Turum-burum's Use of Behavior Analytics to Boost Ecommerce Conversion Rates

Intertop is a leading shoe retailer in Ukraine with a 25-year history. The company operates 114 stores across 25 cities and runs an online operation through their brand site, which attracts 3.5 million monthly visits. In 2017, Intertop built out an omnichannel ecommerce model, offering fully-integrated shopping experiences that unite user experiences from brick-and-mortar to mobile-browsing and everything in between. Despite its success, the company was facing challenges with its ecommerce model, particularly in terms of simplifying the customer journey, increasing conversion rates, and speeding up the introduction of user experience changes.

Intertop, a well-established shoe retailer in Ukraine with 114 stores in 25 cities and an online operation that attracts 3.5 million monthly visits, was facing challenges with its ecommerce model. Despite its high growth and rapidly increasing traffic, the company was struggling to simplify the customer journey on its website, increase conversion rates, speed up the introduction of user experience changes, and mitigate risks of damaging the site experience. To address these issues, Intertop engaged CRO and UX agency Turum-burum. The agency initiated their Conversion Rate Optimization program based on step-by-step interface enhancements, a model they call ESR: Evolutionary Site Redesign. The goal was to anchor all proposed website changes on analytical proof and confirm them through A/B testing, a proven way of minimizing risk of rolling out changes that impact the shopping experience.

Turum-burum used Hotjar, a behavior analytics tool, to map the customer journey from a user’s perspective. They collected customer feedback using Hotjar's exit-intent pop-up survey, which helped identify errors on Intertop’s checkout page. The survey revealed that 48.6% of 444 respondents were leaving the page because they were unable to place their order. Based on this feedback, Turum-burum reduced the number of checkout fields to three, split the 'Place Order' page into semantic blocks, and added autofill functions for authorized users. These changes were A/B tested and resulted in a 54.68% increase in the conversion rate on the checkout page. Turum-burum also used Hotjar Recordings and Heatmaps to understand pain points in the user journey, particularly with product filtering and product pages. They made improvements to these areas based on the data, which led to significant increases in conversion rates and average revenue per user.

• The use of Hotjar's behavior analytics tool allowed Turum-burum to effectively map the customer journey from a user’s perspective, leading to more efficient delivery of value. The tool's exit-intent pop-up survey provided valuable insights into why customers were abandoning their orders at checkout, leading to significant improvements in the checkout process. Hotjar Recordings and Heatmaps also helped identify pain points in the user journey, particularly with product filtering and product pages. The improvements made in these areas, based on the data provided by Hotjar, resulted in significant increases in conversion rates and average revenue per user. The success of this project demonstrates the power of data-driven decision making in ecommerce.

• Conversion rate on the checkout page increased by 54.68%

• Average Revenue Per User (ARPU) grew by 11.46%

• Checkout bounce rate decreased by 13.35%