Now more than ever, understanding your users and how they experience your website is critical. What is -and isn’t- working for them? How can you optimize your website to hit conversions and business metrics? In this talk, we’ll dig into user behavior analytics - why they’re essential to optimizing your user experience, which tools / techniques you should be leveraging, and how to combine it all to hit your goals. - Understanding the importance of behavioral analytics - How behavioral analytics can work in complimentary with traffic analytics like Google Analytics - Key metrics and capabilities in user behavioral analytics folks should be using and why. - How other folks have seen success using behavioral analytics

1. KEYNOTE
SEATTLE, WA ~ MAY 5 - 6, 2022
DIGIMARCONPACIFICNORTHWEST.COM | #DigiMarConPacificNorthwest
Behavioral Analytics:
Stop Guessing. Get Clarity
Priyanka Ved
SR. PRODUCT MANAGER – MICROSOFT CLARITY
MICROSOFT

2. Microsoft Clarity
@microsoftclarity
@msftClarity
Priyanka Ved
Senior Product Manager

3. Sessions
Bounce Rate
Pages per
session
Page Speed
?

4. We are behind in our goals; we need increase
our revenue by 20%! What do we do?
Show more
popups? Make the
button yellow? Rebuild the website from
scratch using vNext tools?

5. Conversion Rate
1.05%
↓ 41.4%
Sessions
↑ 0.1%
Bounce Rate
↑ 61.2%
Pages per session
↑ 0.1%
Page Speed
↓ 0.1%

6. Traffic analytics gives
the general sense of the average experience...
Behavioral analytics help
identify motivations and interactions of
people who engage in a meaningful way
with the website.​

7. Marketers top of mind
1. What can I do to drive more sales/signups for my product?
2. How can I make my ad/social campaigns more effective?
3. How do I make my product more appealing to customers?

8. Behavioral Analytics toolset
Session Replay Heatmaps User Experience
Metrics

9. Visibility
Case study: Travel Boom
Average Fold - what the
average user sees before
they start to scroll
50%
75%

10. +30% in conversions
Visibility
Case study: Travel Boom
Before
After

11. Product Education
Case study: Pearly
Click Heat Map – where
users are clicking

12. Product Education
Case study: Pearly
+35% in conversions

13. Simplifying Sign up
Case study: ProProfs

14. Simplifying Sign up
Case study: ProProfs
+27% in monthly sign ups
+70% in conversation

15. Improving user experience
Case study: Hello Prenup

16. Improving User Experience
Case study: Hello Prenup
+32% in MoM Revenue

17. Improving CPA
Case study: Adapt Worldwide

18. Improving CPA
Case study: Adapt Worldwide
&
Rage Clicks
+86% in conversions
-25% to 41% in CPA

19. Dead clicks
Case study: Clarity & Retailers
STORE LOGO

20. Rage clicks
Case study: Microsoft Bing
Clicks missed on the
margins (in orange)
Clicks with expected
behavior (in blue)
Post-fix: no more missing clicks, top user SAT metrics improved
Rage clicks on search box margins

21. Behavioral
analytics
Web
analytics
Improving
the user
experience
Complements existing data,
going from what to why
Accessible analytics via simple,
easy visualizations
Answers questions you didn’t
know to ask
The user when…
your site has too many dead clicks
Microsoft Clarity @msftClarity
Behavioral analytics takeaways

23. Microsoft Clarity
Empower everyone to build better products by democratizing behavioral analytics

24. Session Recordings
Understand “why” when
problems are seen
Reason for metric
movements by watching
recordings to learn what part
of your site works well for
your users and where your
users are struggling.
➔ Validate product changes
➔ Identify target audience
➔ Identify product opportunities

25. Heatmaps
Visualize behavior in
aggregate
Find out which part of the
page gets the most clicks and
drives conversions to grow
your key metrics across
device types and interaction
methods.
➔ Optimize placement of Ads
➔ Detect drop off areas
➔ Show impact to stakeholders

26. Dashboard & Metrics
Discover and eliminate
problems
Make informed and data
driven decisions from the
dashboard insights to drilling
down to specific sessions to
streamline your website and
remove annoying bugs
➔ Quick back clicks
➔ Rage clicks
➔ Dead clicks
➔ Excessive scrolling
➔ JavaScript errors

29. Mystery solved:

30. Microsoft Clarity
Empower everyone to build better products by democratizing behavioral analytics into actionable insights
Understand the user journey by
watching session recordings
Understand user clicks, scrolls &
movement through heat maps
Gain insights into interesting user
sessions to root out problems
Clarity.Microsoft.com

31. Microsoft Clarity
Empower everyone to build better products by democratizing behavioral analytics into actionable insights
Setup is easy: Guides for major third-party platforms
Free service – use Clarity as much as you
want on as many sites as you want without charge
GDPR & CCPA – compliant with GDPR and
California Consumer Privacy Act (CCPA)
Lightweight – Clarity doesn’t get in the way
of your site’s performance
Built for Scale – can handle terabytes of data
with millions of users, 100% of your website traffic
& MORE
Masking support – protect your user privacy
and mask sensitive data directly on the client
Built on Open Source – view, learn and
contribute to Microsoft Clarity

32. Microsoft Clarity is for Everyone
Microsoft Clarity @msftClarity
Are my visitors engaging
with my blogs?
Is the user paying attention
to the right CTAs?
What was the impact of this
bug / error?
Is this feature good enough
to ship?
What sections are the user
most / least interested in?
What are converting visitors
doing differently?
Site manager Marketer Product Manager
Content creator Designer Engineer

33. Kick start your analysis
Microsoft Clarity @msftClarity
Start with Click & Scroll heatmaps to understand user behavior in aggregate
Look at sessions with Rage Clicks or Dead Clicks
Go from clicked regions -> session recordings
Leverage filters to narrow down interesting sessions to watch
What is the purpose of my analysis? Which metrics or KPIs?
Determine which pages you need analyze? Landing page, sign up flow, etc.?

34. Microsoft Clarity
clarity.microsoft.com
github.com/microsoft/clarity @microsoftclarity
@msftClarity
Thank You!
Stop guessing & get Clarity!
pved@microsoft.com