Mobile

Your mobile website demystified: ClickTale Mobile tracks every swipe, pinch and more

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So you’ve got a shiny new mobile website to serve all those smartphone and tablet users — but how exactly are mobile visitors using your site? Forget about turning to traditional tools like Google Analytics. When it comes to mobile websites, you’re practically flying blind.

Enter ClickTale Mobile, a new service launching today from web analytics firm ClickTale that promises to show you every swipe, pinch, tilt, and other behavior from visitors to your mobile site. The goal: to let you see what’s causing users to leave your mobile site, and ultimately, to create a perfect mobile web experience.

“Essentially, the technology gives you the ability to track absolutely everything the user does in the phone,” said Shmuli Goldberg, senior technology evangelist at ClickTale. He boasts that the company is the first to deliver this level of mobile tracking.

ClickTale Mobile records individual user sessions in video form, and you can also get an aggregated view of how people are using your site through heat maps (check out a short video of the service below). So you’ll easily be able to figure out if there’s a specific aspect of your mobile checkout process that sends visitors running or a part of your site that users are ignoring entirely.

The service is easy to set up — all you need to do is add one line of Javascript to your site — and all of the data is stored on ClickTale’s end. Like all tracking services, you’ll have to mention that you’re using ClickTale Mobile in your website’s privacy policy. Golderberg also notes that ClickTale offers a complete opt-out for privacy-conscious consumers and that the company is the first to stop storing visitor IP addresses.

While it may sound creepy, publishers can already track your behaviors on desktop browsers and mobile apps (native app proponents are quick to point to tracking as a major advantage over mobile websites). All ClickTime Mobile is doing is bringing that capability to the mobile web, something that should hopefully make mobile sites better for consumers, as well as businesses.

“We created this tool because mobile experiences today aren’t good enough,” Goldberg said. ClickTale hopes that its new service will help businesses build better mobile sites, and potentially reshape the landscape of mobile sites altogether.

CNet, LinkedIn, and RSA are among the companies already using ClickTale Mobile, Goldberg said. ClickTale currently has more than 2,000 active customers globally across all of its services.

Ramat Gan, Israel-based ClickTale wouldn’t divulge funding details when asked (reports online point to around $3 million raised in 2007). The company currently has 100 employees.


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