Businesses Need to Tailor Websites to a Range of User Attention Levels, Says Web Psychologist

When it comes to the way we engage with online content, researchers detect five distinct behavioral patterns, Liraz Margalit, web psychologist and head of behavioral research at Israeli e-commerce company Clicktale, Ltd., said Monday. Useres can be focused, exploratory, mindful, lacking interest, or disoriented, according to Margalit, and website designers need to understand how to tailor a website to these various moods.

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Margalit was speaking at Calcalist’s eighth annual digital and mobile conference INSPIRE Digital@Mobile, held in Tel Aviv in collaboration with Bank Hapoalim, Israel’s largest bank.

Clicktale offers customer experience insights by recording and analyzes the way users interact with websites. Founded in 2006, the company raised $55 million in funding from investors such as Amadeus Capital Partners, Goldrock Capital, and Viola Group.

According to Margalit, by tracking transactions of millions of users, Clicktale helps customers understand the dynamics at work on e-commerce websites.