Using the Contentsquare solution, a business in the Automotive industry identified two key insights into the user behaviour:
- Visitors were displaying looping behaviours
- At key points, users were left with a lack of clear next steps
The team noticed some unusual behaviour in the journey Analysis, with many users looping back and forth between the homepage and the new cars page — suggesting they were struggling to find key information and weren’t able to navigate to the site easily.
The Click Rate metric in Zone-based Heatmaps revealed that very few users were clicking the Toolkit, hidden at the bottom of the homepage, leading to a lack of clarity in a user’s journey.
These conclusions led to a new experiment hypothesis: highlighting the visibility of the toolkit by implementing a sticky tools navigation on the right side of the page.
The team saw a +40% increase in test drive visits. Plus a +10% increase in visits to the Finance Calculator, +12% visits to Find a Retailer and +3% to Car Configurator.