Obvi started using heatmap to understand their User Behavior to optimize their main Landing Page.
Their goal was a common one: increase ROAS and acquire more new customers profitably.
Before using heatmap, Obvi used Microsoft Clarity. The lack of revenue-based on-site analytics data made it difficult to scale ad spend aggressively while maintinging (or improving) profitability). They made the switch to heatmap based on the availability of revenue-based heatmaps and, more recently, heatmapAI. After making the switch, the team saw an improvement in site-speed performance and accuracy of user interactions.
Here's the recommendation they received for their primary CTA Button:
heatmapAI, heatmap’s CRO recommendation engine, gave Obvi multiple recommendations (like the one pictured above), which added $2.5 million in revenue to their sales. This was a 100x Return on Investment in Obvi’s first month with heatmap!
Based on this recommendation:
Currently, your hero button is below the Average Fold of 682 pixels. Test moving unnecessary elements further down the page so users can see the Call to Action button without scrolling to increase visibility.
Obvi recognized that their disclaimer, which was initially positioned above the fold on mobile, could be removed from this prime real estate and relocated further down the page:
This allowed the call to action button to be positioned above the fold on their main landing page.
Here are the results of the test (ran on Intelligems):
heatmapAI’s recommendation gave a significant improvement to ROAS, Conversion Rate, and most importantly, Revenue Per Session. This allowed Obvi to increase spend on paid advertising on Meta to acquire more customers, profitably.
