UX/UI analytics is a qualitative and quantitative approach to measuring user activity on a website or an application that provides insights into how certain features can be modified to meet the needs of current and future users.
Quantitative UX analytics methods focus on measuring important data, such as how often users click on a particular feature or how much time they spend on a page. When UX designers use digital analytics dashboards and reports, they are engaging in quantitative research.
Qualitative UX analytics, on the other hand, analyze how users interact with a product or service based on non-numerical measurements, such as surveys, user research, and NPS scores.
UX analytics are crucial for engaging in data-driven design, which is the practice of using actual data to build products that users want and need. By turning to UX analytics, design and development teams are better equipped to understand bounce rates, track & optimize the customer journey, make the product more accessible to the target audience, uncover pain points that reduce conversion rate, and step into the user’s shoes.
By focusing on macro/micro conversions and metrics, UX designers can more quickly address content & visual design issues, such as confusing wording or counterintuitive designs.
What are the best analytics tools for UX designers?
UX designers can benefit from a number of qualitative and quantitative analytics methods, including:
Qualitative methods focus on nonnumerical measurements. If you’re measuring what a user says or does, then you are engaging in qualitative research
- Surveys ask your target audience questions about a specific topic to help the design team better understand users’ needs.
- NPS scores, which range from -100 to 100, are used to estimate your customer’s satisfaction level and brand loyalty. The actual number is a measurement of how willing customers are to recommend your product or services to their peers.
Quantitative methods allow teams to quantify user behaviors and actions. They require a numerical value.
Conversion rate optimization (CRO) tools help UX designers identify and develop intuitive features that lead to desired actions, such as subscribing, registering as a new user, signing up for demos, making a purchase, watching a video, or downloading a case study about a B2B service.