What is Parvis?

Parvis Invest Inc. is a real estate investment platform and marketplace that was formed in 2020 after founder and CEO David Michaud tried to raise capital from accredited investors for a real estate project. The process was cumbersome, overly legalistic, and expensive. Parvis was created to change that.

The company provides a B2B SaaS product, EMDsolutions, which targets private real estate funds and developers in Canada.

Challenge

Data, as it’s presented in traditional analytics tool kits, tells a story but does not paint a picture. The combination of other tools failed to address three core problems that Parvis was trying to solve: 

1. What are individual customers doing on our website? 
2. Are the customers taking the actions we want? 
3. How does the Referral source change (1) and (2)?

Overall, Parvis wanted to improve conversion rates on high-traffic pages. They noticed that certain pages were experiencing high exit and bounce rates and wanted to understand why.

Using Clarity

The ability to visualize user actions changed the game. Using session recordings, heatmaps, and referrer data on Clarity, meant they could see exactly where people were dropping and where efforts should be focused. The Clarity product made this a seamless process for the Parvis team. 

Actions Taken

As a result of the insights gained, Parvis redesigned their homepage.

• They implemented a clear CTA, making the messaging far simpler, and updated the overall design. 
• In addition, they changed CTAs on high-performing pages, moving them from the end of the article (where they were rarely seen) to a custom sidebar that was more visible. They experimented with various placements for their special offers, aligning them more intuitively with the users’ journeys. 
• Lastly, they also added a “sticky” offer widget that remained visible as users read the content.

Right: Previous placement of offers below the fold. Left: New placement of offers in the restructured blog.

Results

With the help of Clarity, Parvis was able to produce impressive results for their website. Let’s take a look at the improvements: 

• ~10% Increase avg. engagement time per session 
• Avg 10.71% decrease in bounce rates on blog posts 
• 27.5% increase in conversions MoM

Stats: October 2023 (before changes) vs. November 2023 (after changes).

Learnings

Clarity provided a deeper understanding of user behavior. Through powerful heatmaps, screen recordings, and analytics, Parvis uncovered that the placements of the relevant offers, including investment opportunities and ‘book a meeting’ widgets, were suboptimal—buried too low on pages, eluding the users’ attention, and in some cases lacking high relevance to visitors. Clarity validated (and invalidated) assumptions and pinpointed problematic areas where the user was losing user interest.

Testimonial

With Clarity, we’ve finally found the tool that tells us exactly what individuals are doing on our website. Being able to run real-time tests and see exactly how users are interacting with our site has accelerated our growth marketing efforts and substantially increased revenue.

Scott Spence, Head of Growth

What is Masters of Scale?

Challenge

After launching their redesigned website, the Masters of Scale team sought out Microsoft Clarity to better understand their user base and how they interact with the site. Were they coming to access podcast episodes? To subscribe to the newsletter? To register for live or virtual events? With such a wide range of offerings, it was important to ensure that people understood what Masters of Scale was right away.  

To the Masters of Scale team, success means a clear & user-friendly web and mobile experience that gives users clear information about current and upcoming guests and episodes. 

Using Clarity

Microsoft Clarity’s usage analytics tools quickly revealed a few key learnings:  

• ~75% of the Masters of Scale 60-day traffic was attributed to sessions from entirely new users 
• Users’ average homepage scroll depth is ~60% 

Through this discovery, the Masters of Scale team identified that most new visitors were not scrolling deep enough and were missing the most important content: a context-setting episode carousel highlighting tentpole guests, like President Barack Obama, Spanx Founder Sarah Blakely, and Hubspot Co-founder Dharmesh Shah. 

What is Prompt Genie?

Prompt Genie was founded in March 2023 to address a growing need in the market for an innovative tool that helps users of ChatGPT and other AI-powered systems. The company provides a Software as a Service (SaaS) product that provides access to three distinct algorithms tailored for the creation of prompts. It’s designed for people who use ChatGPT in their daily work, like teachers, business owners, and marketers. 

Natik Aggarwal is one of the 3 co-founders of Prompt Genie, managing responsibilities as a product manager, software developer, and community support manager. 

Challenge

Natik and his team aimed to increase user activations and reduce churn while segmenting users to improve marketing efforts. The product received an overwhelmingly positive response, with traffic and subscribers increasing rapidly. However, as the hype for ChatGPT normalized, the company noticed a high churn rate and low conversion rate. 

Finding a solution

Microsoft Clarity proved to be a valuable tool for Prompt Genie as it was easy to set up and intuitive to use. The tool helped the team understand its users and how they interacted with the product, which in turn led to significant improvements in the user experience. They analyzed Clarity session recordings and heatmaps to identify UI problems, pinpoint when certain bugs occurred, and understand where users spent most of their time. 

For example, the original landing page attempted to educate users with a descriptive banner and short video. However, after using Clarity to analyze user flows, the team learned that visitors were struggling to understand exactly what the product did. As a result, they added an interactive demo on the landing page to let users quickly experience the power of the product. 

After the demo was implemented, the team identified a significant user experience issue using Clarity session recordings. Users were frequently frustrated by the demo, as it redirected them to the sign-up page whenever they tried to use the full version of the product. This process not only required an account creation step but also prompted users for credit card information just to start a free trial. 

Such an upfront upsell was off-putting, as evidenced by many users quickly navigating back in their browsers – a behavior observed in the session recordings. To enhance the initial user interaction with the product, the company has disabled this feature, effectively eliminating this source of user frustration. Instead, a small banner now appears, gently prompting the user to sign-up or login. 

In order to segment their users and identify major groups, the company used insights from Clarity to refine the list of example prompts seen below.  

These examples span many different use cases. As a result, the team can focus on a subset of users who are interested in prompts for academic writing, separately from users who want to create a marketing and brand strategy. 

Using heatmaps, Natik was able to filter based on which demo prompt users clicked on. As a result, the company was able to quantitatively measure the different user segments interacting with the demo. 

Results 

Prompt Genie cross-referenced Clarity data with onboarding survey data to compare conversion rates among the different audience segments. The Clarity data also helped the company identify the top user segment, which led to a doubling down in marketing efforts to target that specific group. This helped Prompt Genie increase trial conversions from 15% to 26% in a matter of weeks. 

Learnings 

By using Clarity, Natik and his team at Prompt Genie were able to gain valuable insights into user behavior and improve the user experience. Clarity helped the team at Prompt Genie identify major user groups, segment users by job function, and improve conversation rates. The tool provides a bird’s eye view of trends in customer segments based on marketing campaigns and helps identify gaps that need improvement. 

Testimonial

“Clarity is a really amazing tool and super easy to integrate with your website. It has provided us with vast amounts of data to make decisions based on user behaviour and improve user experience as a result. The fact that it is free to use forever gives you even more of a reason to give it a try, it is a no brainer to have it integrated with your website“

Natik Aggarwal; Co-founder