Page 49 - Payout Magazine Online Volume 9.1

Exciting Features To Look Forward
To
Clarity is a product in active development
and there are more and more features to be
expected as Microsoft explores and tweaks
what is currently on offer. Among the interesting
features to look out for are:
Interesting sessions
Based on Clarity’s AI as well as device
learning capabilities, interesting sessions are
flagged. This will aid website developers to
systematically review their user’s sessions with
abnormal click or scrolling behavior, JS errors,
abnormal session lengths, and more.
The largest win for developers is that they
spend less time doing such analysis on their
users, yet gain more insights into user behavior.
This is attributable to the fact that Clarity
sifts through the data and highlights the most
relevant information only.
Related sessions
This entails grouping similar sessions that
are endorsed based on an individual session.
This particular feature allows web developers
to understand specific user behavior. Related
sessions also show other website interactions
for an individual user as well as other site users. user’s needs. Further, it aims to provide positive
Heatmaps
On the other hand, heatmaps will provide
insight into user behavior via click/touch and
heatmaps. Clarity’s click/touch heatmaps
provide distribution of individual user’s
interactions on a webpage. Again, scroll
heatmaps will show you just how far down users
scroll on your site.
Clarity scroll heatmaps case study
For instance, a food blog called Cook with
Manali has posts start with a narration about the
featured recipe and the inspiration for a dish.
Each post also had detailed descriptions and
step by step photos. At the extreme end of the
page is a recipe card with nutritional information
and featured ingredients. While this seems like
the dream recipe layout, some users prefer to
go to straight to the recipe.
The Cook with Manali associates were able
to investigate user behavior using clarity. From
their findings, almost 30% of their users were
dropping off without reaching the bottom of the
page that contained more information on the
recipe.
In this case, users had to continuously
scroll way far down to see the information they
wanted, and thus got frustrated and exited the
page. The developers then used this information
to include a “jump to recipe” option for readers
who wanted to quickly get to the recipe and exit.
With the ‘jump to recipe’ button included
at the top of the blog pages, the team saw
traffic increasing and premature abandonment
decreasing. Users used the button to find
the information they were interested in,
abandonment went down by roughly 10%
signaling significant user satisfaction.
This is an example of how to use this tool
to collect data that can inform changes to
significantly improve your user experience.
Why is Insight Into User Experience
Important?
To understand the usefulness of Clarity
and why it is a useful tool to have, it is key to
understand user experience and how it is a key
contributor to your revenue.
User experience (UX) tries to fulfill the
experiences that will keep users loyal to a brand
(repeat customers equals consistent revenue).
In addition, a meaningful user experience
allows you to define the most successful user
journeys on your website.
What Makes a Great User
Experience?
This is a complex question to answer. The
truth is, each user experience is uniquely
different. The only way to find out how your
users view your website is by asking your
customers what they think of your site (using
surveys). Another way to get these insights is by
using analytical tools. This is where tools such
as Clarity come in.
With this new entrant into the market,
developers can begin answering questions
close to their businesses and plowing back
their findings in order to develop websites that
will achieve the ultimate goal: user satisfaction.
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