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.
