With a big pinch of salt: What you need to know about click tracking services
The truth is, unless you’re running a website without dynamic content, click tracking has some real big issues that will waste your time and potentially harm your conversion rates if you base decisions on this data.
We’ve heard horror stories – so it was nice to stumble on an in-depth article by Red Ant that matched our experiences of click tracking.
I’ll summarise the big ones below.
The playback recording is false
- It’s not a true recording of the session, it’s just clicks and screen grabs. There’s a huge difference between what you see on the playback and what the user sees. See these two videos to understand what you’re missing.
What the user sees:
[youtube video_id=”TxLYUw2PVWI” width=”640″ height=”160″ ]
What the service records:
[youtube video_id=”PocHJYNAR7s” width=”640″ height=”160″ ]
- There are huge privacy issues with recording everything a user types. Are your customers happy that you are logging every click and letter they type with a third party service?
Eye tracking with click tracking?
- There is no useful correlation between mouse tracking and where you are looking. Click tracking services misquote out-of-context research to support their claim of this being a cheaper way of gathering visual attention data. We have a detailed article here about mouse eye tracking.
This is just the tip of the iceberg to get you thinking.
Now go and read the great article on Red Ant about their experiences of click tracking.