CrazyEgg Makes Me Serious Money… Again

It has been a really long time since I did any testing of webpage elements and I was thinking “Hmm, what am I paying $20 a month for CrazyEgg if I haven’t logged in since summer?”  So I sat down for a moment and thought of something I could add.  Ahh, I know — maybe I’ll try adding another download button after my benefits spiel and before the ginormous 566×545 pixel sample bingo card, whose scroll-inducing enormity comes before the one visual download button in my main body.

Four days later I come back to CrazyEgg and see the result of 4,200 visitors:

86 clicks, or 10.4% of clicks on the page, on that one stinking extra button.  This increases the conversion of my main page by about 20% (some clicks are presumably “stolen” from other ways to reach the same goal).  Since my main page is also my AdWords landing page this started decreasing the amount I was paying for conversions instantly, and of course increasing the number of trials downloaded will hit the bottom line pretty darn directly.  The naive assumption is that 20% more trials is 20% more sales.

Sadly, my main page does not account for 100% of conversions, but my quick back-of-the-envelope calculation is that the main page causes about 40% of trial downloads directly, which implies that it drives something like $800 of revenue a month, so a 20% increase in that is $160 added to the bottom line (plus assorted cost savings from AdWords which I will not get into because the math gets heady).

Putting a button there is kind of jawdroppingly obvious… I’m not sure why I didn’t do it before.  Sure, there is one button visible to the left when you open the page, and the first text link in the content area is to the download (I have previously tested this and highly recommend it, because the first text link in the content area gets a huge portion of user interaction).  But if someone scrolls down to actually read the benefits list, then they’re left high and dry with nowhere to click unless they scroll past the huge image or scroll upwards.  Neither of those activities “flows” well after you’ve just read a benefits list, not nearly as well as “click here” does.

Well, lesson learned. 

I don’t think I’ve said this in a while: I love you, CrazyEgg.

No Responses to “CrazyEgg Makes Me Serious Money… Again”

  1. Richard February 4, 2009 at 5:35 pm #

    CrazyEgg is pretty cool–their heatmap is really useful (and pretty). I noticed things like my top nav getting more clicks than the body of my page actually.

    If you like things like CrazyEgg, you should check out http://mixpanel.com — they do some fantastic stuff in terms of user-behavior metrics.

  2. James February 4, 2009 at 6:38 pm #

    Uggh that huge image is 96Kb.

    Convert it to a GIF and it will be a MUCH smaller filesize, and will be better quality (lossless at 256 colours).

  3. ColinM February 4, 2009 at 10:51 pm #

    So when are you gonna A/B test, your normal home page vs. a full page download button :)

  4. Patrick February 5, 2009 at 12:39 am #

    I only test when there is doubt. An 800 by 600 download would clock all alternatives. Except, maybe, the bigger ones.

  5. Chris February 5, 2009 at 3:05 pm #

    You’re blog is motivating! Any chance you could blog someday about the business of AdWords. Yes, I’m sure I could go to Google and study everything there is to know. But, hearing practical tips from micro ISVs, in my opinion, would be much more helpful. Thanks for sharing your experiences on your blog!

    Chris

  6. Jason Cohen February 10, 2009 at 2:36 pm #

    If anyone wants an in-depth-with-screenshots example of how Crazyegg worked for us too, it’s here:

    http://tinyurl.com/6s86lz

    Congrats on the MicroISV and thanks for sharing!

  7. StoreCrowd May 29, 2009 at 2:45 am #

    Not entirely sure what you used CrazyEgg for here? Didn’t you decide to put the button there without it initially?

    Or did you use CrazyEgg to test positions & sizes?

    Cheers
    Stu

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