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UX Analytics Tools and Practices

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To understand the customer journey, whats working and what not, and to understand the website UX in general, analytics is where you will find concrete answers. Doing this regularly helps in improving conversions to a great extent. Although there is no specific tool to use, there are plenty of good ones to help you analyze UX. This exercise would require you to use a combination of tools to understand different metrics. Don’t worry, as we’ll be listing out the best tools available for this year, along with tutorials you can use to get started.
Top Tools for Website Analytics: The tools of today should be capable of measuring key website performance metrics like rates for conversion and bounce, user demographics, user behavior and other criteria. These tools are typically used for user research and identify areas with poor design, along with future usability testing.
1) Google Analytics- Marketers have been monitoring and evaluating how users interact with the site using Google Analytics for a while now. Hundreds of data points show bounce rates and conversion values. It is inherently easy to integrate this with your funnel while making easy the task of identifying other UX flaws. It is also a great tool to use when it comes to user research, as it gives a great deal of data on who visited where and for what reason. Finally, it’s a fantastic way to start out with analytics, especially when the offering is so generous for a free tool.
2) Adobe Analytics- Adobe Analytics is yet another favorite among website and app analysis tools. Deep dive into the massive amounts of data generated with a host of features like real-time analysis and marketing analytics, and you’ll surely understand whats happening on your website. One of the benefits here is the less intimidating interface offered by Adobe.
Top Tools for HeatMap Analytics: Mouse movement heat maps are a form of eye tracking on mass volume based on mouse movement data. Visitors movement data is used to create heat maps for pages available on a website. This is important data as mouse movements can be used to infer a user’s objective and focus while browsing a website. They offer useful information on whether visitors are noticing important CTAs, or whether existing navigations are working effectively.
3) Hotjar- Heatmaps are used to help the user visualize how visitors navigate websites and what exactly gets clicked. It throws light on the effectiveness of funnels and also lets you conduct visitor surveys. The latest is that Hotjar lets you take screen recordings of what customers are doing or how they are navigating through the website. It is quickly becoming the mainstream choice for usability testing.
4) CrazyEgg- Crazy Egg uses heat maps and click maps, combined with analytics and A/B testing features to make usability testing data-driven and actionable, ultimately boosting conversion rates. These are reliable tools for ‘Conversion Rate Optimization’ exercises and make your analytics experience visual, so it’s definitely worth a try.
Top Tools for Real-Time Analytics: As the name suggests, real-time analytics focusses on live performance data. With this it becomes easier to identify bugs and track them, enabling you to make sure there is no drop in conversions as no one is going to wait while you finish debugging.
5) Clicky- Formerly known as WebClicky, this is a web analytics tool and aims to provide real-time traffic stats. The dashboard provides useful info on visitor logs, action and engagement logs. Data on popular content, top searches, top performing links, popular platforms & visitor locations can be downloaded and examined. Clicky with its extra features remains a top choice among developers till date. With a range of reports available, you can now react quickly to spikes in traffic or a drop in conversions.
6) Chartbeat- For great content analysis, a marketer needs Chartbeat. You can dive deep into what users want, what they like to read about and purchase, or even what interests them the most. Additional features include tools to improve click-through rates and headline analytics.
Top Tools for Customer Analytics: Marketers need customer analytics tools to dive deeper into website statistics and online segmentation of customers. You can also set triggers for specific activities performed by customers. These are great for tracking the marketing funnel in greater detail.
7) Kissmetrics- If you want to go through customer data looking for KPI’s, this is the ideal tool. Finding faults in your funnel, tracking activity on a product or page or any other customer analysis function will be a breeze with Kissmetrics. It can also be integrated into your email service provider and help you improve the effectiveness of these campaigns. Hubspot and Mixpanel are alternate tools that work well for individual marketers as well as large organizations.
To optimize any website, user interface and other marketing efforts, first we need to understand how the website is used by visitors. This needs a collection of KPI tracking, heatmap, real-time and advanced customer analytics tools to identify the roadblocks. By bringing these tools together, you can understand what is going on with the website and its users, and make data-driven decisions on overcoming the UX flaws. These tools make it easier for you measure and manage your activities.

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