Clarity: A Better Name Than Pluton. Pluton?

November 20, 2020

After two years, Clarity has finally made it out of Beta, we learn from “Microsoft Clarity Debuts as Free Analytics Tool with Heat Maps” at Search & Performance Marketing Daily. The free tool uses heat maps to analyze the behavior of visitors to one’s website. Reporter Laurie Sullivan writes:

“Clarity — designed to have a low impact on page-load times and there are no caps on traffic no matter what the number of visitors to the website — helps give marketers a deeper understanding of why at website performs one way and not another. It also provides anonymized heat maps and data that show where site visitors clicked and scrolled, and enables marketers to analyze use behavior on the website exactly as it happened through a job description code. Some of the data includes the name of the browser, and whether they are using a PC, tablet or mobile phone to access the site. Heat maps provide a visual way to examine large numbers of site visitor interactions. Microsoft built two types: click maps and scroll maps. While the heat maps tell marketers which pages get the most clicks, the click maps tell marketers what website page content visitors interact with the most. Areas in the map marked in red have the highest frequency of clicks and are usually centered on focal points.”

The heat maps let marketers know whether visitors are clicking where they want them to. It also reports certain behaviors—excessive scrolling, dead clicks, and rage clicks. The last term describes users clicking several times on a spot they believe should be a hyperlink but is not—one would want to either fix an intended link or tweak the graphics on those spots. The tool also supplies a dashboard that presents metrics of the overall traffic patterns, time spent on the site, and even concurrent JavaScript errors. Microsoft pledges Clarity complies with the EU’s General Data Protection Regulation.

But Pluton, Microsoft’s mystery processor? Pluton?

Cynthia Murrell, November 20, 2020

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