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mickeyEvery mouse has a story, whether its Mickey and Minnie, Alice in Wonderland’s Dormouse, or the one helping you navigate around the Internet.

Clicktale has raised $17 million for its ‘in-page analytics’ technology that provides insights into customers’ online behavior, down to the last click. The technology tracks every mouse move, click, and scroll, and provides visual heat maps and behavioral reports that serve as a complement to traditional web analytics, which primarily deal with page-to-page navigation.

In this data-obsessed age, online businesses are always trying to figure out what their users are doing, how they respond to various features, and what the barriers to engagement are. Clicktale’s solutions for mouse tracking and heatmap collect and present this data, while the conversion suite provides tools to improve conversion rates. Businesses can watch recordings of their visitors’ browsing sessions and “see your site through the eyes of your visitors.”

The goal is to “maximize your site’s potential” by making simple changes that can increase engagement. When businesses understand where they lose people, they can adapt accordingly. ClickTale’s Online Optimization Cycle is designed for make improving the site’s more efficient. For example, if a particular form in a field is consistently left blank, businesses can take steps to clarify, alter, or remove the field entirely.

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The service is available on a freemium model. Clicktale has more than 80,000 clients including CBS, Lenovo, T-Mobile, and Groupon and brought in over $10 million in 2012. After raising $800K in 2007 from YL Ventures, Clicktale achieved this impressive traction with no additional funding. This hefty $17 million is growth financing to take Clicktale “to the next level.” Amadeus Capital Partners led the round, with participation from Goldrock Capital and Viola Credit. Clicktale is based in Tel Aviv.

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