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We spoke about this before in the user research stage. Where we used tools like Microsoft Clarity (or HotJar) to get more insights from users on how they interact with your page.
Now your new page is live, it’s time to double-check what’s happening with it. Analysing actual user sessions is one of the best ways to do this.
Within Microsoft Clarity, you can look at…
Session recordings
A video recording of an actual user who visited your website.
Watch how they move through your page, where they pause, and what sections they engage with most.
Pay attention to rage clicks or dead clicks. These often indicate where users are getting frustrated, perhaps trying to interact with elements that aren’t actually clickable.
Look for sessions where users spend significant time reading specific sections but don’t convert. This might indicate interesting content that isn’t effectively leading to next steps.
Similarly, watch recordings where users quickly scroll past sections you thought were important. Maybe that content needs to be presented differently.
Heat maps
Session recordings are great for looking at one user at a time. Heatmaps provide a visual representation of multiple users across your pages.
They show exactly what elements users click on the most and how far they typically scroll. This data is particularly valuable for understanding if your page structure matches user expectations.
For instance, you might find users skip past and scroll straight to pricing information, suggesting this should be more prominent. Or, you might notice they’re spending significant time on case studies, indicating these should be expanded or highlighted earlier in the page.
Making the most of these insights
Remember to check both mobile and desktop behaviour patterns – they often differ significantly. What works well on desktop might be causing friction on mobile, or vice versa.
I’d identify a list of changes you want to make and then order them in terms of the impact they will have.
Finally, set up a regular review process. Once a month is the minimum. Personally, if we have a new paid ads campaign live, I try to check this every couple of days. To see if I can spot any behaviours or patterns that may be specific to that audience or keyword.