---
title: Microsoft Clarity Implementation — Paper Tube Co
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-19-papertube-asymmetric-marketing-call-131261419.md
tags:
- client:papertube
- microsoft-clarity
- web-analytics
- ux
- heatmaps
- session-recording
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Microsoft Clarity Implementation — Paper Tube Co

## Overview

During the April 2026 strategy call, Asymmetric recommended installing **Microsoft Clarity** on the Paper Tube Co website to gain visibility into user behavior. Parag had asked about Hotjar; Clarity was proposed as a functionally equivalent, free alternative. The tool is already in use across Asymmetric's client portfolio.

The immediate motivation was understanding how visitors navigate a site that serves two distinct audiences — e-commerce buyers and custom-order prospects — and identifying friction points that may be contributing to high bounce rates and low engagement.

> *"It's a user experience tool. It basically shows you what people are looking at."*
> — Mark Hope

---

## What Clarity Provides

| Feature | Description |
|---|---|
| **Heatmaps** | Visual overlay showing where users click and how far they scroll on any given page |
| **Session Recordings** | Full playback of individual user sessions, including cursor movement and clicks |
| **Rage Click Detection** | Flags elements users repeatedly click expecting interactivity that isn't there |
| **Session Insights (AI)** | AI-generated summaries of session patterns and anomalies |
| **Traffic & Engagement Stats** | Pages per session, engagement rate, and other aggregate metrics |

Clarity is free and installs via a lightweight JavaScript snippet.

---

## Rationale for Paper Tube

Paper Tube's website currently serves two audiences with conflicting needs on a single Shopify domain:

- **E-commerce buyers** — looking for ready-made stock tubes, small quantities, fast checkout
- **Custom-order prospects** — B2B buyers seeking large-volume, designed, custom packaging

The site's engagement metrics are weak (high bounce rate, low engagement rate), but it's unclear *why* visitors are leaving or which audience is underserved. Clarity will provide behavioral evidence to inform decisions about:

- UX optimizations (e.g., CTA placement in the hero banner)
- Whether a [[wiki/clients/papertube/index|website split]] is warranted
- Which pages are causing confusion or dead-end experiences

---

## Implementation

**Owner:** Karly Oykhman
**Status:** Action item assigned during the April 2026 strategy call

**Steps:**
1. Create a Microsoft Clarity account (free at clarity.microsoft.com)
2. Generate the tracking snippet for the Paper Tube property
3. Install the snippet on the Shopify site (via theme `theme.liquid` or a script tag in the Shopify admin)
4. Verify data is flowing (session recordings typically appear within hours)
5. Share access with the Asymmetric team

---

## How to Use the Data

Once installed, prioritize the following analyses:

- **Homepage & Collections page** — these two pages account for the majority of traffic; understand what users do after landing
- **Custom quote form flow** — identify drop-off points in the path to the 100–150 monthly quote submissions
- **Rage clicks** — surface broken or misleading UI elements
- **Scroll depth** — determine whether key CTAs are above the fold for the relevant audience

Findings should feed directly into the UX optimization backlog and inform the [[wiki/clients/papertube/index|website split scoping]] effort being led by Karly and Sebastian.

---

## Related

- [[wiki/clients/papertube/index|PaperTube Client Overview]]
- [[wiki/knowledge/web-strategy/two-audience-site-problem|Serving Two Audiences on One Website]]
- [[wiki/meetings/2026-04-05-papertube-5-point-marketing-plan|PaperTube Strategy Call — 5-Point Marketing Plan]]