Orbit is one of the UK’s foremost non-profit housing groups. They are socially driven and manage a portfolio of over 46,000 homes for their customers and believe that everyone is entitled to a good quality home that they can afford, in a place that they are proud to live.
Its Orbit Customer Hub website helps customers to access important services such as rent payments, home repairs, online education, and financial advice.
However, Orbit wanted to make it easier for users to find and use the resources available.
The Challenge: Boosting Engagement on a Content-Heavy Platform
As a social housing provider, Orbit’s digital marketing goals aren’t about selling products. There’s no checkout on the Orbit Customer Hub. Rather, what they aim for with their digital marketing efforts is making sure customers can access important services with minimal effort.
But some key resources within the website were underused, and users weren’t always completing desired actions like signing up for courses or accessing financial advice.
To address this, Orbit used Mouseflow’s behavior analytics tools to gain a better understanding of how users were interacting with the website.
“We redesigned the page based on Mouseflow’s data, and it really improved how users interacted with it. We got all the ideas that led to actual improvements just from looking at a few different types of heatmaps.”
The Solution: Using Mouseflow to Understand and Improve User Behavior
Orbit used Mouseflow’s heatmaps, session recordings, and friction score data to learn more about how residents navigated the website.
These tools helped identify points where users dropped off or didn’t engage as expected.
Boosting Course Sign-ups
One of the pages the team at Orbit wanted to improve was the myLearning page, where customers can sign up for online learning sessions. This page describes the available sessions and the benefits of joining them, with a form at the bottom for users to fill out to join a session.
Mouseflow’s scroll heatmaps showed that many users weren’t reaching that form – they weren’t scrolling deep enough. To address this, the team added a call-to-action (CTA) to the top of the page and another CTA in the middle for better visibility.
This simple change led to a 42% increase in sign-ups for the courses.
Survey Results Page: Fixing Layout and Reducing Rage Clicks
Another challenge came with Orbit’s survey results page, which contained a lot of important information.
The original design was long and scroll heatmaps showed that users were only viewing about 40% of the entire page. The results were even lower on mobile, where the resource-heavy page looked even longer. Mouseflow also revealed that many users were frustrated by images that looked clickable but weren’t, leading to rage clicks.
To fix this, Orbit added a side-stacked menu so that users could navigate more easily and placed hyperlinks on the images, giving users a smoother experience. These changes resulted in a 16% increase in traffic to other pages linked to the images and lowered the bounce rate.
The Results: Clear, Data-Driven Improvements
By using Mouseflow, Orbit was able to:
- Increase course sign-ups by 42% by repositioning the CTA on the myLearning page.
- Boost traffic to other pages by 16% on the survey results page after making images clickable and simplifying navigation.
- Improve overall engagement by making key content more accessible and user-friendly.
And these are just a few examples. Orbit continues to use Mouseflow on all of its websites to help improve the online customer experience.
“Mouseflow gave us the data we needed to make informed changes. These small tweaks made a big difference in how residents used the site and in the outcomes of our digital marketing efforts.”
Conclusion
Mouseflow helped Orbit identify where users were dropping off or missing important content. By making simple, targeted changes, Orbit improved the way residents engaged with key resources. The team continues to use Mouseflow to refine their websites and ensure they work smoothly for everyone.
Company: Orbit
Industry: Housing
Tools used: Mouseflow, Google Analytics
Features used in Mouseflow: Session Replay, Heatmaps, Friction Score