UX TESTING WITH HOTJAR
All-in-one Analytics & Feedback
Case Study: ARI Networks is a product based organization and has thousands of Responsive websites LIVE in the digital world, which belongs to different Industries. To make the websites more usable and accessible for the end users, we decided to use Hotjar as a testing platform to know which components are more clickable and which are less. At the end, we were able to generate the HEATMAPS, which helped us in tracking the most clickable and non clickable items and analytics of different pages. Here is the complete report.
Biggest takeaways are:
The navigation is the most important feature on the home page. 3 Heat maps are given below. This structure should be one of our main focuses when we work on websites.
1. Muddybay website - http://www.muddybay.com
- People want to click on items that look like buttons. See the Merchandising banners placed on Muddy Bay's website - Almost all of the clicks are on the little button shape in each image. This is a critical behavior ARI has been ignoring, which leads me to say that our banners aren't getting used or NO, Merches isn't working, (as evidenced by these heatmaps) because we have been missing the mark with merch design. We get the conversational text part right, but we don't have ANY button-shaped element in most of our merch library, so users don't think to click. It's my hypothesis that we would get much more use out of the merch component if all slides had a "button" element to them.
2. On the surface it's easy to say, "CTAs don't get as many clicks as the navigation, so we should eliminate them." HOWEVER, we've also learned a few other interesting points from Hotjar:
a. No one wants more than 3-4 CTAs, and that may even be too many.
b. Inventory CTAs always win over parts and service, and
c. financing CTAs almost never get used.
I'm not sure why that is exactly, but that's what I've seen.
I'm not sure why that is exactly, but that's what I've seen.
3. Ely's Kawasaki website - http://domsqks.ari-build.com/
Websites with a HERO SHOT and MERCH on top of it confuses users. Check the Ely's Kawasaki website - They tend to click on the image, which isn't useful OR actually not clickable. This can be combated with a full-width CTA like http://domsqks.ari-build.com/
As a side note, this is a different take on the "hero shot" concept that separates the CTA from the image and also utilizes a button to instruct users where to click. I also don’t think merch is a total lost. But I just don’t think it should be the main focus of our sites. I’m also interested in exploring designs that don’t use CTAs a bit more than I have in the past. Given the research done with Hotjar I think it could be incredibly effective.
