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How Loctite decreased web drop-off rates

How Loctite decreased web drop-off rates


Henkel wanted to ensure that the Western European websites for its Loctite brand were optimised so that website visitors could easily find the products they need.


Henkel wanted a 360° view of the behaviour of its visitors to optimise the usability of its Loctite websites. The company chose etracker’s Web Analytics and Visitor Motion mouse tracking solution, to analyse its web user’s experiences and provide the company with the data to optimise its websites. Visitor Motion records all mouse movements, clicks and scrolling behavior, to capture detailed user behaviour.


Various overlay maps were placed on Loctite web pages which allowed Henkel to see which areas of each page the visitors focused most attention on, how far they scrolled down each page and the amount of time users spent on different sections of the page. Henkel could then use this information to see which areas of a page and content was most popular. Each individual web visitor interaction was recorded and could be played back by Henkel like a video.  That data would then be combined with the data collected from Web Analytics in etracker’s Optimisation Suite to give Henkel a comprehensive view of web-user behaviour.


Within two months of using etracker solutions the adhesive manufacturer found that most visitors to the Loctite websites were going directly from the home page to the product catalogue or searching for specific products. Visitor Motion also showed that having text in shorter ‘bite sized’ chunks increased the attention of visitors who would spend more time looking at the information. Using this data Henkel reduced the content of the homepage and improved the search function and product navigation. As users weren’t reading long pieces of text, which sometimes went below the scrollbar, the products descriptions were changed to concise bullet points. As a result of these changes the drop-off rate on the product pages has been reduced by 20%, meaning more web visitors are staying longer before they leave the website ensuring they get the information they need to help them make an informed decision about the Loctite products. Henkel is now planning on using etracker’s solutions to optimise Loctite’s Eastern European websites.

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