Preation Introduces Web Analytics Tool with Visual User Behavior Maps

WebKnowHow
Monday, October 23, 2006; 03:09 AM

Preation, provider of website development services, announced Clickscapes, a web-based website analytics product that tracks online visitor behavior and displays it in real time as a visual heat map overlay. Clickscapes helps online marketers track and improve the effectiveness of website content and ads by providing them a new level of insight into how their online visitors make decisions.

A Clickspaces heat map.

Web page visitors look, think, and then act by clicking with their mouse on a web page. Where a visitor clicks, how long it takes him to click, and where his mouse moves before he clicks all tell a unique story about how he has reacted to a page’s design and layout. Traditional web analytics tools allow for easy tracking of cross-page user activity… they identify entry and exit pages and the referral sources of incoming visitors. “Although cross-page user behavior information is critical, it only tells half of the story,” said Aaron Houghton, President of Preation. “Clickscapes collects on-page user activity such as mouse movement and clicks from website visitors and turns this data into a heat map overlay that displays on-page user behavior patterns visually. Clickscapes allows savvy web marketers to learn, plan, and then design with an inherent understanding of their online audience.”

With online advertising spending expected to exceed outdoor advertising this year and radio advertising within the next three years (ZenithOptimedia, September 2006), companies continue to go to great lengths to convert the online visitors that they are paying top dollar to drive to their website’s front door into paying customers. With advertising budgets transitioning online, corporate web marketing directors now build and optimize website content with direct affects on top line revenue. In addition to managing ad spending and search engine campaigns these marketers are also responsible for the homepages and landing pages that drive the ROI of their campaigns by effectively appealing to website visitors.

“The Internet has some fundamental advantages over other mediums when it comes to tracking,” says Houghton, “and online marketing has provided the first opportunity most businesses have ever had to track and improve their campaigns as diligently as they plan them.” Although numerous features exist to help companies place and track ads within advertising networks and through the search engines, their extensive tracking and reporting tools stop short of the destination website.

Clickscapes said it fills in the gap where other methods fall short by allowing web marketers to view easy-to-understand visual user behavior heat maps based on website visitor actions as they are collected in real time. By implementing and revising a web page’s visual strategy using Clickscapes, web marketers are able to improve online conversion rates and therefore drive a greater return on each web marketing dollar invested. To find out more about Clickscapes or to begin utilizing visual user behavior heat maps on your website, visit www.clickscapes.com.