SUCCESS STORY

Increasing Website KPIs with Microsoft Clarity

Desktop with screenshot of myrtle beach golf trips
Tablet view of myrtle beach golf screenshot

A TravelBoom Marketing Case Study on Myrtle Beach Golf Trips

As one of Myrtle Beach’s largest online tee time reservation systems, Myrtle Beach Golf Trips depends on online revenue.

The website’s KPIs were suffering, and so was Myrtle Beach Golf Trips’ bottom line.

TravelBoom Marketing set out to increase the conversion rate of website goals through the use of Microsoft Clarity, a free user behavior analytics tool that helps you understand how users are interacting with your website.

The results? A successful increase in goal conversions.

Myrtle Beach Golf Trips homepages across device types with heat map overlay

Situation and Background

After analyzing Myrtle Beach Golf Trips’ website data, TravelBoom Marketing found that the conversion rate of visitors entering the home page and completing a goal was underperforming compared other areas of the site. 

Through the use of Microsoft Clarity’s scroll mapping system, our expert team was able to identify that only a small portion of page visitors ever made it down the page far enough to see a conversion call to action.

Key Factors: 

  • The golf packaging site specializes in combining lodging and tee times in Myrtle Beach, SC
  • Core conversion events are tee time bookings and golf package quote requests

tiled view of myrtle beach golf website screenshots

Methodology

Prior to installing Microsoft Clarity, TravelBoom was not able to easily determine exactly what a visitor to the website would see.  Several analytics tools were available, but few offered an efficient way to visualize a user’s behavior. 

After implementing and employing the scroll mapping systems within Microsoft Clarity, TravelBoom Marketing was able to easily see where users were abandoning the page. 

This data allowed us to create an A/B test that repositioned key conversion triggers on the home page to ensure maximum exposure.


“Testing is an infinite process of comparing the invisible to the ambiguous in order to avoid the unthinkable happening to the anonymous.”

– James Bach

Results and Analysis

Prior to the test, only 43% of users were exposed to the primary conversion event.

However after an in-depth review of Microsoft Clarity’s scroll mapping TravelBoom Marketing was able to permanently rearrange the home page to allow for more than 95% (up from 43%) of users to be exposed to one out of two primary calls to action.

The new version performed significantly better in driving both tee time and golf quote requests.  Upon completion of the test, the optimized version of the website was rolled out to all visitors, resulting in a 30% increase in the key conversion metric.


Summary


Ensuring that you’re offering your guests a friendly user experience when browsing your website is critical to online success. A/B testing is a reliable method for discovering digital opportunities to improve both user experience and your bottom line.


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