How B Interactive saw conversion rate increases from 1.13% to 1.9% and AOV go from $115 to $140.

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What is Softr.io?

Softr.io enables anyone to create applications for their business. With a low learning curve, creating applications with Sofrt.io was designed to be as easy as putting a PowerPoint together. You can create a variety of applications, such as client portals, internal tools, marketplaces, websites, landing pages, and more! Did we mention no coding is necessary? That’s the magic of Softr.io.

Mario Araujo Head of Growth at Softr.io (pictured below) loves using Clarity so much, he made a weekly meeting out of watching session recordings. This has been a great resource for the Softr.io team to improve the customer journey.

The Problem

Softr.io ran into an issue with matching the right journey for a specific customer. The needs of one person might not have aligned with another. The most common difference was between a small business team developing apps for their customers and a large business needing to use them for internal usage. Having two different use cases meant needing two different customer journeys.

Before Clarity, it was like flying blind with no instruments to guide Softr.io in the right direction. With Clarity, it’s like sitting right next to your customer and watching how they interact with the website. This gave Softr.io a better understanding of how their customers interacted with their website and what journey they needed to convert.

The Solution

Softr.io was able to segment its visitors within Clarity’s Dashboard to identify which journeys needed to be changed to adapt to the appropriate visitor.

Looking at Clarity session recordings turned into a weekly meeting at Softr.io. Every week the team gathered together and watched anywhere from 5-10 session recordings that were jam-packed with great learnings. From these weekly meetings, the Softr.io team has been able to better serve their customers by understanding the journey they need to be on, instead of what they thought they should be on.

Improvements

After adding Clarity to their website, Softr.io saw a tremendous improvement in their customer’s journey. It didn’t happen overnight, but by keeping consistent with weekly meetings and updates to the website, they improved the conversion rate. They started with around a 45% conversion rate from customer sign-up to onboarding and now boasts a 90% conversion rate.

“Microsoft Clarity has become a critical tool in our toolbox. It’s simple, easy to use, and provides great insights so we can continuously improve”

Softr.io

Using Microsoft Clarity, Kalicube received insights into how its audience interacts with long-form content. An analysis of the case studies section of the Kalicube.com site allowed for the optimization of four critical metrics and ultimately improving their bottom line by driving more qualified leads:

• Time on page +16%
• Active time on page +47%
• Quick backs -71%
• Dead Clicks -41%

What is Kalicube?

Kalicube is a digital marketing agency founded in 2015 to pioneer the concept of Brand SERP optimization and Knowledge Panel management. Jason Barnard (pictured below) is the founder of Kalicube, and has more than two decades of experience in digital marketing.

He started in the year Google was incorporated with a website for children based on the characters Boowa & Kwala, which he built up to become one of the 10,000 most visited sites in the world.founded in 2015 to pioneer the concept of Brand SERP optimization and Knowledge Panel management.

Jason Barnard (pictured below) is the founder of Kalicube, and has more than two decades of experience in digital marketing. He started in the year Google was incorporated with a website for children based on the characters Boowa & Kwala, which he built up to become one of the 10,000 most visited sites in the world.

Getting insights into how the audience interacts with the pages is a massive help in improving the user experience. But first, they needed to determine which section of the website to focus on first.

The Kalicube Case Study Section Is the Most Popular 

A quick glance at the Microsoft Clarity dashboard showed that the case studies section is the most popular. The next step was to look at the recordings and heatmaps to see how visitors behave on these important pages. This allowed for optimization to increase engagement and identify topics that drive engagement instead of just traffic.

The huge question that Kalicube wanted to answer with Microsoft Clarity is, “how can we better engage our core audience with a page design that better retains their attention”

Adding the Table of Contents

Without a table of contents, the user was immediately presented with the introduction. Clarity showed that they tended to scroll, skim the article, and leave the page.

Kalicube added a table of contents at the top of the page. After analyzing the site visitors’ behavior, they understood that they were incredibly important to their users.

When comparing the before and after on Microsoft Clarity, it became clear that a table of contents helped the users see which parts of the case study interest them at a glance. The Kalicube team could clearly see that the Table of Contents reduced quick backs, improved readability, increased active time on the page, and generally kept the core audience significantly more engaged.

Turning Dead Clicks Into Pull Quotes

“Dead clicks” is a term Kalicube hadn’t heard of before. Simply put, they are clicks on a page that do not initiate a change or action. People often make “dead clicks” when misled into thinking that an element on the page will trigger a change or action. That wasn’t the issue here, however.

What Kalicube saw in their case studies was that site visitors clicked and selected the text they were reading. It might be surprising that people do this (we certainly didn’t expect this behavior), but it showed which parts they find really insightful. 

This gave Kalicube the idea to extract these dead-click selected texts as pull quotes within the content, making it easier for time-sensitive visitors to get the message:

And then took that a step further and made shareable visuals, which led to a noticeable uptick in social media activity around the case studies:

Positive Results After Two Months

The data received from Clarity in June shows that visitors on the site spend a total of 1.5 minutes actively engaging with the case studies and 4.4 minutes on the page… and that there had been 20% dead clicks and 20% quick backs (where site visitor immediately returns to the previous page after seeing our case study page).

Kalicube made several iterations of changes using the data from Microsoft Clarity to guide them. The results were incredibly positive. The time spent on the page increased from 4.4 minutes to 5.1 minutes, but more importantly, the active time increased by almost 50%. 

Even better, quick backs dropped four-fold, suggesting that the table of contents helped the core audience understand what the case study offers. 

Dead clicks dropped almost 50%. Using pull-quotes made the content more easily digestible by proactively highlighting the essential parts.

User Engagement isn’t a Vanity Metric. Far From it.

You are driving your bottom line when you can help your core audience better engage with your bottom-of-funnel content. At Kalicube, they saw that the improved user experience had significantly increased the number of qualified leads they received from the case study pages. Not only did they have more inquiries for their services, but they also saw that the people who contacted them better understood what they could offer. 

Increasing bottom-of-funnel audience engagement and focus has been a HUGE win for Kalicube.

The actual changes we needed to make to get that “win” seem oh-so-obvious now. Without Microsoft Clarity, we never would have known.

Microsoft Clarity provided the data that allowed us to vastly improve the user experience for our core audience, which has directly improved the bottom line of Kalicube’s business. The detailed charts have helped us to better visualise the positive impact, report on the improvements and justify the investment in enhancing this part of the site.

Kalicube

How email testing tool Inbox Pirates increased onboarding completions to 82.05%

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