate Optimization program based on step-by-step interface enhancements, a model they call ESR: Evolutionary Site Redesign. The goal was to anchor all proposed website changes on analytical proof and confirm them through A/B testing, a proven way of minimizing risk of rolling out changes that impact the shopping experience.

About The Customer

Intertop is a leading shoe retailer in Ukraine with a 25-year history. The company operates 114 stores across 25 cities and runs an online operation through their brand site, which attracts 3.5 million monthly visits. In 2017, Intertop built out an omnichannel ecommerce model, offering fully-integrated shopping experiences that unite user experiences from brick-and-mortar to mobile-browsing and everything in between. Despite its success, the company was facing challenges with its ecommerce model, particularly in terms of simplifying the customer journey, increasing conversion rates, and speeding up the introduction of user experience changes.

The Solution

Turum-burum used Hotjar, a behavior analytics tool, to map the customer journey from a user’s perspective. They collected customer feedback using Hotjar's exit-intent pop-up survey, which helped identify errors on Intertop’s checkout page. The survey revealed that 48.6% of 444 respondents were leaving the page because they were unable to place their order. Based on this feedback, Turum-burum reduced the number of checkout fields to three, split the 'Place Order' page into semantic blocks, and added autofill functions for authorized users. These changes were A/B tested and resulted in a 54.68% increase in the conversion rate on the checkout page. Turum-burum also used Hotjar Recordings and Heatmaps to understand pain points in the user journey, particularly with product filtering and product pages. They made improvements to these areas based on the data, which led to significant increases in conversion rates and average revenue per user.

Operational Impact

  • The use of Hotjar's behavior analytics tool allowed Turum-burum to effectively map the customer journey from a user’s perspective, leading to more efficient delivery of value. The tool's exit-intent pop-up survey provided valuable insights into why customers were abandoning their orders at checkout, leading to significant improvements in the checkout process. Hotjar Recordings and Heatmaps also helped identify pain points in the user journey, particularly with product filtering and product pages. The improvements made in these areas, based on the data provided by Hotjar, resulted in significant increases in conversion rates and average revenue per user. The success of this project demonstrates the power of data-driven decision making in ecommerce.

Quantitative Benefit

  • Conversion rate on the checkout page increased by 54.68%

  • Average Revenue Per User (ARPU) grew by 11.46%

  • Checkout bounce rate decreased by 13.35%

Related Case Studies.

Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Learn more
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
Learn more
Case Study
Ensures Cold Milk in Your Supermarket
As of 2014, AK-Centralen has over 1,500 Danish supermarkets equipped, and utilizes 16 operators, and is open 24 hours a day, 365 days a year. AK-Centralen needed the ability to monitor the cooling alarms from around the country, 24 hours a day, 365 days a year. Each and every time the door to a milk cooler or a freezer does not close properly, an alarm goes off on a computer screen in a control building in southwestern Odense. This type of alarm will go off approximately 140,000 times per year, equating to roughly 400 alarms in a 24-hour period. Should an alarm go off, then there is only a limited amount of time to act before dairy products or frozen pizza must be disposed of, and this type of waste can quickly start to cost a supermarket a great deal of money.
Learn more
© 2015-2024 IoT ONE Limited | Privacy Policy

Contact us

Let's talk!

* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that IoT ONE may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from IoT ONE.
Submit

Thank you for your message!
We will contact you soon.