BUSINESS PROBLEM
In 2016 the corporate website for HealthEdge was not geared up for demand generation. We wanted to find out what what we were lacking and where the gaps were in terms of securing leads from the website itself.
SOLUTION / MY ROLE
I championed the project and worked with Marketing to enable monitoring of the website and collecting analytics for various aspects using HotJar service. We made a marketing drive so that traffic upticks on the website.
After a month, some key observations were made:
1. Recordings told us that users were stuck on the Contact Us page on the map and not getting to the form. Some of them may not be realizing that there is form below the map. And thus we loose a lead. I suggested to bring the map and contact page together or remove map altogether.
2. Links to 2 of the products were not even being clicked at hence leaving behind a change to check out the value proposition. I suggested a revamp of the landing page based on interest.
3. Most of the clicks on the home page were About Us. But that menu was all the way to the right. Heatmap data like told us what users are clicking the most and perhaps we want to make that more accessible. Many websites have About Us as the first menu item.
Now we have a new website and some of these suggestions have been taken into account.
DOMAINS
Website Analytics, Funnel, User Experience Analytics
UX
User Traffic Analysis
TOOLS
HotJar