Heat maps, scroll maps and click maps showed us where website visitors were focusing their attention. Session recordings helped us identify friction points in the conversion process. User testing allowed us to complete a detailed competitor analysis. Feedback from the sales and support teams gave us insights into the most frequently asked questions, hurdles to conversion and any common grievances.
Being a technical product, Crucial’s offering isn’t easily understood by everyone. The data we collected and analysed allowed us to build customer personas, which was then used to restructure their key product pages - including the language and presentation of the content.
These new variations of key product pages were then A/B tested against their original versions to determine potential uplift. We tested for a full month and ensured we had a statistical confidence of over 95% before calling a winner. In the end it proved to be an incredibly successful campaign, driven entirely by a data-first approach.