Learn how Scrape.do increased their trial sign-ups by 28%
Scrape.do Enhances Conversion Rates and Ad Campaign Effectiveness with Microsoft Clarity
Scrape.do, a cutting-edge web scraping API, helps businesses access critical data from across the web, offering unparalleled flexibility and efficiency. While the platform’s technical capabilities are well-recognized, Scrape.do wanted to optimize its website to boost conversion rates and maximize the effectiveness of its online ad campaigns. The challenge was to understand user behavior better and make data-driven improvements that would lead to more trial sign-ups and higher ROAS (return on ad spend).
The goal was to increase the number of conversions from website visitors and enhance the impact of paid advertising efforts by making strategic adjustments based on user interactions and behavior.
How Microsoft Clarity Provided Key Insights
1.Boosting Conversion Rates by Streamlining the User Journey
Identifying Friction Points: Using Clarity’s session recordings, Scrape.do discovered that many potential customers were abandoning the sign-up process at the form submission stage. The recordings revealed that users were hesitating due to the length of the form and unclear instructions.
Solution: Scrape.do simplified the sign-up form, reducing the number of required fields and adding tooltips to guide users through the process. Additionally, they introduced a progress indicator to show users how close they were to completion, which significantly reduced drop-offs.
Result: This optimization led to a 28% increase in trial sign-ups, as the improved user journey made it easier and more appealing for visitors to complete the registration process.
2. Optimizing Ad Campaign Landing Pages for Higher ROI
Understanding Ad Landing Page Performance: Clarity’s heatmaps and click analytics showed that visitors from ad campaigns were not engaging with the primary CTA on the landing page. Most clicks were concentrated on secondary elements, which detracted from the main conversion goal.
Solution: Scrape.do redesigned the landing pages for their ad campaigns, focusing on a single, clear call-to-action. They removed distractions and highlighted the benefits of signing up for a trial right above the fold.
Result: This change led to a 12% increase in conversions from paid ads, directly improving the return on ad spend (ROAS) and making the campaigns more cost-effective.
3. Increasing Ad Effectiveness Through Behavioral Insights
Refining Targeting with User Behavior Data: By analyzing rage clicks and dead clicks (clicks on non-interactive elements), Scrape.do identified areas where users were frustrated or misled by ad content or landing page design. They noticed that some ads were leading users to believe they were getting something different than what the landing page offered.
Solution: Scrape.do adjusted their ad copy to more accurately reflect the content and offer on the landing page, ensuring that user expectations were met. They also fine-tuned the design to align better with the user’s journey from ad click to conversion.
Result: This resulted in a 20% decrease in bounce rates on ad landing pages and a 15% increase in qualified leads, indicating that users were more aligned with the content they encountered after clicking on an ad.
4. Enhancing Product Page Engagement and Reducing Cart Abandonment
Insights into Cart Abandonment: Clarity’s funnel analysis revealed that a significant number of users were abandoning their carts after reaching the pricing page. Session recordings showed that users were hesitant due to the lack of clear information about payment options and concerns about the checkout process.
Solution: Scrape.do revamped the pricing page to include more detailed information about payment options, including FAQs, and added trust badges to reassure customers. They also streamlined the checkout process to reduce the number of steps required to complete a purchase.
Result: These changes led to a 25% reduction in cart abandonment and a corresponding 18% increase in completed purchases, driving more revenue directly from the website.
Results Overview
28% Increase in Trial Sign-Ups: Simplifying the sign-up process and reducing friction led to a higher conversion rate.
12% Increase in Conversions from Paid Ads: By optimizing landing pages and aligning them with user expectations, Scrape.do significantly boosted its ad campaign effectiveness.
20% Decrease in Ad Landing Page Bounce Rates: Improved ad targeting and landing page relevance led to better user engagement and fewer bounces.
18% Increase in Completed Purchases: Enhancements to the pricing page and checkout process reduced cart abandonment, leading to more sales.
Key Learnings for Scrape.do
Simplicity is Key: Reducing friction in the user journey, whether in sign-up forms or checkout processes, can have a substantial impact on conversions.
Consistency Across Ad Campaigns: Ensuring that ad content aligns closely with landing page offers and design is crucial for maintaining user trust and driving conversions.
Behavioral Data Drives Effective Targeting: Utilizing insights from user behavior, such as rage clicks and session recordings, can refine ad targeting and landing page design, leading to better performance and ROI.
Clear Communication on Pricing Pages: Providing transparent and detailed information about pricing and payment options helps to reduce cart abandonment and increases trust with potential customers.
This case study showcases how Scrape.do, through the strategic use of Microsoft Clarity, was able to enhance its website’s performance, leading to significant improvements in conversion rates and ad campaign effectiveness.
Using Microsoft Clarity has been a game-changer for us at Scrape.do. It provided deep insights into user behavior that allowed us to make targeted improvements, resulting in significant increases in conversions and ad campaign effectiveness. The clarity and actionable data it offers are invaluable for optimizing our digital strategies
