HumCommerce is a conversion rate optimization tool designed specifically for E-commerce websites. With HumCommerce, you can see how your visitors navigate through the website and find ways to optimize the conversion rate.
HumCommerce lends itself perfectly to the typical small and medium scale E-commerce companies that are in either growth stage or have established themselves.
Most analytics tools tell you the what of the data, but with HumCommerce’s visitor session recording feature, you’d be able to understand the how of the data.
In this review, we will look at the 9 key features of HumCommerce and how can they benefit you to optimize the conversion rate of your store.
To get started with HumCommerce, after signing up on their website, there are two ways you can integrate HumCommerce with your WooCommerce website.
You need to install and configure E-commerce tracking, heatmaps, form analytics, session analytics, and experiments separately. You can find the pertinent information in the Get Started section of the dashboard
2. Not a developer? – Install and activate the HumCommerce WordPress plugin to get started in just few minutes.
HumCommerce has 9 key features. Let’s have a brief summary of each feature.
Heatmaps: Track click, move and scroll data to see how your visitors interact with the website
Visitor Session Recording: Video recordings of visitor sessions to understand how your visitors browse the website
User Flow: See how your visitors navigate through the website to understand the customer journey
Search Engine Keywords: Find out which keywords your website is ranking for on Google and Bing
Form Analytics: Understand how visitors are interacting with your forms
A/B Testing: Set up experiments to see which version of the landing page performs best
E-Commerce Conversion Funnel: Find out at which step your visitors are abandoning your site
E-Commerce Insights: Monitor product performance, abandoned carts and which traffic source is bringing in sales
Custom Dashboard: Design report templates based on your requirements
Besides these 9 key features, HumCommerce also helps you know more about the demographics of your visitors (Location, visitor log, devices, OS, Engagement, when your visitors are most active etc.), behavioural metrics (Entry pages, exit pages, page titles, top paths, content, site search etc.) and measure how well your visitors engage with rich-media on your website.
Heatmaps show how your visitors are interacting with your website. The tool tracks visitor interaction for desktops, mobiles and tablets and tells you where your visitors are clicking, which section they are scrolling the most to and how they are moving their mouse pointer.
Click heatmaps show areas where your visitors click on the most. They track which area of the website is well received by visitors. Click heatmaps help you determine how to make changes in the website. Click heatmaps can be to understand which sections of the webpage are confusing and how they can be simplified, which CTAs are well-received by users and how can you improve the website UI.
Scroll heatmaps visualize how far down your visitors scroll the page. With the help of scroll heatmaps, you can see which sections on your website are getting being read and which are being ignored. If those sections contain important information, you can then reorganize the information accordingly.
Move heatmaps gather data based on the movements of the mouse. It acts as a complementary feature with click heatmaps to understand how your visitors really use your website. Using move heatmaps, you can find out whether people are hovering over call-to-actions, are they having difficulty to locate important content on the website and other behavioral data.
Visitor Session Recording
Arguably the visitor session recording feature is the most powerful feature in HumCommerce. As the feature depicts, it records what your visitors do when they land on your website. With this feature, you can understand how they interact with the webpage i.e. where users click, how they scroll the page, which section of the page do they spend time on etc.
Other features have certain restrictions because you are not able to view how your visitors actually browse the website. With visitor session recording, you actually get to see the user behavior in action and make changes in the website that would improve the conversion rate.
For example, you’ve placed 2 CTAs (Add to Cart and Add to Wishlist) placed next to each other on your E-commerce product pages. You notice that your visitors click on Add to Wishlist first and then click on Add to Cart. This might be because visitors are finding Add to Wishlist prominent. Based on this information, you can simply change the design of Add to Cart to that of Add to Wishlist to get the desired result.
HumCommerce’s user flow tool is quite similar to the one that Google Analytics offers, although it is not as comprehensive as Google Analytics. It shows how your visitors navigate through the website, the standard path that they follow to get to a particular page. User flow also shows which pages are getting the highest drop-offs. You can use this information to optimize the user journey by tweaking elements on the webpage such as the headline, body copy, images or call-to-action.
Here is how it looks like:
- The interactions show the number of pages the user has been per session
- The green boxes represent pages
- The arched blue lines show how users are navigating through the website
- The red lines show the pages where users drop-off
Search Engine Keywords
The search engine keywords section enlists all the keywords searched by users on search engines such as Google, Yahoo!, Yandex and Bing. Once you configure your website in Google and Bing Webmasters, you’d be able to allow HumCommerce to import search keywords. This will give you the list of all the keywords that drove people on your website. You would be able to see how many impressions your website received for each keyword along with the number of clicks, CTR and its position in SERPs.
The Acquisition section in HumCommerce also shows referral sources, social media traffic, and campaign details.
Note: Since Yahoo! is a part of the Bing network, you don’t need to configure your website separately for Yahoo!
Form analytics provides crucial insights on how visitors interact with forms on your website. With this, you can figure out which fields cause hesitations in the minds of customers while filling in the details and which fields cause users to drop-off from your website.
HumCommerce’s form analytics gives you details on how many visitors viewed the form, how many of them started filling in the form and how many actually submitted the form. It also tells you on average how much time users hesitate on each form field.
The feature also gives real-time feedback on how users are interacting with the form at any given point in time.
The form analytics feature is quite comprehensive with field details. It shows which fields users interact with first when they start filling out the form, how long it takes to fill in each detail, most used fields, which fields visitors hesitate on the most, most corrected fields and potentially unneeded fields.
A/B testing or split testing is used to compare two versions of a webpage to find out which version performs the best. E-commerce websites use it primarily to optimize their conversion rate.
HumCommerce lets you set up A/B tests by putting up the hypothesis, variants, target pages, and other details. Once you set up the initial details, you can further edit the experiment and decide on the success metrics, success conditions, redirects, traffic allocation and schedule it. Once you embed the code on your website, HumCommerce starts tracking the results.
A/B testing can help you understand what type of messaging (copy), images and CTAs lead to conversions.
E-Commerce Conversion Funnel
Setting up a conversion funnel for your e-commerce website is important to understand at which step most drop-offs occur. Ideally, for E-commerce websites, the main goal is to make users buy from your website. Reverse engineering the customer journey is a good exercise to figure out the conversion funnel for your business. For example, for an E-commerce store, an ideal funnel would be: Homepage > Product Page > Cart > Checkout > Order Confirmation > Order Placement
With HumCommerce, you can set up a visual funnel, that gives insights on how your funnel is performing at each stage, which stage is causing most exits. The simple visualization makes it easy to understand the performance of the funnel.
This is the feature where HumCommerce really shines. The E-commerce tab provides detailed insights on orders, revenue, average order value, cart abandonment etc.
HumCommerce further gives data on purchase log, product performance, sales, and cart abandonment.
The e-commerce purchase log shows the latest visitor actions along with details such as whether the visitor was new or returning, their device details, referral sources if they made a purchase or not etc.
The product tab in the e-commerce section in HumCommerce provides a detailed report on product performance. You can view the number of quantities sold, revenue generated, the conversion rate for individual products and product categories.
You can use HumCommerce to get sales details based on referral sources, demographic characteristics, and other attributes. Similar to product performance, you can get to know revenue figures, conversion rate pertaining to referral sources and demographics. Using this information, you can choose to focus on areas that bring in the maximum revenue.
Similar to custom dashboards in Google Analytics, HumCommerce also offers custom dashboard development based on your reporting requirements. You can choose from over 200 dimensions and metrics to build your custom dashboard.
The Final Verdict
All in all, HumCommerce is an excellent tool for E-commerce websites. The key features of this tool for me are visitor session recording and E-commerce insights.
Usability-wise, HumCommerce is a very comprehensive tool, collecting a huge number of data points. We can call HumCommerce a T-shaped tool. It can track all provide you with all sorts of analytics data while specializing in the E-commerce niche.
If you’ve ever used Google Analytics, using HumCommerce would be a walk in the park. Even if you haven’t used Google Analytics, learning it wouldn’t be a problem due to its intuitive UI.
Setting up goals, experiments and form analytics can be tricky at first, but the instructional material is easily available in the Get Started section, so that shouldn’t be a problem.
Value for Money
Compared to its contemporary competitors such as CrazyEgg and Hotjar, HumCommerce is affordably priced with small to medium scale E-commerce stores in mind. For a growing E-commerce store, you can get started for as low as $9 to move up as you go along.
HumCommerce has segregated its features into 3 categories viz. Record, analyze and convert. HumCommerce empowers you with its powerful set of features to analyze your visitors and optimize the conversion rate.
Although HumCommerce offers certain dimensions and metrics similar to Google Analytics, I’d recommend using the use both the tools to get the best results.