E1218: In this Microsoft Clarity tutorial, you'll learn how to find out why your SEO traffic isn't converting into leads, bookings, or sales.

Josh Silverbauer, Head of Analytics at Intrepid Digital and an early contributor to Microsoft Clarity, shares his screen to show how he investigates conversion problems using Microsoft's free website analytics tool.

We walk through heatmaps, session recordings, conversion funnels, and filters you can use to understand what visitors do on your website, including visitors from organic search.

You'll learn:
- How to use Clarity's dashboard, heatmaps, and session recordings.
- How to filter for organic traffic and examine visitors who reached a specific SEO landing page but didn't convert.
- How to build funnels that track steps such as landing page → booking page → form submission.
- How to watch recordings of visitors who reached a particular step but didn't finish the process.
- How to identify rage clicks and distinguish them from dead clicks.
- How click heatmaps reveal which links, buttons, and page sections get the most attention.
- How first-click and last-click data change your understanding of visitor behavior.
- How to use scroll and attention heatmaps to decide which page elements to move higher.
- How to compare new and returning visitors, or desktop and mobile visitors, side by side.
- How to find where people abandon lead-generation forms and e-commerce checkouts.
- How to investigate whether visitors are reading an article, skimming it, or leaving early.
- Creating Smart Events, funnels, and saved segments for repeat analysis.
- Sending custom data through Google Tag Manager to filter users by role or sign-in status.
- Using Clarity alongside Google Analytics 4 to investigate conversion problems.
- Prioritizing page changes by potential impact, audience size, and ease of implementation.

Josh also shares an example of a shopping-cart recommendation that was displayed more prominently than the product the customer had actually selected, creating confusion at checkout.

I share how Clarity showed me that visitors were spending time reading testimonials on my Compact Keywords sales page. I moved those testimonials higher on the page, and that change made a meaningful difference.

The central lesson: Don't make website changes based solely on assumptions. Find where visitors struggle, form a hypothesis, and test the change.

Want Josh to review your website on a future episode?

We're looking at doing a live Clarity analysis of a listener's site, particularly an SEO page that gets traffic but doesn't convert. Leave a comment with the problem you want diagnosed.

⭐️ Josh on LinkedIn - https://www.linkedin.com/in/jsilverbauer/
⭐️ Josh's website - https://joshsilverbauer.com/
⭐️ Josh's agency (Intrepid Digital) - https://www.gointrepid.com/

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Meet Josh and Clarity
01:36 What Is Microsoft Clarity
03:37 Core Tabs Tour
06:22 Filtering and Funnels
10:39 Finding Friction Fast
17:47 Heatmaps Compare Mode
21:19 Scroll and Attention
25:26 Heatmap Refresh and AI
30:11 Intent and Reading Signals
34:36 Recordings Done Right
41:58 Funnels for Form Dropoff
47:51 Mobile vs Desktop Insights
53:55 Advanced Custom Filters
56:27 Wrap Up and Next Steps

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

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