Case Study: Matalan achieves +400% ROI in 9 months and boosts checkout conversions with Hotjar

How Matalan achieved a +400% ROI within 9 months of using Hotjar

Matalan, founded in 1985, is a major UK family value retailer with 200+ stores and a newly redesigned ecommerce site. After creating a UX team, they faced a big challenge: limited budget, slow tool onboarding, and only quantitative data meant decisions were often based on intuition rather than understanding why customers behaved as they did.

They adopted Hotjar for less intrusive surveys, Session Recordings, Incoming Feedback and Polls, and built a bespoke Google Data Studio dashboard to centralize insights. This user-driven approach let them spot and fix checkout bugs (+1.23% checkout conversion), produce +17% more winning A/B tests, and deliver a +400% ROI within nine months, shifting decision-making from gut feel to qualitative evidence.

Matalan

Karl Rowlands

UX Manager