Converion Rate Optimization Case Study
This is a Conversion Rate Optimization Case Study for a restaurant web app that showed a decline in traffic and user engagement. This study will walk through the process of identifying the problem, conducting research, creating A/B tests, and developing a solution. Data analysis is the most reliable way to find the root cause of the problem and improve the user experience. It eliminates the need for guesswork and ensures that the solution is based on data-driven insights and not subjective opinions and preferences.
The Problem
Upon analyzing the data in Google Analytics, it was found that the restaurant had a decline in traffic around the first week of July 2025. The only thing we knew was that the restaurant online presence was declining but we didn't have the specific reason why.
The Google Analytics data showed a 52.5% drop in users.
We knew this happened shortly after a few changes were made to the website. But it was very difficult to identify the exact cause based on Google Analytics traffic data alone.
Microsoft Clarity
After analyzing the data in Microsoft Clarity, it was found that the web app was showing a rage-clicking issue.
Rage clicking can be detrimental to the user experience and can lead to a decrease in conversions. Some of the causes of rage clicking are:
1. A delay on the page load time.
2. A delay on a button click or form submission.
5. An item not clickable but the design gives the impression that it is clickable.
Microsoft Clarity offers a recording for these issues.
Rage Clicking
After clicking on the recording we were able to identify that the issue was on the mobile version of the menu
In cases where the user's internet connection was slow, the menu would not load fast enough. Which made the user think that the menu was not working or it was glitching.
This created the Elevator Effect, where the user feels like if they press the menu button again, it will make the elevator arrive faster. This is not a good user experience and it can lead to a decrease in conversions. Not to mention it can create website abandonment or a bounce rate.
The Fix
The fix was to add a loading state to the menu button. This would show a loading spinner while the menu drawer is opening. This would give the user immidiate feedback and that the menu is working and it is not glitching. Plus it would prevent the click event from registering as a click.
In order to figure out if the fix would actually improve the user experience and reduce traffic drop, we conducted an A/B test comparing the old and new menu button
This test was made in VWO as a split-test, where 50% of the users would see the old menu button and 50% of the users would see the new menu button.
We ran this test for 15 days considereing the web app is highly visited and there will be enough data to collect during that time.
Victory is Ours! 🎉
After running the test and analyzing the results we checked the recordings again to see if the issue was fixed and we were able to verify that the users were not experiencing the rage clicking issue anymore.
We then noticed the subsequent rage-clicking issue left in the data was from another place in the web app, which we would address in another test in the future
It is important to never run two fixes, or multiple fixes, on the same A/B test. This can make verifying the results more difficult and the results more inconclusive.
Microsoft Clarity After
The Microsoft Clarity data after the fix was ran showed that the rage clicking issue was fixed and the rage clicking percentage dropped to 0.05% which is expected as it can be cause also by user-error or their devices malfunctioning.
Microsoft Clarity also showed a spike on Unique Users and a decrease on dead clicks. All pointing to a better user experience and a decrease in traffic drop. Simply becasue the users were not dropping off and were clicking through the web app and its internal pages.
Google Analytics After
Lastly, we reviewed the Google Analytics data after the fix was implemented and we were able to verify that the traffic drop was fixed and the traffic stabilized.
Blue Gray BAr & Grill was aable to get back to their winning streak by staying well above the median of their competitors in their restaurant industry.