Overall Satisfaction with Heap
Heap is used by my company to understand the effectiveness of different marketing initiatives as well as to test the effectiveness of the different features and upgrades to the touch points across all the different parts of our website and landing pages. My department specifically focuses on the former, mainly analyzing traffic sources in the number of users brought to the different pages and then the activities of said users once they arrive. Other departments focus on the latter, and use insights to continually optimize our sites and landing pages accordingly. We use it to determine whether or not updates we've made are understood and accepted by users and if not, how we should alter them to achieve better results. We also use Heap to determine whether or not the advertising and marketing investments we made were worth making again.
- Tracking user activity by marketing campaign through UTM links.
- Reporting traffic to our site/unique landing pages by traffic source.
- Reporting user paths to conversion from end-to-end.
- We'd like to see more insight into users who have skipped boxes by not building them, but Heap only allows us to track users who have canceled by clicking the hard cancel button.
- We'd also like to be able to actually track the revenue of users, not just whether or not they've converted.
- I'd personally like to understand conversion rates of those who were brought into our site by a campaign, but then purchased [at] a later date by revisiting the site on their own
- Heap has allowed us to identify campaigns/partners/influencers with positive and negative ROI.
- Heap has allowed us to optimize our choices for future partners based on those identifications so that more of our campaigns yield positive results.
- Heap has allowed us to track where performance dips and pinpoint issues to ensure that negative ROI doesn't happen when campaigns are live.
It's pretty intuitive, and the reps are also pretty helpful in answering questions. I think I would just add some specific onboarding dedicated to brand nuances, because I do feel like half the things I use in Heap are solely for my company and not general tools for everyone using Heap.
We've had very few glitches, but one did unfortunately happen during one of my largest campaigns. I couldn't capture data (and never got it) for a full day on the launch of a huge initiative, and I am still salty about that. However, everything else has been in perfect order. Those glitches do impact the nature of your business though.
Google Analytics would honestly be amazing if it captured data from all the users; it can literally tell me what someone who used our product wanted to be in preschool when she grew up and what she dreamt about last night haha. However, those insights are only for such a small portion of users that you can hardly use that data to make informed decisions. Plus the numbers are wildly inconsistent with data captured from our own site. Shopify is a joke. I cannot believe there are so many businesses operating off of this platform. The inaccuracies in reporting could be the content for their own network TV sitcom. Mixpanel was okay, but I only took a demo of the product, never actually used it in the company.
Do you think Heap delivers good value for the price?
Are you happy with Heap's feature set?
Did Heap live up to sales and marketing promises?
I wasn't involved with the selection/purchase process
Did implementation of Heap go as expected?
I wasn't involved with the implementation phase
Would you buy Heap again?
It is well suited for marketing departments running multiple campaigns with tracking links attributed to each one. It is not so appropriate for smaller companies only launching one or two initiatives or updates at the same time; manual tracking and reporting using your company's e-commerce platform is probably better for that. This product is meant to help companies aggregate data/insights that are too difficult to do manually, so companies testing and scaling are perfect.