Radio Johnny: ClickTale’s Shmuli Goldberg on In Page Analytics

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Show time: 30 minutes 55 seconds

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Today on Radio Johnny Jeff Parks talks with the Director of Marketing and Communications from ClickTale Web Analyics based in Israel, Shmuli Goldberg. Mr. Goldberg discusses the need for businesses to start balancing traditional quantitative analytic measures with qualitative “In Page Analytics” to find out what customers are focusing on, and interacting with, inside the pages themselves.

Quotes

Any website that has a KPI, a business objective and goal, has to have quantitative information. They have to know how many visitors they are getting and how many pages their visitors are reading. We are not, in any way, trying to replace traditional web analytics…In Page Analytics will show you actual videos of customers in your web page; watching what they are looking at on the page; what they see on the form…

You have to ask what does a customer want to use my website for? What information are they trying to get? Are they trying to purchase a product..sign up on a form?

I’ve watched videos of customers on a product page, they see something they like so they push “check out”. What they don’t know is the guy who designed the website makes the “check out” go to your shopping basket and what they should have pushed was “add to cart.”

Summary

Until recently, web analytics have been focused primarily on which pages users visited with metrics such as: number of page views, visits, and page count being indicators of a web site performance. Many web site owners nowadays are shifting toward “In-Page Analytics” to find out what the customers are focusing on, and interacting with, inside the pages themselves.

Shmuli also discusses how heat maps and watching movies of site visitor behavior can provide opportunities for greater buy-in for page specific changes within multi-disciplinary teams that make up most industries today. In addition, Shmuli differentiates between minor and major conversion; notes Key Performance Indicators (KPI) to look out for; and the accountability of Web Analytic companies in general when addressing issues of privacy and security.

Show Notes

What is In Page Analytics?
The Importance of Analytics in User Experience
The Complete Beginners Guide to Web Analytics and Measurement
Gary Angel’s commentary on In Page analytics
Web Analytics Q & A With Avinash Kaushik & Nick Mihailovski
ClickTale’s Advanced Filtering and Segmentation

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Jeff Parks

Jeff is the co-founder of DIGIA UX Inc. and actively collaborates with industry professionals from around the world through his involvement with Boxes and Arrows and Johnny Holland. Jeff is also leading workshops on Information Architecture and User Experience Design over at Follow the UX Leader, in addition to volunteering his time as a Mentor and Member of the Board of Directors for the Information Architecture Institute.

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