How Places for People increased page views by 63% with Microsoft Clarity
How Places for People Revamped their Website to Increase Conversions and Engagement
Places for People is the UK’s leading social enterprise dedicated to changing lives by creating and supporting thriving communities. With a diverse portfolio, the company consists of market leaders in housing, regeneration, development, investment management, property management, and leisure services. Managing over 245,000 homes and operating 100 leisure facilities across the UK, Places for People provides homes and essential services to approximately 500,000 customers, supporting health and well-being through millions of visits each month. Beyond these services, their social impact programs address employment, homelessness prevention, health, finances, and well-being, delivering 334 million in value to communities in the last year.
Learn how the changes implemented with Clarity’s help led to these significant improvements within the first month:
16.8% increase in page views across the entire Careers section
241% increase in views on the “Life at Places for People” page, driven by Clarity insights.
63.8% increase in page views on the “Discover Your Career” webpage, showing a more complete user journey from landing on the site to applying for a vacancy.
50% of users scrolling to the bottom of the Careers landing page, engaging with vital information about the company’s values.
The Challenge
With multiple websites catering to various sectors and services, Places for People sought a deeper understanding of how their diverse audience interacted with these digital platforms. Each website had distinct goals: while the New Homes site focused on lead generation for development sales, the main website was designed to assist affordable housing customers in managing their accounts and accessing helpful information. The organization’s goal was to optimize user experience across all platforms, ensuring ease of access and a seamless digital journey.
Previously, the team used Hotjar but lacked the resources to monitor heatmaps and clickmaps consistently. With a growing need for additional insights, they decided to switch to Microsoft Clarity, capitalizing on its more additional features while saving time and money. One of their primary focuses was the Careers section, which wasn’t effectively showcasing Places for People’s value to potential job applicants. The Talent Acquisition team wanted a more compelling and engaging experience for job seekers.
The Solution: Microsoft Clarity
Clarity provided the team with a simple, visual way to explain the current performance of the Careers section to their stakeholders and allowed them to demonstrate the reasoning behind every design decision the team was making. It meant that they could visually show them that by having a button for “Current Vacancies” at the top of the page, 50% of users were clicking it and dropping off the page before they’d even read about Places for People or any of the reasons they would want to work here, which was an eye-opening statistic for everyone involved.
When digging further into the performance of these webpages they were able to get a really good idea of how user intent on these pages informed the effectiveness of different elements. A great example is the content slider seen below – this was a simple way to horizontally showcase information without increasing scroll depth significantly. However, they noticed that these were getting a lot of rage clicks, and people were gravitating towards the “View All Current Vacancies” button more. They determined that this was due to the intent of the user – someone who is visiting the page only to view information about working in their Leisure company is going to find it frustrating scrolling through content relevant to the housing or sales parts of the Group, and so they knew that the scroller couldn’t be used for content like this.
Clarity also highlighted some pages that were performing particularly well. The Life at Places for People page, where they house information about the social value they deliver, the rewards and benefits available to colleagues and their options for developing careers, had over 50% of users scrolling to the bottom of the page. This was great news for the Talent Acquisition team, but they knew that they could take this further and if people were interested in this information, then they could redesign the page to put more information in without impacting the amount of scrolling required.
Actions Taken
Every feature in Clarity was essential to this project. The heat and click maps not only allowed them to make informed design decisions but also meant they could communicate those in an impactful way to their stakeholders. The new Copilot feature was also really great for summarizing large amounts of data and providing actionable insights into how the previous Careers pages were performing.
As a result of the work with Clarity, Places for People completely revamped the entire Careers section. They tried to shorten page length where possible, however as it was clear that user intent was influencing engagement, they kept pages longer where we knew that they’d be read or added in quick menus to help account for the increased page length.
On the main Careers landing page they added a new, highly visual entry point to the site as this was the page they were optimizing for Google and they wanted the first impression to be striking. However, Clarity taught them that having a button to the current vacancies in the banner meant users skipped past all the other pages, so for launch they changed the button to nudge people towards “Life at Places for People” instead.
Below you can see some of the before/after shots:
Before
After
After
They added far more value to the main Careers landing page, including a new content slider for their People Promises so people can look through and see how their values align with Places for People. They felt this content was far more suitable for the slider as there was low user intent – users are simply browsing rather than trying to find something specific.
Below is the page users navigate to in order to start their career search. The previous page used the slider which meant more rage clicks as people were scrolling through trying to find something specific. The new grid layout gives a more visual and on-brand insight into each business area. This page does lengthen significantly on mobile and so we built in a quick menu at the top to allow the user to jump to specific parts of the page.
BeforeAfter
Places for People intend to monitor the updates and make changes accordingly depending on engagement.
Results Overview
The changes implemented with Clarity’s help led to significant improvements within the first month:
A 16.8% increase in page views across the entire Careers section.
A 241% increase in views on the “Life at Places for People” page, driven by Clarity insights. Clarity also told them that the “Life at Places for People” button on the header of the main Careers page was the fourth most used element on the page.
A 63.8% increase in page views on the “Discover Your Career” webpage, showing a more complete user journey from landing on the site to applying for a vacancy.
50% of users scrolling to the bottom of the Careers landing page, engaging with vital information about the company’s values.
Key Learnings for Places for People
The heat maps, click maps and live recordings give a far more visual representation of data and make it much easier to justify design decisions. It also gives peace of mind to stakeholders: they want to know that decisions are being made based on data, and Clarity makes it easier to showcase this.
Regular audits on Microsoft Clarity are a valuable time investment. Places for People now have a plan in place to audit every website in their Group twice a year and provide actionable insights to the business areas to help with their specific goals.
Segmenting tools are excellent and they now set up segments whenever possible.
The Copilot features are a gamechanger allowing the team to get really quick actionable insights into the data and is something they are regularly using now.
This case study highlights how Microsoft Clarity helped Places for People optimize its web pages, leading to significant improvements in user engagement and overall page views.
As a digital marketer, Microsoft Clarity is one of my absolute favorite tools. It’s perfect for visualizing data to stakeholders and helps justify why changes need to be made, and it’s also incredible easy and intuitive to use too. We’re ensuring it’s on every website in our portfolio with plans to run regular audits so we can continue to improve.
– Kieran Singh, Digital Marketing Manager at Places for People
How Supademo redesigned its onboarding flow and increased completion rate by 10% with Session Recordings from Microsoft Clarity
Supademo’s Success in Optimizing Onboarding and Boosting Engagement
Supademo, co-founded in 2023 by Joseph Lee, is an AI-powered platform that enables B2B software companies to create interactive product demos. Targeting Customer Success, Sales, and Marketing teams, Supademo’s interactive demos simplify onboarding, enhance customer enablement, and drive product adoption. The platform is utilized by companies such as Beehiiv, Turo, and Jotform to tell compelling product stories, scale onboarding, and close more deals. Supademo’s mission is to empower one million businesses to grow and engage their customers through effective product communication.
The Challenge
Supademo faced a significant challenge during its onboarding process. Users were experiencing delayed activation due to a lack of guidance, causing them to struggle in reaching key milestones and ultimately reducing long-term engagement. Relying on manual feedback and focus groups was insufficient for understanding where and why users were dropping off. This issue was critical because it prevented users from experiencing their platform’s core benefits early, impacting their engagement and long-term retention. By identifying where users got stuck, they could streamline the experience and guide them to key features faster. These limitations prompted Supademo to seek a more powerful, visual tool to better understand and address user behavior.
The Solution: Microsoft Clarity
To overcome these challenges, Supademo integrated Microsoft Clarity into its platform. Clarity offered a suite of tools that included session replays, heatmaps, and smart events which enabled the Supademo team to pinpoint areas of user friction during onboarding. With Clarity, Supademo gained granular insights into user behavior based on factors like devices, regions, and individual sessions, helping the company refine its onboarding experience. These insights helped them understand user drop-offs, optimize key activation flows, and ensure users stayed engaged throughout the platform, leading to significant improvements in user activation and onboarding completion rates. This ultimately reduced the time it took for users to reach their “aha!” moment within their platform.
Actions Taken
Supademo leveraged Clarity’s session recordings to observe users’ real-time interactions and identify where confusion or drop-offs occurred.
They were able to filter down to really specific, granular sessions that mapped down to the ICPs, devices, and regions they wanted to observe. These insights helped them understand user drop-offs, optimize key activation flows, and ensure users stayed engaged throughout the platform, leading to significant improvements in user activation and onboarding completion rates.
Additionally, the heatmaps provided key insights into which features users engaged with the most, allowing Supademo to optimize key activation points. The filtering options offered by Clarity enabled the team to analyze specific sessions based on referring URLs, devices, and clicks, ensuring precise and actionable insights.
Based on the data gathered from Clarity, Supademo redesigned its onboarding flow, simplifying steps and refining navigation. These modifications significantly reduced user confusion and increased activation rates, leading to a more streamlined and intuitive user experience.
Before
After
Results Overview
The implementation of Clarity-driven changes resulted in notable improvements for Supademo:
A 10% increase in onboarding completion
A 20% boost in user activation rates
A 39% reduction in the time it took users to reach their “aha!” moment
These results were observed over a two-month period, significantly enhancing user engagement and the overall success of the onboarding process.
Key Learnings for Supademo
Microsoft Clarity proved to be an invaluable tool for Supademo. The session recordings and heatmaps revealed critical insights into user behavior, helping the team identify precise points of friction and make targeted optimizations. By offering granular and visual data, Clarity allowed Supademo to enhance the user experience, leading to faster activation milestones and higher engagement rates. The platform’s filtering capabilities provided the depth necessary to refine user journeys in a way that was both effective and scalable. Clarity’s depth of visual data made it an indispensable tool for optimizing their platform.
This case study highlights how Microsoft Clarity helped Supademo optimize its onboarding process, leading to significant improvements in user engagement and platform activation. Check out the interactive case study below of Microsoft Clarity in action on the Supademo site!
Clarity has been an essential tool for Supademo. By leveraging Clarity’s session recordings and heatmaps, we’re able to quickly and efficiently glean critical insights into user behavior on our platform. Clarity helps Supademo make data-driven decisions, directly contributing to user engagement and faster time-to-value.
Learn how Kissht improved app conversions by 10% using Clarity Mobile SDK
Overview of Kissht and RING
In 2022, Indian fintech startup Kissht introduced RING, a digital payments app that revolutionized access to transactional credit for millions of Indians. The app allows users to transfer RING credit to their bank accounts or use it for online and offline transactions. Targeting young professionals and small business owners, RING offers quick credit, personal loans, and seamless payment options. With over 50 million downloads and 10 million active customers, RING has become a leader in the fintech industry.
Challenge
Kissht’s team faced a significant challenge during the onboarding process for RING users. The user journey, which included multiple steps like personal details, KYC (via DigiLocker), and CIBIL criteria, saw high drop-off rates, particularly in the KYC module. While the team could identify drop-offs in the funnel, it was unclear whether they were caused by technical issues or user intent. The inability to conduct large-scale user research and the reliance on quantitative data from traditional analytics tools made it difficult to fully understand the root causes of these drop-offs.
Solution
To tackle the issue, Kissht integrated Microsoft Clarity’s SDK for Android. The Clarity SDK provided qualitative insights into user behavior that had previously been unavailable. By using Clarity’s session recordings and heatmaps, the team was able to visually analyze user interactions, pinpoint the exact cause of the drop-offs, and better understand how users navigated the app.
Through Clarity’s insights, Kissht identified that the KYC screen was loading multiple times, leading to user frustration and abandonment of the flow. Armed with this data, the team implemented a targeted fix for the KYC module, resolving the technical issues users were facing.
Results
After integrating Microsoft Clarity and making necessary improvements to the KYC module, Kissht saw a 10% increase in conversion rates. The Clarity SDK’s session recordings, heatmaps, and data-masking features allowed the team to analyze user sessions securely and comply with RBI regulations, all while providing key insights into user behavior and pain points.
Key Benefits of Microsoft Clarity for Kissht
User Journey Insights: Clarity’s session recordings provided clear visibility into the exact points where users faced issues, allowing for precise fixes.
Enhanced Compliance: With Clarity’s data-masking feature, Kissht was able to comply with regulatory requirements while still gathering critical insights.
Improved User Experience: By identifying technical issues and improving app functionality, Kissht enhanced the overall user experience, leading to higher conversions.
Conclusion
Kissht’s integration of Microsoft Clarity transformed how the team understood and optimized their app’s user experience. The actionable insights provided by Clarity enabled them to quickly identify and fix technical issues, improve their onboarding funnel, and increase user satisfaction. For companies looking to enhance app performance and increase user engagement, Microsoft Clarity provides a powerful, free tool that offers valuable insights into user behavior. With features like session recordings, heatmaps, and robust analytics, it enables businesses to make data-driven decisions, optimize user experiences, and improve overall performance.
Microsoft Clarity has revolutionized the way we understand our users. The screen session recordings with data masking provide invaluable insights, helping us quickly pinpoint and resolve user pain points. As a freely available tool backed by Microsoft, it’s a must-have for any team looking to enhance user experience and drive impactful improvements.
Learn how Zobaze increased their conversion rates by 27%
What is Zobaze?
Zobaze is on a mission to transform the way small and medium-sized businesses operate. Specializing in developing business utility apps, Zobaze offers innovative solutions for businesses that still rely on traditional or manual methods.
Zobaze simplifies tasks like writing bills, tracking stock, managing expenses, and monitoring staff attendance. The app consolidates essential functions such as sales, inventory, invoice reports, staff schedules, payroll, and store expenses into one platform. It also provides clear insights into profit margins, sales data, and income versus expenses, equipping businesses with the knowledge they need to succeed. Additionally, the app makes it easy for businesses to set up an online shop.
Serving retail stores and wholesale businesses through the Zobaze POS app, and restaurants and cafes with Restokeep, Zobaze aims to streamline daily operations for business owners. With over 2 million installs, Zobaze is committed to delivering user-focused tools that automate data collection and provide valuable insights, helping business owners make quicker, better decisions and focus on growth.
Their vision is to become the #1 utility app for businesses needs.
As the CEO of Zobaze, Karthik Sutrave has over a decade of experience in the app development industry, and has consistently delivered and scaled multiple successful apps. His expertise centers on creating user-centric solutions, optimizing performance for growth, and leading teams to develop cutting-edge products that drive business success. He is passionately committed to the Zobaze mission of empowering MSMEs by providing business owners with innovative, user-friendly tools that streamline operations and drive success.
Challenge
As a global B2B SaaS platform, Zobaze’s top priority is customer satisfaction. While technology has expanded their reach, it has also introduced challenges in understanding user behaviors across diverse regions. Despite having the tools in place, they had been noticing funnel leaks in their onboarding flow which caused missed conversion opportunities. They struggled to gain insight into how different customers in different countries across different devices were actually using the app’s platform and whether introducing language specific UI in the onboarding flow would help drive up conversion numbers and decrease funnel leaks. The team specifically wanted to increase their onboarding flow completion rates as a key metrics of customer engagement and conversion.
Back button was the most tapped element in their onboarding flow
Using Clarity
Prior to integrating Clarity, the Zobaze team relied on traditional analytics platforms, which provided limited insights into user behavior. While these tools offered valuable data, they lacked the visual clarity and depth needed to pinpoint specific user interactions and pain points effectively.
“Microsoft Clarity session recordings helped us identify leaks in our onboarding flow, through powerful filters and user segmentation, we were able to understand region-specific user behaviors, and pinpoint key touch points that revealed our users’ pain points”.
The most significant insight Clarity SDK provided was uncovering that the Zobaze app UI and appearance varied across different devices mobile/tablets and application versions across Android, leading to crashes and the invisibility of crucial CTAs in certain groups of users. In addition to the UI bugs that the team uncovered by watching Clarity’s session recordings, the team has also discovered an important insight. Through Clarity’s heatmaps, the team discovered that the most clicked element on one of the steps in their onboarding flow was the back button. This suggested that customers did not really know how to progress through the onboarding flow in a certain step where they were presented with options.
“Both of these discoveries were a real eye-opener to us. By prioritizing and tackling this issue, we were able to introduce important hot fixes to our app and make substantial improvements”.
Seeing recordings from different devices – Tablets.
Actions Taken
Clarity’s session recording feature proved incredibly valuable by enabling the Zobaze team to observe real-time user interactions and pinpoint areas where users experienced confusion or frustration. Tap heatmaps provided crucial insights into the most and least-clicked areas of the app, effectively guiding their optimization efforts.
From the insights gathered from Clarity’s session recordings and tap heatmaps, they were able to introduce language specific UI, and made improvements to their in-app communication guide to help their users along the desired paths within their flows to decrease funnel leaks.
Results
After implementing optimizations based on Clarity insights & views from their session recordings and heatmaps, they saw an improvement in their onboarding flow. By applying what they learned from Clarity, they were able to significantly enhance customer satisfaction on a larger scale and increase completion rate of their onboarding flow by 27%.
Learnings
Their primary ICP consisted of retailers and older adults with limited tech exposure. They designed a product that was easy to use for those with minimal technological understanding, but they lacked validation for their hypotheses, especially on a global scale. Clarity’s ability to deliver granular, real-time insights and the ability to segment users demographically allowed them to dig deeper on how users in different countries, on different devices, were using their app. It provided them with invaluable understanding of and behavior patterns , enabling them to make data-driven decisions and deliver outstanding results for their clients.
Integrating Microsoft Clarity SDK into our platform has been transformative. It provided us with real-time, granular insights into user behavior across different regions, helping us identify and resolve key UI and language issues. Clarity’s session recordings and heatmaps allowed us to see our product through the eyes of our users, guiding crucial optimizations and validating our hypotheses. This tool has been invaluable in refining our approach, ultimately leading to better user experiences and greater success for our business.
How Ecommerce Boost helped their client increase conversion rates by 19%
What is Ecommerce Boost?
Ecommerce Boost was founded in 2020 with a mission to help businesses enhance their online presence, drive revenue growth, and improve customer retention. They provide end-to-end solutions covering strategy, copy writing, design, execution, reporting, and optimization. Their primary customers are e-Commerce brands ranging from small startups to well-established companies across various industries, including beauty, fashion, food & beverage, health, and fitness seeking to maximize their marketing ROI and leverage the latest tools and technologies to achieve their growth objectives.
JP Charles, the founder of Ecommerce Boost, leverages his extensive experience in ecommerce and marketing, gained from building successful brands and working with major corporations. As the founder and CEO of Ecommerce Boost, his role involves overseeing all aspects of the business, from strategic planning and client relations to marketing initiatives and team management. He ensures that every client receives top-notch, tailored services by strategizing campaigns, analyzing market trends, and guiding the overall direction of the company to achieve their mission of driving exceptional growth for ecommerce brands.
Challenge
Before using Microsoft Clarity, they faced significant challenges in understanding user behavior and interactions on their clients’ e-Commerce websites. Their primary goal was to guide users from discovery to checkout, but many customers dropped off along this journey. While some drop-offs were expected as part of the research phase, it was crucial to ensure that these were not due to poor user experience or insufficient information on the site. The lack of visibility made it difficult to optimize conversion rates and enhance user experience. Without comprehensive insights into user engagement, pinpointing specific pain points and areas of friction was challenging. Addressing these challenges and gaining “clarity” on user behavior were essential steps to improve website engagement and drive substantial revenue growth for their clients. Implementing a visual user behavior tool like Microsoft Clarity became essential for gaining deeper insights and making data-driven decisions. Clarity allowed them to visualize how users engage with their clients’ sites, identify pain points, and implement targeted improvements to drive better performance and customer satisfaction.
Using Clarity
With Clarity’s robust features such as session replays, heatmaps, and click tracking, they gained a comprehensive understanding of how users navigate through the websites and interact with various elements. These insights allowed them to identify specific pain points, areas of friction, and opportunities for optimization. By analyzing user sessions and behavior patterns, they were able to make data-driven decisions to enhance website usability, streamline the user journey, and improve overall conversion rates. Clarity’s intuitive interface and visualizations empowered them to implement targeted strategies that addressed their clients’ unique challenges, resulting in tangible improvements in website engagement and conversion performance.
They found several features of Microsoft Clarity to be particularly beneficial for their needs. The session replay feature provided them with a detailed playback of user interactions on their clients’ websites, allowing them to visualize exactly how visitors navigate through the site, where they encounter obstacles, and which elements they engage with most. This feature was invaluable in identifying specific pain points and opportunities for improvement.
The heatmap functionality offered insightful visualizations of user activity, highlighting areas of high and low engagement on the website. This allowed them to prioritize optimization efforts based on user behavior patterns and preferences.
And the click tracking feature provided granular data on user interactions with clickable elements, such as buttons, links, and forms. This helped them understand which CTAs were most effective and which areas required optimization to improve conversion rates.
Each feature combined, offered them a comprehensive understanding of user behavior and website performance, enabling them to implement targeted optimization strategies and drive tangible improvements in website engagement and conversion rates.
Before:
After:
Actions Taken/Results
Following the implementation of modifications informed by insights from Microsoft Clarity, they observed significant improvements in website performance across various key metrics within a short time frame.
Increased Engagement: Users spent more time on the website, exploring multiple pages.
Enhanced User Satisfaction: Users found the website easier to navigate and visually appealing.
Higher Conversion Rates: Conversion actions, such as form submissions and purchases, saw a substantial increase.
Following just five days after implementing Clarity, the team saw an uplift of 19% in conversation rate .
Learnings
With Clarity, they gained valuable insights such as:
Session Recordings: The recordings allowed them to visually analyze user interactions, pinpointing common navigation paths and areas of interest.
Heatmaps: Clarity’s heatmaps provided a clear visualization of where users clicked and scrolled the most, helping them identify areas for optimization.
Scroll Maps: By showing them how far users scrolled on each page, Clarity helped them understand user engagement levels and optimize content placement accordingly.
Click Maps: Click maps highlighted specific elements users interacted with, guiding them in optimizing layout and design for better user engagement.
Overall, Clarity’s comprehensive analytics empowered them to make data-driven decisions and enhance the overall user experience. In particular, dead clicks were an important metric used to improve user experience and increase conversion rate–many other alternative solutions don’t have this feature. By utilizing both dead clicks and rage clicks, they were able to determine which elements users thought were clickable but actually weren’t.
Microsoft Clarity has been a game-changer for our website optimization efforts. Its intuitive interface and robust features have provided invaluable insights into user behavior, enabling us to identify and address pain points with precision. Thanks to Clarity, we’ve seen a noticeable improvement in user engagement, conversion rates, and overall website performance. It’s a must-have tool for any business serious about optimizing their website and increasing online revenue.”
Learn how Felix & Norton decreased their checkout abandonment by 25% with Clarity.
What is Felix & Norton?
Félix & Norton located in the heart of Montreal, Canada whips up some of the most mouth-watering gourmet cookies that spread joy far and wide. Their main goal is to make the online cookie shopping and gift giving experience as awesome as biting into one of their delicious cookies all while continuing to expand their digital footprint. They want every click on their site to feel like a step into cookie heaven.
Challenge
Behind the scenes, COO of Felix and Norton, Simon Paquin noticed a big drop-off at their checkout page which was impacting their sales volume at a very high level. Their site was optimized to the best of their ability and the checkout process seemed straightforward, but there was something that was making their potential cookie lovers bail before buying. This mystery was messing with their conversion rates and their overall company goals.
Using Clarity
Before the Felix & Norton team started using Microsoft Clarity, they were juggling Google Analytics alongside a number of customer feedback tools to try and understand what was going on with their website. The tools they were using were helpful but still didn’t allow them to diagnose their problems. They needed to figure out why their customers were bouncing off of their checkout pages, collections pages and some of their landing pages.
There were many assumptions made but never with any certainty. Enter Microsoft Clarity’s screen recordings. The tool was a total game-changer for them. Utilizing the heatmaps and session recordings features, it was like they suddenly had x-ray vision. They could literally see where customers were clicking, where they stalled, and where they got stuck. After some analyzing, it was determined that some poor design choices on the checkout page was making the process “a cookie jar that was just too hard to open”.
Actions & Results
With the insights gathered from Clarity, the team wasted no time. They simplified the checkout process by cutting out a needless step and made their instructions as clear as possible. They sped up the load times and made navigating their site a breeze.
The results? Checkout abandonment during peak gifting season went down by 25% and their conversion rate jumped up 38%. Their customers were happier, and they saw fewer issues about how to navigate the checkout process.
Learnings
Their biggest lesson learned from using Microsoft Clarity was that being able to see their site through their customers’ eyes was priceless. Clarity’s heatmaps and session recordings features are able to spot issues that other analytics tools might miss. The team believes that you should always be ready to tweak and test your site with real user data and to never underestimate the power of a few small changes because they can make a big difference!
Clarity’s real-time data and all those detailed analytics are a game changer! They’ve really sped up how fast we spot and fix anything that messes with our customer’s shopping experience. Seriously, any E-Comm biz needs this tool.”
How using Clarity led to a 200% increase in free sign-ups for VisualSP
What is Visual SP?
VisualSP was created in 2005 to help organizations simplify the digital workspace for their employees. VisualSP is a a Digital Adoption Platform that allows companies to provide in-context support to users through interactive walk-throughs, inline help items, searchable help articles, banners and alerts, and more. It’s been popular among Office 365 and Dynamics 365 customers because of its comprehensive library of pre-built help items.
Challenge
The team at VisualSP was in search of a visual user behavior tool to help them take the guesswork out of their content decisions. They wanted to see exactly how users engaged with their site so that they could best support them.
The team was mostly designing landing pages and as they were revamping their site, they wanted to get a clear picture of exactly how users were interacting with the site. Their ultimate goal was to increase the number of people who signed up for the free package of their Digital Adoption Platform.
Using Clarity
Before implementing Microsoft Clarity, the VisualSP team often relied on their extensive experience and intuition when making website design decisions during meetings. After using Microsoft Clarity, they found eye-opening insights that helped them make more informed decisions on their site design.
Scroll data helped them see that users were getting further on their page than they assumed. Heat maps helped them learn that certain links were not being used, links that were often on a page that wasn’t discussed much during design meetings.
Actions Taken
The team at VisualSP used scroll data to understand exactly how many pages users viewed. In addition, they used screen recordings to understand how users interacted with the page.
They looked at heat maps to identify where visitors were clicking the most on the website. As a result, they identified that their site’s landing pages had too many calls to action.
After: The VisualSP team streamlined their user pathway with one CTA.
“But it’s not even about what changes we DID make, it’s also about what changes we DIDN’T make. We assumed that users weren’t scrolling down our page to see our list of features. But when we looked in Clarity’s scroll data, we found that they were viewing most of our page,” says Tara.
Featured: VisualSP’s product features page.
As a result, the VisualSP team kept their list of product features on the page instead of altering or removing it. “Clarity’s heat maps showed us that one of the most popular links on our homepage was to our ‘See it in action’ page,” Tara shares. Previously, that page hadn’t been updated or optimized in quite some time, which was reflected in the number of dropped visitors. The VisualSP team has since revamped that page to give users a clear picture of how their product works.
Results
By leveraging insights from Microsoft Clarity, VisualSP tailored its website to more effectively encourage users to sign up for a free account of their Digital Adoption Platform. These adjustments led to a 200% increase in free sign-ups!
Learnings
For the VisualSP team, having data-backed insights into their current site user experience, helped them streamline their CTAs, improve their user pathways, and significantly increase conversion rates.
Microsoft Clarity was instrumental in eliminating the guesswork from our decision-making processes and allowed us to fine-tune our website to better support our users. With Clarity, we were able to make sure that site visitors could quickly see how our Digital Adoption Platform can improve their team’s performance and get started using our product for free.
–Tara Porter, Content Marketing Director of VisualSP
Learn how AnswerThis.io more than doubled their user retention with Clarity.
What is AnswerThis.io?
AnswerThis.io is on a quest to revolutionize the research landscape through cutting-edge AI technology. At the core of the platform is a research assistant tool, crafted to meet the diverse needs of scholars and consultants. AnswerThis.io pulls data from a vast reservoir of over 200 million sources spanning a multitude of subjects and topics. Their users are primarily researchers and consultants immersed in literature reviews and data analysis within their specialized industries. In the coming years, AnswerThis.io aspires to revolutionize research methodologies by leveraging AI to streamline repetitive tasks and cultivate a more streamlined, insightful research journey. Heading this endeavor is Ayush Garg, the founder and CEO of AnswerThis.io.
Challenge
Utilizing a visual user behavior analysis tool was essential for AnswerThis.io to understand and optimize how users interacted with its application. They started using Clarity to gather feedback on how users were using the app, and if there were issues in usability. Their goal was to refine the user experience significantly, aiming to double their user retention from 20% to 40%. Before implementing Clarity, they lacked the means to identify usability issues effectively. Prior to Clarity, they inspected their SQL database for usage and had internal tools but they had to change their code base and push to production every time they wanted to track a new KPI. They also wanted a way to analyze user recordings, and that’s why they went with Clarity rather than going with internal tools.
Old Homepage
Updated homepage
Using Clarity
From the onset, they integrated Clarity into their system, laying a strong foundation for data-driven insights. This pivotal decision empowered them to not only monitor key performance indicators (KPIs), such as export rates, but also delve into user behavior analytics, pinpointing areas of the website posing navigational challenges. As they progressed, they leveraged Clarity to propel user growth initiatives and attain heightened conversion rates, thus cementing its indispensable role in their strategic growth.
Actions Taken
Utilizing Clarity’s invaluable heatmaps and session recordings, they meticulously identified friction points within their user journey. Armed with the insights from these features, they harnessed the power of data to inform their design decisions, ultimately fine-tuning their onboarding flow and refining search functionality for enhanced user experience. Some of the adjustments they made, guided by Clarity’s insights, included integrating Single Sign-On (SSO) login to bolster sign-up conversions, streamlining their app’s interface for greater user clarity, and orchestrating a comprehensive redesign of their onboarding process. They also analyzed that their search UI was confusing for some of their users based on recordings as well as conversions. They changed the search UI and saw an increase in user retention.
Before: Old search UI
After: New look UI
Results
They noticed while using Clarity, that a lot of users that came to the website dropped after going to the sign-up page. Therefore, they added a single sign on to vastly improve the conversions in users that came to the website and users that signed up.
Because of this, between February 2024 and April 2024, there was a remarkable surge in user retention, soaring from a modest 20% to an impressive 50% for AnswerThis.io. Along with that, their week over week active user rate went up by 40% due to authentication being friction-less. And through analyzing how much time users spent on the results page, a KPI used to improve their AI engine, they were able to increase their average weekly query per user by 200%!
Learnings
Clarity provided AnswerThis.io with an unprecedented level of insight into their users’ behavior and pain points. By leveraging Clarity’s powerful features, they were able to make data-driven decisions that significantly improved the user experience and led to substantial increases in key metrics like user retention and mailing list sign-ups. User retention is important to them as it directly impacts their monthly recurring revenue and overall growth. The longer they retain users, the more valuable the business becomes. Clarity’s ability to visualize user journeys and identify areas of friction was particularly valuable in helping them optimize their search functionality and onboarding process. Clarity’s ease of use and comprehensive analytics has made it an indispensable part of their growth strategy.
Clarity has been a game-changer for AnswerThis.io. The visual insights and user behavior data provided by the tool have allowed us to optimize our platform and achieve remarkable growth in user retention and engagement. With Clarity, we’ve been able to make data-driven decisions that have propelled our business forward and solidified our position in AI-powered research assistance. The tool’s ability to help us refine our search functionality and onboarding process has been particularly impactful, leading to a 150% increase in user retention.“
How TurkNet increased e-commerce conversion rates by 107% with Clarity
Who is TurkNet?
TurkNet, established in 1996, is a leading independent telecom operator in Turkey, offering a range of services including telephone, internet, and data center solutions to both consumers and businesses. Recognized as one of Turkey’s Top 100 IT Companies, TurkNet continues to expand its significant fiber optic infrastructure for comprehensive local and international connectivity.
With a robust national data network, TurkNet ensures high-quality services for global carriers and wholesalers. Additionally, TurkNet provides user-friendly internet connection services for residential and commercial customers via its online platform and customer service center.
The Team
Zaliha Terk, Furkan Demirtaş, Özgül Çullu and Nermin Canik make up the digital marketing team at TurkNet. They aim to continuously increase service availability and monitor check action and e-commerce conversion rates by analyzing their web pages with the highest traffic.
The Challenge
On their website, they have a landing page where users can enter their address to check if internet service is available and learn how fast of an internet speed they can get. Users can also complete their subscription online or by calling the call center. In order to achieve their goals, they’ve experimented with various platforms simultaneously.
The team analyzed traffic from mobile devices using Google Analytics data and discovered that service availability check actions on the primary landing page decreased in specific screen resolutions (lower screen resolution correlates with lower conversion rates). After careful evaluation, they determined that Microsoft Clarity was the best solution for them.
Using Clarity
The TurkNet team reviews session recordings to continuously monitor potential usability and technical issues that users may encounter on the site. By analyzing session recordings with particular segments on Microsoft Clarity, they identified that some users were not closing the cookie consent popup and couldn’t see the form and button at the bottom of the page.
Additionally, they measure the impact of recent changes and conduct A/B testing. Clarity not only avoids limiting them based on the audience but also it automatically detects JavaScript errors, offering the team more extensive filtering capabilities.
As a result, the landing page failed to offer appropriate actions tailored to specific audience segments, resulting in higher bounce & exit rates from the page.
Results
Collaborating with the user experience (UX) and law teams, they redesigned the cookie consent screen to comply with regulations. These changes significantly increased performance resulting in a 72% increase in the number of service availability check actions and a 107% increase in internet package subscriptions.
Learnings
Microsoft Clarity consistently supports the TurkNet team in exploring their users customer journey. They review session recordings after every website change and analyze heatmap and scroll map data before adding any module to their pages. Landing page and funnel optimizations are paramount for their digital marketing and product management teams. With Clarity, they can further analyze events like site exits and cross-channel transitions (from website to call center) and define every step of the user journey.
Microsoft Clarity continues to be a game changer in the digital marketing sector. One of its key advantages is its ability to integrate with other analytics and A/B testing platforms. The TurkNet team plans to integrate all features of the Clarity platform more effectively into their road map in the upcoming periods.
Testimonials
“Microsoft Clarity has been essential in understanding the user experience (UX) challenges on our website. By leveraging its detailed heat maps and insightful session recordings, we were able to pinpoint exactly where users faced obstacles. Thanks to Clarity, we can ensure our website not only meets but exceeds user expectations, providing a seamless and enjoyable browsing experience.” – Zaliha Terk, Digital Marketing Manager
“Thanks to Clarity’s unique and efficient features, we detect situations that we cannot see anywhere else as data on our website, we produce optimizations for the problems we detect, and we also use time management effectively thanks to copilot.” -Furkan Demirtaş, Senior Digital Marketing Specialist
“Thanks to Microsoft Clarity, we can analyze the behavior of users on our website, detect problems that we cannot see and produce solutions.” -Özgül Zeybek, Digital Marketing Executive
“Thanks to its unique features, Microsoft Clarity allows us to understand user behaviors and to identify pain points our users encounter on our website, transforming them into gain points. This case study serves as an example of deriving data-driven hypotheses.” – Nermin Canik, Conversion Optimization Consultant
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.
Parvis is quickly becoming Canada’s leading private real estate investment platform. Its goals are simple: to be the “go-to” place for accredited and eligible investors to find and invest in the highest-quality real estate developments and funds. Scott Spence, Head of Growth (pictured left) was set on discovering what user’s actions were taking place on his website, and how he could improve the conversion rate. Parvis had previously been using Google Analytics but decided to incorporate Microsoft Clarity to solve his team’s challenges.
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:
What are individual customers doing on our website?
Are the customers taking the actions we want?
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
BEFORE
AFTER
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.
