User Behaviour Analytics: a focus on Microsoft Clarity

User behaviour analytics tools are particularly relevant to collect quantitative and qualitative data about the visitors of your website, thus, to understand how they interact with your web pages and why. In this way, you will be able to answer behavioural questions about your visitors and customers, such as:

• How they interact with each element of the page?
• What are they more interested in? What are they ignoring?
• What are they looking for in your website?
• Where do they get more stuck and have more troubles?

Whether you are a startup or a successful company, you can’t miss the opportunity to rely on these tools to improve your customers’ user experience. In fact, you can choose among different user behaviour analytics tools, but in this article, we will focus on the one that we think is among the bests: Microsoft Clarity. Do you already know this tool? Keep reading to find out everything you need to know to get started.

Introduction to Microsoft Clarity, a user behaviour analytics tool

Microsoft Clarity is a user behaviour analytics tool that includes different features to help the user understand which parts of the website are more engaging for the public and which ones need to be improved. 

This type of analysis is actually very complex because it is necessary to respect the privacy of users and guarantee the security of the data being examined. However, Clarity allows you to carry out these operations in maximum safety and in a simple way. In fact, it complies with the rules on the collection, use and storage of information relating to users and browsing behaviour, thus without impacting on the speed of the website.

Are you still not sure if you want to rely on this tool? Let’s have a look at its advantages.

Advantages

We think that Microsoft Clarity is one of the bests user behaviour analytics tools because it offers the following advantages:

• It is free
• It offers a simple and easy customization
• It doesn’t impact the performance of your website
• It offers real-time data
• It allows to analyse different websites with the same account
• It creates insights using deep AI and Machine Learning
• It integrates with Google Analytics data
• It is GDPR and CCPA compliant

Short tutorial on Microsoft Clarity, one of the best user behaviour analytics tools

The first step to install Clarity is to create an account on the website. If you have a Microsoft, Google, or Facebook account, you can directly log in without having to enter your data.

At this point, you will need to enter a series of data regarding the project you want to monitor, such as the name, the web address, and the category in which to enter the website. In this way, you will receive a tracking code to insert in the head tag of each page of your website, to monitor all the different sections. 

However, if you use the WordPress CMS, there is an even easier way to install the user behaviour analytics tool. First, you will have to install a plugin called “Insert Headers and Footers”, which allows you to insert a script in the header or footer of your website by operating directly through the WordPress dashboard.

After activating the plugin, click on the “Settings” menu in the administration area and select the plugin. Here, you will have to paste the tracking code into the text box “Scripts in header”. Remember to save the changes to make them effective and it is done.

At this point, you will land on the dashboard, where you will find 3 main functions:

• Recordings
• Heatmaps
• Filters

Let’s look at them in detail.

Recordings

This function allows you to examine the behaviour of users in individual sessions when they visit the different pages of the website. In this way, you can understand if there are any pages where user activity is blocked and possibly implement improvements.

Therefore, the data that you will obtain with this function are:

• Session duration
• Number of pages visited
• Number of clicks made
• Device used
• Operating system used
• Geolocation

This function allows you to analyse the so-called “dead clicks”, which can happen when the user tries to interact with the website through the left button of the mouse without obtaining results. If this situation happens several times on the same page, there may be a problem that needs to be fixed.

Heatmaps

The heatmap function of this user behaviour analytics tool is very interesting because it allows you to quickly understand how things are progressing with your website. In fact, this type of map works by showing where on the page users have concentrated their clicks and how they scrolled the page.

Analysing these maps is very useful because it allows you to see which sections of a page get the most engagement and attention from users, thus giving you the possibility to choose where to place the most important content (such as calls to action or link that lead to conversions).

In addition, heatmaps are also excellent for evaluating the length of different content: if you realize that users are not able to read a certain content, it may be time to shorten it.

Filters

Clarity also gives you the possibility to apply filters to the results obtained. This is an advanced feature that allows to highlight the results that interest you the most, neglecting the others.

Filters concern:

• Time: results can cover a period of a single day or a longer period (the length can be customized).
• Insights: with data relating to excessive scrolling, dead ends, or dead clicks.
• Devices: results are divided according to the device used by the user for navigation.
• Actions: results are divided according to the actions performed by users.

Additional functions

In the dashboard of your user behaviour analytics tool, you will find some additional functions that are useful to have a complete overview of the user experience. These functions are:

• Rage clicks: when the user persistently clicks on a specific part of the page.
• Quick back: when the user exits the page and re-enters it immediately.
• Excessive scrolling: when many scrolls are performed within the page.

Microsoft Clarity vs Google Analytics: which is the best analytics tool?

The substantial difference between Microsoft Clarity and Google Analytics lies in the fact that the Microsoft’s tool focuses above all on the analysis of the user experience, while Google Analytics shows the statistics and data related to user accesses to a particular website, representing them through graphs and table. 

Therefore, when talking about user behaviour analytics, Microsoft Clarity represents the best choice.

However Google Analytiscs is a “must have” tool, so it isn’t necessary to make a choice, as using both tools can be the best decision and it can be easily done by integrating Google Analytics into Microsoft Clarity. In this way, you will keep under control the different aspects related to the traffic generated on your website.

Conclusions on user behaviour analytics tools

In this article, we gave you all the necessary information about user behaviour analytics tools and Microsoft Clarity. However, if you want to learn more on this tool, you will find a live demo at this link.

Are you ready to amaze the visitors of your website? If you start using Microsoft Clarity, you will furnish them the best user experience of their lives, which also means more customers and conversions for you!

Be curious! Do not limit yourself and do not stop at our proposal of tools! Check out our article Software Discovery platforms: the top 9 for us to find the one that best suits your needs.