A sustainability consulting company’s website is like a high-traffic store in a busy mall. The owners know the importance of customer engagement—they want to know what displays grab attention, which aisles people walk down, and most importantly, what products lead customers to the checkout counter.
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They had already put a lot of effort into updating key pages on their website and adding new articles as part of their SEO campaign. But now, they needed a way to measure if all that work was paying off.
Think of it like building a road but not knowing if anyone is using it or if it’s taking them where they need to go. That is where we came in.
The Challenge
Their goal was simple: they wanted to “see” their website from a visitor’s eyes.
They needed to know where visitors were clicking, how far they were scrolling, and which parts of the site were leading to conversions, like signing up for a service or filling out a contact form.
That is when Build Ads Online came into the picture. We introduced them to Microsoft Clarity, a tool designed to create a virtual heatmap for their website, just like a store map showing where customers are spending the most time.
We also helped them set up smart event tracking—like sensors placed in the store to see who is picking up a product, looking at it, and then either walking away or heading to the cash register.
The Strategy: Creating a Real-Time Dashboard
We started by laying down the foundation. We installed tracking tags across the website’s key pages, including “Contact Us” and “Services,” much like installing sensors in high-traffic zones.
With Microsoft Clarity, we could show the company a heatmap—a visual representation of where users were clicking and scrolling. Areas with the most engagement lit up like bright spots on the map.
But we did not stop there. We helped them build funnels, like tracking customers from the entrance of the store to the checkout.
This allowed the company to see where users were abandoning the site, like customers dropping a product before they reached the cashier. By identifying these bottlenecks, the business could tweak their “store layout”—in this case, simplify their forms or rework the website design—to keep visitors moving forward.
Metrics That Mattered
Here is what we focused on:
- Organic Traffic: We tracked how much traffic was coming in without paid ads. An increase here meant their SEO strategy was succeeding.
- Click-Through Rate (CTR): How many people saw the website in Google search results and clicked through to visit the site? A higher CTR meant that their content was answering the questions people were asking.
- Conversion Rate: Of those who visited the site, how many became leads by filling out a form? A rising conversion rate showed that the company’s content was doing its job by delivering value and building trust.
To make the dashboard more useful, we added custom filters so the customer could view data by country, date range, or traffic source. This allowed them to dig into specific details—like how their new content was performing in different countries.
Results: Key Successes
With the new Microsoft Clarity dashboard, the company could finally see how well their website pages were performing.
- User Friendly: We were able to design an intuitive, user-friendly dashboard, much like a control panel for their online store.
- Realtime Data: The marketing executives could quickly see where visitors were clicking, which pages were most engaging and compare this data across different countries. It was like providing a real-time surveillance system, but for their website.
- Custom Filters: They were also able to filter results by country and even check performance across different devices. This made it easier for the marketing team to fine-tune their strategies based on audience behavior.
Key Takeaways for Improvement
While the dashboard was a great success, we identified a few areas for future improvement:
- Regularly Review Heatmaps: Much like how a store manager would analyze foot traffic to optimize their display, the company needed to set aside time to review heatmaps with their marketing team to see where they could make improvements.
- Focus on Key Actions: Just like prioritizing sales in a store, it was crucial for the company to track the right actions on the website, such as form submissions or clicks on call-to-action buttons.
- Training for Staff: We recommended training the team, ensuring they knew how to navigate the dashboard and extract the insights they needed. This is like training the store staff on using the cash register efficiently to serve customers better.
Our work helped the company understand what was working on their website and where to make improvements, ensuring a smoother journey for their visitors, much like creating a well-designed store that keeps customers engaged and heading toward the checkout..
Now, they can track their Keypages performance with confidence, optimize their content based on real-time data, and make smarter marketing decisions that drive results.
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Kristofer Lazona
Build Ads Agency Partner
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