Case Study: RSA achieves deeper customer insights and higher conversions with Clicktale

RSA optimizes with Clicktale and Adobe

RSA, a 300-year-old multinational insurer serving 17 million customers across 140 countries, needed to go beyond Adobe Analytics’ funnels and segments to understand why visitors behaved the way they did—why forms were abandoned, why certain segments dropped out of funnels, and where UX issues and site errors were costing conversions.

By integrating Clicktale with Adobe (capturing a Clicktale ID) RSA used session replays and targeted heatmaps to diagnose problems and test fixes. Within a month they uncovered actionable insights—moving a hidden login increased time-to-click efficiency by 34%, removing a refresh-causing link lifted “Buy Now” clicks by 10%, and recordings helped identify and fix payment errors—resulting in faster troubleshooting, improved UX and better conversion optimization across customer segments.

RSA

Matt Begin

RSA