There are various challenges associated with creating an effective user experience analytics process. There’s the all-too-familiar issue of data fragmentation, whereby organisations struggle to bring data together from different sources. And then there’s the complexity that comes along with pinpointing user journeys across a myriad of touchpoints.
But one of the most commonly recurring issues is actually the lack of context. This issue often stems from the overemphasis on gathering metrics but not really understanding the why. And not only that, but the sentiment behind certain user behaviours is often completely overlooked. And if you think about it, those are all critical insights that you as a UX analyst or designer must have at your fingertips if you want to achieve success.
For a more holistic view, you’ll need qualitative data that supplements your quantitative data; data like user feedback.
In this post, we will take a closer look at:
- What is user experience analytics?
- Qualitative vs quantitative UX analytics
- How you can implement a UX analytics strategy
- How feedback enhances your user experience analytics
Let’s dive in.
What is user experience analytics?
In essence, user experience analytics involves collecting, analysing and interpreting data that is related to your UX. In other words, user interactions and behaviour within a digital product and/or service.
Performing this type of analysis helps gain deeper insights into how your users engage (with your product or service), where you can improve and of course, how you can enhance the overall experience for your users.
Qualitative vs quantitative UX analytics
Knowing the difference between the two different types of UX analytics is critical if you want to effectively balance your insights and draw meaningful conclusions. When analysing the user experience, it’s advised to use both quantitative and qualitative analytics solutions.
- Quantitative user experience analytics refers to monitoring statistics and numbers, e.g. web analytics, A/B testing and click testing.
- Qualitative user experience analytics refers behavioural insights obtained from techniques such as usability testing, session replay and user feedback.
To get a full understanding of your user experience performance, you’ll need to leverage both types of analytics.
Not yet working with any UX tools? Check out this overview of the best User Experience Tools.
How to implement a user experience analytics strategy
Having the right tools in your belt is one thing. But implementing an effective and long-lasting strategy for your UX analytics? Well, that’s another.
Here’s what you should be thinking about when you get started.
1. Lay out your goals
Prior to any project or initiative, it’s always important to lay out your goals and objectives. By defining measurable goals, you’ll be able to enhance your UX in a way that suits your business. This includes identifying key metrics you want to measure.
Are you hoping to gather insights on page views or conversion rates? Then you’ll likely need to arm yourself with quantitative data. Would you like a deeper understanding of user behaviours? Qualitative data like user feedback and usability testing are your best bet.
2. Collect data with suitable solutions
User experience analytics – if done properly – will require a wide range of data that is often collected from more than one tool.
To illustrate, here are some tool types that many organisations use:
- Event tracking? Try tools like Mixpanel or UX Cam.
- Session recording? Try Smartlook or Clicktale.
- A/B testing? Take a look at Optimizely or UsabilityHub.
- User feedback? Try advanced solutions like Mopinion.
Tip: make sure your software ‘plays well with others’. Integration options are an increasingly powerful USP when it comes to gathering data from various sources and bringing it together.
3. Got your data? Time to perform regular analyses
With user behaviour constantly changing, it’s best to manage and analyse your data regularly. This enables you to identify trends and patterns and take action on those insights in a timely manner. In this phase, it’s also important to communicate your findings to other relevant teams within your organisation. This not only prevents data from being siloed, but also stimulates action.
4. Make the appropriate changes and test, test, test!
But wait! There’s more to consider. The steps you’ve carried out to improve your UX must be monitored and tested. This can be done in a number of different ways. However, some of the most effective methods include usability testing, A/B testing and user feedback. These insights will help you validate your changes and see the real impact.
So with all the mention of feedback, you’re probably wondering how feedback actually plays into this process in practice. Let’s take a look.
How feedback enhances your user experience analytics
User feedback is a unique solution in that you can gather metrics (e.g. NPS, CSAT, CES, GCR) as well as ‘softer’, qualitative data to better understand the user experience. It gives you the why behind your hard UX data and it does so in a way that requires very little time and energy. Unlike usability testing where you and your team are involved in customer interviews and other time-consuming tasks, feedback surveys can be implemented and deployed in just a few minutes.
In addition to ease-of-use, there are many other benefits to supplementing your UX analytics with feedback:
1. Provides insight into user sentiment
This is one of the most interesting advantages of user feedback when it comes to improving the user experience. Sure, you can conduct research into what’s happening on your digital channels or within your product(s), but this data doesn’t tell you anything about how the customer feels. Equipped with these types of insights, organisations can better identify user pain points and understand the frustrations of a user during any given process or funnel.
User feedback can help you answer questions like:
- Why are users uninstalling my app?
- Why are visitors not converting?
- Why are visitors not coming back to my website?
By leveraging different types of answer options, including multiple choice questions and open comments sections, you will discover much more than just customer satisfaction levels.
Want to learn more? Check out this advice column about using User Sentiment in UX Research.
2. It can be used across multiple touchpoints
The level of flexibility user feedback offers also makes it an attractive solution. UX teams can effectively gather insights across various channels – whether that’s within your app or on your website – simultaneously.
With a customer feedback software like Mopinion, you can collect feedback in both your app and on your website (even email!). Additionally, you can leverage various intelligent targeting options and form displays that stimulate your users to provide feedback in the moment.
Learn more about how to gather feedback on your website and feedback on your mobile apps here.
3. Gives you a visual
Another challenge many UX designers face is reproducing UX issues that have previously occurred. However, there are increasingly more feedback solutions available that offer what is called visual feedback. In addition to the common metrics and open comments section in a feedback form, you can also ask your users to submit a screen capture of the issue they’ve encountered. This enables you to quickly and painlessly identify what’s happening on your site or app.
With Mopinion, the screenshot is submitted alongside the user’s feedback and metadata, which can be particularly useful as it gives extra context.
Visual feedback on the Transavia website
4. Steers A/B testing initiatives and UX problem statements
As we’ve previously mentioned, user feedback is a great resource for helping UX designers define why something is a problem for users. Combining this (qualitative) feedback data with insights gathered from – for example – quantitative data sources, such as Google Analytics or even heat mapping tools, enables you to get the full picture when it comes to the user experience.
This combination also makes it easy to create hypotheses for A/B testing. Based on the feedback you collect, you can identify problems your customers have on your online channels. In turn, you can use this information as input to test different hypotheses.
Additionally, marrying feedback data together with other UX insights can help you identify UX problem statements that are aligned with your business goals. Want to learn more about integrating your feedback into your UX problem statements? Check out this post.
A multifaceted approach to user experience analytics
Integrating user feedback into your analytics strategy offers a transformative approach, providing critical qualitative insights that complement quantitative metrics.
By leveraging user sentiment and feedback, you gain a deeper understanding of user pain points, sentiments, and behaviours across multiple touchpoints. This holistic approach not only guides UX improvements but also fuels A/B testing initiatives and problem-solving efforts, ultimately enhancing the overall user experience.
So what are you waiting for? Time to start asking for feedback!
Ready to see Mopinion in action?
Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.
