{"id":3138,"date":"2019-09-25T09:45:54","date_gmt":"2019-09-25T07:45:54","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=3138"},"modified":"2023-12-08T10:14:19","modified_gmt":"2023-12-08T09:14:19","slug":"case-study-how-rackhost-increased-its-conversion-rate","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/case-study-how-rackhost-increased-its-conversion-rate\/","title":{"rendered":"Case study: How Rackhost Increased its Conversion Rate by 15%"},"content":{"rendered":"

The subject of the following case study is Rackhost Ltd., a Hungarian domain and web hosting registrar<\/a>. Learn how to increase conversion rate, and how to reduce cart abandonment with a few simple modifications for a fully optimized website. Before we get into any optimization process, it’s important to know how to use CRO. How long does it take in CRO to see results?<\/p>\n

Keep on reading to get answers to all your questions, and learn more about how Rackhost increased its conversion rate by 15%.<\/p>\n

\"How<\/p>\n

Behind the company, there is a great team of people who do the development, and a visionary marketing team with cost-effective management.<\/p>\n

So you might ask where\u2019s the problem?<\/p>\n

Problem\u00a0#1 – Checkout Page<\/h2>\n

It all began when someone from the marketing team noticed significant drops on their checkout page. The high rate of shopping cart abandonment<\/a> is every online business owner\u2019s worst nightmare.<\/p>\n

\"capturly_low_conversion_rates\"<\/p>\n

The solution<\/h3>\n

The team decided to optimize their website with Capturly’s heatmaps to get to the bottom of the problem. Heatmapping is a\u00a0data visualization technique that tracks mouse movements like clicks and scrolls on the screen then highlights the most popular areas. Usually, warm-toned shades indicate higher user engagement.<\/p>\n

During the conversion rate optimization process, they used three types of heatmaps<\/a>: click heatmap, segment heatmap, and scroll heatmap.<\/p>\n

\"Capturly<\/p>\n

Click heatmaps<\/strong><\/h4>\n

Click heatmaps show you the exact link positions in an aggregated way. Clicking is an important action because it is a strong representation of interest.<\/p>\n

Segment heatmaps<\/strong><\/h4>\n

Segment heatmaps provide you an opportunity to filter the traffic from various sources. It is an excellent way to compare and analyze the behavior of\u00a0visitors arriving from organic versus direct sources, different\u00a0operating systems, and browsers, or even\u00a0new versus returning visitors.<\/p>\n

Scroll heatmaps<\/strong><\/h4>\n

Scroll heatmaps show you how far your visitors scroll on your website. Using this type of heatmap is crucial in the process of determining\u00a0where the most important and relevant content should be.<\/p>\n

The heatmap showed that many people click the \u2018delete product\u2019 button -Ouch. The heatmap analysis also revealed that a large portion of their customers clicks on the remove product mark, instead of proceeding with the checkout process.<\/p>\n

\"Rackhost<\/p>\n

So the testing has begun. The hypothesis was that when the users put the chosen domains in the cart, they can only see the NET price. However, when they look at the basket on the checkout page, they see the actual amount (VAT included) they pay. This could be a possible reason why one would rather leave the website without converting.<\/p>\n

The first idea was to show the full (VAT included) price when the user adds the service to the basket to avoid confusion.<\/p>\n

\"pricing<\/p>\n

Further tweaking was necessary<\/h3>\n