{"id":2084,"date":"2021-10-08T17:02:19","date_gmt":"2021-10-09T00:02:19","guid":{"rendered":"https:\/\/clarity.microsoft.com\/case-studies\/?p=2084"},"modified":"2021-11-12T13:22:17","modified_gmt":"2021-11-12T21:22:17","slug":"adapt-worldwide","status":"publish","type":"post","link":"https:\/\/clarity.microsoft.com\/case-studies\/adapt-worldwide\/","title":{"rendered":"Adapt Worldwide"},"content":{"rendered":"\n

How Adapt\u00a0Worldwide\u00a0combined the power of\u00a0Clarity & Google\u00a0Analytics together to increase conversion by 86%\u00a0for their client<\/p>\n\n\n\n\n\n\n\n\n

Adapt Worldwide<\/strong><\/a>, <\/strong>a UK-based digital performance marketing agency successfully used Clarity to see the \u2018why\u2019 behind the \u2018what\u2019 when interpreting Google Analytics data for their client.  By watching Clarity session recordings, and by analyzing heat maps on their client\u2019s homepage, Adapt Worldwide <\/strong>was able to make key recommendations. The recommendations saw an 86% uplift in conversion for their client’s Google Analytics campaign. <\/p>\n\n\n\n

Adapt Worldwide\u2019s client Middletons<\/a><\/strong> are dedicated to making made-to-fit rise and recline chairs, adjustable beds as well as high-quality scooters.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

Middletons’ challenge <\/strong> <\/h3>\n\n\n\n

Middletons had successfully been using Google Ads to drive extra traffic to their site. However, Middletons noticed the traffic increase was not converting to additional sales. Adapt Worldwide wanted to improve the conversion rate and additionally reduce the CPA for Middletons core products. Cost Per Acquisition (CPA) is a marketing metric. It measures the total costs to acquire a single paying customer for your business. It is usually, linked to a specific advertising campaign like Google Search Ads. <\/p>\n\n\n\n

\u201cThis meant opening the door to some new types of customers. Both Adapt, Middletons\u2019 conversion optimization partner, and Middletons were concerned about how relevant and easy to user the site was for some of these new audiences.\u201d<\/em> <\/p><\/blockquote>\n\n\n\n

<\/p>\n\n\n\n

How did Clarity session recordings and heat maps improve CPA?<\/strong> <\/h3>\n\n\n\n

Thanks to Clarity\u2019s integration with Google Analytics, Adapt Worldwide was quickly able to watch session recordings that came from the Google Ads Campaign. Furthermore, the \u201crage click<\/strong><\/a>\u201d filter showed where there was user frustration and heat maps showed where users were most engaged.  <\/p>\n\n\n\n

\u201cClarity helped us understand what users were doing on the\u202fsite and\u202fhelped us identify issues users were having. One of the most effective tools was being able to watch sessions with \u201crage clicks\u201d. In <\/em>addition heat maps were great at showing us what content was effective at capturing the\u202fuser\u2019s\u202fattention.\u201d <\/em><\/p>

\u201cGoogle\u202fAnalytics integration allowed us to specifically view sessions from users who came from the campaigns that we had recently created and contained the users we were looking to get more information about. We then created a matrix of issues being faced by users and prioritized them based on the impact they were having on the user journey.\u201d<\/em> <\/p><\/blockquote>\n\n\n\n

To validate their findings, they conducted remote user testing. As a result, this confirmed that the quantitative data collected in Clarity aligned with the qualitative data. Adapt worldwide were then able to provide these recommendations to Middletons.  <\/p>\n\n\n\n

Solution<\/strong> <\/h3>\n\n\n\n

Middletons were very receptive to the recommendations. However, due to the sheer number of changes A\/B testing of the new landing page was implemented for the Google Ads campaign.   <\/p>\n\n\n\n

Below are two of the changes that were made:<\/p>\n\n\n\n

  1. The heat map below told Adapt Worldwide: <\/li><\/ol>\n\n\n\n

    \u201cUsers would rather interact with a form on the page rather than the bar at the bottom of the page to request a brochure.\u201d<\/em> <\/p>\n\n\n\n

    \"Adapt<\/figure><\/div>\n\n\n\n

    Therefore they implemented a sticky form in order to make it possible for the user to interact with an on-page form regardless of where they were on the page. <\/p>\n\n\n\n

    1. The session recording below told Adapt worldwide: <\/li><\/ol>\n\n\n\n

      \u201cIt’s not clear for the user that they need to click on the image to reveal the text.\u201d<\/em> <\/p>\n\n\n\n

      \"\"<\/figure><\/div>\n\n\n\n

      Therefore, they changed the layout to show the text without any user interaction. <\/p>\n\n\n\n

      <\/p>\n\n\n\n

      Results<\/strong><\/h3>\n\n\n\n

      Adapt Worldwide and Middletons saw a significant upside in results which led to the new landing page being shown to all traffic.  <\/p>\n\n\n\n

      Firstly, chair sales conversions increased 86%  <\/p>\n\n\n\n