Clickdensity by Box UK

Sector: Online advertising tools

Headquarters: London, UK

Management: Beeno Wasserstein is Managing Director, semantic web guru Dan Zambonini is Technical Director, and Judy Haynes is Operations Director.

Funding: Company consulting and sales revenues.

Secret Sauce: Not sure what parts of your website are most interesting to your audience? Clickdensity can help. Sign up, add about five lines of JavaScript to your webpages to be analyzed, and Clickdensity’s nifty “heat maps” of your site will show you what parts are hot–or not. Clickdensity uses an x/y coordinate grid overlaid on the page (that site visitors can’t see) to track clicks–on frame-free pages only, though–so you can see whether it’s your text-links, the product photo, or even the white space getting the most attention. Clickdensity touts itself as a user experience tool rather than as a full-service web analytics solution, recommending using other tools alongside it to get the most complete picture. And other companies in the web analytics space (such as Omniture) also offer heat maps and other site-visit tracking tools.

Still, what if you want more than Google Analytics but can’t afford to set up a full-fledged web analytics solution for your site? A service like Clickdensity would give you the ability to see for yourself, or show the boss–in an appealingly visual way, and with near real-time reports–what bits of your website are getting most click-throughs. By cleverly positioning itself–straightforward to implement (making it accessible to the do-it-mostly-yourself and small business crowd), much lower cost than the big boys–Clickdensity may have found a sweet spot. Especially as it admits to having a business model: charging enough to cover its server costs, so it will be able to expand the service as it grows more popular.

Seen and Heard: TechCrunch looked at Clickdensity and related services, and thought it had appeal, saying, “I’m sure there will be audiences out there that prefer Clickdensity. Heat maps plus time to click are nice and it’s less expensive for small sites than many larger analytics services.” And Website Magazine recently noted that “users can now utilize clickdensity reporting features to compare the results of visitor interaction with two versions of webpage content. For example, two versions of advertisements or links can be tested against each other. clickdensity will record the click-though rate, whilst integrated reporting features provide a quantifiable measurement of the success of the changes, thus supplying the hard evidence to support or reject proposed alterations.”