Sussing data behaviour
Clicktale feels we are missing the obvious. Big data can seduce and overwhelm in equal measure, and this is true even for the analysts who should know better, writes Sally Ratcliffe.
In a world that demands researchers create more algorithms, more SEO analysis and more heat maps, Clicktale’s research team has stopped looking at the ‘Emperor’s New Clothes’, or data for the sake of data. Instead it is focusing on our digital psychological behaviours and looking at what customers are ‘telling’ them. In. Plain. Simple. Clicks.
“We are pretty unique in our industry,” says Clicktale’s CMO, Geoff Galat. “We have a layer of behavioural and psychological assessments. We understand and view data more or less in the same way as body language.”
The website analytics platform looks at what is in plain sight – how customers really behave, what their moods are, even. Instead of trying to alter their clients’ behaviours, researchers are going with them and have even defined some of our standard behaviours as five mindsets, or five digital content behaviours. These range from ‘rage clicks’ - this is when we get annoyed and hit a page feature over and over in a timpani of annoyance – to ‘focused’ search where we need, for example, to look at the terms of business.
The outfit has even formalised the five behaviours. These are ‘disoriented’ when we just arrive at page and feel confused: ‘lack of interest’ or no motivation to go further, ‘exploring’ when we zero in on options, ‘mindful’ when we take decisions and invest cognitive resources and ‘focussed’ when we are ready to buy.
Clicktale’s research looks at how our digital or web interactions mimic body language and its use of behaviour analytics is coming up with good answers. The outfit has attracted big client names from the banking world, such as the UK’s RBS, and from retail, like B&Q. These are data-laden businesses, which need to respond rapidly, and it seems they are keen to tap into the latest on offer in user-friendly, customer engagement journeys from Clicktale.
Looking at digital behaviours, rather than coming up with new ways to steer a customer off a page is getting results. The customer’s preference to do everything digitally means it can be hard to deliver when you don’t see someone, but you do need to know what they need. So capturing the interactions and cognitive and psychological behaviours through clicks, hovers, scrolls, pinches and zooms can be a game changer.