InterTeam is a premium paid advertising agency that specializes in SaaS & professional services, primarily B2B. The agency manages campaigns on platforms such as Google Ads, Microsoft Ads, Facebook/Instagram Ads, and LinkedIn Ads. In addition to advertising, InterTeam provides supplementary services such as conversion tracking implementation, landing page design and development, creative design, and CRM consultation. Their clientele ranges from small startups to large corporations, all benefiting from their focus on generating qualified leads and driving revenue.

Founded in 2022, InterTeam was established by Cole Furrh, a seasoned paid advertising expert with nearly a decade of experience. Cole has a strong background in managing complex and niche advertising campaigns, especially in the professional services and SaaS sectors. His expertise lies in creating highly customized ad strategies across multiple platforms, tailored to the unique needs of each client. With a full-funnel marketing skillset, Cole leads InterTeam in delivering top-tier solutions, including landing page conversion optimization and advanced tracking implementations.

Challenge

InterTeam was seeking a solution to address specific challenges with their landing pages. They needed a way to audit these pages for potential design flaws, better understand user engagement, and identify sections that caused visitors to bounce. These insights were critical for optimizing the performance of their PPC campaigns and improving overall user experience.

InterTeam’s decision to implement Microsoft Clarity was prompted by a recommendation from one of their Jr. Media Buyers. Before adopting Clarity, InterTeam had experimented with several paid solutions, but found little value in these tools. One major drawback was the negative impact on page load speeds, which not only affected user experience but also hurt conversion rates and increased cost-per-click (CPC) in their PPC campaigns.

How Clarity Helped

Microsoft Clarity provided InterTeam with immediate value, offering a comprehensive set of features that addressed their key challenges. The team leveraged almost every feature of the platform and began exploring its integrations as well. Here’s how InterTeam utilized Clarity’s key functionalities:

Session Recordings:
Session recordings became a vital tool for analyzing visitor behavior, particularly for those who clicked on ads. These recordings revealed that certain campaigns were attracting visitors who left the page almost immediately, likely indicating bot activity. The recordings also helped identify sessions with abnormal mouse movements, another sign of bot traffic. By adjusting their campaigns to exclude these low-quality clicks, InterTeam saved significant costs and prevented poor-quality leads from affecting campaign performance.

Heat & Scroll Mapping:
InterTeam used Clarity’s heat mapping feature to assess how users interacted with different sections of their landing pages. By analyzing click rates on various sections, they removed under-performing content and moved high-engagement sections further up the page to improve visibility.
Scroll maps also allowed them to pinpoint where users were dropping off. This insight helped the team decide whether to reduce the content in certain sections or remove them entirely, leading to more optimized landing pages.

Before

After

Dead Clicks:
Clarity’s dead click feature helped identify broken functionality on the landing pages, such as non-working buttons or icons that appeared interactive but were not. By reviewing recordings, InterTeam was able to promptly address these issues, improving the overall user experience and reducing confusion on the page.

Incorporating Clarity’s tools helped InterTeam optimize their campaigns, refine landing pages, and reduce unnecessary ad spend, all while improving lead quality and campaign performance.

Actions Taken

InterTeam found several features of Microsoft Clarity to be particularly beneficial, with dead clicks standing out as the most impactful. This feature, which they had not been aware of before using Clarity, provided immediate value by identifying heavily interacted-with areas of client websites that were not functioning properly.

A notable example involved a client with an outdated website and poor structure. After installing Clarity, InterTeam discovered that approximately 5% of the site’s clicks were dead clicks. Given the site’s substantial traffic, this statistic was concerning. Upon reviewing session recordings, the team found a page with six buttons that led visitors to invalid URLs. These buttons were previously linked to gated content offering calendar template downloads. The team realized that these clicks were likely from high-quality leads intending to access the lead magnet content.

As a result of these insights, InterTeam took the following actions:

• New Landing Page Creation: They developed a new, conversion-optimized landing page specifically for the calendar template download, following best practices to ensure a fast page load speed to minimize bounce rates.
• Redirecting Traffic: All invalid URLs associated with the dead clicks were redirected to the new landing page, ensuring that future traffic from these clicks would be properly directed to the optimized content.

These changes helped recapture valuable lead opportunities and improved the overall user experience on the client’s site.

Outcomes & Improvements

Following the implementation of Microsoft Clarity and the subsequent changes, InterTeam saw immediate and impressive improvements in performance:

Lead Generation:
Within just one week of launching the new landing page, 14 new leads converted by filling out the form to download the calendar template. Most of these leads were highly qualified, using verifiable business email addresses. Given that the client’s product was a high-ticket B2B SaaS solution, each lead had the potential lifetime value of several thousand dollars. The projected ROI from this exceeded $20,000.

Sustained Results:
With no additional ad spend, InterTeam was able to generate over 20 leads per month using Clarity’s insights to optimize the landing pages. This lead generation increase was achieved purely through improvements in site functionality and user experience, highlighting the significant impact of Clarity’s tools on performance.

Shareable Learnings/Takeaways

Key takeaways from using Clarity include the ability to strategically optimize landing page designs for maximum conversion rates. By leveraging Clarity’s features—such as session recordings, heat maps, and dead click analysis—InterTeam can make data-driven decisions that directly improve lead quality and ROI without additional ad spend. These insights have empowered the team to fine-tune their approach, resulting in consistently higher conversion rates and greater campaign efficiency.

Microsoft Clarity has proven to be a valuable tool for InterTeam by providing enhanced control over the post-ad conversion process. The platform’s deep insights allowed the team to quickly identify and resolve issues on landing pages, preventing potential performance setbacks. Through the strategic use of Clarity, InterTeam significantly improved its website’s performance, leading to higher conversion rates and greater ad campaign effectiveness, all while driving substantial ROI without any additional advertising costs.

Clarity is the best free marketing tool on the internet. Period. Clarity has improved our ability to identify issues on our pages, understand which sections are high and low performing and analyze the quality of our traffic, leading to a significant increase in our landing page conversion rates and thousands of dollars in ad budget saved. The tool also helped us identify dead clicks which lead to 20+ new organic leads per month out of thin air.

– Cole Furrh, Founder of Interteam

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