Boosting Conversion Rates: The Good's Holistic Approach with Hotjar for Swiss Gear

Swiss Gear is a renowned B2C company that sells a variety of goods, from high-quality backpacks, luggage, travel accessories, and watches to the well-known Genuine Swiss Army Knife™️. Since launching its website in 2016, Swiss Gear has produced strong sales numbers, especially around the holidays. However, the company wanted to maintain these sales numbers year-round and convert existing traffic into buyers at a higher rate. To achieve this, Swiss Gear partnered with The Good, a leading Conversion Rate Optimization (CRO) agency, to identify areas for improvement on their website and increase conversions.

The Good, a leading Conversion Rate Optimization (CRO) agency, was tasked with improving the conversion rates for Swiss Gear, a company selling a variety of goods including high-quality backpacks, luggage, travel accessories, and watches. Swiss Gear's website had been producing strong sales numbers, particularly during the holiday season. However, the company wanted to maintain these sales numbers year-round and convert existing traffic into buyers at a higher rate. The challenge was to identify areas for improvement on the website to enhance the user experience and increase conversions. The Good needed to understand the users' needs and behaviors on the website, without letting their own biases and knowledge guide their decisions on what to test.

The Good started with a Comprehensive Conversion Audit™️, using Google Analytics data for a full-funnel evaluation to understand where, when, and why visitors had left the website. They also analyzed Average Order Value (AOV) and revenue trends, channel efficiency, visitor geography, and technology. Following this, they used Hotjar Heatmaps to visualize the quantitative data and understand what users were experiencing on Swiss Gear’s website. Hotjar Recordings were used to watch out for patterns in behavior among site users, and make hypotheses about issues users were encountering. After auditing site traffic and analyzing hundreds of recordings, The Good identified three groups of ‘personas’ that formed the bulk of Swiss Gear’s audience. They then split out their analyses by device type to gain more specific, granular insight into the on-site elements that frustrated different user groups. With this information, they had a clear idea of what optimization and A/B test activities would drive conversions.

• The Good's holistic approach to increasing conversion rates, based on truly understanding users’ needs, proved to be highly effective for Swiss Gear. By using Google Analytics and Hotjar to understand customer behavior, The Good was able to identify areas for improvement and implement changes that significantly improved the user experience on Swiss Gear's website. The combination of qualitative research plus quantitative results surfaced from A/B testing led The Good to test a simple but elegant menu-driven interface for the mobile homepage. This streamlined the browsing experience on category pages. Other improvements included introducing a ‘business traveler’ hero image to the top of the mobile menu, giving mobile users a fast and easy way to browse luggage pages. These improvements, backed by Hotjar’s user behavior data, significantly increased conversions and revenue for Swiss Gear.

• Swiss Gear's average order value grew by 20.1%

• Overall online revenue boosted by 132.7%

• Mobile user bounce rate on Swiss Gear’s site shrank 8%