I like that it's easy to use, but also gives you all necessary data so there is no need to ask questions when using this software! It can be difficult at times to understand some things about how they work together, however their support team are always willing to help if needed. There isn't anything in particular i dislike - just as with any other tool we've used before (or since) this one has its own quirks which take time getting used too. We have been able to improve our website conversions by up to 30% through optimisation efforts.