The branch of analytics that focuses on user experience is known as UX Analytics. For UX, user information like their age, interest, behavior, purchase patterns, etc. are made use of to draw logical conclusions. Having this user information, you can derive insights on how and where your users get involved with the website or app. Additionally, it helps identify problem areas of a website and identify and measure the outcome of any design improvement.
One needs to be clear with UX concepts and best practices as well as web analytics to start working with UX Analytics. With the basics clear, it’s then possible to analyze information and subsequently make decisions related to specific problems.
With objectivity coming from vast volumes of data, one needs to know what kind of answers are being sought – suggestive or confirmative? Depending on the type of answers being sought, there are various tools and methods available to help extract and decipher data to guide decisions. Analytics helps drive UX from start to finish.
Taking a data-driven approach to design without making use of generalist principles is the best way to understand the actual audience. For instance, the information that 60% people over the age of 50 are active online users can be misleading if used in the context of a cool app like Snapchat which is mostly popular amongst the younger segment of the population. User experience will be great when it gets driven by data collected from the relevant audience.
Some of the best analytics and metrics tools that provide with services like user session recording and playback, heatmaps, funnel & form analysis, surveys, polls, and live chat are:
1. Crazy Egg
Crazy egg lets you see exactly what people are doing on your website. You can find out the pages where people stop the most or where is the major traffic coming from or where people click and where they don’t. It’s got a good heatmap functionality and offers lots of analytics-based insights. It also speeds up the user testing and analysis process.
2. Mix Panel
This tool is used to measure engagement and customer retention. Customers’ digital footprint across mobile and web devices is followed. Immediate experimentation with A/B testing is available with a set of tools tailored to unique product questions.
3. Good Data
A cloud-based business intelligence solution, it combines reports from multiple data sources. It integrates intelligence into existing workflows and improves decision-making across operations. It also embeds machine learning and analytics to help make SaaS products more competitive.
It transforms customer care from voice calls to mobile messaging and has a complete software and operational blueprint to shift from voice to digital. Using messaging and bots increase cost savings by 48%. LivePerson’s proprietary Meaningful Connection Score (MCS) helps brands understand consumer reactions in real-time and thus improve upon their relationship with the consumers.
It helps create accurate and to the point insights, free for any app or site, with premium features for direct ad sales. For brands and agencies, Quantcast helps in prospecting, retargeting and reach the most receptive and relevant of the audience.
With every mouse movement, scroll and click recorded, Inspectlet lets you playback videos of your visitor as they use your site. Understanding the user movements and mind help in gathering information that may lead to higher conversion rates.
Additionally, there are other tools like Domo, Woopra, Segment, KISSmetrics, Attention Wizard, and Clicky all of which help understand customer behavior in different ways.
To not get overwhelmed with the volume of data that would be coming in by using these tools it’s always best for firms to have proper strategies in place and know exactly what needs to be extracted from the collected information. Knowing the research objective is the very basis of this process.