Kolaborate

I recently attended an AIMA event where Delta Airlines web site director presented a case study on determining the interaction users have with the airlines web site. Delta used a software product that recorded the user’s interaction and provided them with a wealth of data on conversion drop-off points. I recently came across ClickTale, http://www.clicktale.com/, in which user tracking can be seen and response to changes on the web site can be adjusted.

Essentially, a web site owner can see where they lack conversion and make corrections to how these critical areas can increase conversion. Rather than rely on focus groups entirely, we now have a digital focus group tool that provides unbiased statistics. This can be applied outside the e-commerce realm into other web site that need to determine advertising placement. Eye-tracking tools have also been around, but the ClickTale product and others alike provide us real data.