A product review blog with more than 10 years of history, during this time it has focused on educating people who are looking to buy an air purifier, this has been achieved through the creation of content such as guides, product reviews, and articles related to air quality.
For all these years the content creators have worked on writing thoughtful articles about the different stages buyers go through when choosing an air purifier, these are categorized into TOFU (Top of-funnel), MOFU (Middle of-funnel), and BOFU (bottom of-funnel) content.
However, the average user was limited to a maximum of 2 average interactions on the site, so the goal of taking the user through the funnel was not being achieved. The objective was clear, it was necessary to perform a deep analysis to understand the user’s behavior within the site and identify which elements could facilitate their interaction to help them move through the funnel.
To achieve the objective, a quantitative and qualitative analysis was necessary, in which we could find determining factors and the stage of the funnel in which we could make improvements.
For this, we used tools such as Google Analytics, Hotjar, and Google Data Studio.
The first results of the analysis gave us the guideline to understand in which stage of the funnel the users stagnated, we detected that only 16% of the users that visited content from the TOFU category continued interacting with more content or products within the article.
This represents a major obstacle since the main objective of the blog is to direct users to their ideal air purifier, if the user stagnates at this stage the chances of this happening are reduced by 300%.
While in the qualitative part we were able to detect that the areas where most hyperlinks and recommended articles were concentrated were only reached by 25% of users.
The solution was to redistribute these links to visible areas and highlight them so that they were evident to users visiting TOFU articles, this change represented a 50% increase in interaction with articles from other stages of the funnel and a 2.5% reduction in the bounce rate, just a week after having been implemented.