Boosting Conversions by 43%: A Case Study on re:member's Use of IoT

re:member is a trademark of Entercard, one of Scandinavia’s leading credit market companies. They offer credit card services and rely heavily on their online application form for customer acquisition. Their customer base includes users who arrive at their site through affiliates, which are sites that compare different types of credit cards. These users are typically ready to apply for a credit card immediately upon landing on re:member’s application form. Therefore, the efficiency and user-friendliness of the application form are crucial for re:member's customer conversion and overall business success.

Steffen Quistgaard, a Senior Marketing Specialist at re:member, a trademark of Entercard, one of Scandinavia’s leading credit market companies, noticed an unusual increase in users bouncing off re:member’s credit card application form. Despite having traditional analytics tools like Google Analytics and their custom data warehouse, these tools were not providing a complete picture of the user journey. The main challenge was that these tools could not visually show what went wrong. The issue was particularly noticeable with traffic arriving from affiliates, which are sites that compare different types of credit cards. Despite being a significant traffic source for re:member, the high bounce rate from these users was a concern. Google Analytics could show what was happening on re:member’s application form, but it couldn’t explain why affiliate traffic was bouncing.

To address this challenge, Steffen turned to Hotjar, a tool that could provide more context behind re:member’s analytics and eliminate the guesswork. Hotjar's Recordings and click maps were used to gain insights from affiliate referrals only. Four key user behaviors were identified: users hovering their cursor over the benefits section, users scrolling up and down the form, users attempting to click on the benefits section, and users clicking to the homepage from the application form without filling out any information. Based on these findings, it was concluded that the current form didn’t provide enough information for users. As a solution, the mobile and desktop forms were redesigned to display more information. On mobile, the benefits section was moved to the top of the application form, and for the desktop form, expandable fields were created that users could click to learn about certain key features.

• The use of Hotjar not only helped re:member identify the issues causing the high bounce rate but also provided a clear path to the solution. The redesigned forms, based on the insights gained from Hotjar, were more user-friendly and informative, leading to a significant increase in conversions. The results were so impressive that they convinced stakeholders to move forward with the redesign. Moreover, Hotjar helped Steffen easily explain why he made certain changes to the design of both forms. Without Hotjar, re:member may never have known what was causing affiliate traffic to bounce, highlighting the importance of having the right tools in place for data analysis and decision-making.

• The conversion rate improved by 43% from affiliates

• Overall conversion rate improved by 17%

• The redesigned forms led to a significant decrease in bounce rate