Muc-Off doubles purchases with Dragonfly AI heatmap-driven homepage redesign
Muc-Off, an online retailer of cleaning products for bikes and motorcycles, used Dragonfly AI's heatmap technology to identify where users were dropping off their homepage, repositioned key visual elements, and achieved a 106% increase in purchases.
4 min read
Purchase Increase106%
Background
Muc-Off needed to understand why visitors were leaving its homepage without engaging with products. Traditional analytics could show bounce rates and scroll depth, but not the interplay between layout choices and where users' attention was actually directed.
What Was Implemented
- Dragonfly AI's heatmap technology applied to the Muc-Off homepage to model user scrolling, click patterns, and exit points
- Analysis identified that product images were positioned below the typical scroll depth of departing users
- Key visual elements repositioned — product imagery moved higher on the page to be visible before typical exit points
- Homepage layout restructured based on heatmap-driven insights
Results
- 106% increase in purchases following the homepage redesign (vendor-reported)
Lessons
- Scroll-depth analysis is critical for ecommerce homepages: if product imagery is below the typical abandonment point, conversion is structurally impaired regardless of product quality
- AI heatmaps identify not just where users click but where they stop — making exit-point analysis as valuable as engagement analysis
- Repositioning existing elements (rather than creating new content) can produce outsized conversion improvements at low implementation cost