I am certain that many of you have heard about conventional analytical methods used in connection with website optimization. In this case study we won’t be implementing them (however many people still only use those), but instead we will be using real magic. Join us and learn something new.
This case study will focus on Electronix express and its webshop.
First impression on the homepage
Being a webshop, its homepage doesn’t have a trending fullscreen photo with a single CTA above the fold (like many websites do nowadays); but a typical webshop structure perfectly reflecting the industry.
The dominant color of the page is blue with its different tones, combined with white.
However the Register button on the top has green color and it stands out from the ‘blueness’, but not too flagrantly. I must admit that I like the solution.
As for the categories: clicking on different subcategories won’t navigate us to a new subpage, which in fact is a clever solution because sometimes people don’t exactly know which category does their product belong to. In this scenario, having to navigate back to the main page can be pretty stressful for users (especially if they’re in a hurry).
The last point to be highlighted is that the featured products’ boxes are not of the same size. Having a fixed size for the boxes might be able to make the homepage more consistent.
Click Heatmap
Now that we've covered the basics, let’s layer the homepage with Capturly’s click heatmap to reveal what do our users really use on the homepage.
The click heatmap visualizes the most frequently used parts of the page, making it much easier to analyze the effectiveness of the structure. We can see that there are some parts, which are very popular (for example the search field and the categories).
However the Featured products section lags behind. People do click on them, but they are not so favored. People are more interested in the image rotator and its content instead.
All your data in one place
You don’t need to be a Google Analytics expert to understand the numbers on the dashboard. It’s clear and straightforward, you can even display it to your employees without having to create a presentation with complex diagrams and tables.
Although more and more people tend to use their phones when surfing the web, the majority of Electronix express’s visitors don’t come from phones or tablets. This means that however the website is responsive, they need to focus mainly on the desktop mode instead of the mobile one.
The timeline shows that there’s no particular peak time for the webshop, the visitors are almost evenly distributed throughout the given period, so there’s no need to worry about that either.
You can also draw conclusions from the sources and content box, it depends on what you’re focusing on. Is there anything that you see on the dashboard? Share it with us :)
Playback feature
As we can see it at the beginning of the video, the user is not quite sure about what he (or is she a she?) wants, so he scrolls around for a while before clicking on anything.
The mouse works like our fingers when we read, so basically we can trace what the visitor reads.
He decides that he needs 10 of the given product, so he adds it to the cart. After that he just moves the mouse around, seemly he’s not so sure about what to do. Maybe he’s hesitating because he might need something else. The search field is incredibly useful, he immediately starts looking at the results. We can see the products: which are the ones that catch his attention, and which do not.
Would you realize these with a normal analytics tool? Probably not. You don’t have to be a developer and/or analyzer to be able to use these tools. Sounds easy, huh? I must tell you: it really is.
Takeaways:
There would be two suggestions to consider. Having a fixed box for the featured products and adding predictive text to the search field. The boxes would give us a pleasurable feeling and the searching process would become much easier and quicker.
Other than those, it is working and stable; so there’s no serious problem to worry about Electronix express. :)
Have I mentioned that they are preparing a new site? They aim to improve their user experience. Be prepared, because we’ll get back to this site later with a new study. Are you excited?
If you liked this article, it would mean the world to me if you recommended or shared it on Twitter. ☺
Do you have any thoughts or feedback? Discuss it with us or send an email to hello@capturly.com
