What is UX Analytics? (Part 1)
What would happen if you stopped listening to feedback?
You would stop improving and get stuck in the same way of thinking.
Well, the same thing happens if you don’t analyse your UX.
You are ignoring the feedback of your users!
In the following I will give you a quick overview of what UX analytics is. I will also show you which methods and tools you can use to make your UX better, thus increasing your conversion rates and traffic.
First, we have to distinguish between quantitative and qualitative UX analytics.
Quantitative analytics is anything that can be expressed in numbers. Graphs, charts, you name it. Quantitative data will give you an objective base to work on.
Qualitative analytics does not measure numbers. It is focused on understanding the user and his behaviors.
Maybe you are wondering now:
What type of analytics is the best for me?
The answer is both. You should always be looking to combine quantitative and qualitative tools.
There are various methods you can use to do your UX analytics. Which one you choose depends on your needs and on your budget. (I will release a follow-up article next week, in which I will discuss each method)
Doing UX Analytics gets quite easy by using the tools that are available online.
There are dozens of tools out there, here are a few examples:
– Google Analytics
– UXCam (mobile only; disclaimer: I work here)
– Hotjar (desktop only)
– Sessioncam (desktop only)
Just to give you a quick example of how useful a combination can be:
Let’s say you have an app. By using amplitude you notice that there are more active users on iPhone then on android devices – even though you have the same number of downloads in the app and play store.
Next you open UXCam to check how users behave on android devices. By going through session replays, you notice that your app is not optimized for a number of popular android devices. Now you can fix the problem.
That concludes the article, I hope it helped you out.
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