Liraz Margalit from Clicktale has the mission to improve the customer experience in online shops. She states that conversion rates and customer experiences do not necessarily match.
As an example she talks about her husband who wanted to make her a special gift. As he was not sure which jewelry to buy, he left the online shop and showed Margalit the pre-chosen options later on her computer. A typical online tracking would have seen this as two sessions with one being cancelled.
Clicktale offers digital experience analytics tools which are aiming to measure all kind of interactions and interpret them. The first step in doing so is to collect data: „Every millisecond we collect data from user interactions and (cursor) movements. The intelligence behind this data is what makes us different to other solutions“, states Margalit.
Not all customers come to a website in order to buy something, sometimes they just want to browse and get inspired. The analytics tool separates the user journey and divides it into different steps. In doing so the brands get insights into the customer experience.
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