Pierre de Wulf, co-founder of ScrapingBee used Clarity to measure the usefulness of their blogs. Here’s how they increased time spent on their blogs by 21%
ScrapingBee is a web scraping API that helps users quickly and efficiently gather data on the web. Scraping the web at scale can be very challenging and their product solves some of the hardest customer challenges, like managing a fleet of headless browsers or choosing the best proxy provider.
ScrapingBee invested in their blogs with the goal to create content to educate their customers with tutorials to help them achieve the best results.
They wanted to know how many people were reading their blog and if those readers found the content good and helpful.
How did Clarity help measure blog usefulness?
1. Identify cause of user drop off on blogs
a) By looking at scroll heat maps, they were able to identify parts of the articles where they saw the steepest drop off in readers’ attention.
b) Additionally, they identified that large code snippets led to page abandonment whereas shorter snippets with an explanation had a higher scroll depth.
“It allowed us to quickly see the average scroll depth of people reading our blog posts and helped us detect some interesting pattern. For example, we noticed that if code snippets were too big, lots of people would leave the page, while they enjoyed short code snippet followed by an explanation.”
Solution: ScrapingBee greatly reduced the size of their code snippets, splitting them into smaller ones. Additionally, they added explanations between them.
2. Identify usability issues on their site
Clarity’s rage click metric brought customer confusion to light.
“The rage click metric also showed us that we had some usability issues on our articles, especially due to our styling. People thought some words were links whereas they were just important bits we wanted to highlight.”
Solution: By changing the font style, they prevented customers from mistaking text for a link.
3. Identify content engagement
a) Clarity revealed that pages with a table of content had a higher engagement.
b) Clarity helped improve their blog’s call-to-action (CTA)
“We noticed that very few people were clicking on our CTA below the blog, we improved it a lot by making it pop-out more.”
Result: Increased click-through rate by more than 24% by updating our CTA.
How did Clarity help improve blog metrics?
- 21% increase in average time spent on blog
- 24% increase in click-through rate
- 15% increase in scroll depth
- 15% increase on active time spent on page
- 90% decrease in quickbacks
What were ScrapingBee’s biggest learnings?
- “It’s important to constantly monitor how users interact with your blog post: the buttons they click on, the average scroll depth, if they interact with code snippet or table of contents etc …”
- “Follow web UX best practice: only links should look like links.”
- “A clear table of content is crucial to improve navigability.”
- “Copy writing is very important in long blog article so that people keep reading.”
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