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 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.”
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 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
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 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
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.”
Funnelsupply is not a typical marketing agency. They’re a niche online marketing agency, specializing in creating profitable lead-generation funnels.
Launched in 2023, Funnelsupp.ly has pioneered a simple and flexible subscription model for its clients, offering comprehensive services encompassing marketing funnel development, including landing pages, ad campaign management, advanced cookieless tracking and unlimited landing page creation.
Funnelsupply’s clientele spans diverse industries, including architecture firms, cosmetic clinics, online course creators, and e-commerce brands, among others, seeking enhanced online lead generation capabilities.
With over 15 years of combined experience in marketing and media buying, Funnelsupply co-founders Simon and Niels Blonk have diligently honed their expertise in crafting highly effective landing pages and ad campaigns, culminating in the generation of millions of leads for diverse businesses on a global scale.
Engaged within the ‘indie hacking’ and ‘build in public’ communities, particularly on platforms like X, Simon, and Niels, generously share knowledge on conversion rate optimization (CRO) and broader online marketing strategies.
Their contributions have proven invaluable to numerous startups and solopreneurs, who benefit from their insights, tips, and tricks.
Challenge
Funnelsupply’s core business is to create online lead-generation funnels for their clients. Their optimization process relies on the daily input from tracking and analytics tools, allowing them to perform deep user analysis to maximize client initiatives and their marketing efforts.
As a growing company, the team at Funnelsupp.ly was looking to optimize their website’s homepage to improve performance.
Niels shared, “On our Funnelsupp.ly landing page, we continuously run tests and wanted insights about which version of the hero section (above the fold) outperforms other versions.
Since our homepage is a landing page, and our offering has quite a high price point, we don’t receive enough conversion data weekly to base decisions on. That is why we started looking at session depth and session time as KPIs that produce more data to work with.
To achieve this, we used Clarity’s custom tags and segments. Thanks to this, we have tested several hero sections and quickly doubled the performance of session depth and session time KPIs.”
In addition, a recent client of Funnelsupply was looking to improve landing page performance for an ad campaign launching a brand-new service.
Funnelsupply was looking to help their client with the following to ensure campaign success for their product launch:
Improve landing page CTR
Identify the most enticing price points for buyers
Pinpoint landing page drop-off
Using Clarity
The ability to visualize and isolate user behavior with session recordings and custom tags in Clarity was a game changer for the Funnelsupply team. Making real-time, impactful optimization a breeze on behalf of their client.
Actions Taken
As a result of the insights gained, Funnelsupply was able to help their client:
Identify where their client’s landing page saw users drop off
Isolate what elements of pages users click on, of which they didn’t think they would need to be clickable
Test what kind of headlines and sub headlines cause the users to stop scrolling for a longer time and which cause fast scrolling
Solidify the pricing section as a second-step sub-page of this funnel so they can further analyze which price points cause instant drop-offs and which do not
By watching user sessions, they found out that visitors tried to click on the ‘5 star rating visual’, expecting something to happen, but it didn’t. What they did was ‘anchor link’ it to the testimonial section at the bottom of the page, so the user flow would not break.
Results
After a week, they increased landing page CTR from around 4-5% to 25%.
At the same time, they could feed the ad campaign algorithms with more useful click-data, which resulted in even better performance.
Currently, after multiple optimizations for this client, they’re generating 5x more leads than before and decreased the cost per lead by 50%.
Thanks to Clarity, they accomplished all this within a short time-frame and a reasonable ad budget.
Learnings
Using Clarity features such as session recordings has been invaluable for gaining deeper insights into user behavior for the Funnelsupply team.
While numbers and KPIs provide a broad overview of a page’s performance, observing user interactions offers unparalleled insights.
By leveraging Clarity to identify unexpected user actions, they were able to pinpoint areas for improvement and optimize pages accordingly.
Custom tags, particularly for elements like hero section versions, enhanced their ability to segment data for more comprehensive analysis.
As a result of these insights, they implemented numerous changes to their own and their clients’ landing pages, continuously refining and enhancing the user experience.
Testimonial
“Clarity gives us invaluable insights that help improve performance of our client’s marketing funnels, maximizing their ROI.”
