How Maven utilized Clarity for an MSP client resulting in 200% surge in form submissions and optimized homepage video placement for a 35% increase in impressions.
Maven Collective Marketing Utilizes Microsoft Clarity to Drive Deeper Insights and Elevate Client Success
Maven Collective Marketing, founded by CEO Erica Hakonson, a veteran with profound insights from her tenure as a Microsoft Technology Adoption Program Manager, specializes in crafting bespoke digital marketing strategies. Since its inception in 2012, they have exclusively served Microsoft Partners, leveraging 18 years of global experience to deliver award-winning solutions in branding, SEO, content marketing, and lead generation. Recognized as the 2024 Top Digital Strategy Firm, 2024 Best Company to Work With, and the 2023 B2B Agency of the Year, Maven Collective has consistently demonstrated unparalleled expertise in the Microsoft ecosystem, winning over 190 industry accolades. As a certified partner of Microsoft Ads, Google Ads, HubSpot, and others, they have a proven track record of success for their clients.
The Challenge
As digital landscapes evolve, the complexity of user interactions on websites intensifies, highlighting the limitations of traditional analytics tools. These tools, while rich in quantitative data, lacked the nuanced insights needed to fully understand and improve user experiences. Maven Collective Marketing recognized the necessity to not only gather data but to derive actionable insights that could boost user engagement and conversion rates on their clients’ websites.
They saw a critical need for deeper insights into user behavior. Traditional analytics provided general data on traffic and basic user metrics but failed to offer detailed visualizations crucial for identifying and addressing specific user pain points.
The Solution: Microsoft Clarity
To address the limitations of traditional analytics, they implemented Microsoft Clarity, which allowed them to visually capture and analyze user interactions on their clients’ websites. Clarity enabled them to make more informed, data-driven decisions by providing a granular view of user behavior that traditional methods could not offer. By utilizing Clarity’s comprehensive features, including heat maps, session recordings, and user paths, they identified and addressed hidden friction points, optimized user journeys, and significantly improved website performance and conversion rates.
The adoption of Microsoft Clarity represented a pivotal shift in their analytics approach. Its robust capabilities allowed them to delve deeper into user behavior, providing insights that were previously inaccessible. With tools like heat maps and session recordings, they could visually trace the user’s journey, uncover obstacles, and gain a deeper understanding of user interactions, enhancing the strategic adjustments on their clients’ websites.
Actions Taken
They tailored their strategies based on insights gained from Clarity:
MSP Client: Heatmaps revealed that crucial CTAs were not prominently displayed. By repositioning these CTAs to catch the user’s eye, they significantly improved visibility and user action rates.
Internal Marketing: For their own website, scroll maps showed that important content, like their service overview video, was being overlooked. They adjusted the placement to ensure optimal visibility. Additionally, rage click analysis on their contact forms led to a redesign, making them more intuitive and user-friendly, thereby improving the lead capture process.
Results Overview
The strategic enhancements informed by Microsoft Clarity were transformative:
Repositioning CTAs for their MSP client resulted in a 200% surge in form submissions.
Optimizing homepage video placement on Maven Collective’s Homepage increased video impressions and completion rates by 35%.
Strategic content placement, informed by Clarity data, improved the visibility and effectiveness of marketing materials, contributing to higher lead generation for their internal marketing. With additional details added to their form, they have seen a 400% increase in form submissions year-over-year.
Key Learnings for Maven
Microsoft Clarity has equipped Maven Collective Marketing with crucial insights into user behavior, enhancing our capability to:
Visualize user paths and optimize website flow, guiding users towards intended actions.
Identify and address dead clicks and rage clicks, improving user satisfaction and pinpointing areas for improvement.
Strategically position content using heatmaps and scroll maps for maximum visibility and engagement.
The integration of Microsoft Clarity has bridged the gap between traditional analytics and deep user experience insights, empowering them to make data-driven decisions that boost website performance and drive better business outcomes for their clients. They continuously adapt their strategies based on Clarity insights to ensure optimal engagement and conversion on their clients’ websites.
Clarity has revolutionized our approach, allowing us to spot and fix user issues like confusing navigation and unclear calls-to-action. This has significantly boosted our clients’ results.
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.
Learn how Scrape.do increased their trial sign-ups by 28%
Scrape.do Enhances Conversion Rates and Ad Campaign Effectiveness with Microsoft Clarity
Scrape.do, a cutting-edge web scraping API, helps businesses access critical data from across the web, offering unparalleled flexibility and efficiency. While the platform’s technical capabilities are well-recognized, Scrape.do wanted to optimize its website to boost conversion rates and maximize the effectiveness of its online ad campaigns. The challenge was to understand user behavior better and make data-driven improvements that would lead to more trial sign-ups and higher ROAS (return on ad spend).
The goal was to increase the number of conversions from website visitors and enhance the impact of paid advertising efforts by making strategic adjustments based on user interactions and behavior.
How Microsoft Clarity Provided Key Insights
1.Boosting Conversion Rates by Streamlining the User Journey
Identifying Friction Points: Using Clarity’s session recordings, Scrape.do discovered that many potential customers were abandoning the sign-up process at the form submission stage. The recordings revealed that users were hesitating due to the length of the form and unclear instructions.
Solution: Scrape.do simplified the sign-up form, reducing the number of required fields and adding tooltips to guide users through the process. Additionally, they introduced a progress indicator to show users how close they were to completion, which significantly reduced drop-offs.
Result: This optimization led to a 28% increase in trial sign-ups, as the improved user journey made it easier and more appealing for visitors to complete the registration process.
2. Optimizing Ad Campaign Landing Pages for Higher ROI
Understanding Ad Landing Page Performance: Clarity’s heatmaps and click analytics showed that visitors from ad campaigns were not engaging with the primary CTA on the landing page. Most clicks were concentrated on secondary elements, which detracted from the main conversion goal.
Solution: Scrape.do redesigned the landing pages for their ad campaigns, focusing on a single, clear call-to-action. They removed distractions and highlighted the benefits of signing up for a trial right above the fold.
Result: This change led to a 12% increase in conversions from paid ads, directly improving the return on ad spend (ROAS) and making the campaigns more cost-effective.
3. Increasing Ad Effectiveness Through Behavioral Insights
Refining Targeting with User Behavior Data: By analyzing rage clicks and dead clicks (clicks on non-interactive elements), Scrape.do identified areas where users were frustrated or misled by ad content or landing page design. They noticed that some ads were leading users to believe they were getting something different than what the landing page offered.
Solution: Scrape.do adjusted their ad copy to more accurately reflect the content and offer on the landing page, ensuring that user expectations were met. They also fine-tuned the design to align better with the user’s journey from ad click to conversion.
Result: This resulted in a 20% decrease in bounce rates on ad landing pages and a 15% increase in qualified leads, indicating that users were more aligned with the content they encountered after clicking on an ad.
4. Enhancing Product Page Engagement and Reducing Cart Abandonment
Insights into Cart Abandonment: Clarity’s funnel analysis revealed that a significant number of users were abandoning their carts after reaching the pricing page. Session recordings showed that users were hesitant due to the lack of clear information about payment options and concerns about the checkout process.
Solution: Scrape.do revamped the pricing page to include more detailed information about payment options, including FAQs, and added trust badges to reassure customers. They also streamlined the checkout process to reduce the number of steps required to complete a purchase.
Result: These changes led to a 25% reduction in cart abandonment and a corresponding 18% increase in completed purchases, driving more revenue directly from the website.
Results Overview
28% Increase in Trial Sign-Ups: Simplifying the sign-up process and reducing friction led to a higher conversion rate.
12% Increase in Conversions from Paid Ads: By optimizing landing pages and aligning them with user expectations, Scrape.do significantly boosted its ad campaign effectiveness.
20% Decrease in Ad Landing Page Bounce Rates: Improved ad targeting and landing page relevance led to better user engagement and fewer bounces.
18% Increase in Completed Purchases: Enhancements to the pricing page and checkout process reduced cart abandonment, leading to more sales.
Key Learnings for Scrape.do
Simplicity is Key: Reducing friction in the user journey, whether in sign-up forms or checkout processes, can have a substantial impact on conversions.
Consistency Across Ad Campaigns: Ensuring that ad content aligns closely with landing page offers and design is crucial for maintaining user trust and driving conversions.
Behavioral Data Drives Effective Targeting: Utilizing insights from user behavior, such as rage clicks and session recordings, can refine ad targeting and landing page design, leading to better performance and ROI.
Clear Communication on Pricing Pages: Providing transparent and detailed information about pricing and payment options helps to reduce cart abandonment and increases trust with potential customers.
This case study showcases how Scrape.do, through the strategic use of Microsoft Clarity, was able to enhance its website’s performance, leading to significant improvements in conversion rates and ad campaign effectiveness.
Using Microsoft Clarity has been a game-changer for us at Scrape.do. It provided deep insights into user behavior that allowed us to make targeted improvements, resulting in significant increases in conversions and ad campaign effectiveness. The clarity and actionable data it offers are invaluable for optimizing our digital strategies
Learn how Interteam used insights from Clarityto generate over $20,000 in projected ROI in just one week
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.
Learn how RoundE reduced bounce rate by 20% with Microsoft Clarity.
What is RoundE?
RoundE, short for Round Employee, helps companies set up employee participation plans, such as stock option plans and share plans. These plans let employees own a part of the company they work for. They work closely with companies to provide clear information, helping them make informed decisions and implement the best employee participation plan for their needs knowing that choosing the right participation plan may be difficult.
The man behind the scenes is Samuel Op den Orth, co-founder of Coding Delta, a boutique software development company. They build SaaS platforms for clients, as well as their own products (like RoundE).
Challenge
Although they’ve worked hard to improve their visibility on search engines, they saw more opportunities to increase conversion rate from visitors to leads. Their website targets a niche audience, business owners in the Netherlands interested in setting up employee participation plans. Because of their small sample size, they faced challenges with regular A/B testing tools.
Using Clarity
This is where Microsoft Clarity proved invaluable. Clarity allowed them to see how visitors clicked and scrolled through their website. They often had assumptions about user behavior and Clarity provided concrete evidence to confirm and challenge their assumptions.
They quickly identified two issues impacting the User Experience:
Decision Tree Usability
Diversity in Screen Sizes
They created a decision tree to help users quickly determine which plans might suit their needs. Clarity showed that the UI was unclear, leading to confusion about how to navigate and answer the questions in the decision tree. Visitors would drop out and leave the page. Also, the primary audience consists of Dutch users, so their main site language is Dutch. Unfortunately, the Dutch translation of “employee participation plan” is a single word consisting of 27 characters. This lengthy word does not break onto the next line as they had forgotten to implement a word-break at some locations on the website, resulting in a poor user experience across various screen sizes.
A third feature that proved to be valuable was the heatmap summarization feature. It quickly found points of improvements throughout all their recorded sessions making it easier to find common issues encountered by their visitors.
Results
On the decision tree page, they observed that users were not aware they could scroll down to select more options. To address this issue they made all options horizontally scroll able. They ensured that mobile users could always see a part of the second option, indicating that they could scroll to the right. Additionally, they made the “Next” button more prominent for easier navigation.
They also added word wraps where they had previously forgotten, ensuring that lengthy words broke appropriately to improve the user experience.
Thanks to Clarity, they made these changes and many more to the site. The result: the bounce rate dropped by more than 20% and user time spent on the site increase by 66%.
Learnings
Using Clarity, RoundE was able to better understand their users by seeing how they interacted with their website. Before using Clarity, RoundE had made assumptions about how users navigated their site, but Clarity provided the tools to confirm these assumptions. Clarity also helped RoundE identify where users were having difficulties and where there were interaction bottlenecks, resulting in the necessary improvements to further improve the overall user experience.
RoundE is also planning to redesign the website and will use Clarity every step of the way to learn from real user behavior. By observing actual user actions, RoundE can make informed decisions throughout the redesign process. Clarity is a tool RoundE would not want to work without moving forward.
Clarity helps us to better understand how our visitors interact with our website. We then quickly adjust our website and observe the impact. Apart from it, Clarity is easy to install and use.
Learn how Brandformance increased downloads 300% for their client with Clarity.
What is Brandformance?
Brandformance was founded in 2018 by two partners with the goal of helping their clients achieve their digital marketing goals through innovative and personalized solutions. Their combination of creativity, data analysis, and focus on tangible results is what sets them apart from others in the market. They seek to establish long-term relationships based on trust and collaboration and measure their success through the growth and satisfaction of their clients, as well as the positive impact on their business metrics.
Their main clients range from small startups to large corporations across various industries, such as e-commerce, agriculture, technology, and healthcare. They cater to businesses looking to expand their online reach by providing services such as content creation, ads, behavioral research and brand experiences.
Leading the charge as CEO is Eze Joulie whose role is to lead the strategic vision and overall direction of the agency. He oversees the development and implementation of innovative strategies to ensure the success and growth of their clients.
Challenge
Joulie and team were tasked with helping Argentinian seed company Nidera re-design their website. Their goals were to redesign and improve the user experience and implement cross-selling techniques and maps to help users find local representatives. They needed a tool that allowed them to thoroughly understand user behavior and their journey, create funnels, identify pain points, and analyze scrolling.
Previously they relied on traditional analytics platforms and heatmap tools, such as Hotjar and Google Analytics, which provided them with limited information about user behavior. Although the tools offered valuable data, they lacked the visual clarity and depth needed to effectively identify specific interactions and friction points. To address these challenges and continuously improve the user experience, they chose to implement Clarity.
Using Clarity
Clarity transformed their approach to analyzing user behavior by providing them with detailed visualizations of website interactions, such as click and scroll heatmaps and session recordings. These tools allowed them to identify JS errors and improve the user experience.
Additionally, Clarity was able to track smart events and understand those that were not performing, enabling them to make real-time changes and continuously optimize the website’s functionality and design. Session recordings and funnels were fundamental in building theories and improving their users’ journey. The ability to view live sessions allowed them to identify areas of confusion and friction in real-time. Understanding scrolling behavior within their site was essential to optimizing the user experience and ensuring that each interaction aligned with their needs and expectations.
Smart Events
User Journey Funnels
Actions & Results
With Clarity, the Brandformance team managed to adjust, add, and change buttons to encourage users to perform the actions they had planned in their social media campaigns. They discovered errors in mobile navigation allowing them to improve the mobile functionality throughout the user journey.
Additionally, they identified issues in the display of product sheets on mobile devices, which caused a poor experience and user drop-off. Thanks to the detection of all smart events on a landing page, they managed to double one of their main objectives, user-registered downloads of data sheets which went from 20 downloads per month to 132–an increase of over 300%.
They also gained a detailed understanding of where their campaign traffic was coming from through UTM parameters and optimized the user journey from Clarity’s analysis.
Many adjustments that were made had immediate impact such as improving the download or contact us button which led to an exponential increase in events, indicating a significant pain point. Before using Clarity, 30% of sessions had excessive scrolling on the site where they noticed users abandoning their landing page. Today, they have managed to reduce it to 0% which is the most important milestone achieved to date.
In the long term, the team saw a decrease in failed clicks and bot sessions which allowed them to understand which media brought in junk traffic and adjusted their social media campaigns accordingly.
Learnings
Clarity proved to be particularly useful due to its ability to provide detailed real-time insights into user behavior. It has been a game-changer for their digital marketing strategies. The team gained valuable insights into user preferences, pain points, and behavior patterns, allowing them to make data-driven decisions and achieve remarkable results for their client.
“Leading this project, envisioning a new site based on data collection with Clarity, was a great challenge. From understanding the tool to integrating it with our partner’s needs, we created over 700 landing pages, each of which needed to be analyzed for improvement. It was a significant challenge that we were able to tackle with the entire Brandformance and Nidera team! We are thrilled to use Clarity as an improvement tool.”
– Gonzalo Benitez, Head of Content & Innovation, Brandformance
“The structuring and redesign of the site has marked a significant change for us. The Clarity tools have allowed us to quickly identify areas for improvement on our website since our relaunch. This has resulted in a considerable increase in conversions and a better user experience. We carry out a continuous strategy based 100% on user-centric principles. As a great team, together with Brandformance, we work daily to ensure that any improvement opportunity we detect is implemented as soon as possible, thus continuing to optimize our client’s journey.”
– Belen Alvarez, Marketing Digital Analyst, Nidera Semillas – Syngenta
New homepageOld homepage
Implementing Microsoft Clarity has been a significant change for us. The behavior visualization tools and real-time analysis have allowed us to quickly identify areas for improvement on our websites. This has resulted in a considerable increase in conversions and a better user experience. Clarity is an indispensable tool for our continuous optimization strategy.
How Shiny & Diski Achieved a 12.5% Increase in Conversion Rate with Microsoft Clarity
How can a redesign dramatically boost sales and conversion rates by 12.5%? This case study on Shiny & Diski’s online store showcases how targeted UX/UI improvements can streamline user interaction and enhance the overall shopping experience.
About Turum-burum
Turum-burum is a leading conversion rate optimization agency. With 14 years of experience in UX/UI design across industries like e-Commerce, FinTech, B2B Tech, and SaaS, they offer insights that enhance user experience by improving interfaces for the Ukrainian and global market, including the UK, USA, Canada, Germany, Australia, and Thailand.
Shiny & Diski at a Glance
Founded in 2012, Shiny & Diski is an official dealer for Nokian, Michelin, Continental, and Goodyear tires and discs. In its online store, customers can use a tire calculator, access detailed product specifications, and receive orders within 1–3 days via various logistics companies or at a pickup point just in three minutes after ordering. User satisfaction is the company’s top priority.
Project Challenges and Objectives
The goals of the redesign were to:
Provide well-structured information and all the necessary details for each product
Enable easy and convenient product searches
Ensure a user-friendly experience across both desktop and mobile platforms
The challenge: Appealing to a diverse audience with varying backgrounds, ages, and levels of technical sophistication.
5 Key Usability Issues and Solutions
The team at Turum-burum thoroughly analyzed the site’s usability, KPIs, and customer behavior by setting up analytical tools including Microsoft Clarity. Their research revealed several usability issues on the Shiny & Diski website that negatively impacted the business’s performance.
Issue #1: Ineffective filter by brand
Problem: The site’s alphabetical arrangement of brands made searching for popular options a time-consuming process. Customers had to scroll through long lists to find the brand they needed.
When using the Brand filter before the website redesign, users frequently used the search to find their desired brand
Recommendation: Reorganize the brand list by placing the most popular brands at the top, based on analytical insights, with the remaining brands following in alphabetical order. This change would improve user accessibility and reduce search time.
After the website redesign, users actively used the most popular brands to filter the products
Result: Post-implementation data showed that users were engaging with popular brands more frequently, which significantly sped up the product selection process and increased user satisfaction.
Issue #2: Extra step to filter items
Problem: User interaction with the filter functionality was high, according to heat maps and click maps. However, to view filtered search results users had to click the “Show” button, which was a redundant step. Additionally, it only displayed the number of products that matched the filter without indicating any additional product counts for additional filter criteria.
The click map before the website redesign: the users actively used the filters and the “Show” button
Recommendation: Eliminate the “Show” button and display the number of products directly next to each filter. This change allowed users to immediately see the number of products matching their criteria, simplifying the filtering process and improving the user experience.
The click map after the website redesign: users still actively use the filters, yet the search process is faster and smoother
Result: Users continued to actively use filters after implementing this change, but the process of finding the desired product became easier and faster. By eliminating this unnecessary step and providing instant visibility into the number of products, the team streamlined the shopping process and effectively brought users closer to making a purchase.
Issue #3: Price filter button position too low
Problem: Although frequently used, the price filter button was only visible to 64% of customers, potentially hindering its use and prolonging the search process.
The Price Range filter button position before the website redesign was lower than the Brand filter button that was much less used
Recommendation: Reposition the price filter button higher up to improve its visibility and usability. This adjustment would allow for faster navigation throughout the product selection and checkout process.
The Price Range filter button position after the website redesign
Result: Microsoft Clarity scroll and click maps showed that after the repositioning of the button, approximately 90% of users saw the price range filter, resulting in increased usage. This change not only improved the user experience, but also sped up the process of finding products that meet specific user needs.
As a result, users became 15% more likely to go to the product page from the product list and 67% more likely to add the product to cart.
Issue #4: No quick size options available
Problem: In the site breadcrumbs, users frequently click on the “brand model” to visit the specific catalog page. This is likely to check for different sizes of a particular model, indicating that size information was not easily accessible.
The product page before the website redesign: users frequently clicked on the model to check available sizes
Recommendation: Allow users to see all size options for a product on the same page. This would streamline the shopping process and eliminate the need for additional searches.
The product page after the website redesign: details about the available model sizes are clearly visible and no need to search for it
Result: This change improved user engagement by allowing them to easily compare and select sizes, speeding up the purchase decision process.
Issue #5: Wrong position of item characteristics
Problem: Users often clicked on “All Features” because they were interested in product details or because the features were not visible on the initial screens. Clarity heatmap data showed that only 16% of users reached the features section, while 33% accessed the reviews positioned above the product details.
Before the website redesign: heatmaps showed that only 16% of users scrolled to product characteristics
Recommendation: Reposition the characteristics block to appear right after the photo block, with the reviews section placed after it. This change would make the product details immediately visible and accessible, eliminating unnecessary scrolling or clicking.
After the website redesign: heatmaps show that over 40% of users now access the section with product details
Result:After the change, over 40% of users accessed the product characteristics section, indicating a significant improvement in visibility. These users then naturally moved on to the reviews, improving their overall browsing experience.
As a result of all product page UX/UI improvements, conversion from the product page to shopping cart increased by 11%.
Issue #6: No search by popular categories
Problem: The homepage lacks direct links to popular categories, so users are forced to navigate through the burger menu to access specific categories. This added unnecessary steps to their shopping process.
The first three screens of the homepage before the website redesign: the users must scroll a long time to find the category links, so instead use search and/or a hamburger menu to find the needed category
Recommendation: Add a block with the most popular subcategories directly below each main product category. This would allow users to quickly navigate to the desired subcategory, streamlining their search and reducing the number of steps needed to find the right product.
The homepage’s first screen after the website redesign: quick category links-reduces search time and shortens the customer journey
Result: There was a noticeable increase in user interaction with these categories, with approximately 40% of mobile users and 15% of desktop users using via this new section.
As a result, the conversion rate for the users that came from the homepage increased by 8%, indicating a faster transition to purchase compared to previous metrics.
Redesign Results and Metrics
The hard data clearly demonstrate the positive impact of the teams improvements:
Overall conversion increase: The site’s CR increased by 12.5%, with notable boosts across devices —16% for mobile and 7% for desktop.
Customer Engagement Surge: Users became 15% more likely to go to the product page from the product list and 67% more often added the product to the cart.
Improved site interaction: Users viewed 40% more products per session, with an average of 2.2 items.
Our UX analysts and CRO specialists prefer to use Clarity for analyzing heatmaps, scroll maps, video recordings, and comparing versions of A/B tests. This tool is especially useful for our eCommerce clients and helps us build hypotheses to increase conversion rates. I can highly recommend Clarity for businesses of any size.
– Dmytro Kukuruza, Chief Executive Officer of Turum-burum UX/UI and CRO agency
Learn how the Recoreo team increased on-site time for Gym Geek by 31%.
What is Gym Geek?
Gym Geek is committed to providing well-researched and expertly curated workout routines and exercise guides to help users achieve their fitness goals.
Their platform offers free, meticulously crafted workout regimens and comprehensive exercise tutorials. With a focus on creating immersive and high-quality content experiences, Gym Geek caters to a diverse audience, from beginners to experienced bodybuilding enthusiasts.
They aim to establish themselves as the leading authority in online fitness content. Gym Geek seeks to set the standard for quality and accessibility in digital fitness through innovation and dedication.
Brendon Boshell, the founder of Recoreo, has been immersed in the software industry for a decade, garnering extensive expertise across diverse domains encompassing both business-to-business (B2B) and consumer-facing product landscapes.
Throughout his career, Brendon has assumed pivotal leadership positions within product-centric teams.
Challenge
The Recoreo team was looking to improve content readership and on-page engagement for Gym Geek. They noticed that the average time on-site could be improved and that users were not scrolling down pages, which signaled that content needed to be improved.
Using Clarity
The Recoreo team used FullStory and Mouseflow before shifting entirely to Microsoft Clarity. This platform enables them to have a real-time understanding of how visitors interact with the Gym Geek website.
They use the session recordings every day to see how users react to new content or experiences. This helps them quickly identify potential issues or points of frustration and make necessary adjustments. They also use scroll maps to ensure that users fully engage with the content.
Clarity and Copilot has been instrumental in Recoreo’s work, allowing them to test new content experiences swiftly. Whether it’s a fresh content format or an interactive tool, they can promptly gauge user engagement. This agility in decision-making and optimization has led to significant improvements in user experience, reflected in their increased average time on site.
In addition to looking at individual recordings, they use Session insights to create automated summaries across their recordings.
The Session Insights feature is a game-changer, providing actionable insights for website improvement. It suggests not only enhancements but also flags ‘Unsuccessful attempts,’ enabling quick identification of user frustrations with content or ads.
Actions Taken
To reach their goal of improving on-site time for Gym Geek, Clarity was able to provide insight with the help of Copilot to assist Recoreo with making three key website improvements:
One of Copilot’s recommendations was to enhance their 90-day workout plan with interactive tools. Recoreo followed this advice and embedded a calorie calculator, which quickly became the most clicked button on the page with 10% of users engaging with it. This tangible result underscores the value of Copilot’s insights.
Copilot suggested adding a quiz to one of Gym Geek’s workout routines. This was not a product idea they had before. They rapidly built a new quiz feature and could instantly measure users interacting with the tool.
Copilot highlighted some “Unsuccessful attempts” where users were having problems with Vignette ads. The Recoreo team investigated this and adjusted the ad delivery settings to improve the user experience on the Gym Geek website.
Results
As a result of the changes suggested by Clarity and implemented by the Recoreo team, they were able to increase time on-site for Gym Geek by 31%.
Learnings
Clarity has proven invaluable for several reasons for Recoreo. Firstly, Session insights provided comprehensive summaries across all recordings, eliminating the need to watch each one individually for valuable insights.
This feature, unique to Clarity, has benefited the Recoreo team, offering efficiency not found in other tools. Additionally, Clarity’s simplicity in installation and seamless functionality without the need for extensive configuration further underscores its utility, making it a highly effective tool for optimizing workflow and enhancing productivity.
And finally, the suggestions offered by Copilot in Clarity were instrumental in creating engaging content and interactive website elements like the calorie counter and quiz which had a direct, positive impact on readership and user engagement.
Testimonial
“Microsoft Clarity is a must-have for any website. It provides a real-time pulse for our website, with useful tools like recordings, heatmaps and scroll maps. The Copilot AI feature provides relevant and accurate insight into user behavior, allowing us to quickly identify frustrating experiences and pursue new product opportunities.”
How Social Gains Prevented Its Client From Losing Thousands in Revenue
What is Social Gains?
Established in 2016 by Drew Clayton, Social Gains arose from Drew’s decade-long experience working in major digital agencies. Recognizing SMEs (subject matter experts) need to tap into their first-party data, especially those lacking insights into visitor behavior, Drew set out to bridge this gap. Social Gains focuses on enhancing conversion rates through web analytics, serving SaaS, e-commerce, healthcare, and B2B sectors.
Social Gains creates client acquisition systems that utilize both inbound and outbound channels, with web analytics as the cornerstone for all digital marketing strategies. The goal is simple: to help clients understand their data with a tailored web analytics approach for digital marketing. Web analytics is at the core of every strategy they implement, using tools like Clarity to explain and demystify reasons for low conversion rates to clients.
Challenge
When a new pharmacy group client joined Social Gains, they highlighted a significant issue impacting revenue growth – the low number of online bookings for their primary services. Despite decent daily organic traffic, low-volume users were completing the online form. Even after extensive testing by in-house web developers, the root cause couldn’t be isolated to resolve it.
Using Clarity
To tackle this, the team at Social Gains used Clarity for detailed analysis, tracking user segments for specific URLs. In just hours, they pinpointed a specific problem with Android devices, which accounted for over 30% of all users.
Social Gains zeroing in on the issue using Clarity.
Clarity screen recordings showed users could only proceed up to step two on the form when using an Android device. This insight revealed a significant revenue loss running to 5 figures weekly, as hundreds of Android mobile users gave up booking out of frustration. This finding from Clarity was crucial in fixing the issue and preventing further financial losses for their pharma client.
Actions Taken
Social Gains used a variety of Clarity features to find, explore, and rectify the problem for their client:
Session grouping summaries generated by CoPilot’s AI-powered insights and identifying top website user paths to reveal and resolve bottlenecks
CoPilot’s AI -Powered insights in Clarity.
Segmenting users by device (Android) with dashboard insights
Adding a filter to pinpoint dead clicks causing poor user experience
Results
When Drew shared the website recording with their new pharma client, revealing almost 100 frustrated clicks from a single user, they felt relieved that Social Gains had identified this crucial website issue that could harm revenue generation and their brand.
Social Gains using session recordings to pinpoint poor user experience on their client’s site.
This quickly built trust among Social Gains and their new pharma client. Social Gains is currently enhancing the entire booking platform for their pharma client based on insights from Clarity, which has resulted in increased revenue for Social Gains.
Learnings
Clarity’s ability to provide in-depth analytics into user segments through screen recordings and advanced filters, coupled with CoPilot’s AI-power insights, helped Social Gains to solve their client’s problem and foster their trust quickly.
Testimonial
“Clarity is my go-to for all new clients, including my agency’s website. It’s the secret sauce for instantly fostering strong client relationships and reducing churn. I highly recommend adding Clarity to your agency’s toolkit and implementing it right away when onboarding new clients or integrating it into your audits. Clients are always impressed when they see the insights from Clarity heat maps.”
How Masters of Scale repositioned content for higher user engagement with Clarity
What is Masters of Scale?
Since its launch in 2017, Masters of Scale has grown into one of the most prestigious properties for business leaders, thanks to its incomparable guest list, iconic host, and groundbreaking format. Masters of Scale is an award-winning platform for entrepreneurial wisdom, encompassing Rapid Response — an audio series about leading in the face of crisis — a daily learning app, a best-selling book, virtual and live events, and weekly newsletters.
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.
In podcasting, featuring tentpole guests and covering current events and trends tend to increase listen rates. Knowing that the podcast is the entry point to the Masters of Scale brand and website, the aim is to meaningfully expand their audience and engaged community. Maximizing visibility into trending episodes is a key tactic.
Finding a solution
The team utilized these Microsoft Clarity insights to reprioritize their homepage layout, bumping tentpole names to live right below the fold and swapping a banner’s content to feature their new series on AI. These changes reprioritized their content delivery while keeping the user top-of-mind.
Results
With the data from Microsoft Clarity, the Masters of Scale team continues to monitor the impact of these content-related changes. Notably, there has been a 204% increase in traffic to AI-themed episodes. Microsoft Clarity has been an invaluable tool for efficient data tracking and helping the team keep a close eye on user behavior and opportunities for data-driven pivots.
Learnings
By understanding that new users account for most of their web traffic, Masters of Scale refined their webflow to elevate the new user experience by prioritizing their best content, encouraging clickthoughs, and reducing churn.
Testimonial
“Microsoft Clarity’s scroll depth and heatmap features help us to ensure our content is resonating as we grow our audience.”
How Prompt Genie increased trial conversions by 11% within weeks
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.
BEFORE
AFTER
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“
How Rotoballer Got 3x Higher Click-through with Microsoft Clarity
Conversion Wizards Background
Conversion Wizards is a consultancy that offers conversion rate optimization, performance marketing, and business intelligence services. They have also worked with brands like Microsoft Office, Virgin, Nike, Cotopaxi, The Washington Post and 100+ smaller online sellers and SaaS companies.
Rotoballer Background
Rotoballer.com is a leader in fantasy sports content. Their in-depth research can significantly improve a player’s odds of winning, just like studying companies can make you a more informed stock market investor. Bootstrapped by two childhood friends Leor Rabe and Alex Roberts, the company is profitable, growing at almost 100% year over year, and challenging much larger institutional incumbents.
Rotoballer makes most of their money from display ads, but they also have a premium subscription product that they’d like to grow. The challenge is increasing the conversion rate on the paid product without cannibalizing advertising revenue.
To conduct a Conversion Rate Optimization Audit, Rotoballer engaged The Conversion Wizards, who provided actionable improvements described below.
Analysis Summary
The Conversion Wizards used both CRO best practices and insights from Microsoft Clarity, focusing on three dimensions: Value Proposition, Friction and Anxiety. They conducted the analysis on mobile as it accounts for 70%+ of traffic.
Value Proposition: Why Should I Click Through the Premium Offer?
Above on the left is a screenshot of Rotoballer’s homepage (mobile version). On the right is a Clarity heatmap overlaid.
The first thing Conversion Wizards noticed was the small number of people clicking through to the premium tools and subscription page. If Rotoballer wants to rely less on ad revenue, more people must see the premium offer. And for more people to see it, they must first click on the areas leading to it, shown below.
As shown above, the areas leading to the premium tools have little heat and few clicks!
Interestingly, right below the banner on the left is the most-clicked element. This element received 41% of all clicks despite being towards the bottom, so the problem with the banners isn’t simply that they are lower on the page.
To address this problem, Conversion Wizards suggested some optimizations:
Reinforce the value each visitor receives: The header, “Gain an Unfair Advantage & Win Big,” is then backed by “FantasyPros certified top-accuracy NFL rankers.” People engage in fantasy sports to win and earn bragging rights among their friends. Connecting directly with this motivation is better than simply stating that you have premium tools.
High visibility. The CTA is placed right beneath one of the highest clicked areas and a brighter color should get more attention. The element really pops, begging to be clicked.
Promise immediate gratification (“Get Instant Access”). Selling the click for the premium product to be seen.
Invoke curiosity. The line, “These two certified rankers,” piques curiosity and entices some users to click simply to find out who they are. From testing, this strategy creates intrigue and higher clickthrough.
Conversion Wizards also recommended testing a minimized version of this reminder as a floating footer on mobile.
Friction: Reducing Difficulty of Taking the Desired Action
Conversion Wizards define friction as an aggregation of all the length and difficulty-related aggravation factors that occur throughout the conversion process.
Examples of friction on Rotoballer’s site include:
Difficult to find/see upgrade CTAs because they look like the ads on the page.
No clear navigation or guidance on where the user should navigate next. The first page of a site should quickly answer these three questions:
Where am I? (who is Rotoballer and what do they do)
What action should I take?
Why should I take it with Rotoballer? (vs. some other fantasy sports site?)
On-page CTAs and links don’t provide context or set clear expectations for what happens once a user clicks on them
No clear hierarchy within the website’s layout to communicate relative importance and guide users where to look first. Conversion Wizards call this “allowing visitors to engage in unsupervised thinking,” a problematic source of friction.
To address these issues, Conversion Wizards suggested using a contrasting color to highlight the premium offering. This quick solution led to 3x more clicks on the premium button.
In the first screenshot below, the red color blended with site content and got 0.06% of clicks. The second used a bright yellow which increased this number to 0.19%.
Anxiety: Anticipate a User’s Concerns and Address Them
Unaddressed questions and concerns can cause anxiety, a conversion killer. To effectively reduce anxiety, Conversion Wizards suggest anticipating a user’s questions and concerns at each step and overcorrectingwith specificity and proximity.
Using a stronger and more prominent guarantee at the point of purchase was one way Conversion Wizards suggested reducing anxiety. Below is a screenshot of the purchase area with the weak guarantee.
Compare that with a stronger, money-back guarantee which can increase conversion rates by more than 2x, net-net i.e. the rise in purchases more than offsets the refund requests.
Two other ways Conversion Wizards suggested reducing anxiety were reinforcing the value proposition close to the point of purchase and using a “value positive” call-to-action.
The second treatment reminds the buyer they are about to “gain an unfair advantage”. In a previous project, a similar reminder led to a 29% lift in credit-card gated free trials.
Another suggestion like the mockup above is a call-to-action that connects with the visitor’s primary motivation—winning and bragging rights. An additional recommendation is reassuring them with the text “easily cancel anytime”. The Wall Street Journal famously ran a test where adding just this text to their paywall increased subscriptions by 9.8%
Further Clarity Analysis: QuickBacks (Possible Friction)
Quick backs tell users when a visitor navigates to a page then quickly returns to the previous one. In CRO, this can be a clue that a link or button may not set proper expectations for what the visitor will see next.
In the example above, the visitor is searching for “NHL DFS Picks” but goes to “More DFS Articles” instead of “DFS Picks Articles” where the correct link is available. Other recordings showed similar issues.
This informs users that the overall navigation flow and structure need to be addressed.
Conclusion
This case study was a look into Clarity from a CRO perspective by examining value proposition, friction, and anxiety. Conversion Wizards used the tool to provide key insights that Rotoballer used to increase clickthrough rates.
“As a long-time Conversion Rate Optimization practitioner, I was excited to discover Clarity. It is 100% free, does not cap sessions and has interesting new features like Conversion Heatmaps for ecommerce. Now even the tiniest businesses can get rich insights without worrying about costs”
Jasper Kuria, Managing Partner, The Conversion Wizards.
