Case Study: Unbounce achieves higher sign-up conversions and uncovers UX issues with Hotjar

How the landing page gurus use Hotjar to optimise their landing pages

Unbounce, a platform that lets marketers build custom landing pages without coding, faced a UX challenge: simplify the signup flow and reduce drop-offs—particularly around the required billing address field—while keeping the interface familiar and easy to learn for non-technical users.

Unbounce added an address auto-complete and used Hotjar recordings and polls to observe real users. Recordings revealed unexpected behaviors and a bug that blocked signups when users bypassed autocomplete, so the team fixed the issues, refined the rollout, and significantly improved conversions—one user completed billing and signup in under 1:30—and now relies more on Hotjar-driven, iterative testing to guide product decisions.

Unbounce

Brian Holt

UI Developer