Using Analytics Tools for UX
Case study of how I used analytics tools to improve social sharing.
About this Project
I wanted to demonstrate a quick example of how I use analytics tools like Hotjar to help make a well informed UX design solution. Hotjar has tools for analytics such as heat-maps, click-maps, scroll-maps, user videos and surveys to get feedback directly from users. Here is an example of how I used some of those tools to help come up with a successful UX solution to the problem.
The Goal:
Improve social sharing on the Legacy memorial pages.
Desktop Analysis
Scroll-Map Anaysis
Using a tool called Hotjar I was able to quickly see which areas of the page are getting all the attention (hot-spots) and which areas are not (cold spots). I quickly Identified that the top right area where the social icons were was one of the coldest spots on the page.
Better Placements
A better placement is below the hero and inline with the content in the right rail. I also designed it to be larger and fit the width of the right rail so that it seems like it is part of the content and has much higher visibility on the page.
Mobile Analysis
Baseline
Click-map Analysis
This is an example of one of the click-maps that I looked at during this project using Hotjar. The glowing spots show where users are clicking on mobile.
The Improved Version
Larger, bolder, and with a clear Call to Action! Twitter was removed to simply things since it wasn’t getting clicks.
Sorry, Twitter.
Added Placement
Click maps and scroll maps showed a lot of interest in the dropdown next to the send flower’s button so my suggestion was to put a share CTA inside.
Old Version
These buttons were tiny and hard to click on mobile. They were also badly placed on the coldest spot on the page on desktop. They also had No CTA. No wonder people were’t sharing as much as they could be.
New Share Buttons
Bigger. Bolder. Better.
New Share Placement
Suggestion based on analytics.
The Results
This campaign to increase social sharing on the Legacy memorial page proved to be hugely successful and helped lead to substantially increased social sharing, and page revenue. It took only a very short amount of time to look at analytics and make my design be more successful.
180% Improvement in Facebook Sharing Overall
245% Improvement in Email Sharing Overall
Click here to see how I used my design skills to boost sharing & page revenue substantially more!