{"id":5042,"date":"2025-02-21T10:23:10","date_gmt":"2025-02-21T18:23:10","guid":{"rendered":"https:\/\/clarity.microsoft.com\/case-studies\/?p=5042"},"modified":"2025-02-21T10:39:03","modified_gmt":"2025-02-21T18:39:03","slug":"places-for-people","status":"publish","type":"post","link":"https:\/\/clarity.microsoft.com\/case-studies\/places-for-people\/","title":{"rendered":"Places for People"},"content":{"rendered":"\n
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How Places for People increased page views by 63% with Microsoft Clarity <\/p>\n<\/div><\/div>\n\n\n\n

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How Places for People Revamped their Website to Increase Conversions and Engagement<\/h2>\n\n\n\n

Places for People<\/a> is the UK’s leading social enterprise dedicated to changing lives by creating and supporting thriving communities. With a diverse portfolio, the company consists of market leaders in housing, regeneration, development, investment management, property management, and leisure services. Managing over 245,000 homes and operating 100 leisure facilities across the UK, Places for People provides homes and essential services to approximately 500,000 customers, supporting health and well-being through millions of visits each month. Beyond these services, their social impact programs address employment, homelessness prevention, health, finances, and well-being, delivering 334 million in value to communities in the last year.\u00a0<\/p>\n\n\n\n

Learn how the changes implemented with Clarity’s help led to these significant improvements within the first month<\/strong>:<\/p>\n\n\n\n

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16.8% increase in page views across the entire Careers section<\/p>\n\n\n\n

241% increase in views on the “Life at Places for People” page, driven by Clarity insights. <\/p>\n\n\n\n

63.8% increase in page views on the “Discover Your Career” webpage, showing a more complete user journey from landing on the site to applying for a vacancy. <\/p>\n\n\n\n

50% of users scrolling to the bottom of the Careers landing page, engaging with vital information about the company\u2019s values. <\/p>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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The Challenge<\/strong><\/h2>\n\n\n\n

With multiple websites catering to various sectors and services, Places for People sought a deeper understanding of how their diverse audience interacted with these digital platforms. Each website had distinct goals: while the New Homes site focused on lead generation for development sales, the main website was designed to assist affordable housing customers in managing their accounts and accessing helpful information. The organization’s goal was to optimize user experience across all platforms, ensuring ease of access and a seamless digital journey.\u00a0<\/p>\n\n\n\n

Previously, the team used Hotjar but lacked the resources to monitor heatmaps and clickmaps consistently. With a growing need for additional insights, they decided to switch to Microsoft Clarity, capitalizing on its more additional features while saving time and money. One of their primary focuses was the Careers section, which wasn\u2019t effectively showcasing Places for People\u2019s value to potential job applicants. The Talent Acquisition team wanted a more compelling and engaging experience for job seekers. <\/p>\n\n\n\n

The Solution: Microsoft Clarity<\/strong><\/h2>\n\n\n\n

Clarity provided the team with a simple, visual way to explain the current performance of the Careers section to their stakeholders and allowed them to demonstrate the reasoning behind every design decision the team was making. It meant that they could visually show them that by having a button for \u201cCurrent Vacancies\u201d at the top of the page, 50% of users were clicking it and dropping off the page before they\u2019d even read about Places for People or any of the reasons they would want to work here, which was an eye-opening statistic for everyone involved.<\/p>\n\n\n\n

When digging further into the performance of these webpages they were able to get a really good idea of how user intent on these pages informed the effectiveness of different elements. A great example is the content slider seen below \u2013 this was a simple way to horizontally showcase information without increasing scroll depth significantly. However, they noticed that these were getting a lot of rage clicks, and people were gravitating towards the \u201cView All Current Vacancies\u201d button more. They determined that this was due to the intent of the user \u2013 someone who is visiting the page only to view information about working in their Leisure company is going to find it frustrating scrolling through content relevant to the housing or sales parts of the Group, and so they knew that the scroller couldn\u2019t be used for content like this.<\/p>\n\n\n\n

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Clarity also highlighted some pages that were performing particularly well. The Life at Places for People page, where they house information about the social value they deliver, the rewards and benefits available to colleagues and their options for developing careers, had over 50% of users scrolling to the bottom of the page. This was great news for the Talent Acquisition team, but they knew that they could take this further and if people were interested in this information, then they could redesign the page to put more information in without impacting the amount of scrolling required.<\/p>\n\n\n\n

Actions Taken<\/strong><\/h2>\n\n\n\n

Every feature in Clarity was essential to this project. The heat and click maps not only allowed them to make informed design decisions but also meant they could communicate those in an impactful way to their stakeholders. The new Copilot feature was also really great for summarizing large amounts of data and providing actionable insights into how the previous Careers pages were performing.<\/p>\n\n\n\n

As a result of the work with Clarity, Places for People completely revamped the entire Careers section. They tried to shorten page length where possible, however as it was clear that user intent was influencing engagement, they kept pages longer where we knew that they\u2019d be read or added in quick menus to help account for the increased page length.<\/p>\n\n\n\n

On the main Careers landing page they added a new, highly visual entry point to the site as this was the page they were optimizing for Google and they wanted the first impression to be striking. However, Clarity taught them that having a button to the current vacancies in the banner meant users skipped past all the other pages, so for launch they changed the button to nudge people towards “Life at Places for People” instead. <\/p>\n\n\n\n

Below you can see some of the before\/after shots:<\/p>\n\n\n\n

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Before<\/strong><\/figcaption><\/figure>\n\n\n\n

After<\/strong><\/p>\n\n\n\n

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After<\/strong><\/figcaption><\/figure>\n<\/div>\n\n\n\n

They added far more value to the main Careers landing page, including a new content slider for their People Promises so people can look through and see how their values align with Places for People. They felt this content was far more suitable for the slider as there was low user intent \u2013 users are simply browsing rather than trying to find something specific.<\/p>\n\n\n\n

Below is the page users navigate to in order to start their career search. The previous page used the slider which meant more rage clicks as people were scrolling through trying to find something specific. The new grid layout gives a more visual and on-brand insight into each business area. This page does lengthen significantly on mobile and so we built in a quick menu at the top to allow the user to jump to specific parts of the page.<\/p>\n\n\n\n

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Before<\/strong><\/figcaption><\/figure>\n\n\n\n
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After<\/strong><\/figcaption><\/figure>\n<\/div>\n\n\n\n

Places for People intend to monitor the updates and make changes accordingly depending on engagement.<\/p>\n\n\n\n

Results Overview<\/strong><\/h2>\n\n\n\n

The changes implemented with Clarity’s help led to significant improvements within the first month: <\/p>\n\n\n\n