Conversion Rate Optimization (CRO) is crucial for improving a website’s performance by increasing the number of visitors who take a desired action, such as calling, submitting a lead, or purchasing a business’s product or service.
Microsoft Clarity, a free user behavior analytics tool, provides invaluable insights to help optimize user experience and increase conversions. If you’re wondering how to increase the conversion rate using Clarity, this guide will walk you through the process step by step.
In this guide, we’ll walk you through the process of conducting a CRO audit on your own using Microsoft Clarity.
Step 1: Set Up Microsoft Clarity
Before starting your audit, ensure that Microsoft Clarity is installed and properly tracking user interactions on your website. If you haven’t set it up yet:
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- Go to Microsoft Clarity and sign up.
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- Add your website as a new project.
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- Install the tracking code on your site, either manually or using Google Tag Manager.
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- Verify data is being collected.
Step 2: Identify Key Conversion Goals
Define what actions you want users to take. Common conversion goals include:
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- Completing a purchase
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- Filling out a contact form
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- Calling your company
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- Clicking on key calls-to-action (CTAs)
Step 3: Analyze Heatmaps
Heatmaps provide a visual representation of where users click, scroll, and engage.
Use Clarity’s heatmaps to:
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- Identify high and low-engagement areas.
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- Determine if users are missing key CTAs.
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- Spot unnecessary distractions on high-priority pages.
Step 4: Review Session Recordings
Microsoft Clarity records user sessions, allowing you to watch fundamental interactions with your site. Focus on:
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- Where users drop off or hesitate.
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- Unexpected behavior patterns.
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- Frustration signals, such as excessive clicking or scrolling.
Step 5: Detect and Fix User Frustration
Clarity highlights elements causing frustration, such as:
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- Dead Clicks: Users clicking on non-clickable elements.
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- Rage Clicks: Users repeatedly clicking out of frustration.
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- Excessive Scrolling: Potential signs of confusion or poor content placement.
Use these insights to adjust design elements, streamline navigation, and improve usability.
Step 6: Optimize for Mobile Users
Clarity allows you to filter sessions by device type. Review mobile-specific behaviors to ensure:
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- Responsive design works properly.
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- Mobile navigation is intuitive.
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- Forms and CTAs are easily accessible.
Step 7: Correlate Clarity Data with Analytics Tools
Combine Clarity insights with Google Analytics or other conversion rate optimization tools to get a comprehensive understanding of:
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- Bounce rates and drop-off points.
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- Conversion funnel performance.
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- The impact of user behavior on key business metrics.
Step 8: Implement and Test Improvements
Based on your findings, create a list of optimizations, such as:
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- Simplifying navigation.
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- Enhancing CTAs.
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- Reducing friction in checkout or form processes.
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- Removing distractions.
Use A/B testing to measure the effectiveness of changes before rolling them out fully.
Step 9: Monitor and Iterate
Increasing the conversion rate is an ongoing process. Continuously track user behavior in Clarity to refine and improve site performance over time.
Final Thoughts
Microsoft Clarity is a powerful, free tool for understanding user behavior and turning more visitors into customers.
With heatmaps, session recordings, and frustration signals, you no longer have to guess whether to make a button red or blue; you’ll have real data to guide your decisions.
If you’re looking to increase your conversion rate using Clarity, this tool delivers the insights you need.
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