Freestyle Accounting UX Optimization – A Case Study

June 23, 2011


Freestyle Accounting is an industry leading firm of contractor accountants providing accountancy and tax planning service to UK contractors, freelancers and consultants. Their comprehensive limited company accountancy service includes everything a contractor needs from initial company formation, business bank account setup and PAYE/ VAT registration, right through to quarterly VAT returns and annual accounts preparation, personal tax return, professional indemnity insurance, plus unlimited IR35 contract reviews and tax advice. The service is offered to contractors and freelancers throughout the United Kingdom, with offices based in Coventry and London.

Objective of Website

The main objective of the Freestyle Accounting website is to provide information on the company’s services and to persuade visitors to engage by completing their online enquiry form used as leads for its sales team.


Freestyle Accounting was using Google Website Optimizer to run split usability testing on its webpages. However, it was still not able to explain why visitors were abandoning its homepage or failing to complete the enquiry form. It needed to understand what visitors were doing inside the webpages.


Freestyle decided to use ClickTale to discover why a large number of visitors were abandoning its homepage and its form conversion funnel.

These are the tools Freestyle used and what it discovered using each one.

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Time on Page, Page Load Time: Which do I use?

Hadas Sheinfeld
June 21, 2011
time on page by Jordanhill School DT Dept Time on Page, Page Load Time: Which do I use?

Time on Page

Time on page, engagement time, and loading time…three important online metrics that e-businesses often tend to miscalculate or misinterpret. Make sure your analytics solution clearly breaks down these three metrics for you so you’re not stuck designing your website with inaccurate data.

Time on Page – The Overestimated Metric

Time on Page: Traditional Analytics will often measure the amount of time it takes for a visitor to go from one page to another. However, the calculated time on page does not always accurately describe the actual amount of time a visitor spent on a page, rather the amount of time between pages.

From the time a page is opened, a visitor could get up, go to the bathroom, have lunch, run a 5K, take a shower and only then navigate to another page. In addition, if there was only one page view, time on page would be calculated as 0 seconds since there would be no other page to subtract and calculate the time difference. Needless to say, this is extremely inaccurate.

Traditional vs. In page analytics Time on Page, Page Load Time: Which do I use?

Time on Page is a particularly dangerous metric for the multiple tab browser as well as the multitask user, always leaving one page open and on to engage with another. So, when you look at this metric, bear in mind its limitations. A good way to address these issues is by looking at other metrics that may be more reliable and provide a better insight, such as the ones listed below.

Engagement Time: The metric you really need

Engagement TimeTM: This is the amount of time visitors are actually interacting with your webpage, whether it be scrolling, clicking, moving the mouse, or typing. The longer the engagement time, the more interest visitors have in your page and your website. Engagement time refers to the amount of time visitors really engage with the page, and not just have the browser open on that page. Engagement time can be considered a micro conversion for some websites, and is generally considered a good step towards an overall “macro” conversion.

time on page vs. engagment time Time on Page, Page Load Time: Which do I use?

On a single visit, a visitor kept a particular webpage open for 1.11 hrs. However, the amount of time that the visitor was actually interacting with the page was only 53 sec...quite a time difference.

Page Load Time: The Need for Speed

Loading Time: This is the amount of time it takes for a single page of your website to fully load on your visitor’s browser. While your aim for Engagement Time is to increase the length of time a visitor engages with the page, the aim for Page Loading time is to minimize it. The internet is meant to save us time and frustration, not cause more. Therefore, the more time your pages take to load, the more likely visitors are to abandon your page and navigate to another site. It is also well known that page load time is one of the parameters Google checks for its Page Rank, so slow loading pages may harm your site in this regard as well.

As original and show stopping we might wish to make our landing page, if it’s too flashy (huge videos, images, Flash based, or any other reason the page would take ages to load), it may actually end up hindering your site performance, rather than enhancing it.

site monitor loading time Time on Page, Page Load Time: Which do I use?

Visitors should be spending their time interacting with your webpages, not waiting for them to load. Therefore, in order to increase visitors’ engagement time and your chances for more conversions, optimizing page load time is a quick easy fix that can make a huge difference on your bottom-line.

About the Author

Hadas profile pic1 Time on Page, Page Load Time: Which do I use?Hadas Sheinfeld is the Director of Product at ClickTale, in charge of the ClickTale Product Roadmap and all new features. Her main concern is making ClickTale the best Customer Experience Analytics tool available, combining top notch functionality with fantastic user experience to create a product people love using. Hadas holds an M.Sc. in Occupational Psychology from the University of London.

Getting Personal with SEO and SEM Profiling

Talya Rachel Judovits
June 15, 2011
Guess Who By Generation Bass. Getting Personal with SEO and SEM Profiling

Profiling and drilling down your SEO and SEM traffic will save you the guessing games.

Profiling your SEO and SEM traffic is important. Okay, that’s an understatement. It’s an online business MUST, revealing money making info as to how you should be allocating your time, maximizing your marketing costs, and optimizing your webpage design.

Just in case, definition of online profiling = collecting data about your online visitors’ preferences and interests with the purpose of designing targeted landing pages and website content for specific visitor types.

What You Already Know

Using Traditional Analytics, such as Google Webmaster tools, this is probably what you already know:

1. Traffic source
2. Which keywords in both your SEO and SEM campaigns succeed in driving visitors to your site.
3. Which website landing pages visitors arrive to.

This is great, but as you’ll probably agree, not enough.

What You Still Need To Find Out

This is what you still probably don’t know and should:

1. What webpage elements visitors engage with once they arrive to your webpage.
2. How much time was spent actually engaging with a single page on your site.
3. What are the micro conversions that ensue that encourage your overall conversion rate.

In a nutshell, the customer experience of your visitors inside your webpages is what you need to know. And you REALLY need to get in there to find out!

A Little SEO, SEM, & SMM Background

At the start of SEOand SEM around 1998, online businesses simply needed to dip their feet and get exposure with these new marketing channels. The goal was to initiate link building for SEO and put out some PPC ads to see which ones provided good bait for potential customers.

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ClickTale’s Taking On San Diego!

June 6, 2011

It’s here! Come and join us next week as we finish off our spring conference season at America’s largest ecommerce event, the IRCE.

Internet Retailer Conference and Exhibition 2011
San Diego, June 14th-17th

IRCE logo ClickTales Taking On San Diego!

With over 5,000 attendees, this is the place to be if you have anything to do with making money online. Come see some of the biggest names in the ecommerce industry live! Keynote speakers include, Arianna Huffington, co-Founder and editor-in-chief of The Huffington Post, Christopher Payne, VP & General Manager N. Amer. at eBay Inc., Sona Chawla, President at Walgreens Co., as well at over 175 expert speakers.

We’ll be at booth 133! Hope to see you there icon smile ClickTales Taking On San Diego!

May Marketing Madness Recap

Dr. Tal Schwartz
June 1, 2011

Wow! What a mad marketing month…31 articles in 31 days!

We hope you’ve all gained useful insight into improving your online businesses and, of course, enjoyed reading our posts as much as we enjoyed writing them.

I would like to offer a special thank you to our wonderful guest bloggers, including:

Adam Greco

Anne Scharlow

Conversion Rate Experts

Dr. Deborah Mayhew

Gary Angel

Justin Cutroni

Louis Rosenfeld

Michele Hinojosa

Noami Goldberg


Todd Follansbee

Although the madness may be over, ClickTale is going non-stop! Be sure to stay tuned for more articles to help you improve your online business.

Have a great summer,

Dr. Tal Schwartz
CEO & Co-founder of ClickTale

Tals photo white May Marketing Madness Recap

Dr. Tal Schwartz is Chairman and CEO of ClickTale. He founded ClickTale with Arik Yavilevich in 2006 with the vision of making the web a better place by revolutionizing web analytics and providing deep insights into customer behavior. Throughout his career, Tal has also been committed to using technology to produce positive social change. Tal holds bachelors degrees in Engineering and Applied Science and in Economics from the California Institute of Technology and a Doctorate in Finance from the Johnson Graduate School of Management at Cornell University.

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