Project Overview
Heatmap Analytics
Associated Spring RAYMOND is a custom springs manufacturer and customer of TopSpot Internet Marketing since 2007. After launching a new website with a Catalog Data Solutions (CDS) catalog integration in 2014, they began ongoing Search Engine Optimization with one of TopSpot’s Customer Relationship Teams (CRTs).
In Brief
Challenge
A few years after the new website launch and with a goal to keep moving results forward, the CRT installed heat mapping software onto the ASR website to understand more clearly how visitors were using the Catalog Data Solutions faceted search.
Solution
As a result of this analysis, the TopSpot team designed a new layout for the page and worked with CDS to update the filter functionality to go from a traditional faceted search to a horizontal product search with fewer options. The team first implemented the updated layout on one of the more popular product categories, Gas Struts.
Results
After six months with the updated design and filter functionality, the Associated Spring RAYMOND website saw a 130.65% increase in form submissions for Gas Strut products, indicating that the new filter design was a better experience for visitors to narrow down their needs and then convert.
After reviewing the heat map data, the team identified that users were scrolling through the table to hover over products and over 1/3 of all users used the "See More Results" button at the bottom of the page. Analysis showed that even though visitors were using the filters, they weren’t narrowing down the selection of products enough causing them to select the more results option.
Without Heat Map
With Heat Map
Analysis also showed that even though visitors were using the filters, they weren’t narrowing down the selection of products enough causing them to select the more results option.
Results
The website’s form conversion rate increased by 126.12% and form abandonment decreased by 35.59%
Services Provided
558
Before
1287
After