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.”
