One of the most shocking things I saw was that most of the users scrolled all the way down the home page, when the home page was the site entry point. With so much talk about Above the Fold I was a bit surprised that the content was engaging enough that most of the users scrolled down the whole home page before using any of the navigation items. Pleasant surprise. As far as conversions on the New Assignment page, I haven’t yet found anything that has lead me to modify the form. Many users visit the page briefly without scrolling, which shows that they simply are checking the site out without much interest in submitting an assignment (yet). Very few users started to fill out the form only to exit the page. Of the users that started to fill out the form and then exited, most of them (less than a handful with my small one-week sample size) seemed to do so after viewing the (very affordable) prices. This has brought up the question of whether the package options should be moved to the top of the page, but in regards to conversions, I don’t see how this would matter one way or the other. The only interface change that has been made at this point due to watching ClickTale videos happened to be on a somewhat unimportant page. But, it revealed some interesting UI issues. Naming Force has a Random Name Generator for users to use. It consists of a large white box with a button underneath. You click the button, repeatedly, to generate random names that appear inside the white box. I watched one user visit this page and click 20-30 times inside the white box, in various spots, never clicking the bright orange button underneath, only to (I assume, frustratingly) leave the page. So, I added “click button below” inside the white box, as somehow it wasn’t obvious to at least one person. Hopefully I’ll find enhancements I can make to some of the more important pages based on these interaction videos.
One of the other features of ClickTale is the Heatmaps. Heatmaps take all the data collected, mouse move, click, scroll, etc and chart them on an overlay of your website. This gives you an idea of where people are concentrating their focus on your pages. Mouse move and click are pretty straight forward, you can see a heatmap of the most concentrated areas (see image below). Scroll reach is another heatmap that might need some explanation. This heatmap maps the percentage of users who scrolled down where the part of the page was in the browser window. This is where the Above the Fold theory can be tested for your site without watching hundreds of videos.
Mouse Move and Scroll Reach Heatmaps
Overall the ability to record user mouse movement and play it back is pretty incredible. The only problem I see with ClickTale is that the prices are a bit unrealistic for the majority of us smaller website owners. In order to view details for pages that are not my top URL on Naming Force, for example, I had to sign up for the subscription that is $290 / month. I don’t see myself continuing this service past a month, which is a real shame for ClickTale. I’d happily pay $30-$50 a month, but I can’t find $290 worth of modifications to make each month to make the subscription worth sticking with. I feel like this service’s business model should be to get users to sign up for an insignificant amount and allow them to “forget” that they have the subscription, or technically just to not care enough to cancel it and allow it to recharge them for years. Users won’t want to cancel a $50/month subscription, just in case they want to look through the collected data in the future, and ClickTale could make a lot more through long-term subscriptions, IMO.