LAS VEGAS — A company that promises to help take the guesswork out of website optimization and provide enterprises with actionable insights won the top award at the annual three-day Adobe Summit here last week.

Clicktale was named the Adobe Marketing Cloud Innovation Partner of the Year for its unique technology that visualizes the customer journey. It helps marketers "quite literally see how they can positively change the digital experiences of their customers," explained John Mellor, VP, Strategy, Alliances, and Marketing at Adobe.

Understanding Customers

Clicktale is a customer experience analytics platform that helps businesses answer more of the “how” and “why” behind customer behavior, CEO and founder Tal Schwartz told CMSWire.

Say, for example, a customer starts buying something on your site but abandons his shopping cart before he purchase is completed. Whether on desktop or mobile, Clicktale can record the customer's journey — how he moved around the site, what grabs him and where he struggled.

Clicktale offers session replays, high-fidelity heatmaps and conversion analytics so businesses can literally see why a customer leaves or gets frustrated on a website or application. “It’s as if you’re sitting next to the person, completely anonymous, and seeing everything they do,” Schwartz said. “Then we aggregate all these sessions into heat maps and other types of reports so you can get an aggregate sense of what people do.”

Learning Opportunities

The idea is to really help marketers experience what their own customers are experiencing on a website, Schwartz said. "At the end of the day, when you are trying to optimize the experience, you need to understand what they’re experiencing,” he added.

Fortune 500 companies such as Wal-Mart, CNN, Allstate, UBS and Adobe to optimize experiences on desktop and mobile devices use Clicktale's cloud-based customer experience management platform. An Adobe partner since 2010, Clicktale integrates with Adobe Analytics, Adobe Target and Adobe Experience Manager

Clicktale was founded in 2006 in Ramat Gan, Israel. It also has offices in Jersey City, N.J. and Berkeley, Calif.