Case Study: The Organic Dish

August 26, 2007

“Our business is all about taking care of our customers.  ClickTale has played a pivotal role in allowing us to do that better on our website.”

- Toby Hemmerling, Co-Founder and CEO

The Organic Dish is a unique service local to Boulder, CO. The company sells “dinner kits” or frozen organic meals that clients can cook and serve in their home within minutes. They also host cooking sessions wherein patrons may prepare their own meals from pre-cut, cleaned organic ingredients. This service may also be turned into a social event for ten or more adults. On their website,, meals may be ordered from a menu and purchased. The site is also a great source of information about the way the business works. The business, launched in April of 2007, currently gets about 80 unique visitors per day. The average purchase made is about $150.

Toby Hemmerling, one of the co-founders of the operation, wears many hats, including that of CEO. He is very pleased with the services that ClickTale provides, especially being able to track his users’ paths through the website. He noticed immediately through the recordings and heatmaps that users had to do a lot of hunting before they could find the dinner menu– one of the primary reasons for visiting the site and also the route to the checkout page. Heatmaps also proved that most of his visitors were scrolling all the way to the bottom of the page to get to the info they needed. So Toby rearranged the navigational menu and contents based on his clients’ flow through the website. That way, he preserved the attention of those clients who were not as likely to hunt all the way to the bottom of the page to find what they were looking for.

Toby remembers originally reading about ClickTale’s free service on a blog, and thought it would be worth a try. “You hear a lot of people say that user testing is too complicated and expensive”, he says “but [ClickTale's] recording really provides about 80% of what you get out of live user testing anyway.” Toby is looking forward to becoming a premium subscriber so that he may take advantage of being able to track users on secure pages.

ClickTale is Now Open to the Public & Link Analytics Released

August 6, 2007

It’s taken a year of hard work and studies — not to mention planning, fixing, monitoring, and improving– and the big day has finally come.
We couldn’t be prouder!

Graduating from a Beta and launching the service publicly is no small task, but we think we’ve done it with flying colors. We invite you to come and check out the accomplishments for yourself. The new ClickTale provides instantaneous signup with no need for an invitation. But that’s not all…

As ClickTale finally ventures out into the real world, we know you’ll be impressed by our new generation of heatmaps. In addition to “movie playback” and Scrolling heatmaps that ClickTale has always offered, today’s launch includes Heatmaps with Link Analytics.

link analytics now available ClickTale is Now Open to the Public & Link Analytics Released
Fig. 1: Heatmap showing an Advanced Details Pane over an Image Link

Link Analytics gives you an even more detailed analysis of your visitor’s interactions with your website; information not available anywhere else. Knowing the number of clicks each link generates is important, but combining that with how many people hovered over that link and you’re talking abut a serious degree of data. Still, it doesn’t end there. Link Analytics reports how many of those hovers eventually turn into clicks, how much time it took for a user to decide on a link, and more. Here are some of the new metrics you’ll have access to:

  • Clicks, we count the number of clicks and the percent of the total clicks on every link.
  • Visitors who Clicked are the number of unique visitors who clicked on a link as well as the fraction of total visitors.
  • Hovers over Links, the number of mouse hovers over a link. This tells how attractive a link is to the visitor, but not necessarily attractive enough for a click.
  • Hovers to Clicks, is the portion of mouse hovers that eventually convert into mouse clicks.
  • Hesitation is the average time from beginning of a mouse hover to the moment of the mouse click.
  • Hover Time is the average time mouse hovers over a link, indicating visitor interest level.
  • Time to Click is the average time between the moment a page has been loaded to the moment a link is clicked. You can now discover which links are most attractive by seeing the average time it takes to click on them.
  • Hover Order ranks the links by the average order in which they were hovered-over by visitors. Shows which links attract the mouse first, second and so on.   Â

link analytics for text links ClickTale is Now Open to the Public & Link Analytics Released
Fig. 2: Heatmap showing an Advanced Details Pane over a Text Link

Subscribers have been raving about the new heatmaps. Christine Kayser, Marketing Analytics Coordinator at Lycos says “I love the new changes. Knowing how many hovered vs. how many clicked is excellent. Plus, being able to see items that are clickable that people aren’t clicking on is extremely helpful for our design team. The “Time to Click” data is fascinating.”

Jeff Pittelkow, Direct Marketing Specialist at Horizon Hobby says “The new heat map features are great! It gives us all the great information we need to accurately and wisely make decisions about our site. I think the hesitation feature is quite unique too. Also the hover, and hovers to clicks. I can’t think of anywhere you can actually see how many people hovered on a link and decided not to click on it; or for that matter, how long it took someone to click on it.”


We’re offering a variety of pricing plans, the basic one– consisting of 100 recordings per week– continues to be free of charge.  Other plans offer increased recordings and advanced features such as e-mail support, advanced search capabilities, a longer recording history, SSL encryption, and the ability to record HTTPS pages.

We’re sure that you’re going to want to put the new ClickTale to work right away. In the meantime, we’re taking this commencement ceremony seriously: we’re already working on the next batch of features and improvements to offer you.

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ClickTale shows movies of browsing sessions, heatmaps of mouse moves, conversions analytics, and much more.