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.
