Great post, Gilligan! And to speak to one of your questions above, yes ClickTale does track clicks to “unclickable content” – a great way to tell if users think an image or text (for example) click to something. Basically they’ll track any click, even if it’s to dead or white space, so sometimes it can be really helpful for exactly that purpose. Also, regarding sampling in ClickTale. ClickTale will sample if you’ve chosen to do so. (You can choose to record 100% of traffic, or a representative sample. If you choose a representative sample, obviously it will base heatmaps off that sample since it’s not recording 100%.) You can choose to base your heatmaps on a certain number of records, but I believe you can go up to 100% if in fact you’re capturing it, but don’t hold me to it. I do agree that typical analytics tools are just providing visualisations of next page reports, and find them mostly unhelpful, but I’ve been happy with ClickTale, since it functions quite differently.