The short answer
Microsoft Clarity is a free tool that records every session on a landing page — submitted or abandoned — so you can see where merchants stop, where they hesitate and what breaks. It goes on every funnel we run and every one we advise on, because without it every change to a page is a guess dressed up as a decision.
Every brokerage has a theory about why its funnel underperforms. Almost none has watched a merchant try to use it. Clarity is the cheapest possible fix for that, and it is the one tool we make non-negotiable for anyone we work with.
It is also what makes the landing page conversion rate — about 5% of visitors into qualified leads — a number you can act on rather than argue about. The second video makes the same point.
It has already changed one thing on our own funnel that we would not have found otherwise. Recordings showed merchants reaching the bank statement upload step and leaving — merchants who had already answered the revenue and amount questions. The step came off, cost per lead fell significantly, and quality went up rather than down.
The essentials video puts the install at about five minutes and pairs Clarity with the other half of the job: page-to-page conversion rates for every step of the form, kept for months. The rates say where merchants leave and when it got worse; the recordings say why. Watch the recordings and fix the biggest drop first.
What it does
- Screen-records every live session on the page, whether it submits or drops out, and filtering the recordings to non-converters is where the useful ones are.
- Shows where drop-offs cluster — a field, a step, a screen size.
- Shows where people take longest, which is usually where the copy or the layout is unclear.
- Costs nothing, which has never once meant it was not valuable.
What it changes
Funnel decisions stop being about feelings. When a change is proposed — a field, a headline, the position of the one-time passcode — the recordings say whether the problem it is meant to fix exists. There is a specific reason a funnel is not converting, and without the data you cannot make an educated decision about it; with it, most of the arguments end.
It sits alongside the conversion tracking, not instead of it. The pixel and Conversions API tell Meta what a good outcome looks like; Clarity tells you why the page is or is not producing them.