{"id":4004,"date":"2023-11-28T13:07:11","date_gmt":"2023-11-28T21:07:11","guid":{"rendered":"https:\/\/clarity.microsoft.com\/case-studies\/?p=4004"},"modified":"2024-01-05T15:03:09","modified_gmt":"2024-01-05T23:03:09","slug":"conversionwizards","status":"publish","type":"post","link":"https:\/\/clarity.microsoft.com\/case-studies\/conversionwizards\/","title":{"rendered":"Conversion Wizards"},"content":{"rendered":"\n
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How Rotoballer Got 3x Higher Click-through with Microsoft Clarity<\/strong><\/p>\n<\/div><\/div>\n\n\n\n

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Conversion Wizards Background<\/h2>\n\n\n\n

Conversion Wizards is a consultancy that offers conversion rate optimization, performance marketing, and business intelligence services. They have also worked with brands like Microsoft Office, Virgin, Nike, Cotopaxi, The Washington Post and 100+ smaller online sellers and SaaS companies.  <\/p>\n\n\n\n

Rotoballer Background<\/h2>\n\n\n\n

Rotoballer.com<\/a>  is a leader in fantasy sports content. Their in-depth research can significantly improve a player\u2019s odds of winning, just like studying companies can make you a more informed stock market investor. Bootstrapped by two childhood friends Leor Rabe and Alex Roberts, the company is profitable, growing at almost 100% year over year, and challenging much larger institutional incumbents.  <\/p>\n\n\n

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Watch the complete breakdown here<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Challenge<\/h2>\n\n\n\n

Rotoballer makes most of their money from display ads, but they also have a premium subscription product that they\u2019d like to grow. The challenge is increasing the conversion rate on the paid product without cannibalizing advertising revenue. <\/strong> <\/p>\n\n\n\n

To conduct a Conversion Rate Optimization Audit, Rotoballer engaged The Conversion Wizards<\/a>, who provided actionable improvements described below. <\/p>\n\n\n\n

Analysis Summary<\/h2>\n\n\n\n

The Conversion Wizards used both CRO best practices and insights from Microsoft Clarity<\/a>, focusing on three dimensions: Value Proposition, Friction <\/strong>and Anxiety<\/strong>. They conducted the analysis on mobile as it accounts for 70%+ of traffic. <\/p>\n\n\n\n

Value Proposition: Why Should I Click Through the Premium Offer? <\/h2>\n\n\n\n
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Above on the left is a screenshot of Rotoballer\u2019s homepage (mobile version). On the right is a Clarity heatmap<\/a> overlaid. <\/p>\n\n\n\n

The first thing Conversion Wizards noticed was the small number of people clicking through to the premium tools and subscription page. If Rotoballer wants to rely less on ad revenue, more people must see the premium offer. And for more people to see it, they must first click on the areas leading to it, shown below. <\/p>\n\n\n\n

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As shown above, the areas leading to the premium tools have little heat and few clicks!<\/strong> <\/p>\n\n\n\n

Interestingly, right below the banner on the left is the most-clicked element. This element received 41% of all clicks despite being towards the bottom<\/strong>, so the problem with the banners isn\u2019t simply that they are lower on the page. <\/p>\n\n\n\n

To address this problem, Conversion Wizards suggested some optimizations: <\/p>\n\n\n

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  1. Reinforce the value each visitor receives:<\/strong>  The header, \u201cGain an Unfair Advantage & Win Big,\u201d is then backed by \u201cFantasyPros certified top-accuracy NFL rankers.\u201d People engage in fantasy sports to win and earn bragging rights among their friends. Connecting directly with this motivation is better than simply stating that you have premium tools. <\/li>\n<\/ol>\n\n\n\n
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    1. High visibility<\/strong>. The CTA is placed right beneath one of the highest clicked areas and a brighter color should get more attention. The element really pops, begging to be clicked. <\/li>\n<\/ol>\n\n\n\n
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      1. Promise immediate gratification (\u201cGet Instant Access\u201d).<\/strong> Selling the click for the premium product to be seen.  <\/li>\n<\/ol>\n\n\n\n
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        1. Invoke curiosity<\/strong>. The line, \u201cThese two certified rankers,\u201d piques curiosity and entices some users to click simply to find out who they are. From testing, this strategy creates intrigue and higher clickthrough.  <\/li>\n<\/ol>\n\n\n\n

          Conversion Wizards also recommended testing a minimized version of this reminder as a floating footer on mobile. <\/p>\n\n\n\n

          Friction: Reducing Difficulty of Taking the Desired Action <\/h2>\n\n\n
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          Conversion Wizards define friction as an aggregation of all<\/em> the length<\/em> and difficulty<\/em>-related aggravation factors that occur throughout the conversion process. <\/p>\n\n\n\n

          Examples of friction on Rotoballer\u2019s site include: <\/p>\n\n\n\n