How Netpeak Increased Healthcare Conversions by 25% with Microsoft Clarity

When ON Clinic wanted to make it easier for patients to book appointments and access medical services online, they partnered with Netpeak to optimize their website’s user experience. By leveraging Microsoft Clarity to understand real user behavior, the team uncovered hidden friction, improved navigation, and redesigned key pages — resulting in a measurable boost in conversions for appointment bookings, calls, and requests. 

About Netpeak & ON Clinic 

Netpeak is Ukraine’s leading digital marketing agency, helping mid-sized and enterprise brands scale through data-driven strategies and exceptional user experiences. With clients like PUMA, OLX, Uklon, COMFY, Kyivstar, and Intertop, Netpeak combines technical expertise with actionable insights to deliver measurable results.

ON Clinic operates a network of medical centers across more than 10 Ukrainian cities, providing diagnostic, treatment, and preventive healthcare services. Their goal is to make medical care accessible, transparent, and convenient — both in-person and online. 

The Challenge 

ON Clinic sought to increase the conversion rate from website visits to key actions, including appointment bookings, phone calls, and service requests. 

Although high-level analytics highlighted some drop-offs in the patient journey, the reasons behind them remained unclear. Netpeak identified several challenges: 

• Unclear navigation and conversion paths on service pages, medical center pages, and the homepage. 
• Mobile usability issues, including buttons and interactive elements that did not meet recommended touch area guidelines. 
• Ineffective promotional banners and content layouts that didn’t guide users toward action. 
• User confusion around clinic locations and doctor browsing, limiting exploration of available services. 

To address these challenges, Netpeak needed detailed, session-level behavioral insights — something traditional analytics tools could not provide. 

The Solution 

Netpeak implemented Microsoft Clarity on ON Clinic’s website to gain a deep understanding of user interactions. Through session recordings, heatmaps, and scroll maps, the team was able to: 

• Watch recordings of patient sessions from first visit to appointment booking. 
• Identify friction points and usability issues, including non-clickable elements, confusing navigation, and sections with too much content. 
• Measure engagement with promotional banners, forms, and service information. 

“Using heatmaps and scroll maps in Clarity, we analyzed user behavior and identified the specific pages with the highest level of interaction to determine optimization priorities,” said Artem Diachenko, Marketing Specialist at Netpeak.” 

What They Changed 

Based on Clarity insights, Netpeak implemented a series of UX and CRO improvements on priority pages: 

1. Homepage 

Slider and Call-to-Action Optimization: Removed duplicate “Book” buttons and enabled banner clicks to improve usability and mobile accessibility. 

Scroll Distribution: Moved text blocks lower to prevent content overload and encourage users to explore the full page. 

Simplified Locations Block: Showed only city names for faster navigation and reduced scanning time. 

2. Service Pages 

• Integrated Booking Links: Added clickable phone numbers and contact forms directly within service descriptions to make conversion points immediately accessible. 
• Interactive Banner Updates: Added pagination dots to promotional banners to indicate interactivity and improve engagement. 

3. Medical Center Pages 

• Clickable Elements: Redesigned informational blocks (e.g., 24/7 support, in-house labs) so users can access relevant details. 

• Map Functionality: Enabled address links to open maps directly, helping users locate clinics. 

• District Clarification: Added specific district names (e.g., “Odesa (Tairova)”) to reduce confusion for unfamiliar users. 

• Doctor Browsing Pagination: Improved horizontal scrolling with clear pagination indicators, helping users track available profiles. 

The Results 

Netpeak’s systematic, data-driven approach yielded substantial improvements across ON Clinic’s website. 

ON Clinic saw a 25.1% increase in homepage conversions, with more visitors moving from landing on the site to taking action. Service page conversions rose by 26.3%, driven by clearer calls to action and in-text links that made it easier for patients to request appointments. The largest increase came from medical center pages, where conversions jumped by 78.9% thanks to improved location clarity that helped patients confidently choose the right clinic. 

Conclusion 

By combining Microsoft Clarity’s behavioral insights with Netpeak’s UX and CRO expertise, ON Clinic significantly increased appointment bookings, calls, and service requests across its network. 

Netpeak’s data-driven approach also demonstrated that thoughtful UX optimization is not just a design exercise — it’s a business lever that directly impacts user engagement and business performance. 

“Clarity allowed us to see real user scenarios, uncover subtle interaction barriers, and understand how visitors make decisions on the website,” said Diachenko. “Today, Clarity analytics has become an integral part of our continuous improvement process across all projects.”