Peak Seminar Tania Lang Click Tale


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Tania Lang's presentation on ClickTale at the Peak Usability seminar 6th October 2009 in Brisbane, Australia

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  • This is really informative. I have just visited the site and am very impressed by the options and features offered. I have started with the free option and if i find it effective i will upgrade. Its unbeleivable that you can view an actual video of the customers browsing session. This will really revolutionise how i analyse and improve my website.
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  • User privacy - Personally, my main concern with any of these types of tools is protecting users' privacy. One of the big questions I asked ClickTale when investigating their product was how they did this. ClickTale actually have a strict Terms of use and privacy policy that requires ClickTale clients to add text to their privacy policy. This text includes information to enable users to disable if they wish (which I like). See You can observe user behaviour but you cannot get into the user's head and understand what they are thinking, their goals or motivations and why the user behaved in s a certain way. You can only hypothesize what users are thinking. You can't understand the users' context or environment. As all good UX people know, context is really important. Does not offer the same insights as usability testing with real representative users Limited use for dynamic content or forms e.g. AJAX forms. This is a major limitation as many forms are increasing using AJAX for things such as progressive disclosure. I hope they will address this in the future.
  • Excellent video session playback feature - like watching a usability test session but in a completely natural environment. I like that you can apply different filters to hone in on particular visitors e.g. visitors from Australia who visited our training pages who spend more then 5 minutes interacting with our website. Scrolling heat maps - great way to really assess if people are scrolling and where their attention focuses. I was amused when I saw visitors to our website gave greater attention to the attractive consultants on our "About us" page. Form analytics - we haven't really used this feature yet as we don't have many forms but I like the idea that you can see which fields are causing users problems and not only which pages users are dropping off but also which specific field. I see a lot of potential for this in improving form conversion rates. Click heatmap - we haven't got a lot of data yet but I like this feature. This is not new and there are other tools around like Crazy Egg. Like many of these tools, I like that you can see specifically which link users are clicking when you have two links to the same target (a limitation we have experienced with Google Analytics). Also like that this feature is integrated with the other metrics tools in one service and not a standalone offering. Actually captures in-page analytics and what the user is doing within the page. Price. As a small consultancy, we have never actually paid for web analytics and have always just trialled tools or used Google Analytics and our hosting company's metrics tools. The price point is something we (and many of our small clients) can afford and for the first time, I am actually paying for analytics tools.
  • For pricing information visit:
  • For pricing information visit:
  • Peak Seminar Tania Lang Click Tale

    1. 1. ClickTale How to use a new analytics tool to be a fly on your customer’s wall Presenter - Tania Lang 2009
    2. 2. Metrics tools – Traditional web analytics Some very powerful tools and have their uses but many have their limitations… And of course…
    3. 3. Limitations Most analyse what happens between pages Can’t always identify which specific link is being clicked on Some tools provide cool features but not comprehensive range of tools
    4. 4. So how is ClickTale different? <ul><li>Record every mouse movement, every click, every scroll </li></ul><ul><li>Reveals the mystery of what users actually do inside your website </li></ul><ul><li>Main features include: </li></ul><ul><ul><li>Visitor Session Playback™ </li></ul></ul><ul><ul><li>Search - use filters and events to examine specific groups of visitors </li></ul></ul><ul><ul><li>Form Analytics™ </li></ul></ul><ul><ul><li>Scrolling Attention Heatmap </li></ul></ul><ul><ul><li>Mouse Click Heatmap </li></ul></ul><ul><ul><li>Link Analytics™ </li></ul></ul>
    5. 5. ClickTale Demonstration Peak Usability website
    6. 6. Visitor Session Playback™ <ul><li>Watch videos of customer browsing sessions </li></ul><ul><li>Watch user’s mouse movements, clicks, scrolling actions </li></ul><ul><li>See how users interact with your site in their own environment </li></ul><ul><li>Search for users with more than two dozen search filters </li></ul>
    7. 8. Form Analytics™ <ul><li>Analyse your online forms’ conversion funnel </li></ul><ul><li>Discover problematic fields that generate errors, are often left blank, or cause visitors to leave </li></ul><ul><li>Understand where your visitors fall out </li></ul>
    8. 10. Scrolling Heatmaps <ul><li>See how much attention visitors pay to different sections of your pages </li></ul><ul><li>See how far visitors scroll down your page </li></ul><ul><li>Find out if your visitors are reading or scanning your site </li></ul><ul><li>Learn what are your site’s hot spots </li></ul>
    9. 12. Click Heatmaps <ul><li>Improve usability by seeing where your visitors click </li></ul><ul><li>Increase conversion rates with quick A/B testing </li></ul><ul><li>Learn what elements visitors try to click on </li></ul><ul><li>Evaluate link effectiveness with Link Analytics™ </li></ul><ul><li>Measure the visual hierarchy of your pages </li></ul>
    10. 14. Plus many standard web metrics <ul><li>  Site </li></ul><ul><ul><li>Real-Time Monitor </li></ul></ul><ul><li>  Pages </li></ul><ul><ul><li>Most Engaging </li></ul></ul><ul><ul><li>Most Clicked </li></ul></ul><ul><ul><li>Most Errored </li></ul></ul><ul><ul><li>Least Scrolled </li></ul></ul><ul><ul><li>Slowest Loading </li></ul></ul><ul><li>  Demographics </li></ul><ul><ul><li>Countries </li></ul></ul><ul><ul><li>Languages </li></ul></ul><ul><ul><li>Browsers </li></ul></ul><ul><ul><li>Platforms </li></ul></ul><ul><li>  Visitor Activity </li></ul><ul><ul><li>Pageviews per visitor </li></ul></ul><ul><ul><li>Mouse moves and clicks per pageview </li></ul></ul><ul><ul><li>Javascript errors per pageview </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><li>  Time </li></ul><ul><ul><li>Time on Page and Engagement Time™ </li></ul></ul><ul><ul><li>Load times </li></ul></ul><ul><li>  Dimensions </li></ul>
    11. 20. So how did we use this information for the Peak Usability website?
    12. 25. So what do we think of ClickTale? <ul><li>Limitations: </li></ul><ul><ul><li>You cannot understand user’s motivations or goals </li></ul></ul><ul><ul><li>You can't understand the users' context or environment </li></ul></ul><ul><ul><li>Does not offer the same deep insights as usability testing </li></ul></ul><ul><ul><li>Limited use for dynamic content or forms e.g. AJAX forms </li></ul></ul>
    13. 26. So what do we think??? <ul><li>Pros : </li></ul><ul><ul><li>Video session playback excellent </li></ul></ul><ul><ul><li>Scrolling heat maps to assess user attention </li></ul></ul><ul><ul><li>Form analytics – to see drop offs </li></ul></ul><ul><ul><li>Click heatmap – to see where users are clicking </li></ul></ul><ul><ul><li>Actually captures in-page analytics </li></ul></ul><ul><ul><li>Reasonable price. Potentially good ROI </li></ul></ul>
    14. 28. For more information about ClickTale or for pricing details tick the box on your sheet or visit our website or click the ClickTale link on our website: