Click Tracking

Categories
Business Digital marketing Google Analytics Website usability

Nowadays, click tracking is definitely in the suite of essential tools for website designers, developers, and business owners. In the era of e-commerce, analyzing your advertising effectiveness is an integral part of building a successful business.

Click tracking tools provide marketing and sales staff with valuable insights by detecting the user interactions with your website elements. Based on this data, experts are empowered to estimate the efficiency of specific advertising campaigns or messages. As a result, they can implement all the necessary adjustments into the website design.

What Is Click Tracking?

Click tracking is a technique aimed at observing and analyzing the number of website visitors. Consequently, this method enables business owners to detect how many potential customers digest their content over a certain period. Therefore, alongside tracking traffic sources, using click tracking is another way to receive the statistics mentioned above.

The click tracking process is quite simple. When a visitor clicks on any web page element or piece of content, the client logs and sends the action. As the customer keeps browsing the website, the tool gathers the events for subsequent analysis.

Clicks are commonly known as actions or events taking place as a result of them. Thus, the events can vary from interacting with pop-up forms and multimedia components to logging into an account or downloading files.

There is an extensive range of click tracking examples, including the following ones:

  • pressing buttons, scroll bars, pull-down menus or tabs;
  • interacting with videos (replaying, pausing);
  • clicking onto an image, opening or saving it;
  • listening to a podcast;
  • starting, abandoning, or submitting online forms;
  • copying or opening internal links.

Method for Click Tracking

There is a wide variety of click tracking tools helping you to analyze events. As a result of using them, you will acquire a deeper understanding of your target audience, their behavior, thoughts, and expectations. The opportunity to test user experience is another benefit of applying click tracking software.

Conventional click tracking methods require adding code to your web page. It implies the need for development assistance. However, with the use of some modern click tracking techniques, developer support will not be necessary. That is why incorporating click tracking tools into your website has become easy and quick to accomplish.

Heatmap Tools from Plerdy

Plerdy’s heatmap toolkit provides opportunities to analyze various aspects of website user experience. As a result, click tracking techniques offer a complete set of data on user interactions with websites and their particular elements.

First, Plerdy heatmap tools allow you to analyze visitor interactions with web pages depending on their traffic source. Moreover, some crucial information is represented in maps, including scroll maps and maps monitoring mouse motion.

The implementation of free click tracking software into your website is a step towards increasing the conversion rate. These tools will give you insights into user behavior and factors hindering conversion growth. In addition, you will be able to detect mistakes in website design based on the data received from the online heatmaps and optimize your content according to the visitors’ expectations.

Google Tag Manager

Main click tracking features provided by Google Tag Manager include tracking PDF file downloads, button clicks, menu clicks, and outbound link click. What is more, GTM click tracking software stands out among other options with its capability to automatically track multiple events. GTM auto event tracking is based on the use of built-in listeners.

A typical use case of applying GTM click tracking tools is tracking links leading to 3rd party websites. As this event is analyzed automatically, GTM click tracking solutions are considered to be a perfect choice for beginners.

Google Analytics

Google Analytics also offers its users a click tracking solution. An important characteristic of Google Analytics click tracking tools is that events are divided into 2 categories. There are events generating pageviews and those that do not generate any of them.

ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue]);
onClick="ga(‘send’, ‘event’, ‘ebook click tracking’, ‘click’);"

When it comes to using the event tracking option from Google Analytics, the number-one rule is to track the events that do not generate pageviews. The tool provides a large variety of events and data that can be analyzed, for example:

  • sharing web page content;
  • filling out pop-up forms or abandoning them;
  • downloading ebooks, digital guides, PDF, XLS, or CSV files.

Different types of Click Tracking

In recent years, a lot has changed in terms of usability testing. For instance, many websites face the challenge of high bounce rates and low conversion rates. Moreover, mobile website traffic is increasing, while there is a dramatic decrease in desktop and tablet traffic. In addition, it is a common practice for users to spend less time on the websites they visit. All of the abovementioned factors affect e-commerce. However, their effect is usually negative, so business owners are worried about these tendencies.

Possible reasons for sales downturn may include outdated web design, the lack of attention to small details, and mobile-friendliness. However, the most significant problems are usability errors. Examples of bad usability are:

  • the need to input the same data more than once;
  • unintuitive menu, misuse of pop-up forms;
  • adding important information to the pages that receive fewer views than the others.

Using different types of click tracking helps you to improve the conversion rate.

Website Click Tracking

Website click tracking enables you to make conclusions about the usability of your website. You can receive the data on user interactions with the web page in video recordings of visitor actions and heatmap reports.

For instance, thanks to the video footage, you can analyze the customers’ cursor positions and detect which website elements they struggle with. Besides, website click tracking tools offer you statistics on the parts of your website where the first clicks occur most often according to the user’s device type. Then, based on the information you collect, you can implement some adjustments to the web page.

Elements Click Tracking

Elements click tracking software implies that you can identify specific events that you want to track. Those events include statistics on button clicking, scrolls on particular web pages, and completing pop-up forms.

A great example of utilizing elements of click tracking tools is detecting the scroll depth of your website articles. This activity helps you find out if the visitors are interested in the content you add to your blog. Consequently, you will be able to adapt the subjects of your articles, so they attract new visitors and increase the conversion rate.

Another example of elements click tracking is monitoring user interaction with pop-ups. If you notice that your customers are not eager to leave their e-mails in the form, you can offer them a discount for their subscription.

UX Click Tracking

Aspects analyzed by user experience click tracking include the nuances of your website navigation. Dynamic heatmaps are one of the most efficient UX click tracking tools. They collect the data in real-time, enabling you to analyze information from both mobile and desktop users. After that, you can find out how long it takes for the visitors to achieve their goals on your website and what actions they perform while doing it.

To improve your website’s user experience, you should ask yourself the following questions:

  • Is my website’s traffic targeted?
  • Is the interface user-friendly?
  • Do all website elements work correctly?
  • Why do particular parts of the website not attract visitors?
  • Why is the bounce rate increasing?

UX click tracking tools will help you answer those questions. For instance, by analyzing bounce rates on different pages of your website, you can better understand why the visitors are not attracted to specific parts of the website. For example, landing pages usually suffer from high bounce the most. That is why you should reconsider using some banners or other elements in this part of the website.

Conclusion

In the fast-changing world of technology, it is impossible to overestimate the importance of click tracking tools. In addition, E-commerce business owners should take into consideration the growing competition in the industry. While the number of competitors is increasing, website users’ habits are gradually changing. That is why keeping track of both significant and slight changes is vital to the success of your business. And click tracking software is a must-have tool that provides you with such an opportunity.

Article by:
CEO Andrew Chornyy

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