How Switas Helped byFood.com Fix the User Journey Leading to an Increase in Conversions in Just Three Months
Switas is a growth consultancy founded in Istanbul, specializing in helping businesses achieve sustainable growth through optimizing digital performance. The company focuses on services such as Conversion Rate Optimization (CRO), product development, and strategic growth management. The brain behind the business is Çağdaş Polat, the Co-Founder of Switas and an experienced digital growth consultant. He oversees the companies strategic planning and works closely with clients across various sectors to implement cutting-edge tools, such as Microsoft Clarity, to solve complex user experience challenges. One of those clients that Switas recently helped onboard and implement with Microsoft Clarity was byFood.com, a leading online platform that connects users with unique culinary experiences in Japan. From booking food tours to finding the best local restaurants, byFood.com enables tourists and locals alike to discover the rich culture and flavors of Japan through engaging blog content related to Japanese cuisine, food culture, and travel experiences.
Learn how Switas achieved the following improvements in just three months:
10% increase in blog conversions
12% reduction in cart abandonment rates
7% increase in overall cart conversion rates
The Challenge
Switas was seeking deeper insights into user behavior on its clients’ digital platforms to address pain points that were negatively impacting user experience and conversion rates. Before adopting Microsoft Clarity, they relied on tools like Google Analytics, Hotjar, and Yandex Metrica to gather behavioral data. However, these tools lacked comprehensive session analysis and detailed behavioral data needed to fully understand user interactions and optimize conversion paths.
For byFood.com, Switas identified a critical issue: users were abandoning the checkout process and they wanted to understand why.
How Microsoft Clarity Helped
Switas implemented Microsoft Clarity to overcome these challenges. Using Clarity’s rage clicks feature, they identified areas where users were repeatedly clicking out of frustration, revealing problematic aspects of the user interface. Additionally, Clarity’s JavaScript error tracking uncovered technical glitches that were affecting the site’s functionality. By pinpointing these issues, the team was able to resolve the frustrations that were leading users to abandon their purchases. The team found Clarity’s live recordings feature particularly beneficial. This allowed them to observe real-time user behavior, providing a detailed view of the checkout process where users were encountering problems. Due to confusing navigation and unclear form instructions, which was significantly impacting conversions and revenue, Switas recommended and implemented changes to byFood.com’s navigation and form instructions.
Rage Click Recording showing user frustration
Actions Taken
By analyzing click heatmaps and rage clicks data on byFood.com’s blog pages, Switas identified areas of user frustration and recommended a new navigation path for sub-items within the blogs. This led to a 10% increase in conversions and improved overall user interaction with the content.
It was observed that blog post titles without links were still being clicked on. However, since there was no actual link in the post, users were bouncing from some of the most visited pages without engaging further. To address this, the structure of the listing items in blog posts was updated to include clickable links
The version on the right, which featured clickable subheadings, was tested against the version on the left, where the subheadings were not clickable. The results showed that the right-side version was more effective.
By addressing a major bottleneck in the user journey, these modifications were made swiftly, and the team used Clarity’s tools to monitor the impact of these changes, iterating as necessary to optimize the user experience further.
Outcomes
Following the implementation of Microsoft Clarity-driven optimizations, Switas observed a 12% reduction in cart abandonment rates and a 7% increase in overall conversion rates within a three-month period for byFood.com. These improvements significantly enhanced user satisfaction and boosted revenue. The actionable insights from Clarity allowed Switas to continuously refine the user experience, demonstrating the effectiveness of Clarity’s features in driving real business results.
Key Learnings
The team highlighted Microsoft Clarity as a product built with practical, real-world use cases in mind by real product people who understand the challenges companies like Switas face. Features such as rage clicks and JavaScript error tracking proved invaluable in identifying user frustrations and technical issues, enabling targeted improvements that directly impacted user experience and conversion rates. Clarity’s intuitive, product-focused design allowed Switas to implement swift, data-driven solutions that delivered measurable outcomes.
“Microsoft Clarity has been a game-changer for Switas, helping us quickly identify and solve UX issues. Features like rage clicks and JavaScript error tracking provided actionable insights, while live session recordings allowed us to optimize in real-time, boosting user satisfaction and conversions.
