New tool gives opportunity to track website usability 
 

Marketers struggling to take note of how consumers use their websites may find the answer is in a new tool. MouseTrace claims to offer a simple means of keeping track of how visitors navigate their way around websites or blogs, which may give much-needed answers to companies struggling with their online presence.

It revealed that just one line of HTML coding needs to be added to a website in order for its owners to see replays of how site visitors have behaved. This may help shed light on why individuals are not signing up for newsletters, making purchases or reading content, the developers believe.

Dan Field, founder of the device, commented: "We developed the technology behind MouseTrace to enable us to improve our Google AdWords landing pages and our registration processes, which then lead to much better sales conversions for our other Internet businesses."

One of the main advantages of MouseTrace is that it enables website owners to monitor how usability changes as amendments are made to the pages. There is the opportunity to try out different layouts and display options, which can then be played with until consumers are more receptive to the content, the designers say.

Another distinct advantage is that user activity from iPhone devices can be traced, which allows the site to be optimised from the perspective of a mobile phone user.

The Office for National Statistics has just unveiled its 2010 Internet Access Survey, which shows there is massive potential out there for online marketers. In the UK alone, it found there are 38.3 million web users, equating to around 77 per cent of the overall population.

Furthermore, almost three-quarters (73 per cent) of British households have access to the internet, with 31 million people purchasing goods or services online.

Living Streams "Improving clients' profitability through better use of the internet".

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