Meet Microsoft’s Newest Tool: Clarity

Google may have the majority share of the analytics market, but it isn’t the only corporation helping business owners with their online operations. At the end of last year, Microsoft Toolkit threw its hat into the ring with a new analytics tool called Clarity.

Have you heard of it? Clarity aims to compete with existing tools like Google Optimize and Visual Web Optimizer. Maybe it can, maybe it can’t. The main question is: what’s so special about Clarity? What does Microsoft Toolkit offer that makes it more useful than the competition—and how can you use it to keep up with your own rivals?

Breaking Down the Analytics

First and foremost, what should you be using tools such as Clarity to do?

Let’s get one thing out of the way: if you’re not using a similar tool, you should be. Clarity and its competition allow businesses like yours to split test, or A/B test, your pages. By comparing two different versions of a webpage with random testing, you can independently judge the performance of your copy and design. You’ll be able to make changes to one version while retaining your original. Which performs more effectively from an SEO standpoint? And from a consumer perspective, which one ensures a more straightforward and engaging user experience?

If you don’t A/B test your webpages yet, it’s time to start. You’re missing valuable audience and search engine data that could boost your SERP ranking and sales.

Taking Clarity for a Spin

Here’s the kicker: Clarity enables you to perform A/B testing without having to rely upon Google. This means that you’ll be able to compare versions of your webpages without preemptively supplying Google with your platform’s data.

With Clarity, Microsoft hopes to exceed platforms such as Google Optimize or Visual Web Optimizer in the usability sector. Microsoft includes an “interesting sessions” feature among Clarity’s available tools. This feature takes advantage of machine learning and reveals consumers’ abnormal webpage behavior, including:

Scrolling habits
Clicking habits
JavaScript errors
Session length

Using this kind of deep data, you can tailor your entire site to consumers’ individual needs.

Clarity for Small-to-Medium Businesses

The aforementioned, in-depth dive into consumers’ webpage interactions sets Clarity apart from its analytical peers. While the tool will be available for larger platforms to use as well, it seems geared for smaller enterprises. The kind of in-depth exposure will give savvy small business owners a personal and competitive advantage.

In short, Clarity will give clever designers a leg up in competitive industries. If you’re an owner of a small or medium-sized business, sign up for Microsoft’s beta to get ahead of the game. If you act now and modify your site ahead of the curve, you have a chance to improve your UX and generate higher engagement—before the bigger business can horn in on your action.

Remember, Clarity is still currently in beta testing mode, so Microsoft Toolkit likely hasn’t debuted all of Clarity’s available features. It remains to be seen just how well this tool will stand up to the hefty competition. But for now, you can use it to gain a new perspective on audience behavior—and in the analytics field, the more data, the better.

Conclusion

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