Google Analytics is a great tool to track website activity such as session duration, pages per session, bounce rate, etc. of individuals using the site, along with the information on the source of the traffic.
It is the most widely used web analytics tool on the internet and one of our favorites too. Having said that, when it comes to understanding the users, you will need more user insights, here comes Clarity!
Before we start, you should not remove the GA tracker codes and move all the tracking works from Google Analytics to Clarity as of yet, but it would be a very useful add-on for in-depth user behavior analysis of your website.
Google has done many awesome things for the internet. Other tech giants have a lot to do for catching up, and they are doing it. Microsoft has its own search engine, Bing. (while its usage is low, did you know Bing has made 7.74 Billion U.S. dollars on search engine advertising revenue in 2020?) and now Clarity is an analytics tool from Microsoft.
Its focus is different than Google Analytics, and it does some things that any UXer would give an arm to have it a few years back. Clarity is a user behavior analytics tool that helps you understand how users are interacting with your website.
Now you can watch your visitors close to realtime, I mean, literally watching them how they use your website as a video!
That enables us to put ourselves in their shoes and see their journeys, choices, and struggles using the website.
See the dashboard below:
Overall Clarity,
- Enable you, or your clients (or management) in making data-driven decisions on what works and what does not.
- Test what content works best and where to place it on your page.
- Understand confusing elements of your webpage.
- Identify user behavior and add required content to your page.
- Test and publish new ideas on your webpage.
- Study user clicks and scrolling behavior.
On our tests, we found Clarity did not cause any noticeable slowing on the websites. Also, it does some automatic filters to hide potential sensitive information on the screen it is capturing.
And like Google Analytics, Clarity is a free service! Check it out at here
We need to mention, Yandex’s Metrica is also doing similar work and more. It performs a little slower than Clarity hence, we highly recommend you to check them out as well.
