We just launched a game-changing feature designed to optimize your e-commerce site and supercharge your sales. Say goodbye to guesswork and hello to data-driven insights that will revolutionize the way you understand customer interactions. With Conversion Heatmaps, you’ll gain specific and powerful data on conversions for each element of your website.

What is Conversion Heatmap?

Heatmaps show which portions of the website are getting more traction than others, but Conversion Heatmaps show which elements drive purchase conversions. This allows for a closer look at what website elements are producing the most value for the website owner. Below you’ll see a product with a 2.4% conversion rate based on the sessions interacted from that specific element on the page.

Viewing Conversion Map 

Here’s how it works: first, make sure that the Clarity tracking code is installed on all pages of your Shopify site. Then, log into Clarity, navigate to the Heatmaps tab, and hit the Conversion Heatmaps icon (1)! Pick a page and view the heatmap overlaid onto it. You’ll be able to view the conversion rate as a percentage (2) of all sessions that resulted in a purchase when a user clicks in a selected area. 

Editing Conversion Map 

Want even more control over your data? No problem! With our Edit Areas (3) function, you can select new regions on the maps or remove existing ones with just a few clicks. And if you want to see recordings of where users clicked an element, simply select “View Recordings (4).” Getting valuable insights into your e-commerce site’s performance has never been easier. 

How to use Heatmaps and Conversion Heatmaps together

If you’ve used click heatmaps and scroll heatmaps before, you know how helpful they are to understanding what your users are clicking on and how far down your page they’re viewing. By pairing this analysis with our purchase Conversion Heatmap, you can now optimize your site more strongly towards purchases. Let’s take a look at a couple examples. 

• Your Conversion Heatmap shows very high conversion rate on a product, meaning that a customer is likely to purchase whenever they click on that product. However, from the corresponding scroll heatmap, you can see that the product is below fold—meaning your customers typically don’t even see the product unless they scroll. One change you can consider here to increase sales is moving the product higher on your page, to be visible above fold. 
• Your Conversion Heatmap shows a very low conversion rate on an element, meaning that a customer is not likely to purchase whenever they click on that product. Additionally, from the corresponding click heatmap, you can see this same element has many clicks. This indicates the element is worth looking into, as something seems to be preventing your users who click on this element, from purchasing. 
  • One scenario could be your search bar. Users interact with your search bar frequently -but if an extremely low number actually purchase, it is worth looking at corresponding recordings to confirm what’s happening. It’s possible your search algorithm is poor, leading to users not finding what they’re looking for, or your advertisements are misleading, causing users to enter with mismatched expectations. 
  • Another scenario could be your “Add to cart” button. Users select that button frequently, but if there is an extremely low purchase rate from those users, something could be causing friction in the purchasing funnel. This could be anything from a confusing checkout process, pricing, or shipping discrepancies.

Don’t let the potential of your e-commerce site go untapped. Harness the power of Microsoft Clarity’s Conversion Heatmap feature and unlock the secrets to optimizing your online business. Start making data-driven decisions and watch as your sales soar to new heights. The future of e-commerce success is at your fingertips.

Final Thoughts

Want to learn more about Conversion Heatmaps? Check out the documentation here!

We’d love to hear how you use Conversion Heatmaps; let us know at: claritycasestudies@microsoft.com.

This feature is currently only available for Shopify stores, but if you want to see it on other platforms, let us know!

Time is the most valuable asset for us all. Here at Microsoft Clarity, we wanted to streamline and simplify the way use Clarity for your behavioral analytics. We know how hard it is to filter through tons of website pages to find actionable data to act upon. That’s why we improved user experience by giving the ability to exclude certain attributes, AND/OR support, and enhancing URL path filtering to give back a little extra time.  

In the past, the search bar utilized regular expressions (regex) for searching specific URL paths, which could be challenging for those without a technical background. However, with this new update, Microsoft Clarity listened to user feedback and has switched to a more user-friendly approach. 

Ideas on how to use URL filters

Here are a few ideas of what you can accomplish with the improved URL filters: 

1. Filter your high-converting pages to determine what type of traffic, features, or UX design is attributing to your success.  

2. Pinpoint URLs with specific categories to take a granular look. 

3. If you already have an optimized page, you can exclude it to focus on the pages that need extra attention.  

4. Filter out admin, support, or login pages to focus on the customer-facing pages only.  

Learn the Operators

There are 7 operators in the updated filter with different purposes to enhance your data analytics experience. The following operators include: 

• Is exactly (default) 

• Starts with 

• Ends with 

• Contains 

• Excludes 

• Is exactly 

• Is exactly not 

• Matches regex  

There are many more use cases for these operators to enhance your filtering. If you want to learn how these operators work in more depth, check it out here.

In addition to the URL filters, we understand that some traffic is more important than others. That’s why exclusions were created to pinpoint the data that matters the most. For example, if you have traffic coming from multiple countries, you might want to exclude one so you don’t ship your products to them. That way, you can focus on the data that has an impact on your bottom line.  

We also created AND/OR support to help streamline Javascript debugging for software engineers.  

When looking at the difference between AND/OR filters, you can see a big change between the sessions, which allows you to pinpoint what exactly is the root cause of your Javascript error.  

OR STATEMENT 

AND STATEMENT 

Here at Clarity, we want to make your behavioral analytics experience as simple as possible, and with these changes, we did just that. 

Give it a try, and if you use the Clarity URL Path Filters regularly, email us your story at claritycasestudies@microsoft.com. We’d love to discuss featuring you in an upcoming customer case study! 

Welcome, fellow curious minds, to the thrilling world of market research! Picture yourself as a witty detective, equipped with a magnifying glass, a keen eye for clues, and a knack for unraveling mysteries. But wait…instead of tracking down criminals, we’re going to investigate the secrets of the market. Prepare yourself for an adventure that blends Sherlock Holmes’ analytical prowess with a dash of comedy, as we embark on a journey to decode the enigmatic realm of market research. So put on your detective hat, sharpen your wit, and let’s discover how market research can turn you into the Sherlock Holmes of business decision-making!

Part 1: The Art of Observation

Just as Sherlock Holmes meticulously observes his surroundings, market research begins with keen observation. You’ll pay attention to consumer behavior, market trends, and industry dynamics, taking note of every detail. Like Holmes, you’ll identify patterns, anomalies, and hidden connections that can unlock valuable insights. It’s the power of observation that allows you to understand the needs, desires, and pain points of your target audience, enabling you to develop products or services that truly resonate with them.

Part 2: Gathering Clues

No mystery is solved without gathering clues, and in market research, data is your ammunition. You’ll employ various methods such as surveys, interviews, and focus groups to collect data from your audience. These clues are scattered throughout the market, waiting to be discovered. Just as Holmes would never underestimate the significance of a seemingly insignificant detail, you’ll carefully gather and analyze data to uncover meaningful insights. Remember, even the tiniest clue can lead to a breakthrough in understanding consumer preferences and market opportunities.

Part 3: Deductive Reasoning

Sherlock Holmes is renowned for his impeccable deductive reasoning, and as a market researcher, you’ll follow suit. Armed with data and insights, you’ll draw logical conclusions that drive your business strategies. Just as Holmes pieces together fragments of information to solve a case, you’ll connect the dots of consumer behavior, market trends, and competitor actions to make informed decisions. Your deductive reasoning will guide you in understanding market dynamics, anticipating trends, and staying one step ahead of your competitors.

Part 4: Solving the Market Mystery

In the grand finale, it is time to solve the market mystery. You’ll have a clear understanding of your target audience, armed with insights into their preferences and needs. You’ll have identified market opportunities, having dissected the market landscape for untapped potential. With your deductive reasoning and analytical prowess, you’ll develop marketing strategies that speak directly to your audience and position your brand as a true detective of their desires.

Now that you’ve done all the hard work and research you’ll need to better understand your customers on your website. With Microsoft Clarity, you’ll get a deep dive into how your customers perform actions on your website with behavioral analytics. You’ll use features such as heatmaps, session recordings, and user insights to optimize your website performance.

Conclusion:

As we wrap up our exciting journey through the world of market research, it’s evident that the Sherlock Holmes metaphor brings the process to life. By donning the detective’s hat, you’ll become an astute observer, an avid clue-gatherer, and a master of market research. The market will become your crime scene, filled with clues waiting to be uncovered.

So, embrace your inner Sherlock Holmes and venture into the realm of market research. Let curiosity be your guide as you unlock the mysteries of consumer behavior, discover hidden market opportunities, and make strategic decisions that propel your business forward. Remember, your success lies in your ability to observe, gather clues, reason logically, and solve the market research mystery.

Do you want to know more about who is visiting your website and what they do on it?  

If so, you will love Clarity’s new feature: Visitor Profiles. 

Visitor Profiles

Visitor Profiles let you see all the information you have about a visitor in one place. You can see a comprehensive summary of every visitor’s site journey, such as their browser, location, UTM source and key metrics like total time on site, average session duration and more. You can also watch recordings of their sessions and see how they behave on your site. This can help you understand their needs, preferences, and pain points better.  

A common use case is to segment your audience by their behavior or to drill down into an individual’s profile to see their web activity and key events during sessions. You can also see metadata associated with their sessions such as session duration, device or referral source. 

This blog post provides all the information you need to become an expert at using Visitor Profiles. Let’s start by looking at where you can find information for all your visitors – in the dashboard. 

1. Analyzing visitor loyalty on the dashboard 

This dashboard shows a comprehensive summary of the number of customers that are currently on the site along with the total users during the selected time frame (1). Additionally, it also allows you to examine the visitors with the most sessions on your website(2).  

 

You can click on the “Profile” (3) button to view that visitor’s profile, which shows you the visitor profile view; more of this will be covered in the next section.

2. Inside Visitor Profile

You’ll find a high-level summary of the user on the left-hand side of this view (4). This includes metadata you’ve collected like the visitor’s Clarity ID, last location, last UTM source, medium & campaign.  

Additionally, you also see unique visitor metrics like total time spent on your site, total number of sessions and average session duration. In this instance, this person came to your site 48 times within the selected date range (5).

On the right-hand side of the view, show the summary of all sessions for the given visitor on your site (6). Each row shares some basic information about the session, key events that happened in a session and has a play button  to begin watching the playback (7). 

3. Link your users to Visitor Profiles in Clarity 

Clarity assigns a unique ID to each new visitor on your website. This Clarity ID is anonymous and lets you track their sessions. To better align these anonymous profiles with your user information, use the Identify API. You can pass in a custom user ID which can then be used as a filter in Clarity. 

Learn more about how Clarity handles custom IDs here: Identify API | Microsoft Learn 

Ways to use Visitor Profiles for your scenarios: 

Clarity’s Visitor Profiles feature provides a comprehensive view of your website visitors, allowing you to see a high-level summary of the user. With Visitor Profiles, you can access key metrics, events, watch session recordings, and understand visitor needs. By linking your users to Clarity using the Identify API, you can enhance Visitor Profiles and analyze data more effectively. Leveraging Visitor Profiles helps optimize website performance, personalize experiences, and make informed decisions for online improvement.