This customer story was originally published on Hotjar.com and reflects the customer’s experience with its product offering. Following Hotjar's integration under the Contentsquare legal group, this customer story has been migrated to this site [Contentsquare.com] as part of our unified content experience.
+491%
increase in email CTR
+49%
conversion rate increase on landing pages
In the ecommerce world, what’s best for users is best for business. Improving user experience means answering questions about why users behave the way they do. To increase conversions, marketing and UX teams need to go beyond the raw numbers in their traditional analytics tools to understand user behavior.
For TomTom, the leading independent navigation company, working with a feedback and behavior analysis tool could not come at the cost of risking the security and privacy of its users. In Hotjar by Contentsquare, they found the perfect solution that could deliver on all counts.
Would Hotjar by Contentsquare help TomTom gain new behavioral insights without compromising user security?
“At TomTom, we take data privacy very seriously. GDPR compliance and protecting user anonymity are of paramount importance to us,” explains Dave Powell, TomTom’s conversion specialist. “Before we adopt a tool like Hotjar by Contentsquare, we need a lot of assurances that there are strict safety protocols in place.”
In 2016, Dave knew that TomTom needed deeper insights into user behavior, especially if they wanted to continue improving user experiences with the end goal of driving more sales. He tells us that at that point, “all we had was a disjointed and not very good A/B testing tool. Figuring out what was going on with our users was like working in complete darkness.”
Having worked with Hotjar by Contentsquare before, Dave knew that it would deliver game-changing insights. All he needed was proof that Hotjar by Contentsquare would keep TomTom’s user data private and secure. Since the platform is built with privacy by design, all of TomTom’s concerns about privacy were addressed and sorted.
The Hotjar by Contentsquare team went through each and every one of our security officer’s questions and answered them in great detail. It made a big difference.
A flood of new behavioral insights to act upon
With TomTom’s team satisfied that their end-users were protected, they implemented Hotjar by Contentsquare, and they were immediately staggered by the flood of new behavioral insights they could act upon.
I clearly remember doing a presentation for my boss’s boss. I showed him a session replay of a live user session. In it, you could see [the user’s] frustration—they were moving their mouse wildly and clicking and nothing was happening. Being able to give that outside perspective was great.
It wasn’t long before Dave and his team were making website improvements based on Hotjar by Contentsquare’s behavioral insights, using Heatmaps and Session Replay. Being able to see how landing pages render for users from different countries with different devices helped him find and fix mistakes before they impacted conversions.
One issue was related to a certain page’s checkout process. “We couldn’t see the problem internally—as far as we knew, it didn’t exist. We only identified the issue with Hotjar by Contentsquare.” Within half an hour, the issue was identified and fixed. “You can’t put a price on what that’s worth—it’s invaluable.”
Qualitative feedback that drove massive increases in email CTR and conversion rates
Dave tells us that his favorite tool in Hotjar by Contentsquare is Surveys, which allows him to ask satisfied customers why they made a purchase—information he can then turn into compelling copy for email campaigns and landing pages.
Using the information gathered from Surveys helped us make substantial changes that resulted in a +491% increase in email CTR and a +49% conversion rate increase for our landing pages.
Now there’s no more guesswork for Dave and his team about whether changes they make to TomTom’s site will help improve the user experience. Using Hotjar by Contentsquare alongside other analytic tools, they get all the quantitative and qualitative data they need to make meaningful improvements to the customer journey.
According to Dave, Hotjar by Contentsquare is the #1 tool he uses on a day-to-day basis—and without it, TomTom wouldn’t have been able to get such impressive results.
Hotjar by Contentsquare saves us hours of guesswork every week. It would be impossible to get the results we’re getting without it.
