Clarity, a new and completely free analysis tool from Microsoft, wants to change that. It supplements classic web analysis with insights into customer behavior in the store, the so-called customer journey from the first search for information to the conclusion of the purchase. With Clarity, store operators can clearly understand the click paths of their customers, so where their customers encounter problems and obstacles to purchase in the store and then adjust their store accordingly. For this purpose, Clarity offers descriptive statistics, session recordings and even completely free "heat maps", in which particularly strongly clicked zones on the store page are graphically displayed. Evaluations are enriched with artificial intelligence.
Clarity is free, but store operators pay with the data of their customers, must adapt for it -- depending on the store location -- their data protection. This currently means accepting certain legal risks in the course of the Privacy Shield discussion. Microsoft wants to collect these user clicks in an anonymized and centralized way and thus improve the company's own AI models. The integration of Clarity is done via a script, to get it, store operators have to create an account on https://clarity.microsoft.com/ create.