Understanding Real User Behavior

Have you ever felt confident about how users interact with your platform, only to realize, after watching them navigate, that their behavior was nothing like you expected? This often happens because we’re naturally biased when it comes to our own products. That’s why it’s so important to use tools that minimize these biases and show us how people actually use what we’ve built. One of those tools is Microsoft Clarity.

What is Microsoft Clarity?

Microsoft Clarity is a powerful qualitative tool that helps you understand how users interact with your website or app. It offers valuable insights through:

• Heatmaps, which show where users click, how far they scroll, and which parts of the screen get the most attention.
• Session recordings, which capture real navigation flows and help identify frustration points, rage clicks, and unexpected behaviors.
• Version comparison, which lets you see how changes impact user behavior over time.
• An insights dashboard, with quick info about usability, technical performance (Core Web Vitals), JavaScript errors, and your main traffic channels.

Why use Clarity?

At Rentcars, we believe that listening to our users leads to better decisions. Beyond interviews and usability tests, Clarity gives us real behavioral data to support our ideas and drive improvements.

We’ve found valuable insights just by watching recordings. For example, users often try to edit fields that aren’t meant to be editable. This can lead to frustration or even extra support tickets. Repeated clicks in the same spot—rage clicks—also show us where the experience needs to be more refined.

Combining qualitative and quantitative insights

It’s important to say that Clarity doesn’t replace core metrics or traditional testing. It adds a different layer. While numbers tell you what’s happening, Clarity shows you why.

It helps you see:

• Where users struggle.
• Which elements get ignored or misunderstood
• Why some actions don’t happen as expected.

Sometimes, users behave in totally different ways on the same page. Clarity helps us notice those patterns and find opportunities that might be missed in a purely data-driven analysis.

In short: clearer insights, better decisions

Even when we think we know our product inside out, there’s always more to learn. Clarity helps us make smarter decisions and improve the experience for everyone who visits our platform.

After all, designing something simple doesn’t always mean it feels simple to use. And that’s exactly why these insights are so valuable—they push us to keep growing.