Case Study: Miller and Smith improves website usability and boosts conversions with Crazy Egg

How Miller and Smith Used Crazy Egg to Create an Actionable Plan to Improve Website Usability

Miller and Smith, a real estate company, was redesigning its website but needed a better way to understand how visitors were actually using it. Marketing manager Erica Bell found that Google Analytics did not provide enough detail about on-site behavior, making it hard to see what users wanted and whether the site was truly user-friendly. Crazy Egg’s heatmaps and session recordings gave the team the visual insights they needed.

Using Crazy Egg, Miller and Smith identified where visitors were getting confused, such as scrolling past key content, searching for community layouts, clicking unlinked text, and spending time in image galleries. With those findings, the team made usability improvements including rearranging page content, adding layout thumbnails and links, captioning images, and improving SEO page content. The changes led to a 7.5% decrease in bounce rate and an 8.5% increase in goal conversion, and Crazy Egg helped the team explain and implement the improvements quickly.

Miller and Smith

Erica Bell

Marketing Manager