In a perfect world, marketers would have easy access to every single piece of data they need to improve their campaigns. Advancements in technology aren't quite there yet, but there are tools that could help -- such as the recently-introduced Microsoft Clarity, a new web analytics tool. But what is Microsoft Clarity, more specifically, and what are the things you should know about it?
If you're on the hunt for a free analytics tool that gives you greater insight into the users visiting your websites, usage statistics, heatmaps, and session recording, you may want to add Microsoft Clarity to your toolbox. Although similar to Google Analytics and HotJar, Microsoft Clarity offers its own set of unique characteristics.
Want to learn more about his tool and how it could help your business?
What Is Microsoft Clarity?
Microsoft Clarity wasn't designed to be an all-inclusive analytics tool. It focuses on 3 major tasks:
While Clarity is limited in its scope, it performs these 3 activities incredibly well. Similar to most other analytics tools, Microsoft Clarity gives you a dashboard that provides you a pretty comprehensive overview of website visitor segments and behaviors.
Clarity analytics are designed to give you greater insights to better understand users and their problems, which will guide you on how to best improve websites. For example, Microsoft Clarity yields data about the types of users that are visiting a website and how they behave once they get there.
Some of the types of data Microsoft Analytics can provide you include
- Basic data about sessions
- Data about interactions and engagement
- Breakdown of users by type, country, and other dimensions
What's even better is that you can explore heatmaps and session recordings for the views bulleted above.
The Benefits of Microsoft Clarity
Let's get into the specifics of how a Clarity tool can give you specific data to bolster your efforts in improving websites.
1. It has a distinct and diverse filtering process
Most analytics tools come with filters for parameters like country, operating system, timeframe, browser, and other basic elements.. Where Microsoft Clarity is different is that it identifies specific actions like excessive clicking and display the data in your dashboard, website session recording, and heatmaps.
A common problem for marketers is understanding repeated clicks on a particular section of a webpage. From the perspective of a website visitor, when someone clicks on what they assume is a link that will take them to another page and if it doesn't work, they repeatedly click on it. Such behavior is misleading, but fortunately, tools like. Clarity analytics detect the so-called “rage clicks”.
2. Microsoft Clarity shows heatmaps and website session recordings on the dashboard
How does this help marketers? Well, heatmaps provide a visual display of how users interact with the website using click maps or scroll maps. Furthermore, website session recordings offer you a view of the entire customer journey -- from the moment they land on the page to the moment they leave it. In essence, all this helps you identify user behavior patterns and how traffic “happens” on your website.
3. It has an easy-to-use Insight Dashboard
Microsoft Clarity will help you manage websites professionally. One of its greatest advantages is that it helps you understand when users experience frustration and friction, giving you opportunities to improve engagement, reduce the bounce rate, and increase conversions.
Now that you understand what Microsoft Clarity has to offer, let's take a deeper dive into the features of Clarity analytics.
Microsoft Clarity Features
In short, Microsoft Clarity comes with 3 key features:
1. Session recordings.
Clarity records all sessions including mouse movements, scrolling, and clicks, which you can view or replay at any time.
2. Click maps and heatmaps
Clarity provides the benefit of yielding data that gives insight into user behavior while they’re on specific webpages.This makes it useful for developing more user-friendly websites.
3. Filtering and custom tags
Use custom filters to sort the exact data you need. Tagging allows you to get more specific data about any demographics like data on visitors per individual pages, demographics on visitors, or even the weather, for an even more powerful set of data.
Microsoft Clarity vs Google Analytics
While Microsoft Clarity gives you lots of things to get excited about, it wasn't designed to be a full- featured, primary analytics tool.
Having said that, Microsoft Clarity seamlessly integrates with Google Analytics which means you can run them side-by-side without any problems. It only takes a few clicks to set up a system where Microsoft Clarity shares information with Google Analytics. Your dashboard lets you see which website recording sessions have associations with Google Analytics sessions, giving you the best of both worlds.
Microsoft Clarity vs HotJar
You may be wondering what makes Microsoft Clarity different from HotJar (a heatmap and session recording tool)?. In short, where Microsoft Clarity has an advantage is that it gives you a broad overview of data and it gives you information related to excessive clicking, also known as rage clicking.
That's not to say that one tool is better than the other. Each has its purpose. On the downside, you can't integrate them easily, but you can get them to interact with a bit of custom coding. Clarity handles tagging and custom events much like HotJar, so you can apply the same filters and tagging.
In summary, Microsoft Clarity has a lot to offer in the way of data analytics. While it's far from being the only tool you need in your toolbox, it manages to offer a decent few features that you can't get with Google Analytics or HotJar.
That makes it a pretty nice supplement to other tools. Overall, Microsoft Clarity is a great tool for helping you unlock the “black box” of data to support informed decision-making.
Check out the Microsoft Clarity link to learn more about its features. To learn more about how to get actual data that offers insight into user behavior and how to collect it effectively, contact the experts and ClickGUARD.