You decide what to optimise by watching how users behave on your site. Use tools like Microsoft Clarity or Hotjar to track clicks, scroll depth, drop-offs, and friction points—then prioritise changes based on real user insights, not assumptions.
Most site owners redesign based on gut feeling or aesthetics. That’s not optimisation—it’s gambling.
Without session recordings, heatmaps, and funnel tracking, you're flying blind.
“You wouldn’t operate on a patient without an X-ray. So why redesign your homepage without watching a session recording?”
Why Do Website Owners Make Optimisation Decisions Without Data?
Because they don’t know better or they’re too busy to dig into behavior analytics. Many haven’t even heard of free tools like Microsoft Clarity.
Let’s be honest:
You haven’t opened Microsoft Clarity (it’s free).
You don’t have Hotjar installed.
You’ve never watched a session recording.
You can’t say where your users get stuck, drop off, rage click or even scroll to.
And yet... you're redesigning your website?
That’s like firing your marketing manager without reading performance reports.
If you relate, read Why Your Website is Never Done and start treating your site like a living, evolving growth asset.
What to Check Before You Optimise Anything?
You should check session recordings, heatmaps, funnel analytics, and on-page behavior before making any optimisation decision.
This gives you a user-first roadmap for changes that impact performance.
1. What Are Session Recordings and Why Should You Watch Them?
Session recordings are replays of real users interacting with your site. They show how people scroll, click, hesitate, or drop off—so you can fix what’s not working.
Watch real users scroll, click, and rage-quit. Tools:
Microsoft Clarity – 100% free, GDPR-compliant.
Hotjar – Free & paid tiers with powerful insights.
If you're not sure how to analyse this kind of data, check this eCommerce Content Strategy Growth Sprint to see how behavior-informed changes led to actual business results.
2. What Do Heatmaps Tell You About User Behavior?
Heatmaps show you where users click, how far they scroll, and what they ignore. They help you spot weak CTAs, dead zones, and high-friction content.
Where do users click? How far do they scroll? What do they ignore?
Install heatmaps to:
Discover which CTAs users never see
Identify dead zones of engagement
Understand mobile vs. desktop interaction differences
3. Why Are Funnels and Drop-Off Points Crucial?
Funnels show you how many users complete each step toward your goal (like a purchase or form submission). Drop-offs show where they quit. Use GA4, Hotjar, or Clarity to spot where friction happens and why.
Set up basic conversion funnels using:
GA4's Funnel Exploration
Clarity's "Dead Clicks" and "Quick Backs"
Hotjar’s Form Analysis
4. How Can You Get User Feedback on Site Friction?
You can use on-site surveys and feedback widgets to ask users directly what's stopping them. A single question like “What’s missing?” can uncover major issues.
Add simple surveys or feedback widgets.
Ask:
“What stopped you from completing your purchase today?”
Tools to try:
Hotjar Feedback Widget
Survicate
Typeform
What Tools Help You Understand What to Optimise?
Behavior analytics tools show you how real users interact with your site; not just traffic volume.
Tool | What It Does | Best For |
|---|---|---|
Microsoft Clarity | Free session recordings & heatmaps | eCommerce, Blogs, Landing Pages |
Hotjar | Visual behavior insights & surveys | SaaS, Agencies, SMBs |
Smartlook | Mobile app & website tracking | App-heavy businesses |
FullStory | Enterprise-grade behavior analysis | Big-budget brands |
Is Watching User Behavior Optional for eCommerce?
No! It's mandatory. If you run paid ads or seasonal campaigns, you need to review how users behave after landing on your site. Otherwise, you’re wasting traffic.
If you're running ads or seasonal campaigns, you must review behavior data:
What happens after users land from your Facebook or Google Ads?
Do they scroll? Click CTA? Leave immediately?
How many abandon carts due to layout friction?
Still guessing who your customers really are? Read How Do You Identify Your Customer Profile? before launching another campaign.
What’s the Quickest Way to Start Optimising Based on Real Data?
Start watching your own session recordings.
If you’ve got 30 minutes to scroll TikTok or binge another series, you’ve got time to:
Watch 5 session recordings.
Review your homepage heatmap.
Set up 1 funnel in Clarity or GA4.
These actions will lead to 100x more ROI than your next design brainstorm.
Who Should Be Watching User Behavior?
Everyone involved in growth:
Website Owners – this is your job, not just your agency’s.
Developers – watch how users break your UI.
SEOs – optimize intent, not just keywords.
Designers – use behavior data as your creative brief.
How Can You Get Help Making Sense of User Behavior?
I help websites turn behavior data into performance.
From audits to optimization sprints, I’ll help you build a site that works for users—not just search engines.
Check my Rates & Services
Or Contact Me to start a growth project based on what your users actually do—not what you think they do.
What Should You Read Next?
To build even more strategic clarity, check out:
Why Your Website is Never Done — the mindset shift behind iterative web growth.
Is There Demand for Your Business? — validate first, optimise later.
How to Use the Value Map Framework — optimise based on real customer jobs, pains, and gains.
