How We Used Microsoft Clarity to Improve Lead Form Conversion Rates
- By using Microsoft Clarity to analyze user behavior, we identified friction points on a lead form and optimized the page to dramatically improve conversions.
We noticed a low conversion rate for one of our clients on their lead forms. We knew we were driving high-quality organic and paid traffic. However, a vast majority of users did not complete the action we wanted them to take.
So, we dug into it. We used Microsoft Clarity—an amazing tool to analyze consumer behaviour. Here are a couple of ways we use Microsoft Clarity.
This wouldn’t have come together without the amazing team that asked the right questions to investigate what was happening.
Debugging Process
This is literally our debugging process for this specific case. I’m sure I’ve missed some questions that might have seemed irrelevant at the time, but even their irrelevance helped steer us away from focusing on the wrong problem.
I created a mind map to show how the problem-solving started. While there were many more questions flying around the room, these were the ones that actually allowed us to understand the issue.
Findings
Users were landing on the page and interacting with various elements, but they weren’t being prompted to complete the form at the right time. (call-to-action)
The Solution
Based on our findings, we made the following changes:
- Moved the form: We lifted the form up.
- Simplified the text: We removed unnecessary text and made the rest clearer and more concise.
- Added visuals: More graphics were included to engage users.
- Decluttered the page: We removed elements that people weren’t interacting with.
Changes to The Landing Page
Results
October 20, 2024, to December 31, 2024, with the same period in 2023.
I understand there might be a weekend in the data that could slightly skew the numbers, but an increase of 267% is a statistically significant change. There’s no need to worry about one weekend.
- The Takeaways
- Rely on data and numbers: Avoid making decisions based on feelings.
- Dig into your data: You don’t need a lot of data to answer important questions.
- Use the right tools: Tools like Microsoft Clarity can help uncover what’s really going on.
- Collaborate with a team: A strong team can help you see things from multiple perspectives.
- Ask questions: Don’t stop asking. Even seemingly irrelevant questions can guide you to the right answers.
- Too much for you? Hire the experts.
