When one data point reshaped a company

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya tell the story of a WOW moment from data. One finding ended up moving budgets and reorganizing teams.

Of the visitors to a landing page, 83% were already existing customers. The page was the destination for all the paid traffic meant to bring in new customers.

After analyzing the web data, Joni used Hotjar to put a popup poll on the page. It asked visitors directly whether they were existing customers. Several thousand responses came back within days. Joni validated the finding with the analytics team before taking it to the wider organization.

Existing customers were clicking the ads because they wanted more interaction and communication from the brand. The company split into multiple product teams, one for acquiring new customers and another for serving existing ones.

Listen to the full episode of Datadrivet for the story behind the finding. The hosts invite listeners to share their own WOW moments from data on LinkedIn.