<center><iframe src="https://giphy.com/embed/26gsdJuCKyXixRbVu" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/colbertlateshow-stephen-colbert-26gsdJuCKyXixRbVu">via GIPHY</a></p> </center>

Each quarter, G2 reveals reports based on the voices of real software users. Those reports are generated on previous customer reviews gathered in the G2 community, social networks, and other online sources. 


G2 rewards worldwide companies which provide best-in-class products and experiences for their customers. It is a combination of Satisfaction, Market Presence, and High-Quality Products!

## CUX, Europe’s High Performer based on G2 Summer 2022 Reports

![CUX awards, G2 summer reports 2022](/uploads/CUX_awards_G2_summer_reports_2022_afa5bda898.png)

_<center>CUX's G2 Summer 2022 Awards</center>_

For the Summer 2022 G2 Report, CUX has been recognized in 14 different award categories Europe High Performer, Small Business, and Mid-Market:

- Europe High Performer Product Analytics
- Europe High Performer Session Replay
- Europe High Performer Digital Analytics
- Europe High Performer Small-Business Session Replay
- High Performer Heatmap Tools
- High Performer Product Analytics
- High Performer  Digital Analytics
- High Performer Session Replay
- High Performer Small-Business Heatmap Tools
- High Performer Small-Business Product Analytics
- High Performer Small-Business Digital Analytics
- Easiest To Do Business With Small-Business → Small-Business Heatmap Tools
- Best Support Small-Business → Small-Business Heatmap Tools
- Easiest To Do Business With → Heatmap Tools

## CUX is in the TOP10 in Heatmap Tools, Session Replay and Digital Analytics

Out of all the awards, **CUX has been placed in TOP10 across 8 G2 award categories** based on real-time customer reviews.

Receiving awards in Best Support and Easiest to do Business categories means a lot. From the very beginning, CUX focuses on User Experience and Automation Analytics. 

**If you’re using CUX in your Data-Driven Business, please leave a review at G2. We’d appreciate your feedback! Your reviews help us to deliver more improvements for our users every day!** 

**[Leave us a review](https://www.g2.com/products/cux-io/take_survey)**

## CUX hit the jackpot in Heatmap Tools and Session Replay categories
CUX data analysis relies on business goals. Tracking user behaviors and experiences with the greatest sales potential allow for a detailed analysis of which advertising creations convert best. [Conversions Waterfalls](https://cux.io/features/conversion-waterfalls/), [Heatmaps](https://cux.io/features/heatmaps/), and [Visits Recordings](https://cux.io/features/visit-recordings/) are CUX’s main features. 

### Heatmap Tools

Heatmaps present how users behave and experience specific landing pages, sites, and digital products. Heatmaps allow companies to make tailor-made optimizations. In G2 Summer 2022 reports, CUX has been rated as the leader in the Heatmap category for Small-Business CUX: 

- #1 for Data Quantification
- #1 for Webpage Element Analysis

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/jTJU0Ee7tQY" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

### Visits recordings 

As you probably know, sessions and visits are not the same. If you want to learn more about the differences, [read this article](https://cux.io/blog/visits-vs-sessions/).

The biggest advantage of recording visits over sessions is that you are not losing sight of your users, no matter how many tabs they might have open. From our experience, we know that customers love to have a billion of tabs, ready to view.

In G2 Reports there is no category such as Visit Replay, probably that’s the reason CUX hit the triple jackpot in Session Replay categories. In this G2 Summer 2022 Reports, CUX was rated:
 
- #1 for Frustration Tracking
- #1 for Click Tracking
- #1 for Mouse Movement

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/oqA_Tjy-HRs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

## About CUX

If you are looking for an analytics tool that can help you immediately eliminate conversion inhibits, and find your user’s pain points and frustrations, cux.io might be the answer to your prayers. 

CUX is the very first UX & Analytics Automation Tool, that doesn’t hit you with numbers. The tool auto-selects data that is relevant to your business goal. **With CUX you can say goodbye to DATA SPAM!**

Moreover, as part of gaining new analytical skills, CUX customers can benefit from the support of our experts. After all, based on G2 Summer 2022 Reports, CUX is known as a supportive and easy-to-do Business Startup. 
### CUX educational offer includes:

#### Insight Package
CUX conducts a UX audit for you, with particular emphasis on the user’s behavior analysis.

#### Data-Driven Package

With a package of Insights, CUX provides 4 quarterly reports with an analysis and evaluation of changes introduced based on:
- an audit
- quick wins
- implementation proposals
- recommendations 

All to increase conversions and achieve business goals.

#### Bootcamps

CUX provides personalized workshops (online and offline) for entire companies or teams to increase their analytical skills.

#### Technical-analytical onboarding

Introduction of how to work with CUX app and learn the principles of correct qualitative analysis. At this time, we work 100% on your data. We know that practice means more than theory.

**Are you ready to boost your analytical skills? Contact [Marta Lipka-Krawczyk](https://www.linkedin.com/in/ACoAAAOD7ygBGE_gBXPw-DCOzPpV5NHahkdA-zM) 👉 [marta@cux.io](mailto:marta@cux.io)!**


CUX-G2-Summer-2022-awards.png

The G2 Summer 2022 reports have just arrived! But before we start boasting about our new badges and G2 awards, we would like to thank all of our amazing customers! Without you, we wouldn’t make it! Please, make a big shout-out to all CUXs’ users! 

G2 awards CUX as Europe’s High Performer in Summer 2022 Reports

Finding the crème de la crème of analytics tools is a bit like searching for a Cinderella. You have to put shoes on an enormous number of feet before you find one that fits. It is the same with analytics tools. You have to get to know their pros and cons, what they’re monitoring, pricing, and other features before making a decision. No one wants to buy a pig in a poke. 

If you are looking for an answer to what a Glassbox tool is, what are its possibilities, and whether this tool is most suitable for you or you need to find a Glassbox alternative, read on.

## What is the Glassbox?

**Glassbox is an analytics tool that captures every customer session on websites and mobile apps.** Glassbox tool analyzes customer experience for every customer journey, it helps enterprises to create frictionless digital journeys for their customers.  

>_**Customer Experience**, also known as **CX**, is the consumer's overall perception of the experience associated with your business. It is the result of every interaction between the brand and the customer – from entering a website, through in-app actions and contact with customer service, to receiving a product or service._


>_**UX** is short for **User Experience**, it refers to any interaction a user has with your product or service. A good User Experience provides users with the most positive experience while using it, which has a huge impact on your conversion rate. Without a well-designed, functional, and intuitive website, it’s hard to expect a great conversion rate in your online business. [Learn more what are the most common mistakes made in UX design.](https://cux.io/blog/analytics/most-common-ux-mistakes/)_

![Differences-CX-UX.png](/uploads/Differences_CX_UX_2e86c7f513.png)

_<center>Differences between Customer Experience and User Experience</center>_

_<center>source: https://sergushkin.medium.com/</center>_

## What Glassbox is monitoring?

Glassbox is an analytical tool based on AI and machine learning that helps entrepreneurs to understand and visualize their customer journey, prioritize customer experience, and last but not least improve their digital product. 

![Glassbox-homepage.png](/uploads/Glassbox_homepage_f55a7e22d4.png)

_<center>Glassbox homepage</center>_

Most analytics tools have features that focus on customer experience and simply make your customer happier. Glassbox, like [cux.io](http://cux.io/), allows you to **recognize, detect and define behavior patterns that indicate problems and frustration with your website in real time**. Both tools capture, visualize and analyze every user journey.

## Glassbox main features

### Session recordings

The Glassbox tool captures events occurring on the client-side and server-side on web and native mobile apps without the need to predefine or tag anything. Glassbox collects data and analysis it. 

Unlike CUX, the Glassbox tool only registers sessions, not full visits. Learn more about [the differences between visits and sessions, here](https://cux.io/blog/visits-vs-sessions).   

![Visits vs sessions ](/uploads/explainer_700x357_aef0a72718.png)

_<center>The difference between sessions and visits</center>_

This analytics tool has a session replay possibility, but wouldn't it be nice to analyze a whole customer visit? 

### Customer journey map

Another Glassbox feature is the customer journey map. Based on session recordings, Glassbox makes visualizations of your customers' journey based on users’ digital sessions in real-time. 

Same as CUX, Glassbox shows you when and why your customers abandon a journey, so you can remove the cause and increase your conversion rates. 

### Mobile app analytics

Same as the websites, Glassbox allows you to see and understand what your customers are experiencing on your mobile app in real time. Glassbox tracks user engagement, network, and device performance and app crashes. 

## Who Glassbox is best for?

Glassbox is a big data analysis tool that helps to understand the digital experiences of customers and native mobile apps. Based on information from [G2](https://www.g2.com/products/glassbox/features) this analytics tool is most suitable for companies from financial sectors, insurance, retail & e-commerce, travel, and telecommunications.

Like CUX, the Glassbox can facilitate the work of various departments and teams within the company – from marketing, through sales, the IT department to product development and management.

## CUX – an alternative to Glassbox

Based on the title, you probably already know what might be an alternative to Glassbox. Yes, that’s right, CUX is one of them! But it isn’t obvious why CUX is the reasonable alternative to Glassbox, please let me explain. 

CUX is the very first UX & Analytics Automation tool that allows organizations and companies to identify their users' behavior patterns and learn about customer experience. The tool enables you to understand individual customer segments, track campaign traffic, make decisions after A/B tests, and even detect rogue partners on sites and in web applications.

If you want to know what are CUXs' capabilities and what CUX is for, necessarily watch Paulina's demo. 

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/LCtAxbhdXk4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

Let’s face it, not everyone has hours to pore over numbers and uncover what’s behind all metrics. That is the reason CUX gathers data relevant to your business (of course, like any other analytical data, CUX can present a complete picture of data). 

CUXs' policy is no more data spam! That's the reason CUX's dashboards change in relative time. It's a center of command for your analytics.   

![CUX-dashboard.png](/uploads/CUX_dashboard_238cc79808.png)

_<center>CUX Dashboard</center>_

With CUX, you'll never again waste time watching too many session recordings or analyzing irrelevant metrics. It will alert you on what matters to your company goals, and all you have to do is implement quickly profits on your business site and watch your conversion increase.

### Data analytics related to your business goals

Setting up Goal(s) can shorten the time you’ve previously spent on analytics as it filters the data only relevant to your intended purpose. Thanks to Goal(s), you will be able to focus on those metrics that strictly affect your business. You are free to build custom Goal(s) with as many steps as possible or use one of CUX’s predefined goal settings.

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/aQDKkieNUgE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

At this point, you can quickly create funnels on the most impactful opportunities and drill down to individual user sessions to see the events that are impacting your customers' experience, conversions, and more. 

### CUX’s main features 

#### - Goal-oriented analysis

#### - Auto-captured events

#### - Experience metrics

#### - Visit Recordings (instead of sessions) 

#### - Smart Alerts

As we said earlier, CUX is not only about data itself. It's about solutions easy to implement into your web and rock your business.

### CUX users reviews

>#### What do you like best?
>
>_I love the fact that I can track user experiences and behavior and gather insights into their pain points. It's amazing that our team can draw meaningful conclusions in just a few minutes after implementing the tool and setting up proper goals and waterfalls._ 
> - Anna S.

![CUX-review-1.png](/uploads/CUX_review_1_8bc515ef77.png)

_<center> CUX review from G2 </center>_

>#### What problems is the product solving and how is that benefiting you?
>
>_CUX helps analyzing the whole user journey on the website. It shows all the tabs opened by the client and treats them as a one visit, which is very important in analyzing online users' behavior. Thanks to this tool, we were able to find immediately bottle necks in our client’s purchase path and suggest him necessary changes to improve process._
> - Marco D.

![CUX-review-2.png](/uploads/CUX_review_2_bbccb44c02.png)

_<center> CUX review from G2 </center>_

## CUX vs Glassbox

![Glassbox-vs-CUX.png](/uploads/Glassbox_vs_CUX_2596a01838.png)

_<center>CUX vs Glassbox</center>_

## 4 main differences between CUX and other analytics tools

### 1. Business-oriented analysis

In the sea of data, CUX not only presents quantitative and qualitative data but also automatically selects the data that have the most impact on your conversion rates. CUX immediately finds your customers’ problems, and frustrations. By fixing them your customer will be happier.

### 2. Codeless implementation

With CUX snippet implemented, you don’t need to engage your developers. You can set up the tool easily on your own in less than 10 minutes. You just have to add CUX tracking code directly to your site and you're free to use it. Furthermore, you’ll gain access to data right away!

### 3. User behavior from all devices and multi-tab observation

Heatmap is not the only thing that CUX presents. CUX gatherers all events on the website and records them. You’ll see data on clicks and scrolls on the website, filling in forms, and going through the various stages of the funnels - all related to your business goal.

### 4. Experience Metrics

CUX helps teams to detect and recognizes customers’ frustration points like [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), zooming, or rage key presses which of course has a huge impact on your customer experience and conversion rates.

## Which analytics tool should you choose?

There are several analytics tools on the market to analysis mobile apps, sites and users behavior. But which tool is the best one? 

It is not an easy decision, but it might be a good solution to take an example from prince charming and try their free trial version before committing. In case, not to regret it later. 🙈

<center><iframe src="https://giphy.com/embed/qL1Ig46CJ8XAc" width="480" height="262" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/shoes-disney-cinderella-qL1Ig46CJ8XAc">via GIPHY</a></p></center>

If you have questions about CUX and want to learn about it? [Book a 30-minutes free demo](https://calendly.com/marta-cux) with Marta or drop us a line at [team@cuxio](mailto:team@cux.io).

Want to harvest the freshest analytical crops? Sign up for the [cux.io](http://cux.io/) nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑


Glassbox-tool.png

You already know what a game-changer for your business analytics is, but finding the best tool that will suit your needs is not easy.

What is Glassbox, and what are its possibilities?

>_It’s a great honour for us and tangible proof of the hard work of the entire CUX team_ - says [Paulina Walkowiak](https://www.linkedin.com/in/paulinawalkowiak/), CEO & Co-Founder of [cux.io](https://cux.io/), who has just received the prestigious award as the best Smart Data Marketing Startup at I-COM Summit Experience on June 7th, 2022 in Costa Brava, Spain. - _The fact that we are the only company from Poland to participate in this global competition is the icing on the cake._

![I-COM Global Forum 2022 Winner](/uploads/I_COM_Global_Forum_Paulina_Walkowiak_CUX_269c453e36.jpg)

_<center>cux.io won I-COM Data Startup Challenge 2022 for the best Smart Data Marketing startup</center>_

## I-COM Data Startup Challenge

The I-COM Data Startup Challenge aims to honour the leading Smart Data Marketing startups across the whole world. In this year's edition, only 5 startups were made through official selection. CUX as the only Polish brand, competed against 4 finalists from Great Britain, Switzerland, and Spain.

### Jury testimonial about I-COM Data Startup Challenge

>_“What we’re seeing is that startups are pioneering the future of this industry and the Data Startup Challenge is really a celebration of that, but it’s also a way to get the top startups who are leading the industry to come in and meet industry leaders.”_


— Jeremy Basset - Founder & CEO, [CO:CUBED](https://www.co-cubed.com/), UK

## What is I-COM Global Forum?

I-COM Global Forum for Smart Data Marketing is a cyclical event which gathers leaders from the data-driven marketing areas who not only focus on marketing but more in a holistic way. Product development, user experience and promotion.

I-COM Global helps startups and companies to transform their business into fully customer-centric and Smart Data Marketing driven enterprises. During I-COM Global Forum, jury members chose the best Smart Data Marketing Startup. There are 3 categories of awards:

- I-COM Data Creativity Awards
- I-COM Data Science Hackathons
- I-COM Data Startup Challenge

CUX made it to the finals of the I-COM Data Startup Challenge category and was announced as the best Smart Data Marketing Startup.

![Paulina Walkowiak CUX I-COM Award Winner](/uploads/Paulina_Walkowiak_CUX_I_COM_e10af59b44.png)

_<center>CUX’s CEO and Co-Funder Paulina Walkowiak with an I-COM Data Startup Challenge award for the best Smart Data Marketing Startup</center>_

The participants of the I-COM Global Forum included representatives of companies such as Deutsche Telecom (Germany), Walt Disney (USA), Johnson & Johnson (Switzerland), Red Bull (Austria), Snapchat (USA), Visa (Costa Rica) and The Broadway League (USA).

## CUX, the best Smart Data Marketing Startup

CUX is the first-ever UX & Analytics Automation Tool that allows you to improve conversion immediately, turn frustrated users into happy ones, and build significant market advantage thanks to pre-analyzing UX and finding the behavioral patterns, all related to your business goals. 

If you have any questions, or would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive the newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).
 


CUX_the_Best_Smart_Marketing_Startup.png

CUX won the 10th edition of the prestigious international competition I-COM Data Startup Challenge, which selects the leading start-ups from around the world in the Smart Data Marketing category.

CUX - the best Smart Data Marketing Startup / I-COM Global Forum

Let’s travel in time a bit and go back a few years in the history of building websites. As you probably remember, back in the day simple actions like switching between subpages would cause the entire page to reload. Doing that would also affect the URL address of the website (keep that in mind for later). For many reasons, this was not an ideal situation for internet users. Especially users with slower internet connection for whom showing full content on the page could take a while.

Fast forward to the present day, we are currently building pages that not only work faster but also only parts of them are reloaded, to prevent any lag in content loading. Creating these so-called single-page applications, we lost somehow the possibility of customizing the URL, which was important to us along the way. Why is this so important? Well, because the basic, simplest and fastest analytics (even the one in Google Analytics) are based on observing how the URLs change while customers navigate our website. 

Going back to times when pages were reloaded with a URL change, the analysis was simple. Google Analytics was easily able to draw the users’ paths based on these changes. Nowadays, in the era of single pages (and no change of addresses, despite changes in content), analytical tools do not receive any information that would indicate switching by the user from one page to another.

But hey, there is nothing to worry about. There are ways to face this challenge and be able to further monitor customer behavior. One of them are events that we can send to an analytical tool. But … first of all, we have to ask developers for help in scripting these events. Secondly, we must ensure that we take into account every – literally EVERY – action that a customer can possibly perform on our website. The worst thing, however, is that we do these event scripting for a specific analytical tool. If at some point it turns out that we want to change the tool, then all the work we did with developers goes to waste ☹.

Relax, there are better ways to analyze websites. Let me get straight to the first important rule.

## The URL address has to change. Period

If the webpage content changes, it should automatically imply a change to a unique URL. And this solution is also possible to implement as part of a single-page! Ok, you might ask, if it is possible, why is this not happening? The answer is simple: when designing a page, the topic of variable URLs is usually not the most important thing to implement. This issue usually arises at a much later stage, when the analyst wants to observe the client’s path and finds out that this is impossible using the variable URLs. That’s why it is crucial to put this topic on the list of tasks from the very beginning of designing the page!

**Remember!**

- The whole URL address doesn’t have to change, only its fragments, which are responsible for the relevant content.
- Variable URLs can be implemented both for sites with a small number of subpages and for huge e-commerce websites.
- The construction of the URLs is important. Let’s ensure their consistency, let the respective fragments of the URL always be presented in the same order.
- Let all the actions on your site trigger a new, unique link in your browser – your analyst will be grateful for this for the rest of his life, really!
 
## Code matters

The page code is another important topic that we need to take care of so that our pages can be easily measured and analyzed. The page code consists of several layers: we have _HTML_ that defines the structure of the page and _styles_ that describe how it all looks. Usually, what happens is that we don’t keep any class record scheme (a real-life example would be an inconsistently looking BUY NOW button throughout an online shopping page).

While building a website we can easily describe it in code. So: if we have a form on the page, it is usually unique (i.e. the contact form on each of the subpages will look the same) and we can give it an individual ID by which we can recognize it and without any problems analyze how customers use it.

Now you know that when building websites, you should try to code them in the most transparent and understandable way, giving the code accurate descriptions, not only classes defining the appearance, but also unique identifiers and variable URLs. This, in turn, will help you create much more observable pages, and might even impact whether you can do this kind of analysis at all.

If you have any concerns or need some advice feel free to contact our CTO – [Kamil](mailto:kamil@cux.io) – he is your guy if it comes to building easily observable websites.

Observable-websites.png

We know how hard it’s to implement the whole analytical strategy to your company. But there are some tricks that can help you to make it smoother and to work effectively – first of all your website should by analytics friendly. What does it mean? We’ll explain to you in our articles. Today part one – about the URL and the CODE.

How to create more “observable” webpages? Part one.

Large companies build entire departments and hire people whose jobs are dedicated solely to analytics. But what if you’re not a large company yet, and more importantly, don’t have a large budget? What should you do when you can’t yet afford to hire analysts but are aware of the value that analytics tools bring to the table? 

To make your life easier, we’ve prepared a little guide. It includes a short overview of methods and a subjective overview of tools available on the market that every business owner should know. 

## I want to see the numbers!

>When you need to…
>
>- Obtain information on how many people visit your website,
>- Learn more detailed demographic data about your users (age, sex, location),
>- Check how many people left your site without interaction (bounce rate),
>- Check the sales conversion,
>- See the traffic heat map of your website…
>
>…you need to use a tool for quantitative data.

What you need: [Google Analytics](https://analytics.google.com/), [Heap Analytics](https://heap.io/)

![Google Analytics](/uploads/Source_analytics_google_com_700x333_e5a678d587.png)

_<center>Source: anayltics.google.com </center>_

Google Analytics is a statistics tool that collects data about users who visit our website. The system answers such questions as: how many users visit your site, what content is the most popular or where do visitors come from.

Google Analytics is a free, but complex tool which provides excellent opportunities when properly set up. If you want to use it for advanced analyses, consider double-checking whether the tool has been properly configured. Otherwise, you might realize you’ve been gathering inessential data. Interpretation of the collected data is a totally separate matter though – if you want quantitative data to reflect reality, it has to relate to a large number of users. The data gathered by GA will not show you individual cases or isolated behaviors, but rather average results. 

If you are already tired of GA and want to try something more powerful, we highly recommend Heap Analytics. 

![Heap](/uploads/3_Understand_your_users_2x_700x412_7c9511dbbb.png)

_<center>Source: heap.io</center>_

## I want to know why?!

>On the other hand, when you need to…
>
>- Answer the “why” behind the metrics – broaden the context of user visits on your website,
>- Understand why exactly somebody has left your site, why he hasn’t made a purchase or got in touch,
>- Learn about the behavior of individual visitors,     
>- Find the quick wins to implement them immediately,
>- Uncover the best solutions for your specific target audience…
>
>…you need to use a tool for qualitative data.  
>
>What you need: [cux.io](https://app.cux.io/register)

![CUX](/uploads/cux_700x474_f41527bd22.png)

_<center>Source: cux.io</center>_

You can keep trying to boost conversion on your website by creating potential solutions to users’ problems. But, wouldn’t it be more efficient to have a closer look into user behavior and learn where and why they give up the purchase?

For example, if users have difficulties with a web form, you can keep changing it, and testing the results, until you find the right wording and structure. However, by observing what users exactly do, you are able to diagnose the specific issues with the form, e.g. which fields should be excluded. When users have difficulties navigating your website or if they get lost right before making a purchase, you can, obviously, change the order of tabs or remove content you dislike. But wouldn’t it be more profitable to check where exactly they get lost or have difficulties?

Broadening research context will allow you not only to see how many visits you noted recently but also how many people are on your website at a given moment, or what exactly they are doing. For instance, when it comes to time spent on a website, while GA data will only show you that the website had been opened for X period of time, with cux.io you are able to see how much time a user spends on a particular subsite, or how long it was active for.

Monitoring each visit will allow you to better understand the behavior patterns of your users, detect anomalies in their behavior, and diagnose problematic areas. 

 
## I want to know what they like better. 
    
>Sometimes what we design and consider to be the best solution, doesn’t work best for our users. Therefore, if you want to find out:
>
>- Which shopping path ends with more conversions,
>- Which graphics bring more users to your site,
>- Whether a drop-down list is better than a radio button list…
>
>… then you need a tool to run A/B tests.

What you need: [Google Optimize](https://optimize.google.com/)

![optimizely-700x333.png](/uploads/optimizely_700x333_7d5b15671a.png)

_<center>Source: reflectivedata.com</center>_

Having an online business is connected to constant changes. Sometimes it is enough to change the graphics, on the other hand you need to optimize the page layout or to minimize the number of fields in the purchase form. The purpose of such tests is to improve the conversion or simply – the sales. This is, after all, the essence of your online business. 

Remember that it is worth deciding in advance what you plan to test. It may seem obvious to mention this, but it’s not really worth testing every little element of the page. It’s better to focus on those elements that generate clicks and – more importantly – influence conversion.

It is also important to determine what kind of results we expect. You need to know how the current website works so you will be able to compare it with the one you are testing. 

_### TIP: Remember – if you are testing several new features, make sure that at least one of them performs better than your current solution before replacing the original._
 

## I want to know them better!
 
>Ok. You have an online business, you run analyses regularly, you run A/B tests. You’ve started to get to know your customers better, but you realize that each of them is one of a kind. So now you want to:
>
>- Effectively target content,
>- Present personalized content,
>- Build customer loyalty…
>
>…in this case, you need marketing automation.

What you need: user.com

![user.com](/uploads/user_com_700x449_5c6656c6bf.png)

_<center>Source: user.com</center>_

Marketing automation will allow you to identify the users on your website by monitoring their behavior. On this basis, you’ll be able to personalize communication, e.g. by segmenting clients according to their interests or sending them personalized messages. Nowadays, systems based on marketing automation have a lot in common with big data analytics and machine learning. Information obtained this way is used to automate marketing campaigns prepared according to the clients’ interests and needs.

Marketing automation will help you optimize costs, by focusing only on those methods that really bring profit and by providing customers exactly what they want. This, in turn, will enable you to build strong and lasting relationships with your customers.

 
## I want to know what they think!
   
>Another method that will allow you to really get to know your users and understand their purchase decisions is to ask them about their opinions. You can do it by asking open questions (when collecting qualitative data) or closed ones (quantitative data).
>
>Therefore, if you want to:
>
>- Know your users’ opinions about your product,
>- Get feedback about the product,
>- Inform your users that you respect their opinion…
>
>…use a tool that will facilitate conducting questionnaires or collecting feedback from users. 

What you need: Intercom

![intercom.io_-700x436.png](/uploads/intercom_io_700x436_a7e42938a1.png)

_<center> Source: intercom.io </center>_

It’s important to remember that this method will not provide easily interpretable data about user behavior. According to a PWC report, 56% of organizations don’t go past the analysis phase, and never apply the improvements suggested by the feedback. Most probably, the reason is that companies need time and experience to draw insightful information and recommendations from users’ answers. 

If so, is there any point in collecting feedback if it’s so hard to make use of it later on?

In our opinion, there is. But it’s also worth remembering that users’ declarations are oftentimes largely exaggerated. My experience has shown me that if you ask users what they think about the changes introduced on, for example, a website, you can experience three possible scenarios:

1. They refuse to take part in the research. If they don’t feel extreme emotions (fondness, or aversion towards the organization) they might not want to get engaged. 

2. They want to introduce completely new solutions. Users, asked about their opinion, might start feeling like experts and will be coming up with new features and functionalities. 

3. They reject everything we’ve created. By nature, people don’t like changes – if they get used to something, they want it to stay this way.

The undeniable benefit of conducting declaration-based research is the fact that users are able to give feedback. Not only will you gain an interesting collection of ideas, but you can also positively influence the image of your brand. You will give users the sense that you respect their opinion and want to strengthen your relationship with them – something that is very important from the user experience point of view. 

 ## I want to know what they say about me!

>You already have knowledge about everything that – in your opinion – is necessary to help you increase conversion and sales on your website. But, at the end of the day, you would like to know what people really think about you and your brand. Therefore, if you want to:
>
>- Know what your customers write about you on the internet,
>- Know where comments about your company appear the most,
>- Monitor all mentions of your business…
>
>… you need the best possible tool that can monitor the web in real-time.

What you need: [SentiOne](https://sentione.com/)

![SentiOne](/uploads/sentione_700x402_78d8f3bad6.png)

_<center> Source: sentione.com </center>_

One of the most important activities that will support your online business is monitoring the internet and social media. Thanks to tools such as SentiOne, you can have access to opinions about your company, product, competitors or even chosen keywords. The best part about this is that you get notified immediately after they appear on the Internet. It is very important to know what people write about you. It may turn out that customers complain about your purchasing path or have terrible after-sales service feelings. But don’t worry, internet is not just about complaining and bad opinions. People are as happy to share positive experiences. It may therefore turn out that you will find a lot of favorable reviews about your website and products. You will also be alerted if the internet is buzzing about some specific keywords you have chosen to monitor. As you can see – checking what is happening on the internet can bring real and measurable benefits.


## I want to know what they feel!

>If you want to:
>
>- work not only on numbers, but also on market advantage
>- step into your client’s shoes
>- get instant insights about your users’ frustration…
>
>…you need to understand what your clients feel.

![CUX dashboard](/uploads/experience_700x390_4a59e95360.png)

_<center> Source: app.cux.io </center>_

Finally, you can remotely see the frustration of the human behind the screen! Thanks to the advanced technology available in CUX, you can see behaviors that indicate something is not right on your site. Zooming – this may mean that the user can’t see the content well. Chaotic movements – this can mean that the customer can’t find what he is looking for. Rage clicking – something isn’t loading properly. Thanks to recordings that will show you specific behavior patterns, you can easily see what exactly causes customer frustration on your website. That’s the level of understanding till now available only for the biggest players with an ethnographic research team on board. 

## How to choose the right method?

Which method should you choose and which tools should you use? It’s definitely worth testing each and every one of the above mentioned tools. However, you must consider several additional aspects, such as the features or constraints a tool has, opinions about a particular solution, or accessibility and professionalism of the tool’s [customer service](https://www.cloudtalk.io/blog/how-to-provide-better-customer-support). 

For many business owners, analytics is still something new, but it’s very beneficial to understand it sooner than later if you want to have insights into your online business. Therefore, apart from useful functionalities, you should take into consideration support from the vendor when choosing a tool to implement in our organization. If you don’t feel like an expert in the field, it’s important to have access to professionals who will support you regardless of the situation and will be able to answer your questions. And when you run out of time, maybe they’ll hand you a ready-made report?

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Tools-to-analyze-user-behavior.png

If you own an online business and care about its fast growth, you know that using some kind of analytics tools is a must-have nowadays. Especially if you want to leave your competitors far, far behind. Who doesn’t want that, right? 🙂 

Tools in the times of plague. How to analyze the behavior of users behind the screen?

When designing websites, we often focus on the appearance — button arrangement, colors, and original graphics. However, there are some universal UX design errors that can make even the best website unobservable. See: [How to create more “observable” webpages? Part one.](https://cux.io/blog/analytics/how-to-create-more-observable-webpages-part-one/)

## 5 most common UX mistakes
Even though errors in UX design may be endless, there are at least 5 that can be found in almost every work. Check if they are also undermining your projects.

### 1. No user-friendly checkboxes

The “Checkout Problem”, especially on mobile devices, is one of the most common UX web design mistakes. More times than UX designers would like to admit, checkout fields are arranged too closely at the edges of the screen so that users are unable to click on them. Less often, though not infrequently, creators forget to properly mark fields with mandatory permissions. Thus, customers don’t know that they have to tick them. However, an absolute UX error is a lack of validation information, which can cause an immediate increase in user frustration even by up to 17%. See: [Quick Wins #1 – Form validation](https://cux.io/blog/quick-wins-form-validation).

![walidacja-komunikat-bledu_2.png](/uploads/walidacja_komunikat_bledu_2_9228a36dca.png)

_<center>Users could not see the form validation message, so they started to angrily click on the red text on the right side of the page</center>_

### 2. Over-detailed forms
What makes a bad UX? Engagement. Or – to put it right – too much engagement required from the customers. Imagine creating a simple contact form for your company. You’ll probably need to know your client’s personal data. But since you’re a B2B company, you’d also like to know what company they work for. Or if they have a senior position – no need to waste time on interns, right? And maybe you’d like to give them a special birthday offer, so the “date of birth” it is! And now you’ve got yourself one of the most common UX mistakes.

![heatmapa_kontakt_CUX.png](/uploads/heatmapa_kontakt_CUX_9c467bebdd.png)

_<center>Over-detailed forms are one of the most popular sources of user frustration. Reducing even one form field may boost its conversions by as much as 26% (source: [wpforms.com](https://wpforms.com/online-form-statistics-facts/#form-conversions))</center>_

### 3. Complexed customer journey
Often, people responsible for the web design want to present clients with… everything. Especially those who work closely with the marketing department. As entrepreneurs, we want users to have the greatest possible choice, familiarize themselves with our offer, read all blog entries, and get a grip on our return policy. Such a complex customer journey makes for a serious UX problem.

![Ania-Kruk-case_4-1536x881.png](/uploads/Ania_Kruk_case_4_1536x881_6da4d8e93a.png)

_<center>The jewellery company found out about the need to shorten customer journeys by tracking the increasing rage click rates of its Valentine’s campaign. See: [Know your user’s mind: Valentine’s campaign analysis – The aniakruk.pl Case](https://cux.io/blog/use-case/valentines-campaign-analysis-aniakruk-case/)</center>_

### 4. Multiple page views on one URL

Placing several page views under one URL, e.g., in the form of a one-step checkout. This is a technical error that could cost you dearly. While it seems like a pretty reasonable solution at first glance, you’ll quickly understand that tracking user behavior and frustration in one view is absolutely impossible. How will you possibly know which rage clicks on the heatmap belong to which checkout display!?

### 5. Distracting (promo) content

The customer journey should be as simple and intuitive as possible. Don’t forget that the user has already made his way to your product. If you are promoting a specific item, set the campaign in such a way that a single click leads to a sale. Additional distractions in the form of pop-ups with newsletter subscriptions, discounts, and lead magnets can irritate users unnecessarily!

![Pop up UX mistake](/uploads/Picture_1_700x379_085ddac398.png)

_<center>A view of the shoe e-commerce displayed on mobile – it takes even a few minutes (!) before the customer sees the product.</center>_

Before you start asking yourself, “What is wrong with UX?”, double-check if you haven’t made one of those common UX design mistakes. Your users will most certainly thank you for it. 🙂

Most-common-UX-mistakes.png

What makes for the bad UX and UI experience? Is it too flashy design? Or maybe not user-friendly content? Or the misplacement of CTA buttons? User experience on the website may vary, but there are some common UX errors that will turn your most loyal customers into most fiery haters.

What are the most common mistakes made in UX design?

There is no definitive answer to the question of what attracts a user the most while using a website. However, our experience in researching and analysing [observable pages](https://cux.io/blog/analytics/how-to-create-more-observable-webpages-part-one/) shows that there are certain features that customers notice more often than others.

## 4 things that make up attractive pages for your customers

### Simple website navigation to attract more traffic

Simple and intuitive page navigation is one of the basics that makes your pages more attractive! It is also one of the easiest mistakes to spot when analyzing user behavior. Any customers’ lostness will be immediately visible in Conversion Waterfall traffic drops.

### Clear methods of payment make for an attractive page

As cliché as it sounds, it is one of the most important things consumers look for on websites! Clearly described, marked and standardized information on payment methods can raise or pack down your conversion. Inconsistencies, as a rule, are associated with a decrease in customer confidence. In effect, they stop perceiving your page as an attractive website and start to feel suspicious about your business.

![Heatmap for social proof section](/uploads/Screenshot_2022_05_04_at_13_09_35_0c806a40c1.png)

_<center>Problem identified with CUX: Users got lost while choosing subscription type, they would go back and try to change their initial choice. As a result, they’ve dropped out of the purchase path and never came back to the checkout / screen: cux.io</center>_

### Users look for social proof on websites

As much as 70% of users will trust a recommendation from someone they don’t even know. The average consumer reads even up to 10 online reviews before considering a purchase ([Social Proof Statistics](https://optinmonster.com/social-proof-statistics/) / Optinmonsters.com). The elements that make the brand credible are therefore one of the most important features that users look for on the website.

![Problem identified with CUX](/uploads/Picture_1_a20854e8e8.png)

_<center>Heatmaps can show you how users interact with your social proof display and help you optimize it to their needs / screen: cux.io</center>_

### User-friendly design is the key to retaining traffic

Photos, graphics, videos – this is a very broad subject when we talk about how to attract people’s attention on a website. Apparel e-commerce will have different design guidelines than companies selling services in the B2B model. What is essential, however, is your clients’ experiences when they encounter graphics on the website. You can track their emotions easily with Experience Metrics, in particular—zooming and page refreshing.

![Experience Metrics in CUX](/uploads/Experience_Metrics_1_78a5971cbe.png)

_<center>Users zoom their view to get a closer look at page elements that appear too small or unreadable on mobile devices. Users refresh pages if some page elements haven’t loaded correctly, they hope to see the misplaced or misaligned parts of the page or the page loads too slowly / Experience Metrics, cux.io</center>_



4-things-customers-pay-attention.png

How to attract traffic to your website?! If you’re working with user experiences, you’ve probably asked yourself this question many times. While the answer may differ depending on your business profile or analytical goal, there are some universal things to pay attention on the website. 

4 things customers pay attention to when browsing websites

Why are we talking about the REAL customer journey? Often, when building business, we tend to idealize clients. We’re convinced that they follow every step of the path we have designed for them. Unfortunately – or maybe not — users are very chaotic in their buying habits. The paths that lead them to the conversion will therefore differ significantly. In order to understand them thoroughly, map their journey and constantly improve, you need a thorough behavioral analysis.

![Journey_Expectations_Reality.png](/uploads/Journey_Expectations_Reality_7209983965.png)

_<center>Customer journey mapping should always be preceded by a product &  behavior analysis. Only this way can we create paths that match real consumers’ experiences</center>_

## Why do we need product analysis?
Entrepreneurs who want to build a competitive advantage and retain and acquire customers must be ready for the ongoing digital revolution. Therefore, it will be imperative for concert activities to create a valuable digital experience for customers. Thanks to the product’s analytics, they will not have to guess user expectations. Data on their behaviors and experiences will allow not only product optimization, but also customer journey, marketing, and conversion improvements.

Product Analytics allows you to visualize and continuously analyze user engagement in real-time. This allows you to effectively build customer loyalty, improve the level of retention and increase the LTV of customers.

![Roles that use product analytics](/uploads/Product_Analytics_Roles_b0b7c185af.png)

_<center>Web Product Analytics is a tool for anyone working with real-time customer insights</center>_

## What to measure in new products?
New product analytics includes a wide range of activities and metrics. From UX, through improving user retention and engagement, to marketing messages and content. A wisely conducted product analysis allows, among others, on:

- fast identification of potential technical problems in the context of the sales funnel,
- verification of customer behavior in terms of internal organization’s metrics,
- immediate spotting of customer frustration,
- faster and wiser decision-making by verifying how much a given functionality affects customers,
- refining the appearance of pages and content presentation, in terms of what and how attracts the attention of users,
- developing categories based on user behaviors and needs,
- designing the content architecture that is optimal for users,
- recognition of places on pages, in products, and on customer journeys that generate conversion drops or have the potential to optimize sales.


## 4 key metrics to measure with web products analytics:

### Experience Metrics

Experience Metrics contains all information about your users’ frustrations – be it compulsive page refresh, content zooming, or rage clicks. These are the situations that not only indicate the appearance of critical pain points on the customer journey. By analyzing user behavior, you’ll understand why your consumers get angry when they visit your website and how their unexpected frustration is effectively inhibiting your conversion.

![Experience Metrics in cux.io](/uploads/Experience_Metrics_928891e5e2.png)

_<center>Experience Metrics – CUX’s proprietary metrics regarding users’ frustrations. You can track rage clicks, rage key presses, chaotic mouse movements, zooming, and page refreshing</center>_

### Engagement

Digital product analysis is one of the most accurate ways of tracking user engagement. When are they truly active? When do they only keep your site within opened tabs? This knowledge is necessary for designing effective communication, creating ad campaigns, lead magnets, etc. Remember to always distinguish the duration of the entire visit from the actual engagement on the site!

![Page Visibility in CUX](/uploads/Page_Visibility_b8c00a1e7d.png)

_<center>CUX is able to show you whenever the user displayed your page in the foreground and was active, and when they’ve just kept you on the background tab</center>

![Engagement Duration in Time](/uploads/Engagement_Duration_Time_53f821af95.png)

_<center>In CUX you can measure: the percentage of users’ engagement in relation to whole traffic for a given Goal, average duration time (visit length), and average engagement time (actual active user)</center>_

### Retention

Web product analytics allows you to discover the right way to measure retention for your business model. By tracking customer behaviors and habits, you will develop an appropriate strategy to improve retention over time. You will find out when customers actually abandon their carts (maybe purchase in your store always takes place only after a few visits?). You can check at what times users actually convert. This data will help improve the quality of digital customer experiences.

![Goal progress on a timesheet](/uploads/Goal_timesheet_48b5989828.png)

_<center>In CUX, you can check not only when your website generates the most traffic, but also when it generates the highest conversion in the context of a given business goal. Remember that high traffic does not always mean high conversion!</center>_

### Customer Lifetime Value

User Lifetime Value is the average amount of revenue that a given user brings to your business overall. This metric will help you identify which users’ segments are the most valuable for your business (See: [User segmentation, or how to make your analytics effortless](https://cux.io/blog/user-segmentation-cux)). Use the high-LTV customers’ journey as a templated to increase conversions, create targeted campaigns, or improve trials registration.

![Filtering Visits with LVT in CUX](/uploads/Filtering_Visits_48df08ecc0.png)

_<center>Filtering and segmenting users’ traffic is essential for tracking LTV. In CUX you can, for example, filter the list of recordings to see only those whose users have returned to the site a given number of times</center>_

## How to start product analytics?

### 1. Set your business goals. 
Accurate definition and focus on specific business goals allows not only to save time devoted to analysis but also to maximize the effectiveness of optimizations. Each business may have a different end goal, e.g., purchase, form filling, file download, registration, etc.

>_Unlike the competition, cux.io is able to present not only a complete picture of the data – both quantitative and qualitative – but also interpret the data in relation to the business goal._

### 2. Find the right web product analysis tool. 

There are lots of product analytics tools available on the market. Try to find the one that best suits your needs.

>_CUX combines qualitative and quantitative data, uses neuromarketing and behavioral analysis, allowing for quick identification of the sources of problems and matching solutions to them._

### 3. Map a real customer journey. 
Remember that individual users have completely different experiences when interacting with your product. Therefore, when analyzing the customer journey, consider all the accompanying behaviors and emotions. Check paths for individual sources and channels.

>_CUX uses machine learning to detect and recognize users’ frustration points – rage clicks, rage key presses, zooming, refreshing._

### 4. Conduct continuous analysis. 
Continuous analysis of user behavior patterns and data-driven insights can provide irrefutable arguments for making smart business decisions. Thanks to this, you’ll be able to precisely address customers’ needs and frustrations. Acting based on data – not your gut feeling — eliminates the possibility of making mistakes.

>_Based on expert knowledge and long-term research, cux.io is able to prepare personalized alerts explaining users’ experiences and behaviours while saving time spent on single-handed visits’ analysis._


## The best product analytics tools
What are the tools of product analysis? The list goes on and on. Below you will find the most popular product analytics tools with a description of their use.

![CUX FullStory Heap Smartlook comparison](/uploads/CUX_Full_Story_Heap_Smartlook_comparison_c2289de369.png)

_<center>CUX, FullStory, Heap, and Smartlook comparison/source: [G2](https://www.g2.com/compare/cux-io-vs-fullstory-vs-heap-vs-smartlook)</center>_

### FullStory

FullStory, as a product analytics tool, lets clients watch session recordings, create funnels, and segment users. It’s a great platform for teams who care about analyzing user behavior on a website or web app, but not for teams with both web and native mobile products.

FullStory offers a 14-days free trial and two pricing plans (Enterprise and Business) available upon request.

### Heap

Heap is a product analytics tool that tracks user events. Built for medium to large-sized companies, it includes features such as an event visualizer, path analysis, and conversion charts.

Heap is free to use for 1 project and up to 10k sessions/month. Paid plans offer customized pricing upon request.

### Smartlook

Smartlook is a product analytics tool for websites, iOS/Android apps, and various app frameworks. It lets entrepreneurs watch recordings, use automatically tracked events, create heatmaps, and build conversion funnels.

Smartlook offers free trials and 3 pricing packages: Startup ($39.00), Business ($95.00), and Ultimate (upon request).

### CUX

CUX is the first-ever UX Automation tool detecting behavioral patterns within digital products that predict which users’ behaviors may inhibit conversion. The tool automatically selects data so that entrepreneurs can immediately find their customers’ problems and increase sales.

Using other tools than CUX comes with the need to conduct feedback research and watch hundreds of recordings of visits to pick up the occurring behavioral patterns. CUX – as a hybrid combining quantitative and qualitative data – recognize behavior patterns on its own, and checks the scale of frustration and its impact on the achievement of a business goal.

CUX is available in a free trial – its only limitation is the number of collected recordings (1k). The trail contains ALL functionalities of the tool available on a paid subscription.

Subscription starts at €49 and depends on the amount of traffic on the site and the duration of data retention.


[See the G2 Best Product Analytics Software at a glance](https://www.g2.com/categories/product-analytics)

 

## Digital Product Analytics with CUX
To start using CUX, you just need to implement the tracking code to the page you want to track. This can be done using the integration with Google Tag Manager or Google Analytics (toggle switch). After starting the analytics, CUX auto-captures all the events on the pages, thus not involving you in setting technical parameters.


### The most important of the CUX functionalities:

- **Experience Metrics**. Proprietary metrics show the frustration of users on the website.
- **Recordings of visits**. CUX analyzes entire visits, instead of individual sessions (See: [Visits or sessions? Where is the difference?](https://cux.io/blog/visits-vs-sessions/)). This means that it tracks the user’s visit even when he/she opens many tabs or is inactive for a long time.
- CUX generates heatmaps for single pages and SPA (single-page apps). The tool is also compatible with various types of devices – from mobiles and desktops, tablets and consoles, to smart TVs and wearables. (See: [How to read a heatmap? Part 1](https://cux.io/blog/how-to-read-a-heatmap-part-1/))
- **Conversion Waterfalls**. CUX helps you track visitor behavior in various scenarios. In other words, Waterfall is a graphical representation of any sequence of steps visitors take on your site.
- **Analysis in the context of a business goal**. Regardless of what your business goal is (sales, training registration, filling out the contact form, downloading an e-book, etc.), CUX will select for you only the data about user behavior that may influence it. The number of goals for a project is unlimited.
- **Auto-captures events**. CUX is able to automatically pick out events on the website, allowing codeless tracking of every stage of the user’s journey without the need to involve the IT department.
- **Retroactive analysis**. CUX allows you to create and modify Conversion Funnel, even using historical data, without having to wait for new data to be collected.



product-analytics.png

Web product analytics is nothing more than getting to know your clients in detail, their motivations, and experiences in contact with your product. Regardless of whether you run e-commerce, SaaS, B2B, fintech, or a media portal – the analysis of a real customer journey is the basis of success.

What is product analytics, and how can you use it?

## SEO and UX

SEO comprises all the actions that help you optimize your website to get a high position in the search engine. It requires tweaking many elements of your web page, starting with basics (meta titles, headlines, Hx headings, redirects, and creating new keyword-optimized content) and ending with more advanced actions (changing the website’s structure, optimizing the category tree, and link building). SEO is focused on diverse layers of your website, thanks to which bots indexing it can understand what it’s about. These bots assign specific phrases and decide whether your website should be visible in the SERP. In other words, they decide whether your website is worth recommending to Google users looking for something similar. 

![SEO CRO SXO difference](/uploads/EBOOK_1_0ce38e59d0.png)

_<center>SXO is a combination of Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) activities.</center>_

UX is all about intuitiveness, transparency, and user-friendliness. It has to be adjusted to the habits and requirements of your customers. UX specialists examine whether the internet user can take specific actions without experiencing any problems or difficulties. All the content, layout, and navigational elements have to be optimized. They all have to be understandable. Users shouldn’t think too much about moving around your website. Everything should be legible and easy to find, both in the desktop and mobile versions of your site.

During UX optimization, we work on different scenarios, e.g., from the moment the user enters the main site up to placing an order. We check if all the messages and buttons are large enough and if they seem like they are clickable. Transparency is yet another thing. All the pop-up elements (not just ads, but a chatbot as well) shouldn’t block the screen and main navigation elements. The purchase form must be legible and show the number of stages that the user has to go through. It’s also important to offer shopping without creating an account. And the purchasing process itself ought to be quick and flawless. The mobile version needs to be adjusted towards mobile behaviors. For example, all the clickable elements should be placed within the range of a thumb. It’s just a part of what we mean by a website’s UX. There’s so much more! 

![Waterfall for chekout process](/uploads/image_1_794aa71cdf.png)

_<center>Tracking the behavior of users throughout the customer journey will allow you to introduce hit optimizations/screen: app.cux.io</center>_

SEO and UX improve your website on different levels. However, there are elements that are relevant in both these disciplines. For instance, the loading speed of your website. It’s important for SEO because Google pays attention to Core Web Vitals. It’s also vital from the UX perspective because you can’t ask your user to wait long until the website is loaded. Therefore, there are places where SEO and UX meet. 

## SEO and UX – why only together?

Actually, SEO and UX have a lot in common. Both these activities are implemented to improve your website and enable it to reach as many customers as possible. The website that’s just positioned may never achieve top ranking in Google. After all, no one wants to use an unintuitive and dysfunctional website. On the other hand, a website that’s flawless from the UX point of view can never be found in the search engine, and users won’t even get the chance to see how excellent it was. 

That’s why SEO + UX = a marriage made in heaven. It’s a set of actions that complement each other and work together for the success of your website. However, it is of paramount importance to pursue both these activities simultaneously. This way, you can avoid many unnecessary complications and corrections.

When it comes to SEO, we implement technical changes, and UX is all about the appearance and functionality of your website. Suppose we do both these things separately. The SEO expert will advise you to add alt attributes to all your graphics and change their format into a more web-friendly one. At the same time, the UX specialist decides that there is a need to change pictures altogether and replace them with something more interesting. As a result, both teams have done a lot of work, and you end up with heavy photos that take forever to load and don’t have alt attributes.

On the other hand, the SEO team can cause some trouble for UX experts, too. For example, suppose they planned the specific layout and functionality of every subpage. Once all of that is done, the SEO specialist steps in and rebuilds the category tree and orders creating new subpages and long-form texts. These actions ruin the functionality, usability, and looks that the UX specialist has crafted. 

<center><iframe src="https://giphy.com/embed/kyrd72DC2Iwfu" width="480" height="275" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/reaction-wtf-why-kyrd72DC2Iwfu">via GIPHY</a></p></center>

That’s why we should implement SEO and UX simultaneously. This way, your website will transform to satisfy both users and Google bots. Having one SXO team means that you will be able to achieve high results in Google while maintaining great UX for your potential customers. 

## Improving conversions with SXO – does it really work?

We have solid proof that SEO + UX = increased conversion. You can verify it yourself. Check Semcore’s [case study](https://semcore.pl/semcore-lab/case-study-pozycjonowanie-stron/) – website positioning. You’ll see there which elements of both SEO and UX were groundbreaking for [Semcore.pl](https://semcore.pl/). One thing is certain, though. You can’t just attract the customer; you need to keep them interested as well.

During our work at Semcore, we implement effective SEO changes, but we also take care of UX. We check the frustration index of your users. Then, verify all the usability mistakes. Our team uses CUX recordings and heatmaps to see how many users that visited your website didn’t take any actions that we can assign to conversions (see: [How to read a heatmap](https://cux.io/blog/analytics/how-to-read-a-heatmap-part-1/)). These different forms of analysis enable us to implement changes that encourage customers to stay on your website longer and take steps that are vital to you – purchase goods, sign up for a newsletter, or use the contact form. 

In our everyday work, we implement SXO and observe the efficiency of this method by watching how the visibility of our clients’ websites grows, but also by watching growing conversion results. SXO is not the future; it’s now. Those that postpone using this strategy will be shortly outrun by competitors.

increase-conversions-seo-ux.png

Not that long ago, SEO and UX experts worked separately. Not every company decided to pursue both activities, and even if they did, these marketing areas were not implemented to support each other. The SXO approach has changed the game. Today, taking synchronized actions concerning a website’s visibility and usability can produce astounding effects! Read on to find out how combining SEO and UX can improve conversions in your business. 

How to increase conversions by combining SEO and UX

In June 2021, Paulina Walkowiak – CEO of cux.io – was invited by the Swedish brand Prisjakt to run a webinar about data-driven organizations. Finally, the conclusions from the webinar turned into cooperation on the analysis and improvement of their business core – price comparison.

![Timeline of work on the Prisjakt case](/uploads/Building_analytical_strategy_defining_KP_Is_workshop_1536x768_d85466881a.png)

_<center>Work timeline – from data-driven webinar to internal analytical strategy</center>_

## Webinar: Developing a data-driven culture

During a webinar for Prisjakt, Paulina explained how to introduce and develop a data-driven culture. Moreover, how important it is to constantly learn and look for new ways to manage and use data. Intrigued by the data-driven concept, Prisjakt decided to explore the topic even further. A custom webinar turned out into a dedicated workshop. It focused on building an internal analytical strategy and defining meaningful KPIs. 

>_Paulina helped us with analyzing the data and explained which metrics can be significant. She gave us many tips and ideas on where to focus now and in the future. With CUX implemented, we were able to find issues and users’ pain points quickly and efficiently. The whole process was pleasant and intuitive, thus it gave a lot of satisfaction._

**- Kinga Słabowska**, Content Development Specialist at Prisjakt

![Data-Driven Businesses 2022](/uploads/prisjakt_prez_slajd_1536x861_b818081035.png)

_<center>source: https://blogs.gartner.com/andrew_white/2019/01/03/our-top-data-and-analytics-predicts-for-2019/</center>_

## Workshop: Building analytical strategy 
The personalized workshop agenda aimed to help the content team use data more effectively. In fact, the goal was to apply an analytics strategy in their department. Hence, a 30-person team, divided into 2 groups, worked together on common tasks for 2 days. The tasks included:

- defining business and analytical [Goals](https://cux.io/blog/analytics/analytics-goals-cux/),
- searching for the most effective KPIs and metrics,
- building the company’s analytics stack and qualitative data.

In conclusion, teams identified the most business-relevant touchpoints in the [user journey](https://cux.io/blog/analytics/optimize-customer-journey/). They’ve built data-driven dashboards. Therefore, this allowed them to better understand user behavior. 
![Photo of workshop with Paulina Walkowiak](/uploads/IMG_0546_1536x1152_d490c5ef0b.jpeg)

_<center>Data-driven design workshop which Paulina Walkowiak conducted for the Prisjakt team</center>_

## Building Content Visibility Strategy 

Prisjakt’s main goal was to define user scenarios in one segment. This was in order to automate the process for every other product segment. Also, to create KPIs and metrics to help monitor content’s effectiveness for each user group in real-time. They’ve decided to use UX automation to map users’ reality, instead of relying on classic methods and defining the strategy hypothetically.

The webinar and workshop arrived at the perfect time to use this knowledge in an internal Content Visibility Strategy project. To support the project with user-related data, CUX was implemented within the organization. As always, the GDPR-issues were to be addressed beforehand. 

>_It took Prisjakt over a month to establish a GDPR-secure process. We also had to make sure that all sensitive data that users can insert on our page will be hidden and excluded from scanning in CUX. A couple of improvements in Prisjakt’s code ended with securing this aspect as well._

**- Natalia Sroka**, Content Development Specialist at Prisjakt

With technicalities resolved, there were still a few matters to settle. It needed to be established whether CUX’s data would be consistent with what Prisjakt gathered so far. And, most importantly, if CUX would help detect pain points during the user’s journey. Issues that proved to be unfounded. 

![CUX security implementation info](/uploads/Projekt_bez_tytulu_2_2c07f89a1b.png)

_<center>CUX security implementation info</center>_

A protracted legal work, left the team with limited time to complete the project. Working with Paulina Walkowiak as a consultant and implementing CUX proved crucial in meeting the deadline. Therefore, the project, estimated to take a month, was completed in one week. On the whole, the team was able to present insights and conclusions from their work with CUX on the Content Visibility Strategy at the Demo Day to the stakeholders. Thanks to the usage of CUX, previously overlooked user pain points have been uncovered. Moreover, it was possible to define a user persona based not only on demographics but also on behavioral data. Parts of the user journey that relate to other segments were defined. As a result, it was possible to divide the analytical flow. 

Consequently, behavioral analytics has proven to be the missing piece of data for internal metrics that focus on the product dimension of their business.

## From webinar to close collaboration

![Paulina Walkowiak working with Prisjakt team](/uploads/IMG_0513_2_d758983981.jpeg)

_<center>A personalized webinar and workshop with Paulina Walkowiak lead to building an internal analytical strategy.</center>_

Both a webinar and workshops conducted by Paulina Walkowiak, CUX’s CEO, showed Prisjakt how valuable it is to develop a data-driven culture within an organization. The implementation of CUX and Paulina’s support resulted in close companies’ cooperation. Not only did it allow the Swedish brand to grow faster and more efficiently. It also helped to implement CUX in the Polish department. What is more, it can be now integrated into the whole analytical strategy.

>_Our entire journey – from webinar to working with CUX – was filled with unpredictable twists. The team’s determination implementing what we’ve learned and introducing it into the company yielded great results. On this path, Paulina was a mentor, and CUX was a tool to get to know our users better. For now, we’re still measuring and analyzing results, but one thing is certain – its effects are an added value for our company and its users._

**- Katarzyna Golonka-Gawęda**, Content Indexing Specialist at Prisjakt

_

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

_

![PJ_Logo_SENO_Dark-700x226.png](/uploads/PJ_Logo_SENO_Dark_700x226_b379ff362a.png)

**Prisjakt**

A premier Swedish shopping comparison engine. As one of the world’s best price and product comparison services, Prisjakt guides thousands of consumers to smarter purchases every day.

_

![Podróż-Cytaty-Kolaż-Fotograficzny-5-700x560.png](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_5_700x560_4ef450d30c.png)

**[Paulina Walkowiak](https://www.linkedin.com/in/paulinawalkowiak/)**, co-founder & CEO at CUX

Paulina’s the only specialist in the analysis of behavior patterns in CEE. She helps companies translate knowledge about users into specific business decisions. Paulina supports companies in building a data-driven culture and conducts user behaviour audits as a starting point for building market advantage in products. She’s the author of product analytics workshops “Data-driven design”, speaker at TEDx, and academic lecturer. Paulina has been featured twice in the Strong Women in IT 2019 and 2021 reports. In 2021, she and her husband receive a polish award for 50 Most Creative People in Business. One of Brief magazine’s 50 Creatives in Business. As a mom of two, she proudly calls herself Mompreneur. 

case-study-cux-prisjakt.png

From a custom webinar to the use of UX Automation on an internal analytical strategy to build a Content Visibility Strategy. Find out how Prisjakt, a Swedish comparison engine, turned into a data-driven organization, and how quickly they implemented CUX into their project, delivering it ready before the deadline.

Case study: From data-driven webinar to building an internal analytical strategy (Prisjakt x CUX)

## Being data-driven means being smarter and ready for long-term development

**Paulina Walkowiak, co-founder & CEO at [CUX](https://cux.io/)**

![Paulina Walkowiak CUX](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_5_250x200_7e1b74286e.png)

### Data-driven business is not a goal to aim for anymore. It’s a fact.
For me, as an analytical tool founder, it has at least two layers. First, in the upcoming cookieless future, we have to be ready for optimization not based on an ads budget, but on knowing your clients’ needs in any way. Second, if you want to grow, you have to measure the growth. There is no other way to optimize if you do not measure where you are. Thus, **developing innovative businesses requires smart data-based decisions and recalculating everything constantly**. Being data-driven means being smarter and ready for long-term development. On one hand, the lack of users’ behaviors analytics is typical for a hype business based on a temporary trend. On the other hand, if you plan to grow your company and build a significant market advantage, you have to use data that really matters

## Building a data-driven culture will help move to the next level
**Robert Paszkiewicz, VP Central and Eastern Europe at [OVHcloud](https://corporate.ovhcloud.com/pl/)**

![Robert Paszkiewicz OVHcloud](/uploads/Robert_Paszkiewicz_250x200_3b0feb8aa2.png)

We are facing a revolution that started some time ago. And is gaining momentum now. Growing customer awareness and a huge number of offers are forcing changes in the philosophy of addressing services and in shaping the customer’s buying journey. 

Most people believe that the pandemic impact was negative. Then again, their outlook towards the future is more than positive (according to the SODA 3rd business survey).

The sentiment increases. User experience, fulfilled promises to customer expectations, quality, and impact. In fact, **how we communicate the promise and deliver on it is becoming strategic**. And surely will be the factors that will shape our reality.

Although 90% of the Polish companies collect data, very few know how to read it and use it, as [OVHcloud’s research](https://ovh.to/VcFa1sd) shows. A data-driven approach, which we are only just learning, will become the engine that enables conscious and attentive companies to reach the next level. Of course, data-driven marketing will help stand out from the crowd. And, what’s more important,  it’s available to any business, regardless of size. 

This means we can all win from it.

## Data-driven decisions significantly increase business goals achievement
**Natalia Kuźma, co-founder & CEO at [DiveInData](https://diveindata.com/)**

![Podróż-Cytaty-Kolaż-Fotograficzny-3-250x200.png](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_3_250x200_96634b60ca.png)

### The capability to understand customer needs and keep an eye on competitors’ moves nowadays is a must.
It isn’t easy to get a competitive edge. And it’s challenging to maintain one. In fact, **data-driven business decisions, enhance the likelihood of achieving business goals by 77%** ([Deloitte, 2019](https://www2.deloitte.com/us/en/insights/topics/analytics/insight-driven-organization.html)). Hence, market intelligence is becoming ever more widespread. For this reason, **analyzing the competitive landscape to improve business performance should be an integral part of operating in every industry**. Even small companies can get to essential data like competitors’ websites, opinions about their products, or customer demographics. Insights based on those, and other data help determine the right goals, minimize risk, and establish competitive differentiators.

## Implement processes more efficiently and effectively 
**Konrad Pabiańczyk, Business Architect at [UnityGroup](https://www.unitygroup.com/)**

![Konrad Pabianczyk UnityGroup](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_4_250x200_cd47d96741.png)

There are a few interesting developments to look forward to this year. Recent changes in consumer behaviors will accelerate, and businesses will adapt even faster to better serve these needs. **Look out for the rise of Q-Commerce (quick-commerce), hyper-personalized browsing experience, and process mining as a method for improving processes and eliminating inefficiencies.** 

### Q-commerce

- Consumers will continue to eschew in-store shopping for a more virtual experience. The pandemic allowed for delivering food to become standard, but only very recently have we seen products being delivered in 15 minutes or less. What was advertised as the best solution for missing ingredients may well become a corner store killer. 


### Unique browsing and hyper-personalization

- Websites will become even more personalized. Two consumers sitting next to each other could be served up entirely different websites. This will not only relate to copying or as, but to products themselves — different locations can have varied preferences. This is often seen in physical stores, where the assortment reflects local preferences but will become even more pronounced online. 


### Process mining for churn prevention and shopping cart drop-off

- Process mining takes event logs and combines them with data science techniques to determine where there is room for improvement. Such methods will be combined with existing UX research to eliminate abrasive touchpoints for a seamless shopping experience. It will be taken further to assess behavior before, during, and possibly after a shopping cart was dropped to help explain why.

## Proper and fast performance of a website or application is essential
**Michał Szklarski, Board Member at [e-point](https://www.e-point.com/)**

![Michał Szklarski e-point](/uploads/Michal_Szklarski_photo_250x200_e8550240eb.png)

Business owners and e-commerce managers know very well how difficult it is to acquire customers. We do a lot of work managing paid traffic or analyzing tons of traffic data. We constantly encourage the user to visit our website, hoping that this process will increase the conversion rate. **Meanwhile, it frequently happens that a slow mobile site or app, in addition to poor usability, can effectively discourage purchases, despite so many efforts**.

When it comes to speed, users are mainly concerned with the smooth loading of content. **It is worth emphasizing that the overall efficiency should be associated with the high responsiveness of the mobile site and maintaining the stability of elements during loading**. Such actions were taken, among others, recently by [Orange](https://web.dev/orange/), which significantly improved their conversion rate. These elements have an impact on the reception of ads, as well as (which was introduced in the summer of this year) on search engine ranking.

## Roll-up brands – the future of the market?
**Adam Bogacki, Associate at [COBIN Angels](https://www.cobinangels.com/)**

As e-commerce has been strongly accelerating, fuelled by the COVID outbreak, there is a significant rebuilding process going on in this market. Third-party sales in Amazon’s GMV are responsible for over 50% of the total.

**This opportunity on the market is being covered by e-commerce roll-ups, which are on the rise now**. The concept assumes acquiring, running, and consolidating small and mid-size e-commerce stores or brands simultaneously. Synergies and scale effect make them grow faster than standalone. **Therefore, they also get access to huge scopes of data with clients’ behavior that may help them to make more data-driven decisions in line with clients’ expectations**. While huge amounts have already been invested in companies like Thrasio – probably the largest player on the market, Perch, Berlin Brands Group, Opontia, the smaller players are acting on CEE and the African market. In the upcoming year, the trend may be continued with a strong focus on smaller brands being acquired.

_

Do you have an unused marketing budget? What if you were to bet on analytics? Take advantage of the 25 % discount on training and audits with Paulina Walkowiak and be data-driven in 2022. The discount is valid until the end of December, realization in January 2022.

Are you a CUX client? We have something special for you. Contact [marta@cux.io](mailto:marta@cux.io) for more details.

_

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

business-trends-2022.png

What trends await us in business in 2022? Business experts write about their data-driven predictions for 2022, and the trends to follow. In 2022, implement a data-driven culture into your business and gain further success in your industry.

2022 trends: data-driven business

## What is UX research?
UX research is the study of how users interact with your website and product. From the perspective of whether they have a “good experience” (in terms of both value and enjoyment) or not. It should be carried out continuously throughout a product’s lifecycle, not just at the beginning. You will ask why?

Because UX research helps to uncover what’s relevant for users. Identify the best ways to meet their needs; put proposed improvements to the test; and enable you to model and predict user behavior. Once you have collected these insights, you can make the improvements they point to.

## Types of UX research data
There are two big, overlapping fault lines running through the UX research field:

- quantitative versus qualitative research
- attitudinal versus behavioral research 



**Quantitative research data** looks at what users do and seeks patterns in this by analyzing user activity in bulk. Your analytics software provides you with quantitative data in this way, as do closed-question surveys, micro surveys, A/B tests, etc. 

**Qualitative research** is all about “why” users do the things they do. So while quantitative research may tell you what percentage of users who got to your checkout left without completing a transaction, qualitative research would tell you what caused them to leave.

As such, qualitative research typically involves much smaller samples: relevant methods include interviews, focus groups, surveys with open-ended questions, etc. 

Attitudinal research looks at users’ attitudes towards products or brands. It can combine quantitative insights (it can be done at scale and produce numerical results) as well as qualitative (by asking questions about opinions, feelings, loyalty, etc.) – tracking where and when [rage clicks](https://cux.io/blog/analytics/what-is-a-rage-clicks/) occur most frequently, for example.

Finally, behavioral research is again concerned with what users do in observational studies. However, it doesn’t have to be aggregated into numerical terms. Individual use patterns observed in usability tests, for example, would be behavioral research data without being quantitative. 

## What is product adoption?
Product adoption takes place when a customer decides that they are going to use your product. Product adoption occurs when customers decide that they will use your product. They find that it delivers the value they were looking for. Furthermore, that they will stop looking for alternatives. So, product adoption is different from new user acquisition, which is when someone decides to give your product a try for the first time. 

Product adoption matters because SaaS businesses make money through subscription revenue. The longer you retain a customer, the more money you will make. Users who have adopted your product are less likely to churn than others. Not only that, studies have shown that it is usually between [5 and 25 times more expensive to acquire new users than to keep existing ones](https://hbr.org/2014/10/the-value-of-keeping-the-right-customers) and that [increasing retention by 5% increases profit by between 25% and 95%](https://media.bain.com/Images/BB_Prescription_cutting_costs.pdf).

## How UX affects adoption at each stage of product adoption?
Product adoption doesn’t happen immediately out of anywhere. It’s a gradual process that includes several distinct stages. We’ve highlighted six – where the user’s needs, knowledge, and motivations are very different. At each touchpoint, UX affects users’ rates of progress towards adoption.

![Product Adoption Process](/uploads/Product_Adoption_Process_1_700x602_1161303649.png)

### UX and Awareness

A user has to know that your product exists and what it does before anything else! The experience the audience receives when they encounter your marketing has a huge impact in getting users to the Awareness stage. 

A good UX will cover making sure your product is discoverable by the right people (eg. that your website is well-optimized for relevant keywords; that the snippets that appear in search engine results pages are clear and accurate; that your ads are well-targeted; etc..). It will also ensure that visitors come away understanding the problem your product solves.

### UX and Interest

The second stage is “Interest” when a potential user starts seeking information about your product for themselves. To provide a good user experience here, you need to understand what different segments of users need to know. Moreover, help them find it with as little effort as possible. Most of this will take place on your website. However, they can also be conducted through earned media and social media. It’s important to ensure that the information and experience provided are consistent, wherever it is housed. 

### UX and Evaluation

At the “Evaluation” stage, users are weighing up the pros and cons of giving your product a try. Again, a good UX here is all about helping users accomplish that. So, your efforts should focus on communicating the best use cases. And also highlighting your strongest features, comparisons with competitors, and minimizing the perceived costs of testing your product out. 

### UX and Trial

When you have convinced a user to give your product a go – at the “Trial” stage – UX becomes even more important. Difficulties in signing up for a free trial, booking a demo, or confronting the user with confusing onboarding material can undermine all the good work done at earlier stages. 

### UX and Activation

This stage is missed out of many descriptions of the product adoption process. Nevertheless, we think it’s an essential step. Activated users have experienced the value your product promises for the first time. This is a key milestone along the way to long-term adoption. 

Your [user onboarding](https://userpilot.com/blog/interactive-walkthroughs-saas/) UX needs to focus on getting users to that point as quickly as possible (minimizing the Time To First Value KPI) and with minimal friction. It’s also important that users’ expectations of value are met: if you have created expectations your product doesn’t live up to, this is where it will be exposed!

### UX and Adoption

Finally! Now that a user has activated, the last stage is about convincing them that they need your product long-term. A good UX here is all about making it easy for users to realize more and more value from your product; resolving problems that they encounter quickly and smoothly; building up a relationship between users and your brand; and, on a more practical level, making it easy for users to pay.

## Applying UX research findings to product adoption
So, now you’ve seen some of how UX affects product adoption rates at each of the six stages, plus how many different types of UX research there are. The next question we’ll examine is how to go about carrying out the research which will tell you how to improve adoption.

### Define your UX research plan 

Any research is only as good as the questions you ask, and UX research is no exception. Your first step is to determine the questions you want the research to answer. These should always be “actionable” and “specific” questions: actionable in the sense that it’s clear how to go about answering it; and specific in that you will recognize the answer when you see it. In a research plan, the questions should be broad, breaking down into different subtasks or questions.

It is also important when devising your questions to decide who the stakeholders you will need to consult with are; what budget you have available; and – in particular – what the most appropriate research methods are answering the questions you have chosen. 

### Map the ideal customer journey to adoption

If the research plan casts a broad eye across product adoption, the next step is to get granular. What in practice, “counts” as a user reaching one of the product adoption stage milestones? And what specific actions you should take to reach this threshold? 

Work your way through your current marketing, sales, and onboarding funnels step-by-step: what will a potential customer need and feel at each touchpoint? What are the steps they need to take in each of those situations to make progress? 

Once you have mapped your ideal customer journey from total unawareness to adoption. Then you can start looking into the pain points where users are diverging from their ideal journey. And also begin fixing them. 

### Identify the pain points that block product adoption

When your analytics software is configured to show the numbers and percentages of users who are passing each touchpoint successfully, in line with the ideal journey, you can start to see what needs to be improved. It can be very useful to use visualization software – like cux.io in the example below – to build out a dashboard showing a “conversion waterfall”.

![CUX report](/uploads/cux_report_b394c4720c.png)

When you see a sharp drop-off, it’s a cue to dig deeper into what’s happening. You can get a lot of information with session recordings and heatmaps. Session recordings show what a single user was doing in real-time – and [our version records across different tabs](https://cux.io/features/#experience-metrics), to give you unparalleled insight into actual user behavior. Heatmaps aggregate this data to show patterns in where multiple users are hovering and clicking. This will give you some insight into why users are not completing the desired actions. But you can close the loop by asking the question directly. When a user abandons a task midway through, for example, use a triggered micro survey to ask why. The answers you get will build up to form an image of how you can improve the UX to improve task completion rates. 

Alternatively, at the end of a workflow, you could deploy a quick NPS survey. Thanks to this you can get a more general view of user satisfaction with the task as a whole.

![Userpilot nps survey](/uploads/userpilot_nps_survey_16b242a6f6.png)

A low level of NPS satisfaction will point to a need to probe further into the details of that task workflow! But this is not the only way to approach pain points. You could equally start with qualitative questions (in a survey, for example) and look for quantitative evidence that other users are experiencing the same issues. This is a great way of discovering problems that you were not aware of, and which you may not have configured your analytics to report on. 

### Drive feature discovery and adoption with different UI patterns

One sure-fire way to improve product adoption is to provide more and more value to users. Using in-app prompts and experiences to drive new feature adoption is an excellent way to do this. Not only does it add value for satisfied customers, but it may also win over unconvinced users. This refers to users who have been assigned to the wrong audience segment and would benefit more from a different onboarding focus. 

With an onboarding platform like Userpilot, for example, you can build out experiences that include lots of different UI elements – checklists, interactive walkthroughs, tooltips, modals, hotspots, etc. – to see which get the best user response. Alternatively, they can all be configured to be contextually triggered. Based on user segment, history, previous interactions, etc.

### A/B test solutions against one another

Combining your quantitative and qualitative research, you will have come up with various hypotheses about how to improve adoption. But how will you know if your proposed solution is better than what you had before? Simple: A/B testing. Split similar users into two groups: the first group gets the old workflow; the second, the new one. Track the relative performance of each group and you’ll see which gives the better UX. 

UX experiments of this kind depend on agility and responsiveness. It is important to be able to set them up and get them running fast. For that reason, it’s much better to use no-code applications for building your website, app, onboarding experiences, etc. This will allow your product team to create and run the experiments themselves, rather than waiting for developer time to write custom code. 

### Define the best product adoption metrics

Of course, what counts as product adoption will be specific to your product. However, there are some common metrics that most businesses use in this respect:

- Time To First Value (TTFV) – how quickly users go from trial to activation
- Customer Lifetime Value (CLV) – the average amount of revenue a user yields overall
- Product Activation Rate (PAR) – the percentage of users getting to the activation point
- Feature Adoption Rate – which as we’ve already mentioned is an excellent indicator of added value.


## Conclusion
Understanding what your customers struggle with and why enables you to optimize your marketing and sales funnels, as well as your user onboarding. As we’ve shown if UX research is applied in the right way, it can be a major driver of improved product adoption. If you ignore it, you’re leaving money on the table!


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

UX-reaserch-product-adoption.png

Conducting UX research will provide insights that you can then use to get more customers using your product more regularly. Also, getting more value from it once they do. Asking the right questions of users is key. With the answers you get, it’s very easy to devise solutions and improvements and to test their effectiveness. Whether it’s quantitative behavioral data or qualitative information about how they feel and what they think.


In this article, we’ll explain how, but before that, we need to define some of the concepts involved.

How to act on UX research to improve product adoption?

## First-party data-driven marketing is the new black
**Kamila Kotowska, Head of Marketing at [CUX](https://cux.io/)**

![Kamila Kotowska CUX](/uploads/8_250x200_9f4dc9d73b.png)

If I’ve said it once, I’ve said it a hundred times – **first-party data-driven marketing is the new black**. We’re fast approaching this cookieless utopia. That’s something all marketers should take into consideration when planning their 2022 activities. But it’s not just about moving to a first-party data strategy. 

In fact, companies who want to thrive in 2022 will be forced to design a human-first data experience. Meaning that no (efficient) marketing campaign can go on without insightful research and analysis. In effect, **we’ll need an agile combination of creative and analytical talents to solve customer problems and address their needs**.

**The next big thing? Optimization of the content tailored for different types of devices**. Users, throughout the pandemic and various lockdowns, got bored with “typical” communication channels (like social media) and multi-screening. As a result of that, they’ve been taking things to a new level. Consequently, they’ve been accessing sites, products, and services more often through mediums like smart TVs, consoles, and wearables. So, **if your content is not multi-device-friendly, you may find yourself up the (marketing) creek without a paddle**.

## Use data-driven and AI tools to create content
**Emilia Korczyńska, Head of Marketing at [Userpilot](https://userpilot.com/)**

![Emilia Korczyńska Userpilot](/uploads/7_250x200_23adcc7d50.png)

I believe that in 2022, the use of data-driven, AI-powered content tools will set successful content teams apart from the laggards. In essence, playing your hunches is not what gets you ahead in the content game these days. 

**With popular and highly-converting keywords becoming more and more competitive, content teams will need to use real-time data from top-ranking content in SERPS to determine what their content should include**. From headings, through true keyword density, to the number of keywords and images. Tools like Clearscope or SurferSEO allow you to create the perfect content outline based on top-ranking pages in seconds, not hours. 

Second, they’re more accurate than human editors. Moreover, I’ve heard of several content teams that were successful with ranking content produced by AI based on these briefs. OpenAI has just announced open-access accounts. We may see a surge in the use of AI-written content. It may be possibly touched up by human writers/editors, which will allow companies relying on organic search to 10x their content output.

## Understanding consumers behaviors, needs, and wants
**Marcelina Lipska, CEO at [F1Brand](https://f1brand.pl/) & Digital Marketing Consultant & Strategist**

![Marcelina Lipska F1Brand](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_1_250x200_72e01c8715.png)

2022 will belong to qualitative data analysis and human experience! **Thus, understanding your consumers’ needs, wants and behaviours should be a priority**. According to Salesforce, 76% of consumers expect companies to recognize their needs and expectations. Therefore, you should start analysing qualitative data, experiences and identifying behavioural patterns to build market advantage. **There is nothing worse than a frustrated user on your website**! The secret to more sales is as simple as understanding consumers’ behaviour.

You have to place human, empathy, and impact at the heart of your marketing strategies. The latest Deloitte [report](https://www2.deloitte.com/global/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2021.html) 2021 Global Marketing Trends shows that consumers moved toward companies that elevated human-centric experiences. Businesses should again reflect on their values to meet the needs of not only their customers but also workforces or business partners.

 **It’s all about being more human. Create valuable connections and make customers miss you!**
 
## Data-driven marketing is now more important than ever
**Kinga Edwards, CEO of [Brainy Bees](http://brainybe.es/)** 

![Kinga Edwards Brainy Bees](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_2_250x200_e238d1d96a.png)

### 2022 trends in data-driven marketing:

**1. A rise in artificial intelligence (AI) and machine learning for data analysis.**

This is predicted simply because these technologies can help marketers make better decisions faster. But also – help them to save time.

**2. An increase in the use of predictive analytics to determine customer behavior.**

This will help marketers to be more proactive in their marketing efforts. Moreover, they’d be able to stop waiting for customers to come to them. What’s more, it will also help to improve customer retention rates.

**3. Greater emphasis on personalization, including dynamic content delivery and one-to-one marketing.**

This will be done with the aim of providing customers with a more customized experience relevant to their interests.

**4. More widespread use of digital marketing tools, including chatbots and voice assistants.**

This will improve the customer experience by providing faster and more convenient access to the information they need.

**5. The continued growth of Big Data, including advances in data management and analytics platforms.**

This will help marketers to get even more value from the data they collect. Moreover, this enables them to make better decisions based on real-time insights.

These trends point towards a future where data-driven marketing is more important than ever. Marketers who are able to harness the power of data will be in a strong position to succeed in the coming years.
_

Do you have an unused marketing budget? What if you were to bet on analytics? Take advantage of 25% discount on training and audits with Paulina Walkowiak and be data-driven in 2022. The discount is valid until the end of December, realization in January 2022.

Are you a CUX subscriber? We have something special for you. Contact [marta@cux.io](mailto:marta@cux.io) for more details.

_

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

2022-marketing-trends.png

What trends in data-driven marketing are ahead of us in 2022? We asked experts about their predictions for 2022 in terms of marketing activities. What can you do to make your marketing more data-driven? Why should marketing campaigns in 2022 be based on data analytics? What tools should you use to be successful? Read the data-driven 2022 trends from marketing experts!

2022 trends: data-driven marketing

## Implement data driven e-commerce strategies 

**Joanna Kwiatkowska, Head of e-commerce & co-founder at [Kubota](https://kubotastore.pl/)**

![Joanna Kwiatkowska Kubota](/uploads/4_250x200_4388b59f2a.png)

The e-commerce market is growing dynamically. Only in 2020 did online product sales in Poland increase by 35% ([PwC Report](https://www.pwc.pl/pl/publikacje/liderzy-e-commerce-o-rozwoju-handlu-cyfrowego.html)). Both the number of online stores and the revenue from products/services are increasing. One of the online store growth basics is the implementation of a business analytics strategy. Meaning the selection of appropriate tools, reliable data collection, analysing it, and making appropriate conclusions.

### What are the data driven e-commerce trends for 2022?

**1.  New Google Analytics**. The correct configuration of GA4 and the right data interpretation. It will allow better preparation for changes related to 3rd-party cookies, e.g. better targeting and attribution.
**2. Implementation of AI**. AI is used in product personalization and recommendations (machine learning), chatbots and predictive analytics.
**3. Further, updates of Page Experience Signals** (Core Web Vitals, HTTPS Security, absence of intrusive interstitials). The rollout of page experience ranking to the desktop will begin in Feb 2022.

## Find the golden mean between helpfulness and overuse of data 
**Tomasz Grygieńć, e-commerce Manager at Benefit Systems**

![Tomasz Grygieńć Benefit Systems](/uploads/4_1_250x200_271dffccd3.png)

The use of data in marketing and e-commerce has been at the center of my interest for many years. What I see in the market today is the struggle between minimizing and maximizing data acquisition. GDPR departments are working to minimize the data acquisition and adjust it to privacy regulations. While their counterparts in the marketing department are looking for ways to build the best customer experience. **Our goal is to help build brand trust by using data**. [Statistics](https://sklep.yes2move.com/) show that most e-commerce customers accept alerts about discounting their favourite products, while on the other hand, 53% of respondents find it creepy that companies are actively listening to their devices in order to personalize social media advertising. **The coming year will therefore be marked by looking for a golden mean between helpfulness and overuse of the data.**

## Optimize conversions with customer’s data
**Maciej Świątek, e-commerce Project Manager at [Tatuum](https://www.tatuum.com/en/)**

![Maciej Świątek Tatuum](/uploads/3_250x200_887fd6376b.png)

Increasing the accuracy of algorithms has significantly contributed to the user’s experience on the Internet sites. **I believe that we should focus our attention on using the data from the customer’s visit to build and optimize conversions**. One of the most important factors regarding e-commerce is the **visionary aspect** and the **way the site works**. Especially the check-out process, which should be clear and feel secure enough that the client has no concerns whatsoever. 

Based on **data analysis** and **observation of the user’s behavior** the changes in e-commerce can lead to fulfilling consumer’s preferences. Leaving no room for rage clicks or other problems, and – as a result – improvement in sales. The offer can thus be customized and adjusted to feel as if it has been made for the customer. Because of Covid-19, the development of new trends is at its peak, and it is highly advisable to take advantage of the latest technology. **Let’s use the full potential of the websites!**

## Prepare for cookieless future
**Aleksandra Warzecha, Product Owner at OTCF**

![Aleksandra Warzecha OTCF](/uploads/2_250x200_f810ac8a6e.png)

This year the growth rate in e-commerce has decreased compared to 2020 which was dominated by COVID-19. Forecasts indicate that the upward trend will continue. Retail e-commerce sales by 2025 are expected to account for as much as 24.5% of total global sales ([Emarketer 2021](https://www.emarketer.com/content/global-ecommerce-forecast-2021)). Therefore, in the coming months, **as online privacy and personal data protection will increase in importance, it is crucial for online businesses to prepare for cookieless future**.

In 2022 expenses for software collecting 1st party data will increase significantly. Customer Data Platforms may grow in popularity. Effective cross-channel identification, attribution, and building a user’s unified profile with behavioral data will allow us to constantly boost the shopping experience through smarter personalization. All of this won’t be possible without advanced analytics with an accurate measurement, Big Data, predictive analytics, AI / ML solutions.

## Get to know your e-commerce customers
**Marek Gut, co-founder & CEO at [YourKaya](https://yourkaya.com/)**

![Marek Gut YourKaya](/uploads/5_250x200_8189177753.png)

With an abundance of choice, a never-ending fight for customers’ attention, and an ongoing war on prices, you have to step up your USP game in order to stand out. Especially if you’re in the DTC space. A physical product is only a part of the value you should deliver. Your goal should be maximizing retention. 

True loyalty is achieved through unique personalization and best-in-class consumer experience. None of that is possible without in-depth data analysis and a good technology stack. **Invest in your infrastructure and really get to know your customers**. Identify pain points early on, understand who is buying from you and why are they (or aren’t) coming back. Try to build a close relationship with your customers based on that knowledge.

## Using Big Data, maximize personalization
**Michał Barczyk, performance & b2b marketing Manager at [x-kom](https://www.x-kom.pl/) / [MediaWIN](https://www.mediawin.pl/)**

![Michał Barczyk x-kom](/uploads/Podroz_Cytaty_Kolaz_Fotograficzny_250x200_dbd6f6fe21.png)
**The future is based on qualitative data**. Data that we can properly interpret. High information noise forces us to better adapt to the needs of a specific user. A user who doesn’t have time. Comprehensive data collection, centralization, organization and elimination of redundant information – recently popularly known as **Big Data – is the first component to maximizing personalization**.

A properly personalized offer will ensure faster e-commerce purchasing decisions, will enable the customer to create subscriptions for products for their needs (food, hygiene products, operation of devices).

I believe that the trend of relying on data driven in many cases: e-commerce and marketing and business is becoming more and more. The trend allows not only to increase the scale of sales, but also to focus on the end user – the customer. His expectations, problems and needs.

_

Do you have an unused marketing budget? What if you were to bet on analytics? Take advantage of 25% discount on training and audits with Paulina Walkowiak and be data-driven in 2022. The discount is valid until the end of December, realization in January 2022.

Are you a CUX subscriber? We have something special for you. Contact [marta@cux.io](mailto:marta@cux.io) for more details.

_


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

2022-trends-ecommerce.png

What trends await us in data driven e-commerce in 2022? We’ve asked experts for their 2022 predictions for online shops. How to make your e-commerce more data driven? How to build the best customer experience? What can we do to increase e-commerce conversions? Read the 2022 data driven trends predictions from our e-commerce experts!

2022 trends: data driven e-commerce

## What is SEO?
**SEO, also known as website positioning**, is a set of practices designed to improve the positioning of web pages in the search engine. This process includes picking the right keywords for specific subpages. As well as activities concerning website optimization, creating unique and valuable content, and link building.

All these activities cause a specific page to appear higher in search results than others. This plays a vital role in sales. As a matter of fact, users most often click on the first few search results, rarely even continuing to the second page.

It’s the same as with a traditional store on the high street. It’s far more likely it will be visited by more customers than the store located in the backstreet. SEO creates ideal conditions for the site to attract as many users as possible. 

The fact that an internet user clicks on a search result leading to a specific website does not guarantee conversion. It increases its probability, but will not provide it 100%. And this is where the UX comes in.

![Computers on desk](/uploads/obraz_1_700x461_47664baf34.png)

## What is UX?
**UX, or User Experience, is how the user experiences a specific website or mobile app**. Of course, broadly speaking, it applies to all products and services on the market – but we are primarily interested in the UX of the Internet user.

User Experience is an integral part of so-called UX design, the way of designing websites and apps in such a way as to provide the user with the most positive experience while using it. What kind of experience?

Those combine functional use of the website, intuitive navigation, ease of purchase, and likeability. Sites designed by these guidelines get significantly higher traffic and a higher conversion rate compared to those that don’t take UX into account.

Going back to our analogy of a traditional store, you can say that UX covers a number of activities that will encourage the customer to stay inside and make a purchase after crossing the doorstep.

So it’s easy to see how interdependent SEO and UX are. Simply put, **SEO brings customers to our website, and UX encourages them to stay and buy products they’re in a market for.**

![Invest in UX](/uploads/obraz_2_700x374_8ae8fac2c2.png)

## What is SXO?
Both these approaches give rise to a unique strategy i.e. **[SXO](https://semcore.pl/strategie/sxo/) – Search Experience Optimization, Its purpose is not only to attract customers to a specific website but above all to encourage them to buy.**

The blend of SEO and UX crystallizes the common goal, i.e. conversion. It’s worth mentioning that both sets of activities complement one another synergically. By interacting with each other, they help to increase sales fast and more effectively. How does it happen?

The most common SEO activity that increases UX is the use of high-quality content. The content on the website should not only contain keywords but also be interesting for the user. Encouraged by what he’s read, the user will stay on the site longer and shop more.

The content of the meta description is also important, and it is worth using to attract the attention of Internet users, enticing them to visit the website.

At the same time, the UX elements such as clear navigation, attractive website design, responsiveness, and website loading time, increase the website’s search engine visibility.

Google readily displays sites with a clear menu (which also helps in efficient indexation of subpages). Designing the website for both computers and mobile devices is a major factor. And although the appearance is important, it should be a blend of aesthetics and functionality.

UX’s valuable contribution to SEO is web performance. There is probably nothing more irritating than a website that loads for a longer period of time. Such a situation will effectively discourage most users and increase the bounce rate, which may result in a drop in search results.

Adaptive and relevant content is fundamental for both UX and SEO. Based on well-chosen key phrases, it must meet users’ expectations. The content on your website must contain useful information and provide Internet users with answers to specific questions.

It is worth mentioning that when choosing key phrases for a given website, you should research words that can actually be found on the page. Thus, relevance is important. Positioning the page will bring no result, even for the 1st place in the search engine, unless after clicking on the result the user finds what he was looking for.

![Desktop](/uploads/obraz_3_700x453_6c6412f00b.png)

## SEO-friendly UX or searching for high-converting phrases
High-converting phrases are those which, if taken into account, will become most beneficial to the website. In the case of online stores, they come in a form of long-tail keywords. These are precise keywords that clearly define what the customer is looking for, e.g. “red leather high heels size 38”.

There is a relatively small number of these kinds of searches per month, but their precision significantly increases the chance of a conversion.

UX helps us out in researching high-converting phrases which are good for our website. By surveying data from Google Search Console or Google Analytics, you can easily see which products are the most popular among users, what the shopping path of individual visitors to the site looks like, and where they usually finish their visit to the website. As a result of data provided by UX, determination of our store’s highest-converting phrases is possible. Therefore, the potential for conversion increases.

## UX – the answer to pro user algorithms, not a pro robot
A few years back, SEO was based on the satisfaction of the expectations of robots, whose precise algorithms influenced the position of a particular page in the search engine. Today, such an approach is being abandoned, emphasizing primarily the needs of users.

Therefore, the highest positions in the search engine must respond best to Internet users’ queries,  providing them with the most relevant solutions. UX activities fill this need and become an increasingly important factor in positioning.

Keep in mind that the search engine rewards those pages where users stay the longest. And such websites usually have a clear and intuitive design and easy usability.

A former approach, using as many keywords as possible to meet the expectations of crawlers, is, therefore, a thing of the past. Now, what matters most is creating the entire user-friendly website experience, which is what UX contributes to SEO.

## UX helps to clear up the sales funnel
Just like SEO encourages as many users to visit your site as possible, UX helps as many of them as possible to get to the end of the sales funnel.

Structure and usability have a significant impact on a final conversion. Whether the user stays on the website after entering it, adding products to the cart, and finalizing the transaction, or whether at some of these stages he will change his mind and cancel the order. Appropriate UX design increases the chance of completing every stage of the purchasing path effectively.

![Purchasing path](/uploads/obraz_4_700x548_527cc304d5.png)

## Summary of how UX affect SEO

SEO and UX can be defined as two sides of the same coin, i.e. SXO. Both activities combine perfectly. They influence each other synergistically, allowing for the most effective achievement of the ultimate goal in the form of conversion. If you want to take effective and multidimensional action in the field of internet marketing, it’s hard to imagine one without the other. The owners of small and large websites are more and more aware of this. So, they focus on combining high search results with a friendly website design which results in an effective and, above all, long-term result.

Industry experts also predict that the SXO strategy will soon become the leading and most effective way to optimize the sales of online stores.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

UX-affect-SEO.png

UX is the backbone of internet marketing these days. Without a well-designed, functional, and intuitive website, it’s hard to expect a great conversion rate in our online store. The second aspect is SEO. Or all the activities that increase the visibility of the website in search engines. Both elements are absolutely crucial for the effectiveness of e-commerce sales. But do they influence one another? Does SEO and UX activities mutually exclusive or, quite the opposite, create a synergetic effect? You can find out more in the article. Before we answer the question of what impact UX has on SEO, we’ll start by breaking down some basic concepts.

How does UX affect SEO?

## Happy hunting!
### Below you will find SaaS Black Friday Deals 2021 for certain categories:

- UX Automation & Analytics
- Social Media
- E-mail marketing
- Project Management/ Team Management
- PR
- Marketing & Sales
- other tools & services


### UX Automation & Analytics

![Logo_CUX.png](/uploads/Logo_CUX_6cfacb3752.png)

#### cux.io
CUX is the first-ever UX Automation tool detecting behavioral patterns within digital products. By using machine learning for predictive qualitative analysis, it helps companies save time (previously devoted to manual data analysis) and maintain sales growth by predicting which customer behavior will inhibit conversion. We support companies on three levels of optimization: product, marketing, and conversion.

**Black Friday Deal:** Pay for 5 months and use CUX all year round! Buy a yearly subscription and pay only for 5 months. Offer valid only for payments via card and for projects with a retention time of 2 weeks or 1 month. Use discount code: BF2021

**Deal site:** [https://cux.io/pricing/](https://cux.io/pricing/)

**Offer validity:** Nov 26th, 2021

### Social Media tools

![NapoleonCat-logo.png](/uploads/Napoleon_Cat_logo_7c621867ec.png)

#### NapoleonCat
NapoleonCat is one of the leading social media management tools available on the market. Its functionalities include social inbox, automated moderation, publishing and scheduling, advanced analytics, and reporting.

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**Offer validity:** from Nov 17th to Nov 30th, 2021

![sotrender_logo.png](/uploads/sotrender_logo_72487f1f45.png)

#### Sotrender
Sotrender is a tool necessary to analyze your social media channels – both paid and organic activities. Monitor your KPIs, track competitors’ performance, and generate summarizing reports from one tool!

**Black Friday Deal:** Get 50% off any plan at Sotrender for the first 6 months. The offer is valid for all new users.

**Deal site:** [www.sotrender.com ](http://www.sotrender.com/)

**Offer validity:** from Nov 27th to Nov 29th, 2021

![SmarterQueue_Logo.png](/uploads/Smarter_Queue_Logo_bd873397ca.png)

#### SmarterQueue
SmarterQueue is the most powerful and user-friendly social media scheduling tool. With the content discovery, smart scheduling, recycling, and analytics, you can grow your business and brand faster and more easily than ever before.

There are solutions for every use case:

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**Black Friday Deal:** Up to 30% off all plans: 
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- **20% off your first year (paid monthly)**
- For new customers only.
No promo codes or special links are required. The offer will automatically be applied to all trial signups from Black Friday through Cyber Monday. If a visitor starts a free trial between Nov 26th and Nov 29th, then will have time until Dec 5th to take advantage of the Black Friday offer before it expires.

**Deal site:** [https://smarterqueue.com/ ](https://smarterqueue.com/signup)

**Offer validity:** from Nov 26th to Nov 29th, 2021

![SocialBee-logo.png](/uploads/Social_Bee_logo_dcb486c0a7.png)

#### SocialBee
SocialBee is the top-notch social media management tool for entrepreneurs, startups, small businesses, and freelancers who want to make the most out of their social media presence. The tool allows you to add, organize, and share content across various channels such as Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Google My Business. All from one place – while saving your time, money, and energy. 

**Black Friday Deal:**

- 30% off for 3 months on any tool plan
- 30% off for 3 months on any Concierge Service

Use discount code: **SOCIALBEEBF21**

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**Offer validity:** from Nov 22th to Nov 29th, 2021

![SocialPilot-logo.png](/uploads/Social_Pilot_logo_887bd0ad19.png)
#### SocialPilot
SocialPilot is the one-stop solution for all your social media marketing endeavours. Schedule posts at the best times, get white-label reports and track multiple social media profiles from a single dashboard. Enjoy these and much more with the leading scheduler at a really affordable price!

**Black Friday Deal:** Flat 25% off on all of its annual plans. Use discount code: Deal25Off

**Deal site:** Deal Landing Page

**Offer validity:** From Nov 26th to Dec 4th, 2021

### E-mail marketing tools

![EmailOctopus.png](/uploads/Email_Octopus_10ba42fcbe.png)

#### EmailOctopus
EmailOctopus is the simple yet powerful tool that makes email marketing cheaper and easier with features including landing pages and pop-up forms, time-based automated sequences, and list segmentation.

**Black Friday Deal:** 50% off your first three months with EmailOctopus. Pay monthly, cancel anytime. Available on new subscriptions only.

**Deal site:** [https://emailoctopus.com/black-friday](https://emailoctopus.com/black-friday)

**Offer validity:** from Nov 10th to Nov 29th, 2021

Logo SendX
SendX
SendX is an Intuitive and Affordable Email Marketing Software for marketers & business owners, which prides itself on enabling marketers with one of the simplest UIs in the industry. The software provides unlimited email sends with every plan, powerful automation capabilities, 24×7 live support, best of breed email deliverability. 3000+ companies worldwide trust us for their Email Marketing.

Black Friday Deal: 40% Off On All Annual Plans.

Deal site: https://www.sendx.io/black-friday-deal

Offer validity: from Nov 26th to Nov 29th, 2021

Project Management/ Team Management tools
Logo HeySpace
HeySpace
HeySpace is an application/platform that combines several functions necessary for working in a team. This is an activity planner and chats in one place. Your right hand in managing your team and tasks.

Black Friday Deal: The code: HSBF2021 gives a 35% lifetime discount on all subscriptions.

Deal site: https://hey.space/ 

Offer validity: from Nov 8th to Dec 3rd, 2021

Logo nTask
nTask
nTask is a project management software used by 250,000+ project managers and business owners to manage their projects from start to finish. It offers a mix of 9 different project management modules that help as a perfect recipe for getting work done including; task management, project management, issue management, risk management, Kanban boards, time tracking, Gantt charts, team management, and meeting management. 

Black Friday Deal: $29 OFF on annual plans:

For Premium Plan Offer Use Code: BIGNSALE
For Business Plan Offer Use Code: BIG29SALE.
Deal site: https://www.ntaskmanager.com/pricing-plans/

Offer validity: from Nov 26th to Nov 29th, 2021

Logo Infinity
Infinity
Infinity is a fully flexible work management platform where you can organize all of your projects and tasks in one place, customize all your work to your liking, and easily collaborate with your team.

Black Friday Deal: 20% off on all purchased plans and upgrades. Use discount code: 20%OFF.

Deal site: https://startinfinity.com/

Offer validity: from Nov 26th to Dec 1st, 2021

Logo Chanty
Chanty
Chanty is a collaboration tool for remote teams that focuses on making team communication easier with unlimited messaging, audio and video calling, task management. The tool integrates with third-party apps including Trello, Asana, Zapier, Google Drive, Dropbox, Onedrive, Github, Gitlab, Bitbucket, Mailchimp, Giphy, and others.

Black Friday Deal: 

15% off on a monthly plan (for 1 year)
50% off on an annual business plan
1 month free + 50% discount on non-profits, educational, and government institutions.
Deal site: https://www.chanty.com/black-friday/

Offer validity: from Nov 26th to Dec 5th, 2021

Logo Nifty
Nifty
Nifty is the world’s easiest to use project management and workflow solution that enables teams of any size to make complicated project cycles incredibly simple. Teams can create milestones, manage tasks, collaborate internally and with colleagues along with loads more!

Black Friday Deal: Get 30% OFF for any paid plans. Use discount code: BF30.

Deal site: https://niftypm.com/

Offer validity: from Nov 24th to Dec 1st, 2021

PR tools
Logo Mediatoolkit
Mediatoolkit
Mediatoolkit is an award-winning media monitoring tool that notifies its users immediately when their company, products, or services are mentioned in any language across 100+ million online sources. With its user-friendly interface and useful features, this tool is a great option for every PR professional.

Black Friday Deal: 30% discount on Medium Business, Optimal, and Enterprise plans for new customers. The discount will be visible on the page.

Deal site: www.mediatoolkit.com

Offer validity: from Nov 24th to Nov 30th, 2021

Logo Prowly
Prowly
Prowly has all the right features to help you build better relationships with the media and improve your backlink profile: from finding relevant media contacts and organizing them in a PR CRM, to sending email pitches and maintaining journalist-friendly newsrooms.

Black Friday Deal: Buy Prowly’s Professional plan at the price of the Essential package – just $269 (worth $369). This means more resources for 27% off, and more chances of getting the media attention your business deserves. Purchase Prowly’s Essential plan between Nov 22-30, and wait for your account to be upgraded.

Deal site: https://prowly.com/pricing

Offer validity: from Nov 22th to Nov 30th, 2021

Marketing & Sales
Logo EngageBay
EngageBay
EngageBay is an integrated all-in-one marketing, sales, and support platform with a free CRM built for startups and growing companies.

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Deal site: https://www.engagebay.com/offer

Offer validity: From Nov 16th to Dec 4th, 2021

User.com logo
User.com
User.com is a marketing automation and customer data platform containing functional tools to automate not only marketing but also sales and customer service processes. It enables collecting data about visitors on your website or inside mobile apps and providing them with personalized messages at the right moment using multiple communication channels (e.g. SMS, e-mail, web-push chatbot). It turns an anonymous user into a happy customer, allowing you to understand their needs, increase their commitment, satisfaction, and loyalty

Black Friday Deal: 40% off for the 1st annual payment or 25% off for monthly payments for the 1st year (only for new customers).

Deal site: https://link.user.com/black_friday

Offer validity: The temporary promotion is valid for one year in advance and applies to new customers. Registration must be made by Nov 29th, 2021

Logo Trustisto
Trustisto
Trustisto is an on-site marketing tool that will optimize your shop for sales.

Black Friday Deal: Buy Trustisto for a year and get 3 extra months free.

Deal site: https://trustisto.com/pl?promo=blackweek2021 

Offer validity: From Nov 26th to Nov 29th, 2021

Logo Brand24
Brand24
Brand24 is an affordable tool that monitors the Web and social media and offers robust analytics and reporting features.

Black Friday Deal: 50% off of any plan for 3 months.

Deal site: https://brand24.com/?utm_source=cux&utm_medium=partner&utm_campaign=bf

Offer validity: From Nov 26th to Nov 29th, 2021

Logo Data FeedWatch
DataFeedWatch
DataFeedWatch is a feed marketing solution that enables merchants and agencies to transform their product data and meet the requirements of over 2,000 shopping channels with high-quality

Black Friday Deal: Full-service Feed Management. After signing up, new customers will get complimentary, fully-managed feed services.

Deal site: https://www.datafeedwatch.com/fully-managed-feeds-black-friday-2021

Offer validity: From Nov 26th to Dec 31st, 2021

Logo SeoPress
SEOPress
Since 2018, SEOPress is a French company building WordPress SEO tools. Our mission is to offer an affordable, all-in-one solution for optimising WordPress sites for search engines. With more than 200,000 active installations, SEOPress is one of the most famous SEO plugin worldwide.

Black Friday Deal: Buy SEOPress PRO + Insights for $99 instead of $138! Almost 30% off! Win an Amazon gift card of $300!

Deal site: https://www.seopress.org/black-friday-2021/

Offer validity: From Nov 24th to Dec 1st, 2021

Logo Semstorm
SEMSTORM
SEMSTORM is a comprehensive, easy-to-use SEO and content marketing platform. Thanks to 4 different tools, you will easily plan and execute a successful search and content strategy. You can find the best keywords from multiple sources. We provide suggestions for 20+ languages. SEMSTORM will help you create stunning content that answers users’ needs perfectly. Track your SEO progress and keep an eye on your competitors due to easy-to-read reports.

Black Friday Deal: 50% off on SEMSTORM SEO and content marketing tools. 

Gain a competitive edge with a data-driven approach to SEO. Get a 50% discount on SEMSTORM plans and use actual data from search engines and rivals’ webpages. The deal is valid until December 3 on all long-term SEMSTORM plans.

Deal site: https://bit.ly/black-friday21-semstorm

Offer validity: From Nov 26th to Dec 3rd, 2021

Logo Senuto
Senuto
Senuto is a super user-friendly SEO analytics platform and know-how consultancy. Find the right keywords, use data to plan your content & SEO, and track your results daily! Now get Senuto access at the best price this year!

Black Friday Deal:

Standard plan: 30% OFF
Premium plan: 40% OFF
Advanced plan: 50% OFF
Use discount code: BLACKFRIDAY21.

Deal site:

https://lp.senuto.com/en-blackfriday (for foreign customers).

https://lp.senuto.com/bf (for Polish customers).

Offer validity: from Nov 26th to Nov 29th 2021

Logo GetResponse
GetResponse
GetResponse is an all–in–one online marketing tool that helps in carrying out various different online marketing activities like email marketing, landing page building, webinars, website building, marketing automation, sales funnels and much more.

Black Friday Deal: GetResponse is offering up to 40% discount on each pricing plan for 2021 orders only. Get ready to take your business to a whole new level with industry-leading online marketing software by GetResponse.

Deal site: 

https://www.getresponse.com/pricing (for foreign customers).

https://www.getresponse.pl/pricing (for Polish customers).

Offer validity: from Nov 26th to Dec 1st 2021

Other tools
Logo Turbologo
Turbologo
Turbologo is an online logo generator that will help you create your own logos in just minutes. Our logo maker allows you to create all types of logos including company logos, product logos, gift logos, and more. Create and customize your own logo with Turbologo for free today!

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Deal site: https://turbologo.com

Offer validity: From Nov 22th to Nov 29th, 2021

Logo PushPushgo
PushPushGo
PushPushGo is a platform for sending web push notifications. You can send mass or targeted campaigns and reach thousands of people in just a few seconds. A powerful automation module allows to increase the retention rate, save abandoned carts, utilize up & cross-selling campaigns, and much more.

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Deal site: Send an email to hello@pushpushgo.com including the link to your site with a promo code: BF-STRATEGY.

Offer validity: from Nov 26th 2021 to Jan 15th 2022

Logo Chatbots
Chatbots
We implement chatbots to automate business processes and relieve the customer service department in channels: Messenger, WhatsApp, WWW.

Black Friday Deal: Get a 30% discount on chatbot maintenance and pay 700 PLN instead of 1000 PLN per month.

Deal site: contact via m.olejnik@chatbots.pl 

Offer validity: From Nov 26th to Nov 30th, 2021

Logo Vouchery
Vouchery.io
Vouchery.io is an API-based marketing platform that helps businesses to automate timely-triggered personalized coupon promotions, like discounts, freebies, loyalty, and referral rewards, and synchronize their redemption across multi-channel customer journey: online, mobile, and in-store.

Black Friday Deal: Upgrade your Vouchery account between Black Friday and Cyber Monday to receive a GlobalGiving.org gift card worth 50% of the 3-month subscription value of any of our monthly subscription plans: Hustler, Startup, and Business. No coupon code is necessary, the card will be sent to every upgrade via email. 

Deal site: https://www.vouchery.io/post/black-friday-2021-vouchery-charity-deal-best-deals-from-our-partners

Offer validity: from Nov 26th to Nov 29th, 2021

Logo SMSAPI
SMSAPI
SMSAPI is a bulk SMS messaging service available via the Customer Portal, mobile app, or a simple and easy to integrate SMS API enabling integration with own IT systems, including e-commerce and CRM.

Black Friday Deal: +10% to the first top-up with the code 10BLACK2021 on www.smsapi.com between November 1-30. Register at SMSAPI.com and use the code within the first payment to receive extra 10% to your top-up. A Polish company? Register at www.smsapi.pl and use the code 15BLACK2021 to receive 15% to the first payment!

Deal site: As above

Offer validity: From Nov 1st to Dec 30th, 2021

Logo Cloudways

Cloudways
Cloudways helps businesses avoid hassles with managed hosting that guarantees unmatched performance, reliability, and choice with 24/7 support.
This amazing online platform offers highly reliable hosting for ecommerce websites tailored for SaaS businesses.

Black Friday Deal: 40% OFF for 4 Months on all hosting plans. Use discount code: BFCM2021

Deal site: https://www.cloudways.com/en/

Offer validity: from Nov 23rd to Dec 1st 2021

Black-Friday-2021.png

Black Friday is almost around the corner, which means it’s time for great deals on SaaS software and highly desirable tools and apps. In our roundup this year, we have included tools that are based on automation technology and, above all, support businesses’ development.

The best Black Friday deals for your business growth [updated 26.11.2021]

## Form tracking in CUX: Conversion Waterfall and Goals
CUX Conversion Waterfalls are a great Hotjar alternative to perform an in-depth form analysis. They are designed to mirror every user interaction with forms. Each of the tracked events is precise and aims to ease you to follow user activities in form fields. What are those events? Putting the mouse cursor in the form field, moving it out, or even form submission.

![Adding Waterfall events in CUX](/uploads/Add_Waterfall_700x328_ab578d0903.png)

_<center>Conversion Waterfalls let you track page loads, traffic from referrers, clicks, scrolls and every user action when they work with forms.</center>_

The other Hotjar alternative to form analysis may be a usage of CUX Goals. What are those? It is the ratio of the number of visits recordings that resulted in conversion to all recordings.

![Setting main Goals in CUX](/uploads/Main_Goal_700x277_0e19ff5ebe.png)

_<center>You can set any number of goals depending on your needs. Remember to mark a star next to the Goal you want to see on the dashboard immediately after logging in.</center>_

To track interactions with forms via Conversion Waterfalls or Goals, you can choose one of those four events:

- **Focus in** – the event is recorded whenever a user clicks or tabs into a form field. Action is recorded regardless of the device used, since the primary purpose is the visitor’s focus on the form field.
- **Changed** – tracked every time someone edits a form, changes the field content, or enters new data (actions: typing, deleting, overwriting).
- **Focus out** – this event lets you track whenever people stop typing in a field and move forward. In other words: whenever the user moves the pointer out of a form field.
- **Submit** – tracked whenever someone successfully sends entered data to your server by clicking the submit button. Remember that this event will be more reliable than a basic click-event since its primary focus is on the actual form submissions, not just clicking a button.


For every step in Conversion Waterfall and for every visit that met your Goal, you’ll be able to watch its recording.

## Form tracking in CUX: Heatmaps
If your page contains the form you want to track, you can see all interactions in Heatmaps. CUX collects heatmaps for all pages that the user has interacted with at least once. It means that you don’t have to select and code the pages you want to track.

As a Hotjar alternative, we’ve introduced the following events when it comes to analyzing forms in heatmap:

- **Move** – whenever a user moves their cursor on the screen, you’ll see it on your heatmap.
- **Click** – shows places on your web where users click or tap. More clicks equal the hotter the area (red, yellow, orange), fewer clicks appear cold (green, blue).
- **[Rage click](https://cux.io/blog/analytics/what-is-a-rage-clicks/)** – countless angry mouse clicks. The event appears whenever your page shows signs of design imperfections, implementation errors, or bugs.
- **Zoom** – this type of event shows you heatmaps for visits (only from mobiles and tablets!) where users needed to zoom in or out your page content. 

![Heatmap contact form CUX](/uploads/heatmapa_kontakt_CUX_700x665_1_31a768f1ec.png)

_<center>You can conduct form analysis with heatmaps for your pages with forms.</center>_

>**Remember** that you’ll see the most details about your users’ activity and their interactions with form fields in Waterfalls and Goals. Heatmaps will show you only single clicks around the forms, without an in-depth analysis of user activity.

## Form tracking in Hotjar
You can track interactions with form in Hotjar threefold: with heatmaps, recordings, or by setting up custom events. Heatmaps for the pages with forms allow you to see the intensity of users’ clicks, mouse movements, and scrolls. Recordings aim at reinforcing heatmap findings and helping understand user behaviors. Whenever you want to know how many users reached a given field or step on your form, you’ll need to set up a custom event in Hotjar. 

![Heatmap in Hotjar](/uploads/types_of_heatmaps1_700x322_2c9927a697.png)

_<center>Heatmaps in Hotjar / source: seerinteractive.com</center>_

If your conversion is based on customers filling out forms (contacts, training enrolments, document downloads, generating leads, etc.) or you want to know how exactly users interact with your forms – you may want to look for a Hotjar alternative. Tracking variables such as filling in specific fields, stopping entering data, or submitting a completed form will help you better understand user behavior. 


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

hotjar-form-analysis.png

Since form analysis was retired from Hotjar last December, you might find yourself looking for an alternative. You’ve probably already searched “Hotjar vs Heap” comparisons, but have you ever considered CUX as a replacement to Hotjar metrics?

Hotjar alternative: form analysis

## 4 most common configuration mistakes when settings Goals
### You have not mapped the full user journey
Sounds absurd? It’s the most common mistake when setting up the Goals! Goal not working results from overly general thinking about the idealized (and probably designed by ourselves) user path.

Suppose you run an online shoe store. Your analytical goal will probably focus on tracking visits that resulted in a sale. In the Goal configuration, you will tell CUX to monitor visits whose users have traveled the path: _cart (page load) > ThankYou page (page load). Easy, right? So why is this Goal not working?_

Meanwhile, in reality, users need to add items to the cart first, then they are sent back to the shipping details form, to the payment page, and finally to the ThankYou page. So the visit you should track would be: _add to cart (click)> checkout (form)> payment (click/form/page load)> ThankYou page (page load)._

![Whole user journey CUX](/uploads/Sekwencje_ad415f394d.png)

_<center>To see the full context of the data focus on the whole user journey.</center>_

### You didn’t check the recordings
The quickest way to see that the Goal is not working properly is in the tab with visits’ recordings. To find it to your cost, go to Visits and click Open filters. Set the filter so that it maps the event you want to track in your Goal (you can also use events from GTM). In the case of a misconfigured Goal, you’ll have two outcomes:

- **We do not collect recordings**

The event you are trying to track is not happening on the page. Perhaps the path you designed does not reflect the real customer journey (example one)

- **We collect recordings**

If, after filtering, you can see recordings with the events, but you do not see them in your Goal – check typos and Comparison settings in Goal! Perhaps you rearranged the letters in the page URL, or choose Matches instead of Contains?

### You don’t use negation
Negation in the case of events means that CUX will select for you all the visits that did NOT meet the given Goal. For example, if you select an even “Click the “buy” button” and check the “Reverse this step (Negation)” box, you will only see the visits’ recordings where users did not fulfill the Goal (did not click the button).

![Reverse this step (Negation)](/uploads/Screenshot_2021_01_13_at_10_23_47_1536x594_9ff7585755.png)

_<center>“Reverse this step (Negation)” option in event setup</center>_

Why is it so important to use negation and watch visits that didn’t convert? Filtering the customer journeys and viewing the non-selling ones allows you to spot behavioral patterns. This way, you will see the pitfalls of users who have failed to make a purchase. You will find out where their frustrations occurred and how you can start to prevent them in the future.

![Goal-–-Negation-1536x580.png](https://content.cux.io/uploads/Goal_Negation_1536x580_44a61e0732.png)

_<center>For meaningful results, focus on all traffic, not just on goal-reaching visits.</center>_

### You set the wrong timeframe
The simplest solutions are usually the best ones. If your Goal is not working, and you don’t see any valuable data – even though you know users are converting – check the timeframe. Perhaps you have set last week as your default scope, and this is not enough for the tool to prepare the appropriate data for you. Easy? Easy! And how effective!

<center><iframe src="https://giphy.com/embed/LYKlkPDnCKs6v0obwS" width="480" height="480" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/showtime-season-2-episode-3-smilf-LYKlkPDnCKs6v0obwS">via GIPHY</a></p></center>

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Goals-common-mistakes.png

You work with CUX, your actions starting to be automated, the conclusions come to mind automatically. Your analytical world is better than ever! And suddenly… your Goals don’t collect data! You check Goal settings, examine recordings, flick heatmaps. Zilch! Why is your Goal not working? You’ve probably made one of those common mistakes.

Why are your Goals not working? The 4 most common configuration mistakes

## 4 reasons why you don't need Session Replay Tools
### 1. You have no time for it
Let’s face it: no one has time to watch hundreds of thousands of videos of their users’ visits in session replay tools! It’s not a gripping thriller, but a tedious – quite often dry as dust – duty. The research shows that entrepreneurs can dedicate – with favorable conditions – about 5% of their time to the entire analytical process. And you want to tell me that someone will spend their 5% on binge-watching session replay of this one customer who was not able to get through to the checkout on their own? My eye!

>**Over half (57 percent) of marketers worldwide feel overwhelmed by the incoming data.**

The Brand Experience Playbook For 2021.

### 2. Sessions are not worth a cracker
If I’ve told you once, I’ve told you a thousand times: visits are a much more reliable analytical value than sessions! How come? The difference between a visit and a session (if we take into account web analytics) is enormous. A session is only a fragment of the user’s entire visit to the site. If we want our analysis to be complete and accurate, we need to take account of the whole visit. It may consist of many tabs (and each of these tabs will be a separate session) that the customer opens to compare the products or services we offer.

![Visits vs sessions ](/uploads/explainer_700x357_aef0a72718.png)
_<center>The difference between sessions and visits</center>_

Imagine that the user opens 7 tabs and then makes a final purchase. If you’ll be analyzing sessions – like most of the analytical tools do – you’ll be analyzing each tab separately. This may lead you to wrongly conclude that there are not one, but seven users, of whom only one made a purchase and the rest left our site without converting. Whilst analyzing all the tabs as components of one visit, you’ll have a full picture of what is happening on the site. You’ll see that this was only one customer who opened seven tabs just to compare products before making a purchase. The conversion for this analysis will be 100% (one customer = one finalization of the transaction). Since this is the best possible conversion rate, you don’t have to think about additional expenses for advertising campaigns or changes on the website.

### 3. Cognitive biases are inevitable
Until now, working with data in any organization very often consisted of randomly checking statistics, viewing occasionally selected visit recordings, and seeking support for your hypotheses. Possibly downloading ready-made reports for presentation to the boss at the end of the month. Of course, this has nothing to do with being data-driven! Data collection is only 1/3 of the success. You need to be able to combine information to check if hypotheses are correct and to deepen them. To do this, while avoiding cognitive biases, you must create an articulate and comprehensive analytical strategy of the company.

The session replay tools provide crude figures, not conclusions. So it’s up to you to make sense of the numbers and translate them into business recommendations. And this is a truly friendly environment for most cognitive biases to appear.

The most common cognitive biases in analytics are:

- **IKEA EFFECT** – overestimating the things we have done ourselves,
- **STREET LIGHT EFFECT** – searching for information in places known, easy and accessible,
- **CONFIRMATION BIAS** – looking for information that confirms our initial hypotheses,
- **SELECTIVE PERCEPTION** – how we interpret data largely depends on our expectations.


### 4. You can automate your work
If you can measure something, you can optimize it! So why waste time (and often nerves – you won’t fool us) on single-handed and tedious data analysis when you can use tools that will do it for you?

CUX is the first and only UX Automation platform in the world. This means that it will recognize, detect and define the behavioral patterns of your users by itself. Then the tool will show you how those experiences influence UX regarding your business goals. As a result, you’ll get hard-to-understand emotions converted into easily approachable metrics.

![Experience Metrics in cux.io](/uploads/Experience_Metrics_700x425_054457ae43.png)

_<center>CUX recognizes, detects, and defines the behavioural patterns of your users. Then shows you how it influences UX regarding your business goals. The tool also converts hard-to-understand emotions into easily approachable metrics</center>_

#### Data analysis automation that CUX will carry out for you:

- CUX will select recordings and [heatmaps](https://cux.io/blog/analytics/how-to-read-a-heatmap-part-1/) from visits that meet your goals (sales, purchase intention, newsletter subscription, form filling, document download, etc.). You don’t have to watch all the recordings anymore!
- CUX will [track user frustrations](https://cux.io/features/#experience-metrics) and alert you when they reach a disturbing level. You don’t have to keep an eye on your data!
- CUX will prepare quick [segments](https://cux.io/blog/product/walkthrough/user-segmentation-cux/) for you that you can use to filter your data. You can also create your filters and save them into segments – so you will be able to come back to them at any time.
- CUX works retroactively, which means you can return to your data at any time and perform analysis even on historical data.
- CUX autocaptures events on your site. You don’t have to code each of them separately!


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

session-replay-tools.png

A while ago, we came across the article “X Reasons Why You Need Session Replay Tools”. And we have only one thing to say: bull! 

4 reasons you DON’T need session replay tools

## Funnel analysis in CUX
We know that users don’t consume content linearly. They are often chaotic and irrational. That’s why in CUX – as an alternative to Hotjar solution – the funnel analysis is conducted via [Conversion Waterfalls](https://cux.io/knowledge-base/waterfalls/what-is-a-waterfall/).

### Conversion Waterfalls, alternative to Hotjar funnel analysis 

Waterfall helps you track visitor behavior across various customer journey scenarios. In other words, the Waterfall is a graphical representation of any sequence of steps visitors perform on your site. You can visualize form submissions, account registration, check-out process, etc. You can also map a scenario to check whether visitors read terms and conditions when you ask them to. It’s up to you what you want to see.

![Conversion Waterfall - funnel analysis](/uploads/Blog_post_7_700x394_68eeccd567.png)

_<center>In CUX funnel analysis is conducted via Conversion Waterfalls</center>_

So when looking for an alternative to Hotjar, you have to answer a question – how detailed a customer journey you need? Is funnel analysis the basis of your business success? With clearly defined goals in mind, it would be much easier for you to choose the right funnel analysis tool.

Waterfalls don’t have to be extra long for your funnel analysis (like when you mirror your conversion funnel). They can be broken down into several smaller ones, for example, to track form submissions.

A Waterfall event represents each user’s action and helps you analyze what happens when people do or don’t do something. The numbers on the Waterfall chart show you how many people have reached a particular stage. For each of the steps of the funnel analysis, you can watch visit recordings – the diagram shows your entry points to a filtered Visits page. Your examination of those visits should tell you if the intended course of events is a reflection of reality.

## Conversion Waterfalls
Before you start building your Waterfall for funnel analysis, make sure to define its goal. It’s best to have a single goal for each of your Waterfalls.

To create a Waterfall in CUX go to the Waterfalls page and click. Always begin with a meaningful name – this will later help you find the Waterfall you need.

![Add Waterfall in CUX](/uploads/Screenshot_2021_07_09_at_16_03_05_700x228_9c668c12ca.png)

_<center>Adding Waterfall for funnel analysis in CUX</center>_

Add a step. Remember that there is no technical limit to the number of steps. Enter a step name. Try to use a name that reflects an action you want your visitors to take.

![Waterfall events in CUX](/uploads/Screenshot_2021_07_09_at_16_03_58_700x329_8adc4d1993.png)
_<center>Waterfall events for funnel analysis in CUX</center>_

Select an event and define its parameters. You can select [events from 3 categories](https://cux.io/knowledge-base/waterfalls/waterfall-events/):

- events related to **web traffic** (page load or visit origin),
- user **movement on the page** (click or scroll),
- user **interaction with a form** (entering data, changing data, submissions).
Optionally repeat adding and configuring steps until you’ve mirrored the entire sequence of actions that match the Waterfall goal.

## How to analyze funnels in CUX
On the Waterfall chart, you’ll see the percentage of users who have made it to the next step. For each step, you can click “View” and be redirected to the filtered list of visits during which users drop.

![Visits recordings in Waterfall](/uploads/Waterfall_700x452_a4d7bfde57.png)

_<center>In CUX you can watch a filtered list of recordings for every step of the funnel</center>_

All you must do now is watch a few of those recordings, look for the patterns, and the reason for the drop will come forward.

## Funnel analysis in Hotjar
To analyze funnels in Hotjar you first have to decide which parts of your funnel you want to monitor (Recording filters). You can choose one of the following options: referrer traffic, drop-outs (filter by the Exit URL), completed checkout. Then you’ll need to add those filters to your Recordings. The next step would be saving the filter list as a Segment and watching Recordings within the Segment.

The main difference between the CUX and Hotjar funnel analysis is the level of detail. In Hotjar alternative – like CUX – you will see why users drop out on different levels of the customer journey, while in HJ you will only see drops in the places you’ve chosen. Why does it matter? Perhaps you are focusing on recovering abandoned carts with your remarketing campaigns.

![Waterfall for Checkout in CUX](/uploads/waterfall_checkout_f1caf53384.png)

_<center>Conversion Waterfall (funnel analysis) for checkout process in CUX</center>_

However, if you’ll take a few steps back, you may notice that users who actually reached checkout are only a fraction of your total traffic. The biggest drops happened earlier.

![Waterfall Product Checkout](/uploads/waterfall_product_checkout_d9b02d23f4.png)

_<center>Conversion Waterfall (funnel analysis) for the whole journey (Product page to checkout)</center>_

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Hotjar-funnel-analysis.png

Tracks and forms were retired from Hotjar last December. Since then, the tool has proposed to watch visits’ recordings for funnel analysis. If you are looking for a Hotjar alternative on this topic, this article is an answer to your prayers.


HotJar alternative: funnel analysis

## High traffic, low conversion
In today’s Quick Wins series, we present to you the case study of our footwear industry client. The well-known e-commerce with branded shoes at approachable prices came to us with a problem. Despite satisfactory traffic, their conversion rate remained at an alarmingly low level. To save the day, they’ve decided to start investing in abandoned carts, rather than user journey analysis. Reason? They heard on many webinars and conferences – it works! They came to CUX with their own conclusions, looking only for confirmation before moving to spending money on campaigns:

- People do not buy on mobile. They prefer to finish the purchasing process on the desktop and that’s just the way it is.
- Multivendor marketplaces (of which they have 90% of traffic) do not sell.
- We should invest in abandoned carts or invest in a new paid campaign, because the current activities didn’t work.


What’s worth mentioning is that when it comes to numbers, everything (except for the conversion, duh) seemed correct. Traffic was satisfactory even with the high bounce rate – but it rather raised a warning instead of a red flag. After preliminary interviews and basic analyzes, it also turned out that 55% of their users came from mobile. 90% of visits came from marketplaces, which they blamed for inhibiting sales. The main problem indicated by the numbers was a very low – even negligible – conversion from mobile.

![Misinterpret the data. Again.](/uploads/qw4_965afec92b.jpeg)

In addition, the conversion funnel of user journey set up by e-commerce showed that users enter and view the product page (as it turned out later, not necessarily the product itself) and exit. They did not add the product to the cart, they did not proceed to the purchase.

## Watch user journey, not just imagine it
And here is where the real adventure in searching for answers to analytical questions began! After connecting the client’s website to the tool and focusing only on traffic coming from mobile, it turned out that as many as 25% of users zoom in on the content. That was our first warning! The very first users’ visits recordings have already shown that people waste a lot of time before actually seeing the product. They were distracted, among other things, by annoying pop-ups. In many cases it took up to 1 minute to get to the “buy” button!!

Analyzing the events that the user had to perform to complete the purchase, we saw a very complicated path. Instead of an intuitive

>_product -> add to cart -> buy_

we got a complicated and multi-step waterfall

>_product -> close cookies -> close newsletter -> scroll about 300px banner with a great discount and special promotion -> add to cart -> buy_

Thanks to the recordings, we saw that not everyone closed both pop-ups. Some closed only one and tried to scroll further, which made it even longer to get to the CTA (if they’ve reached it at all)! We also saw that the button to close the newsletter sign-up window was too small. It caused mobile phone users to repeatedly click around the button, zoomed in and – worst of all – get extremely frustrated.

![Quick Wins - Customer Journey](/uploads/Picture_1_700x379_085ddac398.png)

## Quick win: 
### Shorten the user journey
In situations like this, you need to remember the basic truth: users who come to your site from the marketplace have already gone through one path entitled “find your dream sneakers”. At this stage, they are not interested in loyalty cards, newsletter subscriptions, satisfaction surveys and blog entries, but only in getting to the check out with their perfect shoe.

Smart analysis of data from user behavior allowed us to find quick wins almost immediately. The client should eliminate unnecessary content for marketplace traffic, focus the user’s attention only on the purchase and, above all, shorten the user journey. To sum up, instead of spending a fortune on a campaign to save abandoned carts, they’ve invested in two days of designer and programmer work.

Aren’t quick wins just awesome?! 😁

_

>**QUICK WINS** are quick solutions that immediately respond to the needs of your online consumers. Deployments do not require significant resources, implementing takes up to maximum 60 days (although it can be implemented right then and there). Quick wins are based on the constant observation of analytics metrics and customers’ behaviors. Thanks to analytics, we’re able to choose the right solutions that allow us to make business decisions based on data, and not on the intuitions or stakeholders’ wishes.

**Quick wins in brief:**

- do not require expenses (or generate only small costs)
- carry a low risk,
- easily accepted by business,
- recognized on the basis of data,
- results warranted,
- implemented in max. 60-90 days,
- the project team can implement them autonomously.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Quick Wins Series - Shorten the user journey

Quick-wins-CUX-4.png

We often come across a situation where the original conclusions drawn from the data are completely irrelevant to the reality of the user journey. How much time and – very often – money you’d be able to save by observing the users’ behavior behind these sad numbers. And how much fun it would be to implement the quick wins and watch them numbers grow!

Quick Wins #4 – Shorten the user journey

![cux-1-guest-blog-customer-journey.jpeg](/uploads/cux_1_guest_blog_customer_journey_3aec1a882f.jpeg)

When you want a fast health check on how your product’s interest is turning leads into sales, marketing initiatives like funnels are sufficient, but the sales path is rarely linear. The journey consists of stops and starts, as well as a variety of encounters across several channels. All of which modify consumer wishes and intents. 

In simpler words, you must keep your customer happy. And in order, to do that, the best way is to build a roadmap of the customer journey. 

Here in this article, you would learn how to optimize the customer journeys with a roadmap. Also, can you believe that a chatbot can help your business in optimizing customer experience too? Are you wondering how? Scroll just a bit!

## Customer journey optimization - Linking Your Internal Initiative and KPIs to Customer Needs and Value Drivers

![3 reasons why business invest in CX](/uploads/cux_2_guest_blog_customer_journey_edc25689b9.png)

_<center> [Source](https://www.superoffice.com/blog/customer-experience-statistics/) </center>_

Here you are assisted to understand how customer journeys actually function. And what your customer value drivers are per touchpoint to discover your customers’ behavior. 

After that, you will learn in determining the best touchpoints. This is how you can accomplish:

1. Customer KPIs and operational KPIs should be mapped out
2. Identifying the business processes that underpin the customer journey


## Mapping Customer Channel Touchpoints in connection with your back-end system processes
In a unique method, we assist you in combining the mapping of your customer channel touchpoints with your back-end system operations. This leads to fact-based customer segment monitoring during actual customer journeys. Moreover, this leads to clear and validated insights about the potential for improvement in terms of efficiency, effectiveness, and compliance. And with the underlying core causes across the customer journey.

## Recognize Customer Actions
You are assisted in determining how your consumers are truly “travelling” via your channels. And how they have interacted during their touchpoints through customer journey analysis. Also, you will be able to continuously enhance customer journeys and achieve the best balance. 

The balance between customer pleasure and process efficiency. And that too by combining fact-based insights from underlying business operations.

## Enrich Customer Insights and refine Customer Segments
#### a) Personas Review:

The existing consumer profile and segmentation will undergo 4 stages. Naming, examination, completion, updating, and optimization as needed based on factual facts.

#### b) Design Target Customer Experience:

The experience model will undergo 3 stages. Naming, examination, updating, and adjusting as needed based on the consumer persona and segment analysis.

## Fact-Based Insights are used to replot current Customer Journeys and Experiences

Have clients followed the customer journeys as planned? Where did they stray from the path? What does this mean? And how should we adjust things to help them along their way?

## Customer journey optimization - Digital Touchpoints: replan, reprioritize and ideate

![Digital Touchpoints: replan, reprioritise, ideate](/uploads/cux_3_guest_blog_customer_journey_216475f0e8.png)

_<center> [Source](https://www.smartinsights.com/customer-engagement/customer-engagement-strategy/customer-experience-research-statistics/) </center>_

When it comes to improving customer experience, now is the time to think about new service offers and new service options that will help you deliver the desired experience. 

In addition, assessing prospects and new services/offers necessitates the presence of supporting digital capabilities. Which are the necessary technologies, people, processes, and organizational elements in place to deliver the desired experience?

Following that, a digital capability map based on customer journey steps. In addition, that underlying capability is necessary to serve a client on their trip is created.

## Map (digital) capabilities required for service delivery & the best experience
For ‘Customer First’ success, prioritize channels and touchpoints. What capabilities do you need to be able to achieve our ideal client experience?

## Customer Management and Internal Process Monitoring on a continuous basis
Your improvement roadmap should be built around a measurable and prioritized improvement agenda. However, continuous customer journey monitoring shifts process improvement efforts from “gut feel” to “fact-based,” leading to less opposition and greater control over value realization.

## Optimize customer journey
### So, how can chatbots improve Customer Experience?

![Three stages of customer journey](/uploads/cux_4_guest_blog_customer_journey_82e455de3e.png)

_<center> [Source](https://www.veeqo.com/blog/chatbot-examples) </center>_

A [chatbot](https://botsify.com/facebook-chatbot), by definition, is software that interacts with users using a conversational interface, whether written or voice-based. While most people identify bots with artificial intelligence (AI), they do not require AI to be useful and functional.

#### 1. Smoother Customer Journey:

CX is all about improving interactions at multiple contact points along the customer journey. So, first and foremost, a chatbot can make the purchasing process much easier. Also, there are two touchpoints in this segment of the journey where bots can have a substantial impact: the awareness and evaluation stages.

#### 2.Real-Time Personalization:

In terms of the consumer experience, personalization is key. The ability of bots to customize client experiences in real-time is the second advantage they bring to the table. In other words, any information the consumer provides during the chat (or numerous interactions) is immediately available to the bot. Moreover, this capacity goes much beyond simply addressing the user by name.

#### 3. Be Available 24/7:

Your live chat customer service crew requires rest. Your chatbot, on the other hand, does not. Outside of formal business hours, numerous requests and transactions occur. When your customer service crew is unavailable, customers need a way to get help.

#### 4. Collect Actionable Feedback:

Any company’s ability to collect feedback is critical. It’s critical to understand how your consumers feel about your product/service and the support you provide if you want to be successful.
 
_

**Alishba Memon** is a content writer at [Botsify](https://botsify.com/blog/chatbot-types/). She is a staunch believer in the theory of making anything happen. She specializes in SEO writing and content writing. Not only that, but she aims to spring up in a pragmatic way.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Customer-Journey.png

Most businesses want to improve the customer experience across all of their digital properties. Including: websites, social media, television commercials, blogs, mobile, call centers, and so on. But few succeed to optimize customer journey in a repeatable manner that maximizes return on investment. Because they are frequently utilized in isolation, despite the fact that they are part of the brand experience.

Optimize Customer Journey

Correctly read heatmap is able to show you the exact history of activity on your website. Thanks to it, you’ll find out where exactly people clicked and where they didn’t click, even though you wanted them to. Do they click on things that aren’t linking? Do they click in anger or frustration? You will see which links are not working, and identify places where the links should appear (the so-called dead clicks).

When you look at a heatmap, don’t take anything for granted! What you see is a generalized view of the user’s activities. To see more details and analyze specific scenarios, you’ll have to dig into the settings. Look for new points of view, find specific segments. And I’m here to tell you how to do it.

![Heatmap CUX](/uploads/Screenshot_2020_10_21_at_12_24_34_700x405_1_4b6a256ac6.png)

_<center>Heatmap in CUX</center>_

## Heatmap ≠ Linkmap
When you read a heatmap remember: a heatmap is always static. Some tools scrape the page (i.e. extract data from web pages) immediately after connecting the code. Others, such as CUX, display the latest recorded view in the heatmap preview. This is especially important for the timeliness and accuracy of the collected data on user behavior.

Remember that the heatmap applies to all clicks on the page – regardless of their severity and location. Heatmaps where you can see that users click and hit the buttons perfectly are probably linkmaps. Linkmaps exclude any clicks that are not clicks on links to other subpages, and therefore cannot provide you with a complete picture of user behavior.

## Pop-ups, widgets, drop-down menus
If your website has multiple states – that may be an analytical problem. All clicks and interactions with pop-ups, widgets or hovers appearing on your website will be extremely important for user behavior analysis. Unfortunately, if they don’t generate separate URLs, you won’t see a separate heatmap for them.

When analyzing a heatmap and seeing clicks “floating in the air”, consider whether these are the places with additional content appearing. Like pop-ups, widgets or drop-down menus. While you won’t see them on the heatmap, remember that they have great analytical value! They’ll tell you a lot about what the users are facing.

## Tracking campaign traffic
Do you run an online business? You certainly drive traffic to your website from paid campaigns or social media. But are you following that movement properly on your heatmaps?

Remember that each redirection from external sources “attaches” a piece of text to your address. For users coming from Facebook it will be _fbclid_, for clicks from Google it will be _gclid_. If you have many campaigns or social media inputs, a heatmap for a single URL is not enough. In such a case, it is worth registering all URLs in heatmaps and using the [“grouped heatmap”](https://cux.io/blog/analytics/grouped-heatmaps/) function. We used it with great results while [optimizing the Valentine’s Day campaign for aniakruk.pl.](https://cux.io/blog/use-case/valentines-campaign-analysis-aniakruk-case/)


![aniakruk.pl heatmap CUX](/uploads/Ania_Kruk_case_5_700x392_1_a1303345c1.png)

_<center> Grouped heatmap for campaign traffic in cux.io (for rage clicks) </center>_

## Logging frustration
No matter how much time you devoted to designing your perfect website or product – user frustration is a phenomenon that you will definitely encounter! Tracking user behavior patterns, the so-called [Experience Metrics](https://cux.io/features/#experience-metrics) allows you to catch negative emotions before they turn into serious problems that threaten to decrease conversions.

Heatmaps are the perfect solution here. If read correctly, they can become a source of knowledge about users’ frustrations. Imagine a situation where some page element has many more clicks than your CTA (Call to Action). This is not a proof of its popularity, but most often of its problems. It may turn out that users cannot click on it. Thus, they increase the traffic in its area, which is distinguished by red on our heatmap. Heatmaps of [rage clicks](https://cux.io/blog/analytics/what-is-a-rage-clicks/) will also be useful in tracking frustration.


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

How-to-read-heatmaps.png

Heatmaps are graphic representations of the most important activities of users on your pages. Any action, such as clicking or moving the mouse, increases the attractiveness of the heatmap area by making it “warmer”. Places where users click frequently are red. The places where users click less often are blue and green. Simple? Not exactly! Heatmaps are real goldmines of knowledge about users, which, unfortunately, we often cannot decipher. So how to read your heatmap?

How to read a heatmap? Part 2

## Contact with the client is a priority
Our client from the metallurgical industry has recently found about the importance of building changes and introducing quick wins based on the expectations of our own customers. His goal – during the redesign of the current website – was to make it easier for customers to contact his company. Most of the large and significant orders for him were based on direct contact, so the contact form clarity was obviously his business biggest priority.

Presently – in the activities he was relatively satisfied with so far – the exposed form of contact on the customer-producer line was the form. However, the analysis of the heatmap data and the measurement of the business target fulfillment indicator showed that only 12% of customers go to the form page, and only 0.3% of them actually fill it in. In addition, the heatmap presenting the movements on the form page itself clearly showed that customers had skipped the fields with the form and their attention was drawn immediately to addresses, telephone numbers and e-mails.

![Contact form heatmap in CUX](/uploads/heatmapa_kontakt_CUX_700x665_3c815af75c.png)

_<center> View of the heatmap presenting the customers’ attention on the page with the form shown in CUX </center>_

## Quick win: 

### Simplify the contact page
The use of an analytical tool such as CUX allowed not only to discover a problem that the entrepreneur had not known about so far, but it also led to implementation of a solution that significantly increased his conversion (in this case, direct contact with the customer). Thanks to the simplification of the contact page, customers began to find the information they needed faster and the barrier in the form of… well, a form was eliminated. Such quick and simple implementation of changes is a perfect example of the impact of quick wins on the business potential of many companies.

 

>_**QUICK WINS** are quick solutions that immediately respond to the needs of your online consumers. Deployments do not require significant resources, implementing takes up to maximum 60 days (although it can be implemented right then and there). Quick wins are based on the constant observation of analytics metrics and customers’ behaviors. Thanks to analytics, we’re able to choose the right solutions that allow us to make business decisions based on data, and not on the intuitions or stakeholders’ wishes._

**Quick wins in brief:**

- do not require expenses (or generate only small costs)
- carry a low risk,
- easily accepted by business,
- recognized on the basis of data,
- results warranted,
- implemented in max. 60-90 days,
- the project team can implement them autonomously.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉


Quick-wins-CUX-3.png

More often than we’d like to admit, we fall into the traps of thinking: I designed it, I like it, I think it will work wonders. Unfortunately, there are only a few worse things that you can do to our business. Creating solutions checked only on ourselves, and not on our clients, has the potential of significantly reducing conversion levels or be the main reason for users’ frustration increase. It can also yield in never seeing your customers again – and they’d probably even leave you without any meaningful feedback. Unless you’ll use quick wins, like the one with contact form analysis. 

Quick Wins #3 – Contact form


## What is a heatmap?

As you probably know, a heatmap graphically shows users’ most significant actions on your pages.  Every single activity – like a click or mouse move, scroll, chaotic movement – adds to the hotness of a given area. The places where users click most often are marked as hot areas (yellow, orange, red). The places where users click less often are shown as cold (blue and green). Any areas without colors are the places where there’s no user action.

<center><iframe src="https://giphy.com/embed/5wFkqt6A8R4qAqGIFQ" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/abcnetwork-modern-family-eric-stonestreet-jesse-tyler-ferguson-5wFkqt6A8R4qAqGIFQ">via GIPHY</a></p></center>

## What heatmap is trying to tell me?
In CUX heatmaps can show you the most valuable things that happen on your website. Like places here people click or don’t click (but were supposed to click). Phrases that users clicked on thinking that they’re links. Anger and frustrated clicks. You can also use heatmaps for debugging your website. For example, you’ll be able to spot clicks on broken links or missed opportunities to have links (dead clicks).

## How to read a heatmap?
There is a one simple rule for you to follow: don’t take anything for granted. Working with heatmaps require a bit of time and commitment. Heatmaps, by default, show a generalized, summary view of user actions. To see more details and analyze specific use scenarios, you need to change heatmap settings.

**You can for example:**

- change the type of device for which the image is displayed (desktop, mobile, tablet, smart TV, console, wearable, embedded browsers),
- check out images for different types of events (clicks, [rage clicks](https://cux.io/blog/analytics/what-is-a-rage-clicks/), mouse movements),
- set time intervals that interest you,
- change page resolutions,
- examine single or [grouped heatmaps](https://cux.io/knowledge-base/heatmaps/what-are-grouped-heatmaps/).

![Heatmap CUX](/uploads/heatmap1_700x333_e430c61515.png)

_<center> Adjust heatmap to your analytical needs </center>_

>The default heatmap view in CUX is the desktop view. If you need a pixel perfect view you should select a required resolution in heatmap settings. You can start by finding out which screen resolutions are the most frequently used by your site visitors. Next, adjust the CUX heatmap settings to see what happens when people see your pages using this resolution.

## See better, know more from CUXs' heatmap
You can use an advanced filtering option for a better insight into heatmaps. Play with opacity – increase and decrease the transparency of hot areas to adjust visibility. Change intensity to find precise user activity points. Increase **intensity** to see exact click points if your page generates a lot of events. Decrease it to see specific places if you’ve fewer events. Play with spread to focus on single areas (low **spread** for high traffic pages, high for low traffic pages).

![Heatmap cux.io ](/uploads/advanced_700x333_90e2941150.png)

_<center> Advanced options to read a heatmap </center>_

## Why does a heatmap look messy?
It’s all about precision. If you’re looking at a nice heatmap with even borders you’re probably the victim of overgeneralization. Need an example? Let’s say you have a button on a page. The overgeneralized heatmap will show you clicks at the very center of it. But in reality the button rarely attract the mouse cursor to their center.

![Grouped Heatmaps in cux.io](/uploads/Grouped_Heatmap_main_1_700x359_1993e23ba9.png)

_<center> When you read a heatmap you’ll rarely see even borders </center>_

In CUX we’d rather our heatmaps to look messy and at the same time show you specific clicks. The exact clicked places. The right birthplaces of your user’s frustrations. And – thanks to this untidiness – a whole new level of understanding your customers.

## Making heatmap-based decisions
When people cannot access page elements, they won’t use them. If this concerns the “Buy now” button, it would be a bummer, wouldn’t it? Can you afford not to know that your conversion call-to-action doesn’t work? Probably not! Keep an eye out for heatmaps showing a button that often gets clicked close to its edges or on one side only. Think if this is an indication that you should change the element placement on the page.

Examine if numerous clicks on text are related to copying text. The most obvious indicators are clicks before a piece of text, for example, at the beginning of a line. This often happens for emails that aren’t active links, promo codes or street addresses. If that’s the case for you – try to make it easier for users to copy the text. Perhaps highlighting content is not about non-copyable elements, but simply visibility problems? Maybe you used too little contrast font that is invisible to users?

It sometimes happens that even images that aren’t linked receive clicks. Think of this as an unrivalled opportunity. Let’s say you have a fashion e-commerce. One day you find out that a static photo on a product page gets clicks. Where do the visitors click? Is this a watch, a bracelet, or a cardigan that is clicked. If you have it in stock, you’ve just found an excellent opportunity to cross-sell your products!

## Mind the traps!
That may come as a surprise to you but heatmaps don’t show any dynamic elements! They’re always static snapshots of your page. That’s why you won’t be able to see elements like: pop-ups, tooltips, modal windows or drop-downs. However, we’ll show clicks that those elements received.

![Heatmap CUX](/uploads/Ania_Kruk_case_4_700x401_1_73341482c8.png)

_<center> If you read this heatmap you’ll see clicks on the menu bar after its expansion </center>_

When you see unexpected hot areas, think if a dynamic or temporary page element appears there. Do not mislead those areas as rage clicks. Our algorithms understand your page behavior and can distinguish clicking on a dynamic page element and angry behavior.


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Blog-post-Recenzje-Partner-LP-31-700x394.png

People get hot about some things on your website. And they are totally cold about other stuff. Frustrations, chaotic movements, problems and solutions – that’s all you can spot on a heatmap. But in order to make it a goldmine of user’s insights, you have to know how to properly read a heatmap.

How to read a heatmap? Part 1

## Check-out problem

One of our clients – a shop offering air purifiers for industrial spaces – has found out about this truth. Despite an efficiently operating e-commerce store, they could not cope with the huge number of customers who abandoned their full carts after placing the order. The problem was quickly detected by analyzing the customer behavior during the check-out process.

While analyzing the visits’ recordings, it became clear that the problem for the users was generated by the delivery and payment option. The store did not take into account the option of cash on delivery, which customers definitely preferred. So the obvious solution would be to add this option to the possibility of payment selection. Unfortunately, that wasn’t the only problem this e-commerce had to face.

![Choice of payment method](/uploads/wybor_sposobu_platnosci_1_700x118_d3aa6501e2.png)

_<center> Customers abandoned their shopping carts because they were unable to find the payment method they were interested in – cash on delivery </center>_

The heatmap analysis showed that customers, while navigating through the check-out, did not try to change the method of delivery or payment – even when introducing new options, which they had previously lacked. The change turned out to be definitely counterintuitive for them.

## Quick win: 
### Changing the sequence
The problem – thanks to quick wines – was solved in a few minutes, by changing the default delivery option to the one with the option of cash on delivery, i.e. the courier service. This reduced the number of direct contacts and orders via the hotline and e-mails by an impressive 37%!

![Fixed choice of payment method](/uploads/wybor_sposobu_platnosci_po_zmianach_700x142_7044ec1587.png)

_<center> Changing the default shipping and payment method reduced the number of orders placed through the hotline by 37% </center>_

Proper observation of user behavior on the website is able not only to spot problematic or frustrating places for customers, but also to direct us to quick implementations that can irretrievably solve those problems.

>_**QUICK WINS** are quick solutions that immediately respond to the needs of your online consumers. Deployments do not require significant resources, implementing takes up to maximum 60 days (although it can be implemented right then and there). Quick wins are based on the constant observation of analytics metrics and customers’ behaviors. Thanks to analytics, we’re able to choose the right solutions that allow us to make business decisions based on data, and not on the intuitions or stakeholders’ wishes._

**Quick wins in brief:**

- do not require expenses (or generate only small costs)
- carry a low risk,
- easily accepted by business,
- recognized on the basis of data,
- results warranted,
- implemented in max. 60-90 days,
- the project team can implement them autonomously.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Quick-wins-CUX-2.png

To say that it is important to know the specifics of our target group is to say nothing. It’s the knowledge that will not only tell us how and why customers buy, but also what they expect from us as a provider of shopping experiences. Among other things, it will be information in what order and arrangement they want to interact with our platform. 

Quick Wins #2 – Intuitive sequence

## When frustration prevails
In brief, rage clicks are records of user frustration. We’ve taught our algorithms to show you every event, that happened on your site, which resulted in people click numerous times and get no computer response. Why? Because those are your users who are experiencing something that’s referred to as computer rage — the state of anger and angered actions directed against computers.

![click.gif](https://content.cux.io/uploads/click_11014ba6c1.gif)

Rage click is never a good sign. When you ignore them, you risk increasing customer churn. But they can also be your guardian angels, leading you gently to the gates of QUICK WINS. When you note them in the visits, use them to prioritize future design and development work. Use this as your chance to turn observations into actionable items.

## Why do I see rage clicks?

Rage clicks can ba a bottomless mine of knowledge. They appear whenever your site evokes negative emotions. They identify places that mislead visitors. These can be fragments of text that look like links or calls to action. These can be images that look like banners. Or simply a dead links or buttons that don’t work.

You can use them to identify unresponsive pages. In general, you can find out if the performance of your website degrades the user experience. They can apply also to web design – you can see whether the size of your images is optimized or if people are clicking on them, hoping to see an enlarged version. Through the rage clicks you can easily track partially loaded images. People click on them, expecting to see the graphics in full.

## Tracking rage clicks: dashboard

Rage clicks strike the eye whenever you log in into your CUX account. There’s a special widget you should see by default on your dashboard. This shows the number of visits – that have reached your main Goal – with rage clicks recorded. Next to it you’ll also see there other Experience Metrics like rage key presses, zooming or refreshing in context of your Goal.

![Rage clicks in CUX](/uploads/Rageclick_dashboard_1536x701_db8c55a75e.png)

_<center> Visits recordings filtered by rage clicks in CUX </center>_

## Tracking rage clicks: visit recordings
You’ll see them whenever you decide to watch your visits recording. You can filter the list of visits and use a rage click as a parameter. 

### To see visits where rage clicking happened:

1. Click Open filters on the Visits page.
2. Find the Patterns section.
3. From the patterns list, select Rage click.
4. Click Apply to see the list of select recordings.
5. The list of recordings automatically updates. You can then click Play for each visit and find out where exactly user frustration occurs. You can also apply one of our [predefined segments](https://cux.io/blog/product/walkthrough/user-segmentation-cux/) on  selected recordings e.g. traffic from mobile or evening traffic.

![Rage click in visit recording CUX](/uploads/Screenshot_2021_03_15_at_16_50_37_1536x702_86be4091a0.png)

_<center> Visits recordings filtered by rage clicks in CUX </center>_

Each recording has a color marker below the player timeline. You can fast-forward the recording to see the details.

## Tracking rage clicks: heatmaps
Whether you decide to work on a single or [grouped heatmap](https://cux.io/blog/analytics/grouped-heatmaps/) – you’ll be able to spot rage clicks. Each heatmap allows you to see a specific type of event, and rage click is one of them. On the heatmap, you can also switch the device type to see, for example, whether angry behavior happens on mobile devices as well.

![aniakruk.pl and CUX: case study](/uploads/Ania_Kruk_case_5_700x392_b1684fd3bd.png)

_<center> Grouped heatmap of the jewelry brand’s Valentine’s campaign focused on rage clicks </center>_

Rage clicks are essential in analysing user behavior on your website. They can easily lead you to implementation of quick wins – whether it concerns [optimization of marketing campaign](https://cux.io/blog/use-case/valentines-campaign-analysis-aniakruk-case/), [form filling](https://cux.io/blog/use-case/quick-wins-form-validation/) or [rescuing conversion drops](https://cux.io/blog/analytics/how-to-monitor-a-campaign-with-cux-t-mobile-case/).

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

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rage-click.png

Click, click, click, clickclickclickclickclick… and nothing happens. You just received a shorthand definition of a rage clicks. BUT if you are interested in a bit more – where they come from, what they are, how to track them and what they can actually tell us about our product – read this article!



What is a rage click?

## Valentine’s jewelry brand campaign
For aniakruk.pl, one of the Polish jewelry brands, we conducted a quick analysis of the Valentine’s Day campaign. Quick, because all we had to do was to compare the whole Valentine’s Day traffic to the traffic form campaign itself. It helped us understand what exactly customers were doing on the site. It also guided us on how to design new campaigns that will better suit users needs in the future.

But let’s start from the beginning. CUX automatically collects and generates [heatmaps](https://cux.io/knowledge-base/heatmaps/how-to-read-a-heatmap/) for all URLs that the user has accessed at least once. Thanks to this, we can analyze the data at any time. We do not have to plan in advance what address we will research and at what time we’ll do it. This allows – especially in a problematic – to use analytics to better understand any occurring event.

In the case of aniakruk.pl, right after Valentine’s Day, we started the analysis by checking how customers generally behaved on the page with products specially selected for the occasion. We used heatmaps for “direct” entries and for visits navigating within the Valentine’s Day offer.

![aniakruk.pl and CUX: campaign analysis](/uploads/Ania_Kruk_case_1_700x240_f73d8c0d85.png)

_<center>The heatmap applies only to entries on a specific URL</center>_

By analyzing the clicks on the heatmap, we did not notice any unusual or questionable events. We’ve observed a rather natural, diffused flow of customers, without too much involvement in browsing individual products. Most of the clicks accumulate around the option to choose a specific assortment (on the left).

![aniakruk.pl campaign analysis: CUX Heatmap](/uploads/Ania_Kruk_case2_700x381_3db23b7c1c.png)

_<center>Heatmap for the aniakruk.pl Valentine’s campaign</center>_

## Filtering: Campaign only traffic
After the initial analysis, we’ve decided to check what the same entrances looked like in the case of customers who clearly came to the site from external campaigns. To do this, all you have to do is filter the entries after the given URL. The address should have an additional “tail” to recognize where a given client came from, e.g._ fbclid._

Using filtering, we have prepared a list of all addresses of interest to us. Then we’ve generated a [grouped heatmap](https://cux.io/knowledge-base/heatmaps/what-are-grouped-heatmaps/) for them (the function is in the upper right corner of the page). Such a heatmap allows to generate a collective image for many URLs. URLs under which there are pages with the same structure – e.g. product pages or just campaign entrances. Those addresses, in the basic analysis, will be only visable in the form of separate URLs.

![aniakruk.pl campaign analysis: CUX grouped Heatmap](/uploads/Ania_Kruk_case_3_700x278_bff833d7e8.png)

_<center>Grouped heatmap allows you to see the same page displayed by visitors using different entry points.</center>_

In this case, the situation is slightly different from the case of “direct” entries. First, we see a clearly greater involvement of users who clicked more often (more red spots). The grouped heatmap also allows us to observe that customers did not click on the products themselves as eagerly as on the filtering options. They were trying in all possible ways to narrow down the range of products! The item in the top menu under the name “Czego szukasz” [eng. _What are you looking for_] was also very popular.

## Searching for frustration
Interestingly, we did not see an increased or significant number of clicks in the menu after its expansion. Only a few clicks in the vicinity of the banner. Remember that a heatmap is only a visualization of a single page state. If customers expanded the menu, then in the classic heatmap we will observe clicks “floating in the air”. When in fact they may relate to elements such as pop-ups, widgets or just a sliding menu. From the analysis of the grouped heatmap, we can conclude that customers did not move further on the site. This may suggest that they did not find what they were looking for. A conclusion that is especially emphasized if we go deeper into the analysis.

![aniakruk.pl campaign analysis: CUX grouped Heatmap](/uploads/Ania_Kruk_case_4_700x401_7dd7c655a3.png)

_<center>Grouped heatmap of the jewelry brand’s Valentine’s Day campaign</center>_

Changing the data display type to [“rage clicks”](https://cux.io/features/#experience-metrics) only confirms our hypothesis. Customers were disappointed after clicking on the aforementioned category. In addition, it gave us valuable information about existing problems. Including the info about usefulness of a slider that allows filtering by prices. We could also observe the lack of decisiveness or difficulties of customers in choosing the way of displaying products.

![Campaign analysis: CUX rage clicks](/uploads/Ania_Kruk_case_5_1536x859_b87ed15813.png)

_<center>Grouped heatmap of the jewelry brand’s Valentine’s campaign focused on “rage clicks”</center>_

## Conclusion
Contextual campaigns focused on individual product categories sell up to 3x more. Based on the above analysis, customers need to narrow down the results they get in e-commerce. It mainly shows in their behavior on the website. Things like moving mainly around the filtering options, clicking the “What are you looking for” menu bar or rage clicks around the price changing slider.

Our recommendation is to base the next campaign on segments, e.g. products in specific price ranges. In the meantime, we also recommend further investigating the usability problems of the price slider. Working out a new solution for it could significantly improve conversion.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

case-study-cux-ania-kruk.png

There are more and more methods of measuring the effectiveness of campaigns. From traditional indicators and Google Analytics support, to more advanced tools focusing on campaign analysis. Most often, however, we target our analytical thoughts at the results themselves – whether presented in the form of numbers, percentages or visualized with charts. When trying to improve campaigns, we use trends and research of customer preferences, as well as “proven methods” from the market’s specialist. However, it soon turns out that the analysis of historical (or current) data on the campaign and the actual User Journey can be much more effective.

Know your user’s mind: Valentine’s campaign analysis – The aniakruk.pl Case

Forms are ideal analytical examples. They illustrate the fact that often only by looking at our product through the eyes of the users we’ll be able to make a quick, effective and error-free assessment of the situation. Our client from the e-commerce sector has to found out about it the hard way.

## Form validation errors

The form validation message below seems to be correct – the fields marked in red need to be filled in. However, it quickly turned out that the validation itself generated basic problems. It made users abandon carts without completing the purchasing process.

![Form validation](/uploads/walidacja_komunikat_bledu_700x593_487c0f8158.png)

_<center> The form red-highlights the fields that must be completed </center>_

The situation appeared to be even more complicated. The errors in the form no longer applied to specific blank fields, but to unmarked checkboxes. Recordings of users’ visits clearly showed us the problem – consternation! Because the text that appeared under the checkbox was hardly visible – and of course in small red font – bewildered users, not seeing the place of the error, repeatedly and angrily clicked on the red text on the right.

![Form validation mistakes](/uploads/walidacja_komunikat_bledu_2_700x577_56637c053e.png)

_<center> Unable to see the small error validation text under the checkbox, users clicked on the red text on the right side of the page </center>_

## Quick win: 
### Cosmetic change

Only analytical tool focusing on the overview of user behavior patterns will be able to catch the “chaotic movements” indicator. It’s an evidence of a user being lost on the website (which in this case jumped from 0 to as much as 17%!). The introduction of cosmetic change on the form page, captured thanks to the analysis of recordings, results in even more than 20% increase in customer conversion!

Quick win – a solution that immediately eliminates the consumer’s problem – in this case was the introduction of small visual corrections on the form page. Changing the colors of individual fonts, emphasizing the need to check certain checkboxes. Thanks to quick wins, the client was able to quickly spot the problem and address it before the conversion rate would drop irreversibly.

>_**QUICK WINS** are quick solutions that immediately respond to the needs of your online consumers. Deployments do not require significant resources, implementing takes up to maximum 60 days. Although most implementations can be carried right then and there. Quick wins are based on the constant observation of analytics metrics and customers’ behaviors. Thanks to analytics, we’re able to choose the right solutions that allow us to make business decisions based on data, and not on the intuitions or stakeholders’ wishes._

**Quick wins in brief:**

- do not require expenses (or generate only small costs)
- carry a low risk,
- easily accepted by business,
- recognized on the basis of data,
- results warranted,
- improvements can be implemented in max. 60-90 days,
- the project team can implement them autonomously.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Quick-wins-CUX-1.png

The topic of analyzing forms – validating errors, designing checkboxes, avoiding popular mishaps – has already been widely covered. Unfortunately, despite the huge access to valuable reading, we’re dealing with form errors that result in customers’ decrease in conversion repeatedly. And this is what the first case of our Quick Wins series will be about. Enjoy & implement!

Quick Wins #1 – Form validation

## Combine CUX with Google Analytics

CUX is able to integrate and exchange data with your Google Analytics account in many ways. The implementation itself is piss-easy – [check it out](https://cux.io/knowledge-base/integrations/enable-google-analytics-user-id-integration/)! One of the many interesting and helpful functions is precisely identifying and analyzing pages with high exit rates.

In order to that in your Google Analytics, go to **Behaviour > Site Content > Exit Pages**. Then sort all pages by exits rates. Make a note of – let’s say – the top 20 pages with the highest amount of people exiting. Then, in CUX, go to the [visits section](https://app.cux.io/visits) and use the filtering options to find recordings for each of these pages – that’s how you’ll gain access to all behavioral info behind those drops.

![Filter by exit pages in cux.io](/uploads/Screenshot_2021_01_26_at_11_43_52_700x331_f66a9c0964.png)

_<center>Filtering by exit pages in visits section at cux.io</center>_

## The common causes of high exit pages rates

- **Poor UI (mobile and desktop)**
Not only 88% of all users are less likely to return to a website after a bad user experience, but also mobile users are 5x more likely to abandon a site if it isn’t mobile-optimized.

- **Lack of clear CTAs**
A clear call to action (CTA) is essential and needs to be prominent on the page. CTAs are texts and buttons that encourage visitors to take a certain form of action – they need to get to the point and be easy to understand.

- **Low value to the visitor**
Content marketing methods are proved to convert 6x more often than other marketing methods – by delivering a high-value content you’re giving both your audience and business a major takeaway.

- **Type of page**
Remember that contact, legal and about pages often have high exit rates, as do blog posts.

- **Long loading time**
1 in 4 visitors would abandon the website that takes more than 4 seconds to load, and 46% of users don’t revisit poorly performing websites.

- **Confusing page layout**
52% of users say the main reason why they won’t return to a website is aesthetics.

- **Lack of contextual links**
Contextual backlinks – that are embedded within content – provide a good user experience by giving indication of what users can expect to see when they click a link on a webpage.

- **Lack of links to related content**
Google’s algorithm uses links to determine a page’s rank. 99.2% of sites that show up on the top search results have at least one external link.

- **Poorly implemented pop-ups**
Poorly designed and implemented pop-ups (e.g., with a too small closing, appearing on the path of a client coming from a marketplace, with an invisible closing, etc.) will only increase the frustration of users.

- **Misleading information**
The page content does not deliver what the meta tags and meta descriptions has promise

- **Unreadable text and small fonts**
88% of users are less likely to return to a website after a bad user experience which may contain issues such as too vivid pictures, too small subtitles, wrong font (e.g., not displaying characters in a given language), etc.

- **Technical errors / blank pages**
Remember that you’re fighting over your customers attention with a thick competition – showing them a content they’re not interested in, or worse no content at all may push them into never returning to your page again.

- **Too many ads and distractions**
For example: up to 82% of users say that they have closed a page simply because of an autoplaying video ad, and 51% of them concluded that they think less of brands that use autoplaying online video ad.

## Draw qualitative conclusions 
Scan the recordings for correlation of those basic mishaps with what you see on-screen – there’s a great chance you’ll be able to detect those events immediately. Compare visitor recordings with click maps (heatmaps), and you should get a very good idea of why people are leaving your site (or your clients’ sites) on certain pages.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

High-exit-pages.png

When we think data, we immediately think Google Analytics. There are only a few entrepreneurs who decide to run a business without the basic numbers provided by GA. But what if, instead of answering the question “how much?”, they need an answer to the question “why?”? Then the GA integration with CUX comes in handy – especially when it comes to identifying high exit pages!

Identifying and analysing high exit pages

## Why do you need data filtering?

Before getting into user segmentation and segments itself, lets talk about data filtering. Data filtering allows you to expand the analytical context and quickly catch errors or problematic places on your website. Suppose your goal is to increase sales on mobile devices. In the analytical tool, you can see that: well yes, mobile traffic is hugely growing, but the sales itself seems to still be a desktop thing. Why is that? After filtering visits from phones, from various operating systems and reviewing the recordings, you will see that iOS users cannot load the cart page, and Androids are unable to fill the shipping form. Time to roll up your sleeves and fix these shortcomings. Easy-peasy, isn’t it?

In CUX, you can create custom filters at the recordings page. There are tons of possibilities – you can choose between entry and exit pages, duration, engagement on specific days and times, number of previous visits, user languages ​​and devices, and many other variables. And the best thing is – after selecting a specific filter configuration, you can save it in a Segment.

![Filtering recordings in CUX](/uploads/Screenshot_2021_02_03_at_12_08_00_1536x727_50071ab5a3.png)

_<center> To create a filter, go to "Visits" page and click "Open filters" </center>_

## User segmentation – hot or very hot?

The point of segments is that when you already choose the filters that you need (e.g. users from Poland operating Android mobile phones), you can save this filter setting as a segment. Each segment has its own unique combination of filters and a name that will make it easier for you to find it. The great advantage of this solution is the fact that you can immediately reload the segment by entering the filter bar and clicking on the segment name – filtered data will apply at once.

![Create New Segment - cux.io](/uploads/image_3_2e3827ffcf.png)

_<center>Create a new segment in CUX</center>_

However, that’s not the only reason why you should incorporate user segmentation into your analytical routine. In addition to quick loading of filters on the visit list, each segment will also appear on your main dashboard as a widget with the number of visits that meet the filter configuration you have set (segments). By clicking on such a widget, you will be immediately transferred to the list of visits with the segment already applied – what a great way of saving time and nerves (I know that manually setting filters used to piss you off – after all, I’m researching user frustration)!

![Segments on dashboard CUX ](/uploads/Screenshot_2021_01_15_at_14_32_05_1536x578_9750532d68.png)

_<center> Creating a new segment in CUX </center>_

## Quick segments

If playing with filters is not your level yet – do not worry! You can easily use one (or all) of the predefined segments created by our IT magicians. There are 5 ready-made segments of your data in cux:

- **Desktop** – the tool will filter the visits of only those users who visited your website on a computer,
- **Mobile** – check only those recordings of visits from mobile phones,
- **Morining traffic** – see only those visits that took place between 6:00 and 10:00,
- **Evening traffic** – see only those visits that took place between 18:00 and 22:00,
- **Engagement** – we will only show you recordings of visits that were more than 3 and lasted more than 30 seconds.


To use ready-made segments, just select the filtering option on the Visits page, under the “Create new segment” button.

## What else? Alerts, my dear!

As I believe you know, we’ve been working on introducing smart alerting to CUX’s daily analytics for some time – the feature that will allow you to forget for a while about data, results or spikes and drops in conversion. And that’s exactly what the segments feature is equipped with now as well!

You can now turn on an alert for each segment. It is a notification that you will receive by e-mail each time the number of visits from a given segment increases or decreases drastically – by the amount you’ve set yourself.

![Alerts in segments cux.io](/uploads/image_4_1536x971_15d0b18d4c.png)
_<center> You can get alerted every time users from your segment reach a certain Goal </center>_

To set up an alert you’ll need to type its name (e.g., traffic from Polish users on iOS), e-mail address to which you want to receive notifications and the value that the segments are to reach when the notification is sent. You can choose from two options “greater than” and “lesser than” and the percentage of decrease / increase.

>At the moment, alerts are available only to users with early access. Would you like to implement alerts to your project? [Ask us about the possibility](mailto:team@cux.io)!

Working with data segments does not only save time spent on manual, unassisted filtering of results. It’s also a way of introducing a faster and more precise approach to finding bottlenecks and places causing users’ frustration on your site or product. [Try them out now](https://app.cux.io/register) and see how they can boost your business analytics overnight.

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉


User-segmentation.png

You probably work with filters in your daily – or less frequent – analytics. You check the results of website traffic coming from Uruguay, conversion on iOS phones or form filling via consoles. The world of filtered data can be fascinating, but the world of user segmentation can be much more enjoyable.

User segmentation, or how to make your analytics effortless

Imagine for a moment this scenario. Your consumers’ buying intent is very high – you’re already opening a bottle of your best champagne. Suddenly – looking closely at data – you’re realizing that the conversion rate still falls way behind the other metrics. People are not converting! In such a situation you require a simple answer not to the questions “how much?” but “why!?”. And the correct analytics Goals setting in CUX can answer that question immediately.

## What do goals in analytics do?

Goals let you measure only what matters for your business by focusing on the most important data insights. The types of goals can be different – you do not have to focus only on sales, but also intentions to sell, abandoned carts, user registrations, subscriptions to newsletters, going through specific categories on the website, form fill-outs or specific paths to be overcome. Thanks to properly configured Goal you’ll be able to track clicks, scrolls, page loads, activities related to form filling or traffic from referrals.

Setting up goals can shorten time you’ve previously spend on analytics as it filters the data only relevant to your intended purpose. You can build custom goals with as many steps as you want or use one of [cux’s predefined goal](https://cux.io/knowledge-base/goals/predefined-goals/) settings.

![Add New Goal CUX](/uploads/Screenshot_2021_01_13_at_09_08_41_700x503_0666438399.png)
_<center> Predefined Goals in cux.io </center>_

Thanks to goals, you will be able to focus on those metrics that affect your business, instead of looking for important information in the flood of data.

>Imagine your business goal is for customers to fill out a contact form – it’s the main place where your sales operate. There will be no important information for you – at least in the context of monetization – in how much time users spend reading your blog or scrolling through the privacy policy. Setting the goal to “Send contact form” will allow you to automatically filter out those visits that will show the achieved goal. Thanks to them, you’ll be able to streamline the contact process, spot problems faced by your users or change the page layout so that they convert more and faster.

## Building your own custom Goal
Each business is different, therefore each business can be after a completely different business goal. At CUX, you have the ability to create as many of your custom own goals as you wish, with an unlimited number of steps to be completed by your users.

CUX auto-captures events on the websites, so you do not need specialistic knowledge or help from developers to set goals – it’s as easy as pie! [See how to set your own custom goal.](https://cux.io/knowledge-base/goals/building-your-custom-goals/)

### To build your goals, you can use different [events prepared by CUX](https://cux.io/knowledge-base/goals/goal-events/), such as:

- page loads
- referrers
- clicks
- scrolls
- activities around forms


You can also use “Reverse this step (Negation)” functions when building your own goal. Negation in the case of events means that CUX will select for you all the visits that did NOT meet the given Goal. For example, if you select an even “Click the “buy” button” and check the “Reverse this step (Negation)” box, you will only see the visits’ recordings where users did not fulfil the Goal (did not click the button).

![Reverse this step (Negation)](/uploads/Screenshot_2021_01_13_at_10_23_47_700x271_a6d99c2a1f.png)

_<center> Reversing step in Goal settings in cux.io </center>_

### The use of analytics goals has many benefits!

- Saves your time on manual analytics.
- Selects only the data that will be relevant to your business.
- Pre-selects data for you.
- Allows you to find quick wins faster.
- Catches users’ problems and frustrations in the most important places on the website.
- Allows you to follow the progress of the goal from the dashboard.
- Sends you alert every time your goal rate changes by the amount you specify.


#### Are you ready to enter the world of Goal settings?


<center><iframe src="https://giphy.com/embed/GGMUpbtiNX4C4" width="480" height="323" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/snl-kristen-wiig-will-ferrell-golden-globes-GGMUpbtiNX4C4">via GIPHY</a></p></center>

Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 🥑 😉

Why-analytics-needs-Goals.png

The Goal is the ratio of the number of recordings that meet your primary purpose (conversion) to all visits’ recordings. In other – much simpler – words, analytics goals are here to tell CUX’s scripts what is important to your project. They translate your business into code understandable to the tool and define how it is to interpret your data. And all you have to do is reap the benefits.

Why does your analytics need goals?

## Heatmap, what it is?
[Let’s get back to basics](https://cux.io/knowledge-base/heatmaps/what-is-a-heatmap-and-what-does-it-tell-me/). What are those mysterious heatmaps and how they’re helping your analytics reach the next level? A heatmap is a graphic representation of users’ most significant actions on your pages. Every single activity – like a click or mouse move, scroll, chaotic movement – adds to the hotness of a given area, and any recorded move makes the area even hotter.

![Heatmap cux.io](/uploads/Screenshot_2020_10_21_at_12_24_34_700x405_77228884bf.png)

_<center> Heatmap from e-commerce store </center>_

Those high activity places are marked in warm colours, red being the big city, and those with fewer users’ movement are shown as cold – blue representing quiet village life. Every colourless place is the spot which skips the user’s attention and is not causing any action. 

## Why should you track heatmaps?
First of all, there’re times when your customers get very frustrated with your website or app, and they click somewhere a hundred times just to wreak their anger. Heatmaps come to the rescue as they help you understand when visitors love what they’re seeing, and when it’s a simple “NOPE, THANK YOU”. [This is a goldmine of insights](https://cux.io/blog/analytics/4-ways-to-increase-conversion-with-heatmaps/) on your way to understanding user preferences and behavior.

Moreover, heatmaps can show you the most valuable things that happen on your website like places where people click and where they cannot click – even if they were supposed to. You’ll see click on things that aren’t links and rage clicks. When read correctly those little colourful stains can point you to some broken links on your site or even identify missed opportunities to have links (dead clicks). 

In your analytical routine, heatmap should mean a quick overview which helps to formulate hypotheses for further analysis.  While choosing a heatmap tool, always pay attention to the methodology (what does it exactly visualize, how many events are needed to get a meaningful heatmap), possibility of filtering by a date range and focusing not only on single URLs. “Why?” – you may ask?

![Heatmap cux.io](/uploads/HM_1_700x303_44d3eae6c8.png)
_<center> Heatmap example </center>_

## The more the merrier, grouped merrier is your rescue!
This happens a lot: visitors land on your pages using links embedded on different sites – let’s say from your Facebook page. Each time you share a link to your site on Facebook and someone clicks the link there, they will end up on your page using your URL and a fbclid parameter. For analytics tool each of such visits looks like a visit to a different address and generates a different heatmap. That’s when grouped heatmaps come to the rescue!

![Grouped heatmaps in cux.io](/uploads/HM_4_700x314_c07f088866.jpeg)
_<center> Grouped heatmaps in cux.io </center>_

By using CUX you can group them to see an overview heatmap enabling you to see the same page shown to visitors using different entry points. Even though you’re able to view them as regular heatmaps, the hot and cold areas will be shown for more than one page. Isn’t that grand!?

Note that this magic, however, only applies to pages with the same layout! 

## Layout is important, but only smart
Our websites very often consist of very similar pages, most of them based on a similar template – their layout and object placement stay the same. The only difference between them are images and the actual content. In an online store, these may be, for example, product pages or shopping cart views. If you want to check how effective the layouts are, grouped heatmap will definitely help you do that.

## ROAS is one thing, but campaign analysis is a different story
Thanks to the usage of grouped heatmaps, you can easily collect all visits to the website from a given paid campaign in one place – you owe it to the possibility of filtering by a parameter of a given campaign, e.g. fbclid or gclid (from Google).

On the other hand, when you work on various campaigns simultaneously directing user traffic to different pages – e.g. on behalf of a marketing agency – you can also filter the results of your grouped heatmaps by specific date ranges (including using historical data).

![Heatmap filtered by date](/uploads/Heatmap_date_1_700x329_59f393d902.png)

_<center> Heatmaps filtered by dates (even using historical data) </center>_

Grouped heatmaps – looking like regular heatmaps with the same controls and settings, and data aggregated from several pages – not only help you overcome technical constraints, but also add a very different and more specific angle to your observations.


Ready to start your journey with smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io)! 

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b)! Be careful! We may grow on you! 😉

Grouped-heatmaps.png

Seeing places on your website that are specifically disturbing for your user can in fact save you a lot – not only analytical trouble but also your high conversion rates. Heatmaps are aimed to point you to exactly those places and if you group them – they’ll make wonders out of your data. 

Why grouped heatmaps are the only thing you’re missing?

## Top 10 Black Friday deals for e-commerce, you can't miss!

### cux.io
The first ever UX automation tool that detects, defines and recognizes users’ behavior patterns, predicting places on Customer Journey that may inhibit conversion. The tool allows focusing only on data relevant for a specific business goal, sends alerts, presents the scale of potential problems and prepares data for ready-made and easy to implement solutions.

#### Black Friday Deal:

- 40% off on the yearly subscription. Additionally, 10% of each Black Friday transaction will be donated to tdigitally excluded children form Hakersi Foundation.
- Workshop “E-commerce analytical strategy” for PLN 349 instead of PLN 500.


#### How to activate Black Friday promotion:

- On [the pricing site](https://cux.io/pricing/) set the details of your website and select the “Annually” option – the discount will be calculated automatically (valid only Nov 27th)
- On the [workshop website](https://learn.cux.io/warsztat-ecommerce) in the Comments section in the form, enter “BLACK FRIDAY” (valid only Nov 27th)


#### What’s in it for you?

CUX.io not only save time as the whole data processing operations are carried automatically, but also helps to maintain an increase in sales as it predicts which customer behaviour will inhibit conversion. You’ll be able to quickly increase conversion, turn frustrated users into happier users and build significant market advantage thanks to pre-analysing experiences and identifying behavioural patterns.

### User.com
User.com is an all-in-one marketing automation platform with intuitive tools for marketing, sales and support teams.

#### Black Friday Deal:
40% off for the 1st annual payment; 25% off for monthly payments for the 1st year (only for new customers)

#### How to activate: Just register[ the app](https://app.user.com/accounts/register/?utm_source=marketing_partner_link&utm_medium=sitelink&utm_campaign=bfcm_2020&utm_term=cux). During the next 24h discount will be applied to your User.com application.

#### What’s in it for you?

User.com offers a number of tools that make it easier to generate and nurture leads and personalize messages. Thanks to automatic chats, e-mail & SMS messages, pop-ups, push notifications, live chat and chatbots, you will be able to increase engagement and conversions on your website.

 

### Senuto
Senuto is a platform with SEO and content marketing tools. It helps to plan, implement and measure SEO activities in e-commerce stores and other websites.

#### Black Friday deal:

- 191 EUR instead of 324 EUR  for the one-year Plus package
- 452 EUR instead of 684 EUR for the annual Premium package
- 1097 EUR instead of 2244 EUR for the annual Advanced package

+ Senuto gadgets

+ PLN 10 for each transaction for the Sarigato Foundation and their Hakersi community

#### How to activate: 
On [the pricing page](https://www.senuto.com/en/pricing/), select the package and enter the code: BLACKDEAL20

#### What’s in it for you?

Google is often one of the main sources of traffic in an online store – that’s why it’s worth taking care of the store’s SEO! Senuto provides information on organic visibility in Google, allows comparing to the competition, helps in planing the company blog content and checks the effects of SEO activities. Senuto keyword search engine finds phrases that are worth positioning for gaining more potential customers.

 

### Brand24
Brand24 is a powerful, award-winning app for media monitoring that provides you with instant access to mentions of your brand all across the web.

#### Black Friday Deal:
 50% off of any plan for 3 months.

#### How to activate: 
The price will be automatically reduced after accessing the pricing site – no discount code needed, valid on Black Friday only.

#### What’s in it for you?

Brand24 collects in real-time all publicly available mentions of your company, product, or service enabling you to monitor and manage online reputation, track and assess marketing campaigns, get customer feedback, do social selling, and more.

### NinjaOutreach
NinjaOutreach is an influencer marketing and outreach platform. Whether you want to find bloggers, Instagram influencers, YouTube channels or TikTok stars for a collaboration, NinjaOutreach has you covered!

#### Black Friday Deal: 
A lifetime deal to the FLEX plan for $349 and to the PRO plan for $797.

#### How to activate: 
Just visit [the deal site](https://ninjaoutreach.com/pricing)

#### What’s in it for you?

NinjaOutreach helps you to create influencer marketing campaigns by selecting the right fit that’ll capture your target audience’s attention, selected from millions of influencers insights.

### Engagebay
Engagebay is a platform that brings together tools such as landing page creator, CRM, solutions for marketing automation and lead generation in one place.

#### Black Friday Deal:
40% off on all plans for first-time purchases (valid Nov 16th – Dec 4th)

#### How to activate: 
Just visit [the deal site](https://www.engagebay.com/offer)

#### What’s in it for you?
An easy to implement integrated marketing, sales and support friendly automation that’ll make sure every team in the organization is on the same page around single view of your customers.

### ReferralCandy
ReferralCandy helps brands setup and run a customer referral program, allowing them to acquire new customers while retaining existing ones.

#### Black Friday Deal:
$50 off after your 30-day free trial.

#### How to activate:
Just visit [the deal site](https://try.referralcandy.com/bfcm2020/)

#### What’s in it for you?

ReferralCandy helps you to grow your sales through word-of-mouth marketing by creating a system of rewards for your customers’ recommendations.

### Vyper
VYPER is a viral marketing tool that easily allows brands to build giveaways, referral, and reward programs.

#### Black Friday deal: 
50% OFF VYPER and unlock the Instagram Growth Course (valid from Nov 27th – Dec 4th)

#### How to activate: 
Just visit [the deal site](https://vyper.ai/t/bfcm)

#### What’s in it for you?

Vyper help businesses generate more email leads, customers, traffic, and social followers. The tool uses gamification or incentivization to stimulate engagement and share-ability to help businesses grow faster.

### Premio
Grow your WordPress or Shopify websites with plugins.

#### Black Friday deal: 
WordPress plugins for 50% OFF (valid from Nov 23rd – Dec 1st)

#### How to activate: 
Enter Coupon Code: BFPRM50 at [the deal site](https://premio.io/black-friday/)

#### What’s in it for you?

Premio enables companies to grow their WordPress or Shopify websites with plugins such as Chaty, Folders, My Sticky Elements, Stars Testimonials, Subscribe Forms and more.

 

### Contact Pigeon
ContactPigeon is an omnichannel customer engagement platform that enables retailers to increase their customer retention, via automated personalized interactions.

#### Black Friday deal: 
20% OFF from annual plans for 1 year (valid till Nov 30th)

#### How to activate: 
Just visit [the deal site](https://blog.contactpigeon.com/black-friday-deal/)

#### What’s in it for you?

By delivering personalized interactions at scale ContactPigeon helps companies to acquire, convert, and retain with unique customer experiences.


If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

10 best black friday deals for e0commerce

black-friday-deals-for-ecommerce.png

You are convinced that Black Friday madness is a time of celebration only your customers? Nothing could be further from the truth! The worldwide-known holiday of promotions, discounts, rebates and true splurge is also the best investing time for e-commerce! Check out the list of the top 10 Black Friday deals that will help you take your business to a whole new level!



10 Best Black Friday deals for e-commerce

Success-story-article.png

In times of a crisis, reality always calls bluff, and anyone who thought that they could still avoid the digital channel can no longer do so. This was particularly noticed by many fashion businesses who missed digitization, which was a big surprise for the observers of this market. The truth is that while business is running, hardly anyone tries to improve it, and while there is demand, hardly anyone tries to understand the target group. As long as the conversion rate is high using the analytical nomenclature, no one really sees the need to analyze their activities too much.

Analytics is the key to success in a post-pandemic reality

![digital_marketing.png](https://content.cux.io/uploads/digital_marketing_d40c2c0168.png)

Questions like “what’s the difference between CUX and Hotjar?” or “I’m using Fullstory, can you beat that?” are part of our everyday life. We must have answered them at least a million times. At the same time, we fully understand these concerns. Everyone who is facing a purchase choice – whether it’s clothes, a car, or just an analytical tool- wants to know the differences, strengths and weaknesses, so that in the end they can choose the product that is most suitable for them.

Therefore, to meet your questions and doubts, we have decided to prepare a list of tools similar to CUX. We focused on a comparison of functionalities in relation to different needs. Our aim was to give you the most reliable comparison that will help you make the right choice.

Each of us has different needs, so each of these tools can find both – its supporters and opponents. The most important thing is to match the product to the needs of the business, to what you want to analyze, what conclusions you want to draw and how deep into the data you want to dive.

## TOOL: Hotjar

**For whom:** for beginner marketers entering the path of web analytics.

**Useful for:** basic statistics.

![Hotjar-1.png](/uploads/Hotjar_1_539029a1e0.png)

Let’s start with [Hotjar](https://www.hotjar.com/). It’s probably the most recognizable analytical tool on the market. It’s very basic, there’s not much detail you can glean out of the box. It’s simple, intuitive, and presents basic data that should be sufficient for you at the beginning. The sales funnels are characterized by their simple design, with no possibility to set up a variety of paths and overlaps to see how clients interact.

Using Hotjar you will not be able to analyze the logged-in users’ behavior. You shouldn’t assume that customers who log into your site behave the same way as those who are just beginning their adventure with it. These are two different groups of customers who come to you with different needs (e.g. telecommunication’s users logging into your site will look for their last bill and new customers will look for offers to buy). Therefore, you should be able to analyze the behavior of both groups.

Heatmaps in Hotjar aren’t the most accurate. They don’t show the exact point where your client clicked on the image. They are smoothed out, you might even say they are beautified, as they do not always show what is actually happening on the site. And we shouldn’t want to see beautiful pictures, but real data (even if it’s showing us the ugly truth). Sometimes there happens that some elements disappear from the heatmaps. Aside from that, Hotjar takes an image of the webpage and uses it forever. As Hotjar’s users point out – it can be misleading. If you have made changes to the site in the meantime and Hotjar still refers to the old screen, it is very likely that the collected data will be incorrect.

An important piece of information you will need to know before choosing Hotjar, is that it only records sessions, not visits (remember – a visit may include several sessions). It may therefore give you a slightly distorted picture of what is happening on the site. This is your individual decision whether you want to analyze the whole visit or only the sessions are sufficient for you. However, it is worth remembering that analyzing only one session, and not the whole user’s visit, is like watching the first 20 minutes of a movie – we got familiar with the plot, but we will never know what the final result was.

Hotjar also offers surveys, which will allow you to get feedback from customers. However, we feel that feedback from users who don’t always know what they want from us can be difficult to evaluate and may not bring any measurable conclusions.

**OVERVIEW:**

- a basic tool for beginner analysts,
- no possibility to analyze logged-in users,
- heatmaps don’t always show the exact point of contact between the user and the site,
- recording sessions only, not entire user visits,
- possibility of creating surveys,
- friendly interface,
- easy and quick installation and integration into the site,
- the ability to use the tool’s freemium option.
 

## TOOL: Fullstory

**For whom:** for people who have already taken their first steps in user analytics.

**Useful for:** user-focused analytics, not a holistic approach.

![Fullstory.png](https://content.cux.io/uploads/Fullstory_f191f7d9c8.png)

As a second tool, we looked closely at [Fullstory](https://www.fullstory.com/). Like most tools, it has similar basic functions, i.e. heat maps and recordings. But what makes Fullstory stand out is a completely different analytical context – user-focused, not holistic. This has its advantages – it allows you to gather every user interaction with your site, which can be useful in identifying the bugs, its encounters and providing support. This approach may result in gathering a lot of information and data that can be difficult to analyze.

Once you have exceeded your monthly session limit, Fullstory will stop recording users’ activity on your website until you update or start the next month. This approach may result in skipping some of the recordings from which you could potentially draw insights.

The multitude of features and details make some users perceive Fullstory’s UI as overwhelming and not entirely intuitive. It takes a lot of interaction with the tool to get to the desired results.

**OVERVIEW:**

- user-oriented analytical context,
- no recording of the session after the limit has been reached,
- overwhelming interface,
- possibility to share recordings with other users
- possibility to create segments for easy filtering of recordings,
- security issues related to mask sensitive data.
 

## TOOL: Heap

**For whom:** for people who have a lot of time for analyzing data.

**Useful for:** analyzing an enormous amount of information.

![Heap.png](https://content.cux.io/uploads/Heap_844a4cc93c.png)

Another tool we took a closer look at was [Heap](https://heap.io/). It’s a powerful tool for analysis, but quantitative. It’s like Google Analytics on steroids. Heap gives you a lot of data, a lot of numbers to interpret on your own, which can be both – time-consuming and problematic.

This sea of data is due to Heap’s solution – no need to define events. If you don’t define exactly what data you need, Heap collects all information for you. Can you imagine how much time it will take you to get through it later?

What intrigued us at the very end is the form of settlement. Most of the tools settle their clients per click, visits or sessions. Heap chose another form – billing per user. So if a user comes to your site, he can click as much as he wants, open dozens of tabs, have countless sessions.

**OVERVIEW:**

- a powerful tool with a lot of data to analyze,
- no possibility to define events,
- specific settlement method – per user, not a session or visit,
- intended mainly for medium-sized and large companies,
- no IT integration needed,
- possibility to view historical data (if you define a new event a year after you start using Heap, the historical stats for that event are available).
 

## TOOL: cux.io
**For whom:** for those who want to learn about user behavior on the Internet in the broadest possible context.

**Useful for:** for those who want to learn about user behavior on the Internet in the broadest possible context.

![cux.png](https://content.cux.io/uploads/cux_9c5f29350f.png)

Last, but not least – CUX. CUX provides advanced capabilities under the guise of a simple UI. It is a hybrid of quantitative data, event-based and retroactive (a’la Heap) user analytics, with a broader context than any other tool on the market.

What distinguishes this tool above all, is the recording of entire user visits, not just sessions (we mentioned this describing Hotjar). This feature gives an overview of the entire path that customers go through your site, regardless of whether they open one tab or seven, whether they use your site actively, whether tabs are open in the background and nothing happens there ([by the way – T-Mobile caught their affiliate in red-handed using this feature](https://cux.io/blog/analytics/how-to-monitor-a-campaign-with-cux-t-mobile-case/)).

CUX allows you to analyze every event that a client can perform on your site. It can automatically collect data related to each click in the field on the form, in the dropdown menu, in the checkbox, whatever you want. This makes it easy to build conversion funnels, based on which it will be possible to analyze the user path and possible drops that may appear on particular, defined steps.

A novelty on the market that CUX offers, is the possibility of analyzing user frustration. Using indicators such as Rage Clicks, Content Zooming or Chaotic Movement, you can find out whether or not your website gives users a headache. Additionally, on the dashboard of each of these indicators, there is a list of recordings where you will be able to see exactly which part of your website frustrates your client.

**OVERVIEW:**

- an advanced tool for multidimensional qualitative analytics,
- recording and analyzing entire visits (not just sessions!) of users,
- the ability to analyze every event that the user performs on the site,
- analysis of user frustration,
- individual technical, training and analytical support,
- available only for websites and web applications.
 

We hope that such a comparison will at least put your thoughts in order before making a decision about the choice of an analytical tool. Remember – most of these tools offer a trial period during which you can check whether or not CUX, Hotjar or Fullstory fits your business.

Our recommendation would be to test all possible functions and see whether you need everything the tool has to offer. Remember that you cannot analyze everything. Choose the metrics that are the most suitable for monitoring your business and focus on them. Also check what customer support looks like, because during everyday use it is as important as a fully working tool. There is nothing worse than waiting a few days for assistance with one small thing or a bug fix. And finally, choose the tool that will support you and help you analyze data. The one that will simply be best suited to your needs.

 

**PS:** If you want to know more about CUX and alternative analytical tools, I recommend Paulina’s article for more details [„Why to improve conversion with CUX over HotJar or other alternatives?”](https://cux.io/blog/product/why-to-improve-conversion-with-cux-over-hotjar-or-other-alternatives/)

**PS2:** The article was written on the basis of comments and reviews of the users of these analytical tools.

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

The competition doesn't have to be worse, it's just different

Comparision-of-the-analytical-competition 

There is a whole range of analytical tools that are available on the market. From those that offer the simplest solutions, providing basic data, to those that are incredibly advanced and allow analyzing user behavior analytics in a very wide context. But how do they differ, which one to choose and why? Every marketer asks themselves this question while looking for the holy grail of analytical tools.

The competition doesn’t have to be worse, it’s just different

Fortunately for us, everything can be measured when it comes to online activity. These days obtaining data is neither complicated nor time-consuming, it’s relatively inexpensive, and it is available to everyone. On top of that, there is access to a really wide range of indicators on the basis of which we can verify how well our business is operating. On the other hand, you need to remember not to try to analyze everything. Too much data can lead to analytical chaos which benefits no one.

In that case, an important question to ask yourself is – what kind of data should you collect? There is no clear answer here, because it all depends on, among other things, what business you have, what you want to research and what is the end result that you want to achieve. Thankfully, there are a few basic rules that you should follow when building your analytical empire. We will try to present them to you so that you can lay a solid foundation for this kingdom.

![How to build your analytical empire based](/uploads/1_1_1_d0cd386e8b.png)

## FIRST THINGS FIRST: 
### collect the most basic data

There is no need to go on a wild goose chase when you’ve only just started your journey in web analytics. Rome wasn’t built in a day, and you also do not have to start with the most advanced of analytical tools. It makes absolutely no sense to start with more complicated tools and functions and lay awake at night wondering whether you indeed configured everything correctly and if all the data you need is actually being stored. What you should do is start with the basics, and when it comes to web analytics, Google Analytics is absolutely essential.

![Google Analytics for basic data](/uploads/2_2_816a79b674.png)

It will give you an insight into the simplest indicators that you should keep an eye on: number of users, number of page views, average time spent on it, bounce rate (i.e. the percentage of users who left the page after viewing only one tab). You will also see the demographic profile of your users or the sources of their traffic (i.e. those places on the Internet from which users came to your website). You can view the data on an hourly, daily or weekly basis. There will be a lot of data collected, so it is important to configure GA correctly. You can do it yourself, using [the advice available on the Internet](https://www.whitechalkroad.com.au/blog/how-to-use-google-analytics-in-2020/), or ask a specialist for help (we recommend [Maciek Lewiński](https://www.maciejlewinski.pl/)!). Remember – there is no shame in asking for help. Nobody will judge you or think you are inferior in terms of knowledge or skills. Nobody is an expert in everything, and it’s important to know that there are knowledgeable people who are happy to help you configure the tool correctly.

 

## FREQUENCY: 
### analyze daily

Data analysis should become a daily habit, just like brushing your teeth. It’s something you should start your workday with. We are not talking about spending many hours in analytical tools, sometimes a glance while drinking your morning coffee is enough to see how your business goals went the previous day, or to check if anything worrying is happening. Only thanks to a daily routine, you will be able to be efficient and react quickly to any errors that may appear on your shopping path (as was the case for T-Mobile, who, thanks to this approach, quickly eliminated the price error negatively affecting the purchasing decisions of their customers).

 

## QUANTITATIVE ANALYSIS IS NOT EVERYTHING: 
### analyze qualitative data

Once you have the correct configuration of Analytics and you visit it regularly, remember one more thing – quantitative data alone is not enough. Of course, the numbers are definitely important, they tell you a lot about how your business is going, but they won’t give you the full picture. For example, when you see a drop in sales, quantitative data tells you: hey, something’s going on, sales are falling. But it won’t give you any more information about why this is happening. To find out, you need to see what is happening on the page that makes the results drop. For this you need a qualitative analytics tool (e.g. CUX). Thanks to such a tool, you will be able to use heatmaps and recordings of users’ visits, which will allow you to see negative events on the purchasing path, which may be preventing clients to complete transactions.

![Analyze qualitative data - cux.io](/uploads/3_2_4917699ff3.png)

## LOOK AT DIFFERENT QUALITY INDICATORS: 
### build conversion funnels, analyze events, measure frustration

Since you already know that qualitative data is an indispensable element of web analytics, you should also know that it is worth to analyze all kinds of indicators. Start with conversion funnels. This is the basic measure that provides the most insight into your purchasing processes. It will allow you to examine each step of the purchase path and see the conversion at each stage. It will be the place that will alert you if something disturbing is happening.

Also remember to analyze all kinds of events (not just URL addresses) – scrolls, form filling, clicking on the checkboxes (e.g. when selecting consents). All this will give you an insight into whether the user interaction with the website is seamless or problematic.

Try not to also forget that, on the Internet, you can measure user’s frustration and check the level of anger based on the presence of indicators such as click reaction, content zooming or chaotic mouse movements. These measures, if they appear in the dashboards of quality tools, should be like a red light, a danger signal. These indicators mean that there is a brake in the shopping path. They may not only prevent the user from completing the purchase, but also prevent the user from returning to it due to the frustration they caused.

 

## SEE THE BIGGER PICTURE: 
### use different analysis tools

If you already know quantitative and qualitative analytics, remember that it is also important to look at your internet business holistically. Try to be up to date with what people say and write about you online. It is important to be able to react quickly to any image-related crises, before they affect your sales. You want to know about both negative and positive comments about your product – the latter will allow you to build long-term relationships based on customer satisfaction. To keep an eye on what is happening on the Internet, you can use tools such as [Brand24](https://brand24.pl/) or [Intercom](https://www.intercom.com/).


As you can see, web analytics is not a piece of cake. It can be complex, complicated, sometimes even like an unsolved mystery, but if you just take a few moments and learn how to use it, it will turn out to be your best friend. Analytics will never lie to you, it will not color or beautify reality, and will always reveal the truth. Sometimes, it will be painfully honest, but it really is for your own good. Well-configured quantitative analytics, supplemented with qualitative data drawn from conversion funnels and frustration indicators, combined with information from online monitoring, will allow you to stay one step ahead of your competition, boost your sales and quickly prevent any crisis.

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).



Analytical-tips-and-tricks-2.png

Making the right business decisions is not always easy and can at times be a real headache. In order to make sure you do the right thing each time, you need to have access to the right data, be able to read it correctly and to draw the right conclusions.

How to analyze? That is the question

![Heatmap CUX](/uploads/HM_1_2dff0037fc.png)

## Find high-activity areas
Heatmaps make it easy to find sections of your website that show the highest activity in terms of cursor movement and mouse clicks. These areas will usually be marked in red or dark orange.

Once you spot those areas, make sure to evaluate whether the content that’s placed there is actually among the most important information or CTAs for a given page. Sometimes due to design flaws, flashy images, or interactive elements, visitors are not looking where they should, which results in a suboptimal conversion rate.

A good practice is to design a page in a way that puts the most focus on the crucial elements, like:

- The description of the offer
- Product images
- Main CTA


All the secondary content should draw proportionally less attention.

## Find non-clickable elements that get clicks

Static rectangles that look like buttons, underlined text that’s not a link, small images that you can’t enlarge… sounds familiar, right? This kind of UX happens all around the web and since tracking software like Google Analytics does not really report clicks on non-clickable elements, it’s difficult to know when exactly users are getting frustrated.

That’s where heatmaps come into play with their click-map reports, which collect data about any click, no matter if the element is a link or not. An important analysis you should do is to check whether non-clickable elements actually get clicks.

If that’s the case, then you have a decision to make:

1. Change the design, so an element doesn’t look clickable anymore.
2. Enable a user to click an element and provide the expected functionality, like a modal with more information on a subject or a feature for enlarging images.
3. Simply remove an element, so it no longer confuses the user.


Either way, you will improve your UX, and consequently the conversion rate. A less frustrated user is more likely to make a purchase.

 

## Improve clarity by removing unnecessary content
There is a never-ending debate out there whether web pages should be long or short. The best answer here is that a page should be as long as necessary, but at the same time, it just has to be engaging.

How to find the sweet spot? I don’t think that a perfect process exists here, but heatmaps can definitely help you get more insights about page length and content.

First, look at a scroll heatmap and check how many visitors reach the bottom part of a page. If it’s a low number, then you should probably reduce the amount of content or rewrite the copy, change images, or design, to keep users engaged.

Another aspect is analyzing the interactions with certain elements of the page:

1. Does the product video get any views?
2. Do the users click on the accordion to learn more?
3. Do the product description tabs get any clicks?
4. Which CTAs are ignored?
5. Does anyone browse through the testimonials?


The answers to these questions will help you get the gist of what is important for the visitors, and what is not. You can go ahead and test removing the content which belongs to the latter category. It will improve the clarity of the page.

 

## Detect and eliminate distractions
There is a special category of website content: distractions. All the elements that get more exposure and interactions than they should, belong to this category.

The human eye is naturally drawn to movement. We just can’t help but look at a moving carousel or auto-played video. As long as an interactive element on a page is a crucial piece of content that convinces a user to convert, this is okay. But if you promote some niche products with a highly visible banner or a carousel, then it simply distracts the visitor and takes his focus away from the most important action.

Heatmaps are great for detecting distractions. You can find the areas that get a lot of cursor movement or clicks but are not necessarily helpful in explaining your offer or enticing the visitor to buy.

Every interaction or decision a user has to make on a website costs him energy. The less energy the user has, the more likely he is to abandon the page without converting.

Make sure you don’t distract the user with unnecessary information, or at least don’t display it in a highly visible, interactive format.

 
## Conclusion
One thing I know for sure is that heatmaps are not a magical cure for all the conversion problems. It’s just one of many [UX research methods](https://www.nngroup.com/articles/which-ux-research-methods/), but it’s simplicity and low barrier to entry make it worthwhile.

Heatmaps can surely help you discover conversion issues on certain pages. But remember that you need good decision-making and excellent execution in terms of design & coding in order to implement necessary fixes, which can eventually lead to a higher conversion rate.

_

**Damian Rams** – web analytics and conversion optimization consultant. He implements Google Analytics, [GoogleTag Manager](https://www.damianrams.pl/google-tag-manager/), and other analytics tools. He helps companies analyze data and use it for improving the conversion rate. He ran a blog about web analytics and CRO.


If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

4 ways to increase conversion with heatmaps

Conversion-increase-with-heatmaps

Heatmaps are a fantastic way to locate UX issues on your website. You can discover great opportunities to grow your conversion rate without breaking the bank since this research method is relatively inexpensive, both money- and time-wise. In this article, I’ll show you four types of conversion issues that you can uncover with the help of heatmapping software. 
(Guest post with Damian Rams)

![Visits or sessions? Where is the difference?](/uploads/1_1_300919c593.png)


Analyzing visits. [This indicator plays an important role in many of our articles](https://cux.io/blog/analytics/5-analytical-tips/), and we decided to write one entirely devoted to it. We will try to show you the difference between visits and sessions, why it is worthwhile to explore the whole user’s visit, and how important it is to analyze the whole user’s path in drawing conclusions.

## Analyzing session is like watching 30 minutes of a movie

The difference between a visit and a session (if we take into account web analytics) is enormous. You can say that **analyzing a session is like watching just the first 30 minutes of a movie**. Imagine: you meet Paul, the main character, make friends with him, go on a journey together and suddenly, bang! End of action. You have no idea what happens next, whether Paul marries his crush or maybe ends up alone.

![The difference between visit and session](/uploads/explainer_fadde85770.png) 

The situation is similar when it comes to analyzing user sessions. **A session is only a fragment of the user’s entire visit on the site, only a half an hour of our movie. If we want our analysis to be complete and accurate, we need to take into account the whole visit, because it may consist of many tabs (and each of these tabs will be a separate session) that the customer opens to compare the products or services we offer**.

As we said at the beginning – in order to see the entire path that the customer goes through on our site, we need to analyze all the tabs/sessions/the whole visit. Why?

## Only analyzing visits will give you the full picture 

Some customers explore sites using just one tab. But the vast majority of them, open a lot of tabs to compare products, descriptions and photos. For a complete analysis, we need to check what our client has done on all the tabs. Why? Let’s consider two cases.

_**Assumptions**_: the user opens 7 tabs, each tab is analyzed as a separate session, the user makes a final purchase.

When analyzing each tab separately, we can wrongly conclude that there are not one, but seven users, of whom only one made a purchase and the rest left our site without being the lucky owner of our product. Going further we draw another conclusion – the conversion rate on our website is slightly over 14%. By formulating further untrue statements, we come to the conclusion that in order to increase the conversion rate, we have to increase our advertising expenses and maybe even redesign our website. After all, since as many as six users have left it, something must be very wrong with it. Do you see how many incorrect conclusions we reached because we were analyzing sessions, not the visit? Now let’s take a closer look at the second case.

_**Assumptions**:_ the user opens 7 tabs, all tabs are analyzed as one visit, the user makes a final purchase.

Analyzing all the tabs as a whole visit, we have a full picture of what is happening on the site. We can see that this is one and the same customer who opened seven tabs just to compare products before making a purchase. The conversion for this analysis will be 100% (one customer = one finalization of the transaction). Since this is the best possible conversion rate, we don’t have to think about additional expenses for advertising campaigns or changes on the website.

As you can see, correctly analyzed sessions and visits significantly influence the interpretation of data and business decisions. What is worth remembering is that:

- we analyze whole visits (not single sessions);
- the visit may consist of several sessions;
- the analysis of sessions only can lead to wrong conclusions and bad decisions.

If you still have some doubts, or maybe you aren’t sure if your analyses are correct – go ahead and let us know, we will be happy to assist you 😊

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Visits or sessions? Where is the difference?

Visits-vs-sessions.png

When analyzing a website, its users and their actions, we can look at a whole range of indicators. For example, we can analyze the number of users (how many people enter our site), conversion rates (how many people move from one place to another), sales (how many products or services have been bought by our users) or the amount of active time of the visit on the website (how many minutes the user has spent on our site actually exploring it). But that’s not everything. There’s one very important indicator, without which web analytics won’t be complete. Do you know which one?

![Make analytics easier](/uploads/3_1_38346eaaab.png)

Therefore, if analytics is already on the agenda in your company, this article will only be a repetition of the issues you know well. However, if you are just about to start your adventure with data (or are at the beginning of it), it may turn out that the tips we have prepared for you, will be a valuable source of information, and might help you in drawing even more accurate conclusions.

We know very well how important analytics is for any company. But the fact that you simply have an analytics tool (like ours) doesn’t make you an expert. More important than having one, is actually understanding analytics, learning how to use it, and knowing how to look at the data properly and how to draw correct conclusions. If you can correctly analyze the data you see, you will have a powerful weapon in your hands against conversion drops and low sales.

To help you a bit in upgrading from “amateur” level to “medium-pro” level, we have prepared 5 tips for you. Read them carefully and remember. If you want to, write them down on the post-it and hang over your desk, so you can come back to them at any time. We guarantee that with them in mind each following analysis will be easier, fuller and more insightful.

![5 tips to make analytics easier for you](/uploads/2_1_075dda2dfc.png)

## TIP 1: Your biggest competition is your customer’s problems, not other companies.
We often face clients who come to us and say: “They (the competition) have implemented something and it works great. That’s what we want!”. We always tell these clients that it is not other companies that are the biggest competition. The biggest competition is the problems that our customers are facing on our website. Unclear path, errors in the form, too small font or images, lack of possibility to find required information. [All this makes the purchase process impossible to complete](https://cux.io/blog/analytics/show-me-your-website/). In this case, your potential customers simply give up and go to one of your competitors.

_**EXAMPLE:**_ It’s a situation that – we think – each of us has experienced. Full of emotions, joy and impatience, we have to face a difficult task – filling in the form. Unfortunately, it is the place that – in most cases (although not always, we do not generalize) – creates a bottleneck for the client. In our case, the insurmountable barrier was the choice of delivery date. The company didn’t predict that someone would want to choose a delivery date two weeks away from the date of purchase. The lack of such a possibility made the client decide to purchase from a competitor.

**REMEMBER!** Analyze users’ behavior on your website carefully, look for bottlenecks that appear on the purchase path. Make decisions based on data, not solutions introduced by your competitors.



## TIP 2: Analyze entire visits.
We repeat this like a mantra: CUX, unlike other tools, allows you to analyze entire customer visits on the website, not just individual, single sessions. Okay, but what’s the difference? This is a typical question that may appear in the head of a person starting the adventure with analytics. Well, A VISIT on the website may include several SESSIONS. A session would comprise of all of the tabs opened by a client. It’s no surprise to anyone these days that a client, while buying on the Internet, will compare products, check their properties and prices in many tabs. In order to take a holistic look at a customer’s journey through our website, we need to analyze their whole visit, starting from the first tab they opened and ending with the one where they saw the thank you page after completing the purchase. Analyzing only individual sessions can give us an incomplete and sometimes even misleading picture of what is happening to the user on the site.

_**EXAMPLE:**_ Imagine a customer who wants to buy shoes. He doesn’t quite know what he wants, he’s not sure about the color or material. He goes to the website and chooses the shoes he likes the most. Of course, it’s not one pair, but eight. He opens each product site in a separate tab to make it easier for him to compare them.

And now imagine that we analyze each open tab as a separate session. It would turn out that we have eight customers on the site, of which seven didn’t make a purchase! The conversion rate is only 12.5%. Not too much.

And now let’s analyze it as it should be – treat all eight tabs as a visit of one client. He made a purchase, and the conversion is 100%, because we know that there was only one client, not eight of them. Can you see the difference now?

**REMEMBER!** Analyzing separate sessions is like watching only 20 minutes of a movie – you’re getting familiar with the action, but you have no idea how it will end. In a qualitative analysis only, a full visit provides the full context of user behavior and helps to understand his interactions with your website.

![Analyze entire visit](/uploads/5_1_e30be27b7c.png)

## TIP 3: Analyze all events, even the smallest ones.
There are cases of customers who want to analyze only the main steps on their website. Of course, there is nothing wrong with that, but remember – the more we dig into the path a client goes through on our site, the more details we see, and the more accurate decisions we can make. You can analyze all kinds of actions that the client performs on the site: click on a specific element like a link or a button, page scroll, form submission, focus in or out while clicking into a form field. You can also create your own custom event, based on the specific business model you’ve implemented on your site. Thanks to these details, we will be able to capture all those micro-events that can slip away from us when we look at the shopping path from a bird’s eye view.

_**EXAMPLE:**_ Let’s assume that we look only at the three main “points” in our shopping path: entering the product page, going through the form, displaying the thank you page. Each of these steps will have its own conversion, but with so little information, it will be difficult for us to determine what the reasons behind the numbers are. If, however, each of these steps we will complete with additional events (such as marking approvals, filling in the data fields, choosing the date of birth), we will be able to know very precisely where the customers are facing difficulties.

**REMEMBER!** Analyzing only URLs, we lose information about all potential micro conversions and problems. Don’t hesitate to analyze whatever events you want.


## TIP 4: Analyze the user’s natural path.
When designing a website or shopping path, we have an ideal vision in our mind. We give it to our customers and what turns out? That it isn’t so perfect for them. That something doesn’t suit them, that they don’t understand it, they think it’s unnecessary or they’re missing something. Don’t worry – there are as many paths as there are users. Don’t try to impose your visions on them, because the effect may be the opposite of what you would like to achieve – they will get pissed off and go to the competition (see TIP 1). Try to analyze this shopping path, which is natural for the customer, the most comfortable and the fastest. It may turn out that it is the customer who will show us the best solution.

_**EXAMPLE:**_ Sometimes when designing materials for the website, we try to provide our clients with as much information as possible. This makes our website difficult to read and often the process of getting to know it unnecessarily long. You should definitely check how your customers navigate the site – it may turn out that placing Terms and Conditions at the very beginning doesn’t make any sense, because customers want to get to know them at the very end of their visit, while choosing the payment method.

**REMEMBER!** Assuming that clients go through your website with the paths that you have designed for them, is just wishful thinking. Users are like cats – they go wherever they want to go. So try to analyze each purchase path and react as quickly as possible if one is found to be impassable.

## TIP 5: Analyze the purchase path step by step.
Don’t analyze in a hurry. Remember that sometimes it is worthwhile to spend 10 minutes more on analysis, but to be sure to go through all the data. Don’t skip any steps, each one of them can show you where to improve micro-conversion. Do not leave the analysis for later. The longer you wait, the more potential changes you will face. Analyze carefully, step by step, to be able to extract as much information as possible from the data.

_**EXAMPLE:**_ Imagine that while analyzing the site, you focus only on the most important places from your point of view. This approach may result in skipping places that may be difficult for the customer. Be sure to watch all steps, because each of them can be a place where your potential client will resign from buying your product. Sometimes even the most well-designed element on the site can convert poorly, sometimes the most beautiful graphics can bring weak response rates, and we’ll only know that through careful data analysis.

**REMEMBER!** The devil is very often in the details. Don’t trust your gut feelings or the solutions implemented by your competitors – watch your customers’ behavior carefully – sometimes the best solutions are suggested by the users themselves.

We hope that these tips will brighten the analytical path in your head 😊. The insights you get from analyzing data can become a powerful tool in your hands to make changes for the better. Just remember to approach the data with an open mind, knowing your basic business goals.

![Think outside the box to make your analytics easier](/uploads/1_1_9470ec723f.png)

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Analytical-tips-and-tricks.png

The importance of analytics in business is no novelty in 2020. Experts say that everyone should implement analytics in their business as soon as possible (if you haven’t done so yet), companies should then try to gain as much knowledge from the data as possible, and make decisions based on numbers, not gut feelings. And that’s all correct, we couldn’t agree with these experts more.

5 tips to make analytics easier for you

![How to make my website more enjoyable](/uploads/image1_2d6b5b967d.jpeg)

But here’s a question – is your website prepared for this? Does it load fast enough so that the client doesn’t run away impatiently? Does it have properly prepared content that will convince the customer to buy your product? Does it have graphics that will encourage him to click further? And most importantly – is the shopping path simple and intuitive enough to make him a happy owner of the product which looked so beautiful on a billboard? If it’s the other way around, it may turn out that the user will run away from your website as soon as he appears, because **from his point of view there is nothing more annoying than a site that doesn’t work as he would like it to.**

![How to make my website more enjoyable](/uploads/image2_f072b95c4d.jpeg)

It goes without saying that a website can be tracked, analyzed and fixed if something turns out not to work as it should. The tools for quantitative analysis (they will show you that something is happening – e.g. there is a drop in conversion) and qualitative analysis (they will show you why something is happening) are not new either. What is new, however, is what we have been working on for a long time in CUX.

Analyzing hundreds of recordings for many hours, going through shopping paths with our clients, looking for patterns of behavior, we came up with something completely innovative. We created **Experience Metrics**, a feature that will allow you to discover those places on the website that make the customer angry and frustrated. You will see indicators that inform you that something bad is happening on your site and customers are going through difficulties trying to deal with it.

![Experien Metrcis in CUX](/uploads/EM_fea34687ac.png)

To zoom in on how Experience Metrics works, let’s use the perspective of the “average internet user” and go through a list of the most common bugs. Each bug will be assigned an Experience Metrics indicator and the level of frustration it can cause. To make these concepts easier to imagine, let’s use a real life scenario. Ready, steady, go!

## BUG ON THE PAGE: illegible object on graphics

### EXPERIENCE METRICS INDICATOR: Content Zooming

#### FRUSTRATION LEVEL: slight irritation

DESCRIPTION: this happens mostly on mobile devices. Product images usually look nice on the desktop version, but when a customer wants to see them on mobile, it’s not so easy and enjoyable.

Imagine this – on your way from work you saw a billboard with the most amazing sneakers. Perfect for the upcoming summer, a must-have for this season, and there was a discount! This type of situation doesn’t happen too often so you’re psyched! You’ve made the decision – when you get home you will go to the website with the intention to purchase. But, on your way back while looking through the photos on your phone, it turns out that you can’t see the weave of the fabric from which the shoelaces are made or the quality of the seams (and this is important, you don’t want the sole to fall off after two walks with Buddy). And that’s when the **Content Zooming** indicator appears – **zooming in on graphics**. If the customer manages to do that, they might still complete the purchase. But it gets much worse if the picture refuses to cooperate (this may result in an additional indicator, **Rage Clicks**, but more about that later). Therefore, a good practice—which we have recommended to one of our clients—is **to include at least one photo that shows your product in the biggest detail possible**. So that the client can see what he wants to see right away.

## BUG ON THE PAGE: the font is too small/too large

### EXPERIENCE METRICS INDICATOR: Refreshing

#### FRUSTRATION LEVEL: aggravation

DESCRIPTION: this bug also usually occurs in the mobile version of the site (but remember this is not a rule).

So let’s go back to buying your sneakers. You saw them, you love them, you can already see yourself in them walking by the river at sunset, with some friends who can’t help but notice your awesome new kicks. But you still want to know the opinions of others who have already bought these. Let’s see. You click on opinions and guess what? While the page is loading, a part of the text is too big, a part is too small, you can’t read it. It’s starting to get on your nerves, but you decide to give the page one more chance. Enter the second indicator – **Refreshing**, which is nothing else but **reloading the page time and time again with short time intervals in between**. This can happen several times, depending on whether the page will eventually load in the way that the client believes it should. **Therefore, when building our website, we should remember to style the text properly, so that it looks correct at every resolution.**

## BUG ON THE PAGE: no possibility of finding the desired content

### EXPERIENCE METRICS INDICATOR: Chaotic Movements

#### FRUSTRATION LEVEL: irritation

DESCRIPTION: this bug appears on both – the mobile and desktop versions. It usually occurs when we have too much information on our website or it is just badly arranged and hard to find.

Okay, you have chosen your sneakers in this season’s most fashionable “arctic white” color, but you still need to choose the right size. Logic dictates that size selection should be somewhere next to color selection, but it’s not there and you can’t find it. So you begin searching, after all, you can’t take a random size, because when 44 comes, you’ll drown in these canoes, and you won’t fit in 39, after all you ain’t Cinderella 😊. You start looking, the mouse cursor wanders around the whole website, back and forth, you spin circles, trying to find a way to what you are looking for. This is immediately visible in the dashboard in the form of **Chaotic Movements** indicator. A simple solution to this problem is **to maintain a logical arrangement of content** (looking at our example, size should actually be next to color) or **to display the most important information in such a way that it is visible at a glance.**

## BUG ON THE PAGE: no possibility of filling in the field, approving it or clicking on it

### EXPERIENCE METRICS INDICATOR: Rage Clicks

#### FRUSTRATION LEVEL: aggravation 

DESCRIPTION: this bug appears in all resolutions and is extremely annoying because it usually involves filling out a form – and in most cases this is already the final stage of the purchase.

You already have everything – you saw the shoelace weave up close, you decided on “arctic white” despite the fact that this “mustard yellow” was equally insane, you also chose the right size. Bravo! The last step ahead of you – completing the purchase form. First field, second, third – they all go smoothly. And suddenly this beautiful story ends. You can’t fill in the next one, even though you are trying hard. And here comes the next indicator – **Rage Clicks**. You click and click and bam… you’re reminded of your childhood when while racing in Need For Speed, you kept clicking on the arrow to turn right, but nothing happened and you crashed your car against the railings. **Rage Clicks are probably the most popular indicator of them all. They appear quite often and mostly on forms, so if you see them in your dashboard, react immediately so you don’t lose a customer who has come this far.**

## BUG ON THE PAGE: no possibility to proceed to the next step

### EXPERIENCE METRICS INDICATOR: Rage Key Presses

#### FRUSTRATION LEVEL: pissed off

DESCRIPTION: that’s the higher level of frustration, if not the highest. Usually it’s a derivative or an intensified version of Rage Clicks.

Somehow you were able to fill out the form. You’re on the last leg of the journey. A quick glance at the form, filled-out perfectly, mom would be proud. You click “confirm”. Nothing’s happening. You tell yourself to relax, there’s a lot of data, maybe the site needs to think for a while. You click again. And again (Rage Clicks indicator goes crazy). You do so a dozen more times. Rage Clicks turn into **Rage Key Presses**. Your aggravation and frustration turn into total annoyance and you simply bang on the keys of your innocent keyboard aggressively. The time you have put into finding the perfect product is wasted because you can’t finalize your purchase. Maybe one of the boxes hasn’t been ticked, but the lack of the right message makes you furious and you’re unable to find the mistake you’ve made earlier. **As soon as this indicator starts to grow, it is essential for you to investigate the situation. This is the ultimate level of frustration and if it appears, it means you have to act immediately!**

Sounds familiar? These bugs have surely happened to you, and those who are lucky enough probably got to experience all of them at least once in a lifetime (read: you tried to buy something via Internet, but ultimately failed). Don’t worry, mistakes happen, and according to an old saying – only those who do nothing make no mistakes. It’s normal that with all the improvements to your business and website, bugs will appear. However, what is most important is to REACT! As soon as possible. Faster even than ASAP! Whether the bugs appear at the beginning or maybe somewhere at the very end of the shopping path – each of them will make the customer leave your site without buying the desired product.

**So analyze, check, act, implement – make decisions, but remember that they should always be based on the data, never on gut feelings.**

![Data has a better idea](/uploads/image3_d5c24e94f6.jpeg)
 
If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Observable-websites-2.png

Your website is your business card. Yes, it’s that important. It’s the place where your potential customers will go after hearing an advertisement on the radio on a way back from work, or after seeing a spot on TV during their favorite show or after looking at a billboard while walking their dog. None of these ads will stop them for a longer time, after all, they are in the middle of an important activity. But that’s why when they do have a moment to go online, they will certainly soon appear on your website and stay here for longer (hopefully) to get acquainted with your product and – fingers crossed – to make that purchase.

Show me your website and I tell you how to make it more enjoyable

![Create and analyze event based conversion](/uploads/pic1_3_2fec45fb0f.png)

Most probably, when it comes to conversion funnels, everything has already been said. But yet in the era of ubiquitous pop-ups, animations and hoovers, analyzing conversions based only on URLs is simply insufficient. There is also growing dissonance on the market between the implementation of complex analyses using artificial intelligence, machine learning and so-called _half-baked analytics_ (that will implement anything that’s currently trendy). 

So how do we detect actual customer problems, and more importantly, how do we draw the right conclusions for our business? The answer is comprehensive conversion analysis, based on events and user visits. Sounds complicated? Well, it’s not. 

The most popular and widespread way of measuring conversion used to be analysis based on URLs (because not everyone can afford to script each potential event on the page). However, let’s face the truth – neither single numbers (indicators) nor qualitative analysis of sessions alone will give us the full picture, or provide specific, ready to implement solutions. [Conversion Waterfalls](https://cux.io/blog/product/conversion-waterfall-the-new-quality-of-measuring-the-conversion-rate/) come to the rescue here.

![Conversion Waterfall cux.io](/uploads/f3_6f6d246a5d.jpeg)

They are nothing but extended conversion funnels that allow you to measure what has been missing so far, between page reloads – button clicks, user behavior while filling out forms, opening or closing all kinds of context windows. True, such conversion measurement has been possible for a while now, even with Google Analytics. However, it used to require a lot of IT engagement, development and technical knowledge. The challenge of implementing analytics based on “small data” is to use solutions that are mindful about the methodology. In the case of Conversion Waterfalls, the auto-capture function (the event’s self-capture by the application) replaces IT and allows the analyst to provide the application with access paths to the elements and set the funnel.

Based on individual events, we can build very extensive funnels that take into consideration all types of events that our customer encounters along the way to buy. You think: This is great! I get accurate information on where users drop out, I know what drops we are dealing with and how this relates to the remaining steps on the path. However, even such an accurate analysis will not provide us with solutions and will not bring the answer to the most important questions.  E.g. why are we seeing a drop of users at this specific point? Therefore, in the case of Waterfall Conversion, this is not the end of the process. When such a “why?” question appears, by using Waterfalls we can immediately see what exactly happened to the user and why he did not perform the desired action.

Based on the observations of sometimes even several recordings, it will become clear whether the users did not notice the button, the description of the field raised their doubts, something (e.g. pop-up) appeared on their screen, which distracted their attention or something else caused the fact that they didn’t move to the next step on the path. 

Visit recordings analyses are the easiest way to find ready to be applied, quick wins almost immediately. The implementation of this solution allows you to improve your conversion results on a day to day basis. Imagine a situation, where you start a marketing campaign that should generate a significant number of new baskets, but after the first day, you realize that sales instead of growing – drop. You check your campaign – everything works as it should. You move on to analyzing what clients’ paths looked like for this campaign. To your surprise, the browser did not keep the page’s cookies, so, as a consequence, the customers got a different offer on the landing page and a different one in the basket. Next step? You are able to react properly, without waiting for the end of the campaign and save a significant portion of your budget.

With this approach, remember that all Waterfall analytics is retroactive, so you don’t have to be sure from the beginning what you want to research and set data collection for a specific scenario. You can always change the perspective or context if a new hypothesis appears based on user behavior. All you need to do is simply set up a new Waterfall saying: I check, **I don’t guess**!

![Keep calm and analyze your data](/uploads/keep_calm_and_analyze_your_data_1500_1500_black_white_700x607_8b8380d428.jpeg)

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

How-to-create-analyze-event-based-conversion.png

Have you ever wondered if your analytical tools setup will allow you to draw the right conclusions for your business? Have you ever looked at a bunch of data sets and had no idea what it means? Don’t worry, you’re not alone. These are frequent dilemmas, and ever since the development of digital products has been unstoppable, the various analytics products that are available on the market are just trying to keep up.

How to create and analyze event-based conversion?

Corona-proof-business.png

The COVID-19 pandemic has forced many governments to take necessary steps and precautions, and implement restrictions which, unfortunately, are affecting all of our businesses. Amongst the most affected industries are tourism, catering, hotels, transportation, sports and training, entertainment/event, and health and beauty sectors. However, truth be told, every business today suffers some type of consequences of the ubiquitous epidemic. Many say that when the coronavirus pandemic finally recedes, the world will have changed forever.

A corona-proof business? How Polish businesses react to COVID-19 and try to come out of the crisis stronger than ever

The most important realization is that we should optimize customer paths based on the patterns of behavior that characterize them. Thanks to this, in addition to increasing sales, we will find ourselves on the right track to building a strong relationship with users, based on showing – so-called – digital empathy towards them. We provide understanding and support in those places that require it, in opposition to bombarding them with functionalities and options only because the competition offers something similar or the agency recommends this approach.

Where to start? Preferably from the beginning, i.e. from setting up our Waterfalls so that we can begin to analyze our customers’ behavior patterns on event-based data. How, you ask? This article will guide you through this process almost step by step.

## First things first – determine events
Use the right mouse click to choose the “Inspect element” function. Then in the console that appears at the bottom of the screen, you will see the HTML code appropriate for this element.

![Inspect mode in the browser](/uploads/1_0e0c827c3b.png)


What you need to find is the class or parameter ID of the item and copy the XPath – the path to this place. After pasting into the Waterfalls configurator, the application itself will prompt the element we want.

![Waterfall configuration](/uploads/2_c6285e4239.png)

By defining as many events and steps as you need, you will create your own Waterfall.

![Completed Waterfall CUX](/uploads/3_f6c6183d24.png)

Now you can observe where exactly are the drops within the sales path. You can finally see the numbers, but what you still need to be completely happy is the answer to the question: why do people drop off? To try to find out, just use the “View” option, and in the next view, you will get a list of visits in which users have not moved on to the next step.

![List of recordings CUX](/uploads/4_15a8a7f5b8.png)

## All roads lead to… the basket
Remember that the sales path for your product is not necessarily the one you designed. If you want to sell more, find out how your customers want to buy.

Is there only one path leading to the destination? Highly unlikely. That is why it is best to check the entire context first and then take a closer look at the places where we see “drops”. Test different scenarios, don’t stop at just one. Your task is to narrow down the analysis to one goal and study individual places/ events in the project in detail.

Let’s see an example of a conversion scheme analysis.

**/ main → / category → / product → / basket → / thank you for your purchase**

![Waterfall Homepage to Checkout CUX](/uploads/5_83cdcb9448.png)

We’re exploring the basic “classic” path. Disclaimer: this example is for the purpose of orientation and should not be the basis for drawing conclusions and recommending specific changes.

If you know that over 90% of your traffic comes from campaigns or marketplaces, you can skip this step and start from step 2.

**/ product → adding to the cart → / basket → / thank you for your purchase**

![Waterfall Homepage to Checkout CUX](/uploads/6_227ad44908.png)

The path starts with the product, you check how customers arriving via the campaign or returning to specific products are consuming your website. You check how clients use the basket in your store – compare information on how many people add products to the basket, and compare it with information on how many actually make the purchase.

Most of the e-commerce customers come to us with a request to analyze why they have so many “abandoned” baskets. They focus on the analysis of the basket page and the finalization of the transaction because this stage is most important to them. In many cases, however, we are quickly able to verify whether we are dealing with abandoned baskets at all, or whether customers have never had the intention to buy the product in the first place, and use baskets only as a clipboard. Often, customers leave selected products for later (sometimes even several sessions later), choosing those that they want to compare with other products available online.

**/ basket → placing an order → / thank you for a purchase**

![Waterfall Checkout Process CUX](/uploads/7_fe0ab53784.png)

For the “placing an order” step, we want to have a look at the order form. If we have a simple, one-step form, we can check the “focus in” event for each field at this stage. If the form consists of many sections, you should first examine only the first fields in each of them to find out which section is the biggest problem and then go into a more specific analysis.

If you notice a significant drop in the form, you still need to deepen the analysis to determine events such as “Focus in”, “Change”, “Focus out”. If users do not fill in one of the fields, they most likely have objections related to privacy and data security. If in one of the fields we note an attempt to complete (“Change”), but the user hasn’t moved to the next step, this may mean that we have problems with validation or formatting. In that case you need to look at the form from its technical side.

![Setting event-based Waterfall CUX](/uploads/8_e82ac40ab7.png)

## Last, but not least.

To get the most important things to remember, below you will find a list of the most common mistakes made when analyzing customer behavior and some practical tips that will be useful during the event-based analysis.

### The most common mistakes:

1. **Viewing recordings of individual sessions** (not visits) and making conclusions of customer paths and behavior based on those individual sessions
2. **Assuming that users use the internet in a linear way** – that they go through individual URLs without opening many tabs, without comparing products
3. **Concluding only on the basis of numbers**, without an understanding of why this is happening
4. **Implementing solutions that have worked well for others** – instead of observing your own users
5. Analyzing **only the last stage of the process** – without an understanding of the drops along the funnel path.
6. Assuming that **the problem is always at the end of the funnel** (e.g. abandoned baskets)

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).


Blog-post-Recenzje-Partner-LP-23-700x394.png

Let’s start with the hard truth. Assuming that users navigate through our website with the paths that we have designed for them is wishful thinking. In reality, our users do not use websites linearly. They open many tabs, they invent their own ways of using the solutions we propose to them and trying to impose on them a specific way to use our website it simply pointless.

E-commerce conversion rate 2.0

Analytics and indicators that are important for a particular business, can be a difficult and intimidating topic. This problem occurs especially when we don’t know exactly what to monitor, we have no reference point and we don’t know the market standards.

## A single indicator doesn’t show the whole story

The truth is that talking about indicators with people from the industry or following reports might be a trap for your business. On the one hand, knowledge of what they look like somewhere else, will give you a broader view and references for your results. On the other hand, you should remember that sticking to these averages may not contribute to the spectacular, long-term success of your business. Maintaining a satisfactory level of conversion may not always go hand in hand with a similar level of customer satisfaction. [Customer feedback](https://www.liveagent.com/ticketing-software/) is a great example of this kind of trap. You can’t make decisions about changing the direction of development based on a single opinion.

## Let’s leave sales for a moment and take a closer look at customer experience

IKEA brings forward a cool example of strong customer experience alertness. A landmark analytics study for this European furniture giant, was the idea to juxtapose their sensational sales results with the actual, everyday reality of IKEA stores. Long queues, irritated, tired customers, people experiencing many unpleasant situations, those were some of your typical images in many IKEA branches. Seeing this, opened the decision makers’ eyes – these great sales results won’t actually do IKEA any good long term. IKEA doesn’t want its brand to be associated with queuing torment. Everything that IKEA stands for, as a brand, is to, not only provide people furniture and interior design accessories, but also bring joy and entertainment in their lives during a weekend trip with family. A long and arduous process of change has started at IKEA.

A big trap in analytics is excessive focus on individual indicators. We should focus instead on placing them in the context of, primarily, the behavior of our customers and users. If sales increase because of great marketing, chances are this will be temporary. Whether or not we use this situation to improve our services for the future, depends on us.

IKEA’s case is very complex. Their online sales results collide with offline observations. Fortunately, things are a bit simpler in the world of digital products. Colliding sales data with user behavior can take place naturally, step by step, with no need to create external reports. How? We will try to explain this further.

## Customers don’t like to buy via mobile?

We often hear that customers of various online stores don’t buy products on mobile devices; they only browse them and make the right purchases on the computer. Yes, this is happening, but not because they want to. They are simply used to do this, because websites aren’t responsive enough for mobile shopping. Surely, you’ve experienced the need to postpone shopping to when you get home, even though you wanted to buy the item then and there.

![Wolfgang Digital's KPI Report 2019](/uploads/11_700x317_a4ad767ab6.png)

This case can also be associated with social selling in Poland. Let’s imagine that we are marketing our product on social media, maybe even in cooperation with an influencer. There is hype, the internet is buzzing about our product and our conversion is growing. Success! Our goal has been achieved.

Now, let’s reverse the situation and look closer from the user’s perspective. The user sees something he likes, feels that he wants to have it, and in addition it’s promoted by someone he admires. So, he clicks… and this is where the plot thickens. He is redirected to the home page, instead of the particular product. Not ideal, but the adrenaline is still working. He decides to search for this product, a few minutes later succeeds! He checks the price, size, it’s all correct. He clicks and is redirected to the payment page, that doesn’t even have a mobile version! Everything is messed up: it is difficult to enter data, not to mention process the payment, so he decides to move his purchase to the computer. Everything ends well, if he has immediate access to the computer. But this scenario won’t happen every time – and remember: every additional minute to make a decision lowers the chances of buying.

## How to turn bad indicators into success?
Last year, we decided to do a Black Friday promotion at cux.io.

![CUX Black Friday 2019](/uploads/BF_250x139_1c2a3bfc0c.png)

In addition to the obvious desire to boost sales, we used this opportunity of increased website traffic to analyze the behavior of potential customers and improve the registration page. Sales increased, but not enough for us to be 100% satisfied. Additionally, we noticed that the bounce rate on the registration page was much higher than we would like it to be.

### Was the campaign finally worth it?

Totally. We gained new customers, which was our main goal! But we also used it to completely change the registration page and improve the UX of our site visitors. This campaign was probably even more valuable when it comes to the long-term relationship with our customers.

In each of these cases, you can see that you don’t need to do much to change your relationship with customers. They show us what they need, what they go missing. The key is to combine this information and not to analyze the conversion rate as a standalone indicator, but in the context of observing why users drop off. Such observations can be made using [conversion waterfalls](https://cux.io/blog/conversion-waterfall-the-new-quality-of-measuring-the-conversion-rate/). A conversion waterfall is an extensive sales funnel, which gives you the possibility of seeing the percentage of customers that have resigned from purchasing your product / service and then – watching specific recordings of visits where this situation took place. From here, you’re only one step away from making decisions and implementing changes that will positively affect not only your statistics, but also the users’ experience.

![Digital customer journey](/uploads/CINCH_CUSTOMER_JOURNEY_700x405_ea98cf3f05.png)

## How to start using analytics?
The recipe for building a basic analytical strategy is very simple and can bring spectacular results.

### Step by step, all you have to do is:

#### 1. Take a closer look at the numbers
Indicators in tools such as Google Analytics should be a warning signal, a hint where to look for a problem and for the possibility of improvement.

#### 2. Determine the real cause of the problem by observing user behavior
Observation of users’ behavior allows us to see whether users get to those places on our website that we want them to, whether they are lost or have problems with filling the form or noticing CTA.

#### 3. Analyze feedback from users collected in conversations, emails, CRM or social media.
We usually don’t need additional surveys for this. Users are happy to exchange opinions and recommendations on their favorite tools, and their opinions on competing solutions will also tell us a lot.

#### 4. Verify this with our roadmap and business plans.
This additional feature will not increase sales, as developers of SaaS seem to often think. If any business solution is not favorable for us at the moment, we should verify our roadmap, set priorities from scratch and then make a decision.

#### 5. Implement the solution 🙂
Remember that sometimes the solutions defined in this way are so simple that from the moment you observe the problem to noticing the positive effects of the implemented changes, 24 hours is enough.

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

High-conversio-rate-mean-great-customer-experience.png

Usually, great sales results are an opportunity to celebrate – finally, our efforts have paid off and there is nothing to worry about! But what if this success is just the result of a temporary need or trend and doesn’t contribute to building a sustainable, long term business at all? It is much easier to build a positive relationship with customers while they are around, rather than feverishly search for solutions, once they’ve magically disappeared.

Does a high conversion rate always mean great customer experience?

For F1Brand, data analysis is extremely important, however, it’s not just a tool used to help design a marketing campaign. Data analysis is used throughout the whole customer journey – from the moment the customer sees the banner on the website all the way to the purchase.

>_Paulina and Kamil (founders of CUX) offer the best tool for deep analysis of the customer journey on the website. CUX gives me the opportunity to verify my hypotheses (based on Google Analytics data) and convert them to the data-driven recommendations for my clients. – says Marcelina Lipska, CEO & Founder of [F1Brand](https://f1brand.pl/)._

![user_journey-1536x673.png](/uploads/user_journey_1536x673_7070d4c073.png)

While managing one of its B2B sector clients, F1Brand noticed a rather strange phenomenon on the company’s shopping website. Although this was a low traffic site, the statistics showed a very high value for abandoned baskets. In such cases, the standard solution recommended by an agency is to try to recover these baskets. However, F1Brand decided to investigate further. As the numbers in Google Analytics did not provide enough information, they decided to make a qualitative analysis in CUX. It turned out that most of the users would never make a purchase upon their first visit. They would choose a product, put it in the basket, and then exit the site. Upon returning to this page after a few days, they would find the same product already in their basket waiting for them to be purchased. Although at that point they could proceed to checkout—for reasons known only to themselves—they would empty the basket, and then find the product and add it to the shopping cart again. This consumer behavior caused an exceptionally high level of abandoned baskets, without actually affecting the sales rate of the online store. Although alarming at first, the data did not actually reflect any real issue. Without analyzing the recordings in CUX, finding an explanation for the high rate of abandoned baskets would be impossible. The numbers in GA showed a problem, but only a qualitative analysis made it possible to see what caused these numbers.

Another client noticed that for a very large percentage of orders, there was a need to change the shipping method for a purchased item. During the analysis of recordings, it turned out that ‘personal pickup’ was the default option for shipping. The recordings revealed that customers skipped step with choosing shipping methods because one of them was preassigned. While this was not a major problem for local customers, it was a deal-breaker for the inhabitants of the other regions of Poland. After analyzing the recordings, F1Brand suggested the possibility of choosing shipping options by the client. Thanks to the decisions made on watching the recordings, the percentage of users who completed the form correctly all the way to the end increased significantly.

The examples above prove that the numbers F1Brand saw in Google Analytics were just the tip of the iceberg. GA statistics did highlight an issue but failed to give any insight into the matter. Qualitative analysis in CUX based on recordings, explained the reality behind numbers and suggested quick win actions that were able to fix both the customer journeys and numbers.


If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Blog-post-12-700x394.png

Aside from promotional activities carried out for their clients, marketing agencies analyze hundreds of pieces of information every day to make sure their campaigns are working properly. Besides basic metrics that everyone is checking, there is a world of data out there which increases the awareness of understanding the human behind the screen with each day. Smart agencies analyze customer journeys to help their clients understand them better, so that, together, they can build more effective marketing strategies. F1Brand is a great example of a smart agency. They deal with marketing on many levels – from strategy development and managing campaigns, through communication in social media, public relations to marketing workshops and online solutions.

How to support the customer journey on the client’s website (from a marketing agency’s point of view)? – The F1Brand case

[In our previous article](https://cux.io/blog/how-to-boost-your-conversion-rate-using-analytics-as-a-daily-routine-the-t-mobile-case/), we described the situation of T-Mobile using CUX to successfully detect the reason for a sudden decrease in conversion rate in one of its campaigns. However, this was not the only case in which CUX proved to be a salutary solution for T-Mobile. Here’s another example. This time an affiliate network was providing advertising services for the operator. At some point, it turned out, that one of the affiliates was not delivering the targets set at the start. The traffic from the campaign seemed to be right – increasing, the time of the visits implied that the users were real, but the conversion level was definitely not satisfying. Something was clearly not working.

![T-Mobile Case Study CUX](/uploads/case2_700x428_a87a23d8ed.png)

Was is a weak offer? The wrong rate? Or maybe this is not the best source of traffic? At that point of the campaign, a decision could well be made, based on reading the tea leaves. Thankfully, T-Mobile decided to look into CUX, watch several session recordings and verify the situation. Visit recordings showed, that most of the visits from the above-mentioned affiliate’s campaigns were opened in the background tab and the time spent on the site was negligible. Because of that, chances for conversion were close to zero.

![T-Mobile Case Study cux.io](/uploads/case2_1_700x301_3dfbcf3110.png)

Solving this puzzle was possible thanks to the unique indicators available in CUX. In our qualitative analytics tool, you can see, whether the site is currently being viewed by the customer or it is open in the background. You can also check the so-called ‘engagement time’, i.e. the time that the user spends actively on your website. Thanks to these indicators, T-Mobile discovered that the affiliate was smart enough to open pages in order to inflate the cost of the campaign, which was implemented in the CPC (cost per click) model.

If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

T-mobile-case-study-cux.png

T-Mobile - as one of the largest mobile operators in Poland and the world – cannot afford a lack of media presence. They use activities carried out by marketing agencies in order to build brand awareness and acquire new customers via the internet. According to the “trust but control” principle, T-Mobile monitors most of its campaigns in CUX.


How to monitor a campaign with CUX? The T-Mobile case

T-Mobile. One of the largest mobile operators in Poland, with over 12 million customers, offering mobile and fixed services to both private customers and business clients.  Sure, they owe a large portion of their success to huge marketing campaigns. But it’s analytics that gives them the advantage. Daily examination of gathered data and key indicators allows for verifying business decisions and increasing response time.

During one of T-Mobile’s campaigns, the level of conversion suddenly dropped. Customers eagerly moved from the landing page to the next step, but—for some reason—wouldn’t go a single step further. They were quitting the shopping cart/exiting at the shopping cart stage, causing the campaign’s level of conversion to drop drastically.

![T-mobile conversion drop](/uploads/image001_4_1_700x147_c103195a59.png)

The situation was detected by T-Mobile employees at a daily analytical meeting, however, before any decision-making, they decided to use CUX and go through the quitting customers’ visits – of exactly those people who added to the cart but did not convert.  After watching several recordings, the situation cleared up. The offer people had seen directly on the landing page differed from what they saw after adding it to the cart.  The price of the device was different, the internet package was different and this led them to give up their purchase and leave the operator’s website. Thanks to the visit recordings, T-Mobile easily detected the problem users were facing, and the cause of the sudden drop. They could immediately make the appropriate changes and implement quick-wins to save both, the campaign and the conversion.

![T-mobile offer view](/uploads/screen_tmobile_700x433_2ce2129c61.png)

![T-mobile cart view ](/uploads/tmobile_screen2_700x358_9d84cfd8d5.png)

Such efficient problem detection was possible thanks to the integration of our tool with Google Tag Manager. The numbers, which are usually seen in Google Analytics, analyzed separately from the recordings, do not always quickly and clearly bring the answers.  Some hypotheses can be made based on GA, but GA alone does not allow you to make good business decisions with a clear conscience. Integration with GTM brings qualitative and quantitative analysis as close together as possible. We capture all the data from the site and all the events from the data layer to CUX, where, thanks to simple filtering by names and categories, you can search for specific recordings.

Looking at such selected events, we can define the cause of the error and – as in the case of T-Mobile – quickly make a decision to return to the desired level of conversion.

[Start to use](https://app/cux.io/register) GTM integration and be smart as T-Mobile specialist.


If you have any questions, doubts, would like to implement analytics or solve a problem on your website (or maybe you just want to say “hi” 😉) – drop a line at [paulina@cux.io](mailto:paulina@cux.io). We will be more than happy to hear from you ❤️ And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://share.hsforms.com/1zmJkyNsvRPSLaAgf-pYNWA2pu7b).

Conversion rate – the main metric monitored by every e-commerce manager. When it grows – we celebrate, when it falls – we want to know why. However, numbers alone will never help us solve the problem – they can show us the drop-offs, but without proper analysis, they do not tell us why the drop happened. The reasons for the conversion’s decrease vary- just like our users. So, how can we find a tailor-made solution?

How to boost your conversion rate using analytics as a daily routine – The T-Mobile Case

Conversion waterfall allows you to analyze every single action (event) no matter if it is click, scroll, input fill or form submit. We can say for sure, it is the most powerful feature of CUX. Our goal was to build something simple but deeply advanced at the same time. And we did it.  Till now you needed developer involved, now you have it in CUX for DIY 🙂

To make this whole process easier for you, we’ve prepared a guide to walk you through the feature, you’ll find some important tips below based on our experience. Let’s start it and be one step further than your competitors.

## How to configure the waterfall step by step?

### 1. Create a new waterfall

![Create waterfall CUX](/uploads/waterfall_conversion_1_2_8267da79cf.png)

As the conversion may be measured in many different ways be sure you know what is the goal for the specific waterfall, e.g. form submits, sales, new account registration etc. You can write it down as a _Description_ to be sure what are you looking on, in case you’ll have few similar waterfalls.

![Add waterfall CUX](/uploads/waterfall_conversion_2_1_15e4c23871.png)

### 2. Define and add the steps

![Add waterfall steps CUX](/uploads/waterfall_conversion_3_4d08e1bc18.png)

Doesn’t matter if you want to add just a few steps or track how users fill out the long form on your website.

#### a) type a name

![waterfall name CUX](/uploads/waterfall_conversion_4_e3159f6fe7.png)

#### b) choose an event

![event waterfall CUX](/uploads/waterfall_conversion_5_4e22ae6d96.png)

### What are the events?

#### About the traffic –measure conversion based on where users come from or what pages/subpages they load

- **page load** – till now you probably used only URL based conversion funnel. Page load is all about it – it shows how many times the specific URL address was loaded. As a value type the whole URL or just a unique part of it.

- **referrer** – allows you to track users incoming from a specific address (e.g. social media, search engine etc.). As a value type the whole URL or just a unique part of it.


#### About the pointer – measure conversion based on action users takes on your websites

- **click** – allows you to point specific elements (buttons, links, pictures etc.) users click to aim the goal on your website. As a value type XPath of the specific element.
 

>_TIP: If you’ve never done it before go to your website click right on the element and choose “Inspect”. In the console, you’ll find HTML code. Find class or id parameter and copy/paste value to XPath field. CUX will in a moment suggest you the right element._

![Inspect page](/uploads/waterfall_conversion_6_e2f06561e0.png)

- **scroll** – allows you to track users who scrolled your website by specific, more/less than the number of pixels. As a value type preferred number of pixels

#### About the forms – measure conversion based on filling out forms

- **focus in** – user clicked or tabbed through the form. As a value type XPath of this specific field.
- **changed** – user typed something or changed the value of form field. As a value type XPath of this specific field.
- **focus out** – user As a value type XPath of this specific field.
- **submit** – user submitted your form. As a value type XPath of this specific field.


>_**IMPORTANT** may not work if you have any opt-ins or captcha to click. To be sure that form was successfully submitted as a next form step ad the page load – URL with form submission confirmation screen_

**Other** – custom event you can send to us based on the specific business model


Repeat it for every step you want to add.

### 3. You’ve created the waterfall!
As soon as you add all the steps you’re all set! The waterfall will be recalculated in a real-time, so be aware that the results can change every few minutes, depends on the traffic on your website. Thanks to that you’re able to see the results of possible changes applied immediately.

![Conversion Waterfall CUX](/uploads/waterfall_conversion_7_e49d8fa2fd.png)

## How to analyze it?
On the waterfall chart, you’ll see the percentage of users who have made to the next step and finally who achieved the goal you mean by conversion. Before you used cux.io that will be it, you’ll have to find the solutions for the drop out by yourself. But thankfully we’re here and you can go deeper with the analysis by clicking on this small (View) link on each step.

![Conversion Waterfall cux.io](/uploads/waterfall_conversion_8_1_eacad9f262.png)

As soon as you click there you’ll be redirected to the filtered list of visits during which users drop out. Just watch a few of them, look for the pattern and the reason for the drop will come out.  

![Visit recording cux.io](/uploads/waterfall_conversion_9_bc2f72b132.png)

Now you probably have your quick win to improve this step of user journey and the UX in general! 

![we're welcome](/uploads/giphy_19_6bab4b6d3f.gif)




Conversion waterfall measuring the conversion rate

Conversion-waterfall-measuring-conversion-rate.png

Users don’t consume content linear way. Users are chaotic and really often not rational. On the other hand, we have pop-ups, animations, and hovers era and checking conversion rate based only on URLs is simply incomplete.

Conversion waterfall – the new quality of measuring the conversion rate.


>**Researcher’s comment:** when I think about feedback from clients I frequently come back to a, clichéd in the UX context yet very accurate quote by Henry Ford: “If at the beginning of my career as an entrepreneur I had asked clients what they wanted, they would have said faster horses. So I never asked.” Luckily, observing people in their natural environment provides us with an opportunity to learn the most about their real behavior. If there is such an opportunity, why not use it?

## What value does observing users provide? Why and when should you do it?

It’s pretty obvious that most time and money required for the development of a product is invested during the pre-production phase. But usually it’s a shot in the dark, as there is never a 100% certainty about how the market will respond. Below, you’ll find out when and what you should check in order to minimize the risk of designing a useless product.

### 1. Prototyping/creating mock-ups - save some time! 

An idea is sprouting up in your head, you have a clear vision of what you want to accomplish and to what need of the market you want to respond, but what you lack is the validation from the potential users. That’s why, when you are creating mock-ups, you should confront your current ideas with potential users – thanks to that you will save time by introducing corrections before designing and coding your project.

> **Programmer’s comment:** when you show your team who they’re designing for, and how people actually use their product, it will allow them to save time and energy. This is because they will be able to see the real problems, which can usually be solved quickly. I know from my experience that it will boost team’s level of engagement and can solve a frequent problem: software developers and designers don’t understand project manager’s vision and get into disputes.

Obviously, when you create mock-ups not all details are polished, but you can definitely observe a few things:

- How users move around and use the functionalities you’ve proposed,
- Whether they search for information or CTAs where you located them, or are ignoring them,
- How the traffic on the website looks – whether the planned information architecture of the service is intuitive,
- whether the direction of development you’re headed is the right one or maybe you should introduce a small change that would better respond to customer needs.


At this point, a good solution is to give your users a, so called, free hand. Let them use their own computers so they’re not distracted, are not trying to be polite, or prove that “of course that you have a great product!” People, when tested, tend to act as if they were experts and accommodate to potential expectations. On the other hand, sticking to specific scenarios narrows down the way of using a product to what you imagine. And who knows how it might actually be utilized by users?

### 2. Redesign of existing product/website - leverage accumulated data! 

Yet another situation is the moment when the website advertising your product or service needs a redesign. This is a much simpler situation. Based on previous user behavior you are able to, for example, diagnose current problems or define the aim of the visit on the website. Very often, during workshops or interviews with clients, we come across a statement that they intentionally don’t test user behavior because the website will be redesigned anyway and there is no point in testing it. That’s a mistake! If you’re not planning to change line or character of your business, this is the perfect moment for testing:

- What your users interacted with so far?
- What are they not interested in the least?
- What draws their attention?
- What is causing problems for them?


Translating your observations into business goals will allow you to eliminate irrelevant content from your website, simplify user flow, and drop inessential features. You can knowingly build a new, much more usable website, not relying on your intuition and current trends, but on data.

### 3. Testing – how does the product fall when interacting with users.

In an ideal workflow, even if it has not been possible before, the moment for testing always comes. Usually, this is the first moment when, after hours of project team’s work, the product meets users. Then, you might come across a problem where to find testers. If you have a budget and time, the best option is to hire an agency for [UX research](https://uxstudioteam.com/ux-agency/). But let’s be honest – very often, there are no resources for that. Many UXers use opinions of their colleagues from different departments as support, which does not convey the real picture of how users will deal with the product.Researcher’s comment: to be clear, I’ve got nothing against hallway testing, it often is a good solution to quickly verify your idea. But it can’t be a replacement for confronting the idea with those who will actually be using our product. Especially at this stage.

#### The tools for observing users online allow you to:

1. Acquire hard evidence (concrete data, for example in the form of heat maps, will act as a perfect argument for the decision makers),
2. Conduct research even with a very tight budget and little time,
3. Conduct remote testing,
4. Enrich tests with users’ natural reactions and behavior,
5. Avoid the situation when your colleagues play the role of potential clients.

These are of course only some of the advantages that observing users give you. In the era of client-centric approach, and from a business point of view, it’s always good to know as much as possible about your users. It’s also important to be aware that you don’t have to be an analyst in order to start observing your users. You just need to know which tools you should use.

Originally published in polish [here](https://mamstartup.pl/produkt/11903/kiedy-badac-uzytkownikow-i-na-co-zwrocic-uwage-na-poszczegolnych-etapach-czesc-1). 

Translation: Magdalena Sobieszuk

Observing your users before the production phase

Observing-users-before-the-production-phase.png

Everyone who works on projects knows that in the IT industry there’s no such thing as a finished product. There are various reasons: sales is not going as you’ve expected, you don’t like some things, or your clients tell you to introduce some changes. The latter is a dream situation because you’re assured that what you change will meet their needs and usability requirements. However, you shouldn’t count on all of your users to give you feedback, let alone constructive one.