How Maven utilized Clarity for an MSP client resulting in 200% surge in form submissions and optimized homepage video placement for a 35% increase in impressions.
Maven Collective Marketing Utilizes Microsoft Clarity to Drive Deeper Insights and Elevate Client Success
Maven Collective Marketing, founded by CEO Erica Hakonson, a veteran with profound insights from her tenure as a Microsoft Technology Adoption Program Manager, specializes in crafting bespoke digital marketing strategies. Since its inception in 2012, they have exclusively served Microsoft Partners, leveraging 18 years of global experience to deliver award-winning solutions in branding, SEO, content marketing, and lead generation. Recognized as the 2024 Top Digital Strategy Firm, 2024 Best Company to Work With, and the 2023 B2B Agency of the Year, Maven Collective has consistently demonstrated unparalleled expertise in the Microsoft ecosystem, winning over 190 industry accolades. As a certified partner of Microsoft Ads, Google Ads, HubSpot, and others, they have a proven track record of success for their clients.
The Challenge
As digital landscapes evolve, the complexity of user interactions on websites intensifies, highlighting the limitations of traditional analytics tools. These tools, while rich in quantitative data, lacked the nuanced insights needed to fully understand and improve user experiences. Maven Collective Marketing recognized the necessity to not only gather data but to derive actionable insights that could boost user engagement and conversion rates on their clients’ websites.
They saw a critical need for deeper insights into user behavior. Traditional analytics provided general data on traffic and basic user metrics but failed to offer detailed visualizations crucial for identifying and addressing specific user pain points.
The Solution: Microsoft Clarity
To address the limitations of traditional analytics, they implemented Microsoft Clarity, which allowed them to visually capture and analyze user interactions on their clients’ websites. Clarity enabled them to make more informed, data-driven decisions by providing a granular view of user behavior that traditional methods could not offer. By utilizing Clarity’s comprehensive features, including heat maps, session recordings, and user paths, they identified and addressed hidden friction points, optimized user journeys, and significantly improved website performance and conversion rates.
The adoption of Microsoft Clarity represented a pivotal shift in their analytics approach. Its robust capabilities allowed them to delve deeper into user behavior, providing insights that were previously inaccessible. With tools like heat maps and session recordings, they could visually trace the user’s journey, uncover obstacles, and gain a deeper understanding of user interactions, enhancing the strategic adjustments on their clients’ websites.
Actions Taken
They tailored their strategies based on insights gained from Clarity:
MSP Client: Heatmaps revealed that crucial CTAs were not prominently displayed. By repositioning these CTAs to catch the user’s eye, they significantly improved visibility and user action rates.
Internal Marketing: For their own website, scroll maps showed that important content, like their service overview video, was being overlooked. They adjusted the placement to ensure optimal visibility. Additionally, rage click analysis on their contact forms led to a redesign, making them more intuitive and user-friendly, thereby improving the lead capture process.
Results Overview
The strategic enhancements informed by Microsoft Clarity were transformative:
Repositioning CTAs for their MSP client resulted in a 200% surge in form submissions.
Optimizing homepage video placement on Maven Collective’s Homepage increased video impressions and completion rates by 35%.
Strategic content placement, informed by Clarity data, improved the visibility and effectiveness of marketing materials, contributing to higher lead generation for their internal marketing. With additional details added to their form, they have seen a 400% increase in form submissions year-over-year.
Key Learnings for Maven
Microsoft Clarity has equipped Maven Collective Marketing with crucial insights into user behavior, enhancing our capability to:
Visualize user paths and optimize website flow, guiding users towards intended actions.
Identify and address dead clicks and rage clicks, improving user satisfaction and pinpointing areas for improvement.
Strategically position content using heatmaps and scroll maps for maximum visibility and engagement.
The integration of Microsoft Clarity has bridged the gap between traditional analytics and deep user experience insights, empowering them to make data-driven decisions that boost website performance and drive better business outcomes for their clients. They continuously adapt their strategies based on Clarity insights to ensure optimal engagement and conversion on their clients’ websites.
Clarity has revolutionized our approach, allowing us to spot and fix user issues like confusing navigation and unclear calls-to-action. This has significantly boosted our clients’ results.
