ClickTale for Ecommerce

ClickTale is a very powerful tool for improving conversions and usability for ecommerce sites. There are many elements of an ecommerce site that can be tracked and analyzed, including:

• Landing Pages
• Shopping Carts/Checkout
• Product Detail Pages
• Category Pages

Landing Page

Usually, the homepage is often the first step in the path to a purchase. Use ClickTale to understand what elements work best to attract visitor attention and entice them to take action.

Reports to use:

• Recordings – See how quickly visitors make a decision where to click to understand what kind behavior you need to cater to.
• Mouse Move Heatmap – See which items, promotions, advertisements, etc visitors are attracted to. This is excellent market research that will help you understand which products to promote.
• Click Heatmap – See which design elements are attracting clicks. This will help you understand what visual elements work well in persuading visitors to take action.
• Attention Heatmap – Prioritize content by seeing how long visitors spend viewing different sections of the page.
• Scroll Reach Heatmap – See if visitors are scrolling down far enough to see important marketing material and call-to-action buttons.
• Link Analytics – Understand how well links are performing, how quickly visitors click on them, and in which order they are hovered over.
• Events – Adding Event Tags to buttons and promotions will be very useful in understanding how your landing page elements affected purchasing behavior.

Shopping Cart/Checkout

Perhaps the most important page in an ecommerce site, ClickTale can be used on this page to make the checkout process easier and more pleasant for visitors, resulting in a higher conversion rate.

Reports to use:

• Form Analytics – optimize your checkout form in order to decrease the chances of visitor abandonment.
• Recordings – See what errors visitors experience upon checkout (often JavaScript errors) and the level of effort necessary to complete the checkout.
• Scroll Reach Heatmap – See what percentage of your visitors scroll down far enough to see your form or submit button.
• Events – Adding an Event Tag to the checkout button will allow you to segment your visitors based on those who either clicked or didn’t click on the button. This allows you to:
  • Easily find visitors who completed a purchase and watch as they go through the purchasing process.
  • Find and watch recordings of visitors to understand why they abandoned the shopping cart at the checkout page.

Product Detail Page

A good layout for this page can increase the chances of a visitor adding an item to the shopping cart. It’s especially important to pay attention to how visitors view your “Add to cart” button, product description, and images.

Reports to use:

• Recordings – See if visitors receive any errors on this page.
• Mouse Move Heatmap – See if visitors hover over your product description to gauge its effectiveness.
• Click Heatmap – Are visitors clicking on non-clickable items? This is a sign of poor usability.
• Attention Heatmap – How long do visitors spend looking at your product or its description? Do they find the content interesting enough?
• Scroll Reach Heatmap – Are visitors scrolling down far enough to see all of your important content and marketing material?
• Link Analytics – See how well your call-to-action button is performing.
• Events – Add an Event Tag to the “Add to cart” button for the ability to segment visitors based on those who added product vs. those who did not.

Category Page

This is the page where you display your list of products for visitors to choose from. Your goal for this page is a high degree of usability and to ensure that visitors can easily see and navigate through your products.

Reports to use:

• Recordings – See how quickly visitors make decisions and how many products they click on
• Mouse Move Heatmap – See which specific items or section of the page visitors are most attracted to.
• Click Heatmap – Quickly learn which items or rows get the most clicks; this will help you decide how to order your page.
• Attention Heatmap – Find out how long visitors spend at different part of the page; gain an understanding of how much time you have to catch their attention.
• Scroll Reach Heatmap – See how many rows of products visitors scroll down to see.
• Link Analytics – See if certain types of products get more unique clicks and a higher hover conversion rate than other types.
• Events – Add Event Tags to the link to product page to easily track visitors based on which category page they came from.