What would happen if you stopped listening to feedback?
You will stop improving and get stuck in the same way of thinking.
Well, the same thing happens if you don’t analyze your UX (=User Experience). You are ignoring the feedback of your users!
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 and charts, you name it. Quantitative data will give you an objective basis to work on.
Qualitative analytics does not measure numbers. It is focused on understanding the user and his behavior.
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 go into more details in part 2 of this series.
Doing UX Analytics gets quite easy 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 the iPhone than 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 will notice that your app is not optimized for a number of popular Android devices.
Now you can fix the problem.