Case Study: Passport Software, Inc.

“ClickTale has allowed us to build a profile of our visitors that has shown us complexities we never knew existed. They are like the Sigmund Freud of the web analytics industry.”

– Ben Kuikman, Creative Marketing Specialist

Passport Software, Inc. specializes in business accounting software and serves over 10,000 customers through a network of 250 partners worldwide. Their current site, created about four years ago, is used mostly as an information portal for their distributors and end users.  It receives between 150 to 200 hits per day.

Ben Kuikman, Creative Marketing Specialist at Passport, first read about ClickTale through a review published on TechCrunch, a web 2.0 blog. He is currently running the ClickTale service on nearly twenty of his most visited pages. He found ClickTale’s setup to be an easy and a smooth experience. Although he has only been using ClickTale for a few weeks, it has already revealed some new information about his site; Surprisingly, the pathways that visitors use to navigate his site and the depth to which they browse proved to be much greater than he’d originally thought. More importantly, ClickTale’s heatmaps have shown him that 65 – 100% of his users –an unusually high amount–  actually scroll all the way to the bottom of his longer webpages. Heatmaps, he says, also have allowed him to see what sections are the most read on the page.

Although is not a site that engages in sales, Kuikman projects financial benefits from the use of ClickTale. The data gleaned from watching visitor movies, he explains, will save the company costly decision making time with the future redesign of their site as the evidence for the changes they need to make will be quite apparent from the footage. Robin Forde, marketing manager, says that the company intends to use ClickTale on the new site as well in order to monitor its navigability and usability.

ClickTale’s advantage, according to Kuikman, that it is “a qualitative kind of analysis which you don’t really get anywhere else. It’s a different perspective to see how those pages are browsed rather than that they are just places that people showed up on.”  He is also enthused by the surprises that ClickTale’s analytics reveal about the demographics of his viewers. Jokingly, he and Robin share that the higher the screen resolution of their users, the more tech savvy they seem to be. Passport, it seems, has derived all that they had bargained for as a result of using ClickTale– and a little extra to boot!