Nowadays, data-driven web design decisions are an integral part of successful user experience strategy implementation. It is worth mentioning that those decisions are no longer given exclusively by keen specialists but also provided by specific tools such as click trackers. The data gathering process automation has proven to be less complicated, well-organized, and cost-effective at the same time.
Every time a digital product is under development, there are defined goals pursued by designers and e-commerce business owners. Typically, those goals include fixing existing customer challenges or creating a more client-focused version of an existing website or application. Sub-goals are centered around those main goals, too.
Therefore, to accomplish those goals, you need a reliable source of visualized user experience data. It is when click tracking software comes into the picture. The technology provided by click trackers helps collect the UX information more efficiently than you might have performed this task manually. Thanks to sophisticated algorithms, it can track multiple user interactions and provide you with important metrics that you might have had no idea about if you had been sticking to traditional methods of analyzing user behavior.
Click trackers give you invaluable insights into the level of your product’s usability while solving another relevant problem emerging during the web development process, namely making sure the data you receive is valid. You can rest assured that the usability testing conducted with a click tracker will have no risk of the Hawthorne effect, as the visitor’s actions detected by click tracking tools represent natural user behavior in context. It is possible due to the potential customers not being aware of the fact that you track their interactions with the website.
Click Tracker with Plerdy
Mark, an online strategist, mentions how easy-to-use heatmap filters in Plerdy’s click tracking tool are due to their location on the right side of the screen. Moreover, he notes that the option for tracking different traffic sources separately (organic, UTM, AdWord) is helpful, too. As a result, the click tracker from Plerdy helps Mark and his team improve the Return on Advertising Spend.
According to Chirag, a small business founder, one of the most helpful features in Plerdy’s click tracker is the opportunity to analyze some sub-reports such as scroll depth and cursor hover statistics in percentage terms. Consequently, Chirag benefits from the click tracking tool from Plerdy by improving his website’s positions in search engines.
Plerdy’s heatmap feature set allows you to track customer interactions with various parts of your website using the following features:
- monitoring clicks on dynamic elements;
- collecting data from SPAs;
- analyzing scroll depth;
- identifying text paragraphs that users are most interested in;
- tracking user actions in real-time.
One example of using heatmaps is to analyze how easy it is for both desktop and mobile users to interact with dynamic elements. Based on the received data, you can decide on some improvements for making your user experience smoother, thus optimizing conversion rates.
Plerdy’s session recording tool boasts an opportunity to display all user interactions in the most informative and straightforward format.
For instance, when watching such recordings, you can find out how much time a user spends reading your blog section and particular articles in it. Once you get such insights, you can find out about the article subjects that catch your customer’s interest.
What if you need to track only specific user actions on your website? Plerdy has a solution for you, namely event and goal tracking software. This software precisely tracks interactions with particular podcasts, videos, texts, forms, and other elements. This feature is especially helpful for those aiming at reducing the time consumption of the testing.
E-commerce sales performance tool is an asset providing you with the sales performance reports of your online business. This technology is crucial for identifying the most efficient elements of your digital product in generating sales. The tool tracks the following data:
- transaction numbers over specific periods;
- the total revenue of your e-commerce store;
- elements with a beneficial impact on purchases.
Example Mouse Tracking Software
Here is a clear illustration of how Plerdy’s click tracking software works. We have conducted a usability testing of the website of a Ukrainian postal company called Ukrposhta to show you how one can benefit from utilizing tools from Plerdy.
General Website Data Analysis
We should focus on the general website data and analyze the information from desktop and mobile versions separately. This way, we determine that:
- most visitors are desktop users;
- the traffic is organic for the most part;
- the majority of clicks take place across the main page and the tracking page.
Therefore, we can conclude that the usability audit of the pages listed above is necessary.
Testing the Main Page Usability
While analyzing the main page elements, we have come to the following conclusions:
- the scroll map clearly shows that only approximately 1/4 of users make it to the 2nd screen of the page that has some essential elements on it;
- the search icon used on the page is less effective than a search bar might have been;
- CSS active selector that helps users see the selected menu item is not applied on the web page.
Based on the information above, we can assume that the 2nd segment of the main page receives little customer attention. It is due to the 1st segment being located too high in comparison to the 2nd one. Moreover, thanks to the cursor hover map, we have found out that the clients are interested in the 2nd screen. This data confirms our hypothesis about visitors just being unable to reach this particular page element because of its improper location.
Furthermore, the designers should replace the search icon with a more user-friendly solution represented by a search box. Besides, we have discovered that the icon does not work correctly, as it does not provide any search results. This issue can be frustrating for the company’s customers.
Testing the Tracking Page Usability
Click tracking tools from Plerdy have helped us detect some significant user experience issues on the tracking page:
- there is no search icon or box on the page;
- reCAPTCHA tests pop up way too often;
- even if the tracking number entered by the user is wrong, there is still a print icon under it;
- there is no button for copying tracking numbers.
The absence of the possibility to search for specific information on the page affects the clients’ perception of the website interface. On top of that, reCARTCHA tests appear far too frequently. Moreover, they do not always seem to be necessary. Thus, visitors can be discouraged from browsing the page if they have to complete multiple tests.
Another issue that might confuse the users is the presence of the print button in case of an incorrect tracking number entry. In addition, the customers tend to highlight their tracking numbers. So, if there were a button for copying them, it would be far more convenient for the clients.
Thanks to an extensive range of data types that can be collected and subsequently analyzed to ensure better usability, click trackers are indispensable tools for UX testing. That is why if you are considering the data-driven optimization of your website, you will appreciate the insights provided by click tracking software.