When do shopping carts get abandoned? The most obvious answer would be: when the user adds products to the cart but does not pay for them. Right?

<center><iframe src="https://giphy.com/embed/Yycc82XEuWDaLLi2GV" width="480" height="400" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/theoffice-the-office-episode-24-tv-Yycc82XEuWDaLLi2GV">via GIPHY</a></p></center>

Not really! While the e-commerce world would certainly be a better and simpler place if it was true, fortunately, data comes to help you identify truly abandoned shopping carts.

## How to check shopping cart abandonment? {#how-to-check-shopping-cart-abandonment}

Before we get down to digital shopping cart abandonment and its negative effects, you need to understand the differences between a session and a visit. Broadly speaking, a visit is a collection of sessions. 

![The difference between visit and session](/uploads/explainer_fadde85770.png)

During a single visit to your website, a user is generating many sessions, e.g., by viewing various product subpages, checking costs, and opening many tabs. In terms of abandoned cart identification, the number of visits would be much more important than the number of sessions. 

### Identify the average number of visits per user

In order to understand the real e-commerce shopping cart abandonment rate, you need to know WHEN users are making a purchase. Well, maybe not when, but HOW MANY VISITS do they need in order to finish payment and complete their purchase.

It should come as no surprise that users rarely complete the purchase during their first visit to the store. In “traditional” eCommerce store, the purchase occurs on average during the second or even third visit. In specific cases – like companies selling luxury goods – making a purchase may take even from several to several dozen visits.

![Complete-the-purchase.png](/uploads/Complete_the_purchase_491728d39f.png)

To check the average number of visits your customers make before purchasing, go to the Visits tab in CUX. In the filtering options, select only those recordings where the exit page is the order page with completed payment. Voilà! 

The first column (Return) shows how many visits shoppers abandon before reaching this point. Now you just need to calculate the average for all users.

### Check the exit pages

The exit page on your customers' journey is a piece of extremely valuable information in identifying shopping cart abandonment. If it is a checkout process (i.e., the payment process started), you can safely assume that the cart has been abandoned. 

You can check the exit page in the same way you've checked the average number of visits. Go to Visits in CUX, filter recordings by action (items added to the shopping cart), and see the last page visited by the user. If it's the cart itself – without the payment – you have nothing to worry about! 

Customers often add products to the cart for comparison, to check whether they will get a discount, free shipping, etc. If the payment process started, you've found yourself in a pickle. The customer has just abandoned the cart.

![Shopping-cart-exitpage.png](/uploads/Shopping_cart_exitpage_a4404c7465.png)

#### How to reduce the shopping cart abandonment rate?

To reduce shopping cart abandonment, in this case, would be to start a remarketing campaign. Consider offering discounts on products from the cart, remind customers about the nearing promo, or encourage them to come back to your site. This might improve their shopping experience and complete their purchase.

### Track “Purchase Intention” 

It's not that uncommon for e-commerces to confuse – analytically speaking – “purchase” with “purchase intention”. A purchase means each visit that ended with payment and the display of a Thank-you Page. On the other hand, the purchase intention occurs when the user started the payment process but did not complete it. A phenomenon is misleadingly known as shopping cart abandonment.

Why misleadingly? Because not every visit that did NOT end with payment is a visit with an abandoned cart. Therefore, it is important for your business to make a clear distinction between converting visits, visits with high sales potential (purchase intention), and irrelevant visits (where carts are not being truly abandoned).

## How do I view an abandoned cart? {#how-do-i-view-an-abandoned-cart}

CUX gives you (at least) two ways to track the intent to purchase and understand why your customers are abandoning their shopping carts. You can use both Goals and Conversion Waterfalls for this purpose.

### Checking cart abandonment with Goals in CUX

To track abandoned carts in [Goals](lhttps://cux.io/features/goal-oriented-analysis/), you can either create a pre-defined Goal “Purchase intention” or use Negation. 

#### Track abandoned cart in Goals

Using Goals to track customers' behaviors on your site has many advantages. For one, you'll only focus on data relevant to your business – in this case, on the shopping cart abandonment rate. You'll also get access to Experience Metrics – meaning users' frustration – on all journeys leading to abandoning the cart. Use the conclusions from Goal's insights to build a very detailed [Conversion Waterfall](https://cux.io/features/conversion-waterfalls/). 

#### Use negation to track shopping cart abandonment

Negation in the case of Goal's events means that CUX will select for you all the visits that did NOT meet the given Goal. To view your abandoned carts, build a 2-step Goal. The first event would be adding products to a cart, the second a display of the Thank-you page with the “Reverse this step (Negation)” checkbox ticked. This way, you'll build a Goal with the purpose of filtering out visits with abandoned carts. 

[Learn more about Negation. ](https://www.youtube.com/watch?v=5m0bcYeybpM)

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/5m0bcYeybpM" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

### Checking cart abandonment with Conversion Waterfalls in CUX

Conversion Waterfalls differ from Goals in a simple way. The sequence of steps in Waterfalls is important. If you want to analyze the shopping cart abandonment issue, set up an appropriate Goal to see what the path to a finalized purchase looks like. 

Map the most popular customer journeys – ending with a sale – in Conversion Waterfall. At each stage of the funnel, you will see smaller or bigger drops. With each such drop, you'll see a list of recordings. Watch it to view abandoned carts and understand why customers don't complete a purchase.

![Abandonment-shopping-carts.gif](/uploads/Abandonment_shopping_carts_0fb67bff21.gif)

## What are the reasons for abandoned carts? {#what-are-the-reasons-for-abandoned-carts}

There may be numerous reasons for cart abandonment. The most common causes of shopping cart abandonment may be (via Finances Online):

- negative peer reviews, 
- slow-loading sites, 
- lack of good return policy,
- sites that are not deemed secure, 
- required registration, 
- a small selection of payment methods or lack of popular payment options,
- too long/complicated checkout process, 
- clients are simply not ready to make a purchase yet, 
- too high prices/hidden extra costs, 
- slow delivery time. 

## Why does a high shopping cart abandonment rate mean a great loss for your business? {#why-does-a-high-shopping-cart-abandonment-rate-mean-a-great-loss-for-your-business}

For eCommerce, it's crucial to establish the reasons behind shopping cart abandonment. Especially if you're aware of the influence it may have on your business. The most significant one can be easily depicted by the Swrve study in 2021. They've established that the estimated value of goods abandoned by online shoppers exceeded $4 trillion. 

Introducing [user behavior analytics](https://cux.io/solutions/user-behaviour-analysis/) to your daily routine, can not only help you check the shopping cart abandonment rate, but also fix it. The more your eCommerce pages and marketing efforts will match up to your client's expectations, the better the conversion rates, and your business prosperity will grow. 

Shopping-cart-abandonment.png

Did you know that as many as 70% of e-commerce shopping carts get abandoned? If you're an e-commerce entrepreneur, that's a terrifying number.

Did you know that as many as 70% of e-commerce shopping carts get abandoned? If you're an e-commerce entrepreneur, that's a terrifying number. But I'm here to sugar the pill and tell you that not all of your “abandoned” shopping carts are truly left stranded. See how can you check cart abandonment and quickly reduce shopping cart abandonment.

Shopping cart abandonment – how to check what is the cause and eliminate weaknesses?

## What is A/B testing? {#what-is-a/b-testing}

<center><a href="https://imgflip.com/i/6ncq6h"><img src="https://i.imgflip.com/6ncq6h.jpg" title="made at imgflip.com"/></a><div><a href="https://imgflip.com/memegenerator">from Imgflip Meme Generator</a></div></center>

As a marketer, whenever you are preparing content, you probably ask yourself a question. Which version will generate more interaction with users and provide a more pleasing user experience? This inquiry might refer to headings, copywriting, CTA button, email marketing, graphics, marketing campaigns, and every possible content you have created.

![matrix-mem-abtest.jpg](/uploads/matrix_mem_abtest_aec3278fc3.jpg)

But wait! You don’t have to rely on your gut feeling or on your boss's light suggestion anymore. A/B tests give you an opportunity to check which version converts better. You can run as many experiments as you like in various configurations. It allows you to see how good or bad your ideas are and choose a winning variation.

### How A/B testing works?
A/B testing allows comparing two different versions or even running multivariate tests of one particular digital product. A/B testing, also known as a split test, divides visitors randomly into 2 groups (50/50), and presents them with two different versions of created content. 
Based on performance metrics, you can then determine which version performs better, attracts more users, generates more conversions, and eventually turns visitors into leads.

### Who should run A/B tests?
Rome wasn't built in a day. The same goes for all digital products. No matter how efficient the R&D and tests phase has been, there is still one indicator that might impact it in a way you didn't think about. HUMAN FACTOR.

<center><iframe src="https://giphy.com/embed/xTiTnAlzTkGfGoUExy" width="480" height="480" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/halloween-scary-hamityville-horror-xTiTnAlzTkGfGoUExy">via GIPHY</a></p></center>

In a perfect world, your users will go through the exact journey that has been designed for them. A bit like Hansel and Gretel following the traces of crumbs. But we are here, and we know that customers don't behave linearly. And each audience behaves differently. This applies to all businesses: eCommerce, SaaS, travel, entertainment, service, and enterprise.

From the previous paragraphs, you can assume that marketers are a referral group that should use A/B testing to improve conversion rate. But they are not the only ones. **Who else should also run A/B tests?**
- Product or service manager,
- UX analyst,
- B2B and B2C businesses,
- eCommerce.


## Benefits of A/B testing {#benefits-of-a/b-testing}

Developing innovative businesses requires smart choices and recalculating everything constantly. A/B testing gives a chance to make more data-driven decisions.

![Benefits of Data-Driven Decision Making](/uploads/Benefits_Data_Driven_Decision_2d25518aa5.png)

_<center>Benefits of data-driven decisions, Source: https://www.altisconsulting.com/</center>_

### Finding users' pain points 
User Experience never has been as important as right now. The market is over-saturated with suppliers, services, and online shops. The winner is not the one who has the lowest price, but the one whose UX is flawless.

![CUX conversion rate drops](/uploads/CUX_conversion_drops_493814933d.png)

_<center> Conversion rate drops </center>_

Why? Because **positive UX in e-commerce means 3x more customer visits**. On the other hand, more than [88% of e-Commerce shoppers](https://s3.amazonaws.com/coach-courses-us/public/theuxschool/uploads/The_Trillion_Dollar_UX_Problem.pdf) rarely come back to an online store after a bad customer experience. And [51% of traffic](https://contentsquare.com/) is made up of returning users. A/B tests allow you to spot those pain points and bottlenecks and optimize conversion.

### Conversion rate optimization (CRO)
One way to optimize the conversion rate is to run an A/B test. Quantitative data contain information on user behavior – what they do, behavioral patterns, and how they convert. On the contrary, qualitative data is like a 3-years old toddler who never stops asking “why” questions. 

So while quantitative research may tell you the percentage of abandoned carts, qualitative research would tell you what caused users to leave them.

#### Improve your conversion rate with A/B testing

Combining your quantitative and qualitative data lets you come up with various hypotheses to test. But how to know if it’s a win? The answer is simple: A/B testing. 

Split target audience into two random groups. The first gets the actual version; the second, the new one. Track the relative performance of each group, and you’ll see which gives the winning variation.

![Conversion-Rate.png](/uploads/Conversion_Rate_bdc1151f90.png)

### Achieving business goals
If you have time and are willing to test everything, you are welcome to do it. But it's not 1999 to run a tremendous number of A/B tests and sink into a sea of DATA SPAM.

<center><iframe src="https://giphy.com/embed/SEWEmCymjv8XDbsb8I" width="480" height="400" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/theoffice-the-office-tv-episode-802-SEWEmCymjv8XDbsb8I">via GIPHY</a></p></center>

During A/B testing, focus on data only relevant to your business goal. Regardless if it's a purchase, form submission, file download, registration, newsletter subscription, call to action interaction, scroll depth e.t.c.

## How do you analyze and monitor the progress of A/B tests? {#how-do-you-analyze-and-monitor-the-progress-of-a/b-tests}
One of the crucial components of A/B testing is monitoring the progress and analyzing it. Without them, you won’t draw the right conclusions. 

### 1. Analyze results by checking goal metrics
At the stage of designing the experiment, settle your goal metrics. Commonly, it’s Conversion Rate (CRV), Click-Through Rate (CTR), and Click-Through Probability (CTP).  But don’t hesitate to choose a different one. 

By looking at numbers, you’ll be able to pull out first conclusions. But to be 100% sure, the winning variation must be of statistical significance.

### 2. Statistical significance
Statistical significance proves which test results overall might improve conversion rate and which have not. Based on generated data from the A/B test, statistical significance is able to select a winning variation and attribute it to a specific cause. **The more elevated degree of statistical significance is, it’s more likely that the observed relationship is not a coincidence.** That is why many tools use a 90% to 95% confidence rate. 

Chi-squred formula for statistical significance:

![Chi-squre-formula-statistical-significance.png](/uploads/Chi_squre_formula_statistical_significance_c919c7d918.png)

Σ = sum

O = observed, actual values

E = expected values

If you want to learn more about statistical significance, [click here](https://blog.hubspot.com/marketing/marketers-guide-understanding-statistical-significance). 
### 3. Deeper data analysis

First lessons learned, but why not to check data for further insights like visitor and device, type or traffic source. This information may shed new light on the results.   Also, you will be able to define your buyer’s persona and their habits.
- Desktop, mobile, or tablet—which device performed best?
- New visitors versus the old ones - who converted more?

## A/B testing tools {#a/b-testing-tools}
Currently, a lot of analytics and A/B testing tools, help you run A/B tests and monitor the progress. Here you will find an overview of a few of them.

![google-analytics.png](/uploads/google_analytics_389c805106.png)

### Google Analytics
It is the most common analytics tool, especially right now when GA4 is just around the corner. Google Analytics lets you measure your website traffic metrics like conversion rate, get insights about your website visitors (buyer personas), or map your customer journey.

![cux-io.png](/uploads/cux_io_704e86effb.png)
### cux.io
CUX is the first-ever UX & Analytics Automation Tool that allows you to improve conversion rates immediately, turn frustrated users into happy ones, and build a significant market advantage.

Thanks to pre-analyzing data, and detecting the behavioral patterns on Heatmaps, and Visit Recordings, you easily find spots to improve and test them.

cux.io can be integrated with Google Analytics and enclose a free trial version, that contains all features.

![optimizely.png](/uploads/optimizely_58f4ddcccb.png)

### Optimizely

Optimizely is a tool for testing and optimizing the customer experience and their digital journey. Users can not only run A/B tests but also manage tasks, work campaigns, content, or run e-commerce shops.

![abtestaing-ai.png](/uploads/abtestaing_ai_244a39e553.png)

### Abtesting.ai

With abtesting.ai you can easily find A/B testing elements and suggested changes. The tool uses AI to choose the best combinations of experiments.

## What should you A/B test on your site? {#what-should-you-a/b-test-on-your-site}
### CTA button

A call-to-action button can be a real eye-catcher. It's the most important piece of your website, landing page, or e-commerce store. Why? Because pressing it means customers have purchase intentions.

A perfect CTA button must be visible, easy to find, and clear about the action you want. Like “TRY 30 days free” or “Sign up with email”. You can launch an A/B test experiment to determine what’s the best background color, shape, anchor text, or even a proxy thing like font size or style.

![CTA-button-ab-test.png](/uploads/CTA_button_ab_test_91cbc5087d.png)

### Headings
The average user spent [55 seconds](https://contentsquare.com/) on a page. That means you have less than a minute to catch their interest. Headings are the first thing that visitors usually read. If it is not what they were looking for, users will abandon your page in less than 55 seconds. Even if your website is designed in accordance with the art of UX & UI, current trends, and, an elaborate CTA button. Without a good copy, it won't fulfill its task.

Run A/B test on different versions of headings to see which one works best. It can be a missing element on the road to conversion optimization.

![Headings-AB-test.png](/uploads/Headings_AB_test_6f00f61ba9.png)

### Copy
The copy is what immediately follows the headline. It should be something that complements the headline’s message and expands it a bit. 

### Graphics
Adding a proper image or graphic to your website, landing page, blog post or marketing campaign can help you increase the conversion rates. People are visual learners, and customers are no different: they want to see a product before they purchase it.

### Forms

Experts agree that forms ought to contain only basic fields to fill. Users are then more likely to share their contact details. But that is not the only thing that you can put through the A/B test. You also might test:

- form color,
- submit button,
- placement,
- placeholder text.

![AB-test-form.png](/uploads/AB_test_form_013a23e6c0.png)

### Type of content
Reading text requires a lot of commitment from users. I know it sounds ridiculous, but it's true. So why not try content which is easier to consume and hence has the potential to yield you a higher return on your investment? I'm talking about video and infographics.

## How do you run A/B tests? {#how-do-you-run-a/b-tests}
You already know what is A/B testing, who should do them, and what you can test. So now it’s time to find out how to run the A/B test.

Running an A/B test is like a marathon. Taking participation is one thing, but achieving a goal or winning is another. Dedicated workouts, a balanced diet tailored to the need of the body, the right choice of exercise, and often cooperation with physiotherapists. It is an effort you have to put in to reach statistical significance.

From now on, I will be your A/B test coach. For the best result, make use of a walkthrough of A/B testing procedure. This 6-step plan is created with a focus on your business goals and conversion rate.

![How-to-run-AB-test.png](/uploads/How_to_run_AB_test_ea2410bc9c.png)

### 1. Set your goal
Set up your business goal. Analyze customer journey with specific metrics. Find and focus on improving places of real conversion drops that are relevant to your business goals. For example, boost the revenue, by improving search bars or the checkout process that might cause cart abandonment.

There's no better feeling than setting a goal, working toward it, and achieving or even exceeding your expectations. Keep in mind to choose only business-oriented goals.

#### Find users' pain points & QUICK WINS In less than 2 minutes!

CUX's, [Conversion Waterfalls](https://cux.io/features/conversion-waterfalls/) analyze real customer journeys. No need to waste time on pointless optimization anymore. Conversion Waterfalls show real conversion drops and are alternatives to Hotjar’s funnel analysis.

### 2. Hypothesis Testing

The next step to take is to establish your hypothesis statements. Pick one hypothesis to test. You can test more, but it is easier to check later which version improves website performance. Use data from analytical tools to find out your hypothesis. If you’re a CUX user, you might use Heatmaps, Conversion Waterfall, and Visit Recordings as your Hypothesis source.
Always keep in mind, to look at the big picture, of the conversion rate. Small changes on one web page may influence your whole website conversion rate.

### 3. Design the Experiment

Based on data from the A/B testing tool, design an experiment with your page/app elements that you want to examine. This might refer to swapping the position of a form, changing the color of a button, switching headings, or implementing a video tutorial.

At this point, you also need to pick your goal metric. But also what kind of significant results do you want to achieve. You will always have a clear reference to what you are aiming for.

### 4. Run the Experiment
The experiment is ready. You just need to wait for users to participate! At this point, your users will be randomly assigned to either the control or treatment group of experience. A/B testing tool will measure all necessary metrics.

There is no time limit for A/B test. Give it as much time as it needs to gather valuable data. Sometimes it can take a week and in other cases months. Mostly it depends on how much traffic a website get. Results will be found faster if your website has a lot of traffic.

### 5. Analyze data
Before you go with the better-performing result, analyze the gathered data. Make sure that there were no external factors influencing content performance. It can be holidays, economic disruptions, or even your competitors.

A/B testing tool will present the data from the experiment and show you the difference between how the two versions of your page had performed and which one had increased conversion number.

### 6. Implement a statistically significant version
If one version is statistically better, you have a winner. If not, don’t worry. It means that this experiment doesn’t impact conversion. I recommend you  Just leave it the same as it was. But assume you have one statistically better variation, let’s implement it! As they say in gambling, winner, winner chicken dinner!

In both cases, your A/B experiment draws to an end. Now you can start the entire process once again. It's a never-ending story!

## Heatmaps and A/B tests {#heatmaps-and-a/b-tests}

Heatmaps are a great source of information on users' most significant actions on your pages. They visualize user behavior as movements and frustrations. Combine data from [Heatmaps](https://cux.io/features/heatmaps/) and [Visit Recordings](https://cux.io/features/visit-recordings/) to spot missed opportunities for conversion!

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

That is the reason heatmaps are an ideal source of information on which elements should be subjected to A/B tests. Here you can find [4 ways to increase conversion rate with Heatmaps.](https://cux.io/blog/4-ways-to-increase-conversion-with-heatmaps/)

## A/B testing examples {#a/b-testing-examples}
### Netflix A/B testing
Even such enterprises as Netflix run A/B tests. They are aware of the importance of a great user experience and cannot afford to lose users by implementing unverified changes. Netflix tests every product change before the final implementation by running A/B test.

[Learn more about A/B tests conducted by the biggest worldwide VOD service.](https://netflixtechblog.com/its-all-a-bout-testing-the-netflix-experimentation-platform-4e1ca458c15)

![Netflix-ab-test.png](/uploads/Netflix_ab_test_47d0fbda46.png)

### Newsletter A/B Tests provided by GetResponse
A higher conversion rate is desirable in every business. So why restrict yourself to doing only  A/B test of websites, or landing pages? You can also run experiments on marketing campaigns, or even newsletters. With apps such as GetResponse you can A/B test elements of email marketing like:
- subject lines,
- content: call to action, headings, video and graphics.

![ab-test-newsletter-getresponse.png](/uploads/ab_test_newsletter_getresponse_25804a8ac7.png)

Source: https://www.getresponse.com/

You can divide recipients in half or whatever percentages you like. The first group will participate in the study, the second will be your control group. In accordance with your experiment, they will receive different content versions. 

## Common mistakes while doing A/B testing {#common-mistakes-while-doing-a/b-testing}
### Too small control segment

Valuable A/B testing also known as split testing needs to be run on a certain volume of traffic. When you are doing experiments, you need volume, otherwise, the results won't be reliable. You require at least 1000 records to receive useful conclusions.

### Testing too many things at one A/B test

Running numerous A/B tests on a website at the same time makes it difficult to pinpoint which change influenced the results. Easy to get lost. I highly recommend testing each element step-by-step.

### Give it some time! Don’t be in such a rush
Let’s assume that after 2 days, you’ll see a huge improvement in conversion rates. You're eager to implement changes immediately. Take a deep breath and wait! The target audience might interact differently every day of the week. If you want a reliable  sample, run the test for at least a week. And don't end the test until it receives statistical significance!

For example, [Leemay Nassery](https://www.linkedin.com/in/leemaynassery/) shared in Test & Code in Python podcast ([Episode 100: A/B Testing - Leemay Nassery](https://open.spotify.com/episode/3EMKpWrsNDLHKdxarv6GWC?si=zFJfH2-QTaW42HtR7TXumw&context=spotify%3Ashow%3A3TFuu4Eb7jGgR8cwGrQifa&nd=1)) her case study where they wanted to test personalized experience on a TV platform. This experiment took a few months as they wanted to if nothing unexpected influenced the results of A/B test.

#### How long should you run an A/B test?
Sometimes A/B tests can last a week and sometimes stagger even for half a year. It depends on what statistically significant you want to reach.

## Conclusion of A/B testing {#conclusion-of-a/b-testing}
A/B tests are the most common tool for optimization of acquiring, retaining, and increasing customer value. Split tests compare two variations in order to check, which one of them archives better results.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)





AB-test 2.png

Exactly 53 years ago, Neil Armstrong said “That's one small step for man, one giant leap for mankind”. The same happens to A/B tests.

Exactly 53 years ago, Neil Armstrong said “That's one small step for man, one giant leap for mankind”. The same happens to A/B tests. One small change on your site may mean an enormous improvement in conversion to your business.

How do A/B tests work, what are they, and how to monitor their progress?


## How to optimize your eCommerce User Experience? {#how-to-optimize-your-ecommerce-user-experience}

You must be familiar with the irksome design of some stores that you might have visited yourself. The problem might lie in slow page loading times, the inefficiency of the product search feature, or inadequate information on the site. There are all sorts of little things that accumulate to form a poor experience in an online shopping store.

In this post, we shall explore different methods and share tips to avoid such blunders and optimize the user experience to the maximum potential.

## 1. Having Exemplary Navigation {#1-having-exemplary-navigation}

The navigation of a website, part of UX design, often comes as an after-thought while designing the eCommerce store. There’s no doubt that the home and product sites and the content need careful curation. However, they render ineffectual if your visitor cannot find the page they are looking for.

So, the first step toward a UX-optimized eCommerce website is sorting the navigation between different pages through breadcrumbs. Essentially, there are three types of website navigation patterns; global, hierarchical, and local.

In the first type, global navigation, the link, and category menu is identical across all the pages of the website. Whereas in hierarchical navigation, the navigation categories keep changing based on the context of each page. Lastly, local navigation refers to the inbound links on your product pages or blogs.

![Global-navigation-system-Reebok.png](/uploads/Global_navigation_system_Reebok_50011a18d9.png)

_<center>Global navigation system by Reebok for effortless browsing experience - [Source](https://shop4reebok.com/)</center>_

## 2. Appealing Product Pages {#2-appealing-product-pages}
You must optimize your product pages to provide a satisfactory eCommerce user experience that converts. One of the fatal vices of online shopping is that the customers cannot touch or feel the product, talk to a salesperson about their requirement or try that product on. Sure, the technological advances have made it possible to assist shoppers through live chats or virtual try-on, but it’s complicated nevertheless.

Therefore, you need appealing product pages to ensure that the customer does not abandon the purchase or buy the wrong product due to a lack of information. Both the scenarios end with an unsatisfied customer, commonly known as a bad user experience, and lower conversions.

### Your product pages must have the following attributes:
- Explanatory names
- Clear images with an enlarged view
- Price along with [delivery service](https://www.packsend.com.au/couriers-freight/courier-services/) charges
- Different options like size or color
- Defining features mentioned concisely
- Clear buttons to add the item to the cart

## 3. Efficient Search Results {#3-efficient-search-results}

User Experience experts greatly emphasize the search bar and filtering options for an eCommerce website, and rightly so. Over [61% of eCommerce sites](https://baymard.com/blog/ecommerce-search-query-types) provide a below-average search performance. Optimizing your search bars can really set your store apart from these competitors and help become a differentiator in your niche.

### You can try the following best practices for a seamless on-site search experience:

- Place the search engine tactfully to make it easily accessible
- Accommodate typos or autocorrect spellings so that simple errors don’t return in empty result page
- Offer synonym results via an agile search engine algorithm
- Present relevant products instead of empty search pages, just in case you do not sell the product the user searched for
- Keep the search result pages mobile-friendly


### CUX Case study - Ania Kruk

There is no such a thing as a “better customer”. But you should be aware that customers gathered from the campaign more than anyone should have a flawless customer journey and best user experience on your website during their shopping process.

![aniakruk.pl campaign analysis: CUX grouped Heatmap](/uploads/Ania_Kruk_case_4_700x401_7dd7c655a3.png)

_<center> aniakruk.pl campaign analysis: CUX grouped Heatmap</center>_

During Valentines session cux.io conduct a quick analysis of aniakruk.pl a polish jewelry brand campaign. Based on CUX [Heatmaps](https://cux.io/features/heatmaps/), aniakruk.pl discovered how to optimize the option of filtering products at a price, which was crucial for her customers. [See what CUX discovered from the analysis of historical or current data on the campaign.](https://cux.io/blog/valentines-campaign-analysis-aniakruk-case/)

## 4. Streamlining the Checkout Process {#4-streamlining-the-checkout-process}
Nobody is fond of tedious checkout processes, and over [17% of the shoppers](https://baymard.com/lists/cart-abandonment-rate) state that as the primary reason for cart abandonment. So why make them go through an ordeal by incorporating unnecessarily long forms, or rigid payment options.

### Easy checkout process
You can reduce the friction in the checkout process by making it straightforward. One of the ways is to reduce the number of form fields necessary to place an order. Guest checkouts also make for a valuable addition to your checkout pathway.

### Various possibilities for payment
Next, you can elevate the payment process by accepting the different types of payment options. Factor in our user’s preferences and set up secure gateways and digital wallets for easy shopping. To make your website even more convenient and user-friendly, you should care about visual elements. You can display clear reasons if a payment does not succeed and provide an alternative method in the notification shown below.

![Ecommerce-checkout-process.png](/uploads/Ecommerce_checkout_process_d9f9d877ba.png)

<center>E-commerce checkout process - [Source](https://baymard.com/blog/credit-card-declined)</center>_

### CUX Case study: Online Footwear Shop 
A large player in the footwear industry was able to find in 2 minutes the source of frustration and customer problems during the checkout. Thanks to CUX, he saved hours of watching recordings, and he could focus on implementing the solution on the website. Not to mention the possibility of improvement, and experience optimization.

If you want to know details, on how CUX helped this online store, just drop us a short line at [team@cux.io.](mailto:team@cux.io)

## 5. Indulge in Social Selling {#5-indulge-in-social-selling}
You must consider an omnichannel approach to maximize the reach of your brands. Social media platforms have become an inseparable part of our lives. Social selling allows you to capitalize on the fact and connect with prospective costumes with utter ease. The fact that [83% of online shoppers](https://www.facebook.com/business/news/insights/how-instagram-boosts-brands-and-drives-sales) discover new products through Instagram or Facebook makes the practice all the more appealing.

Further, you can find a lot of insightful data through social listening that can help curate strategies to improve your user experience. Also, these platforms act as constant social proof for your potential customer’s perusal. They can check out the comments, reviews, and feedback for your products that can help them make better shopping decisions.

## 6. Clear Call-To-Action Buttons {#6-clear-call-to-action-buttons}
Creating a good Call-To-Action (CTA) is a work of art mixed with a little bit of science behind it. You can create these buttons clearly and actionable to enhance the UX of your eCommerce website. You can identify a good CTA by determining whether it is noticeable, contrasted with the page, appeals to click, and clearly mentions the action to be taken.

### Short or personalized CTA?
eCommerce websites are known to keep it simple with short phrases such as “Buy now” or “Add to cart” and these work efficiently so far. You can also try your hand at personalized CTA buttons, as they can offer approximately [202% increase in conversion rates](https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data#sm.000awoxgniktcoi11jl2et1nit4os). You can be as creative with the copy as you like, just don’t make it ambiguous.

### Size of Call-To-Action
While the CTA button should be noticeable too, do not make it too large such that it sticks out like a sore thumb. Lastly, bold lettering should do the trick of attracting the attention of the visitors and inspiring them to take action.

## Optimize user experience {#optimize-user-experience}

Exceptional user experience will always remain a differentiating factor in the eCommerce industry. You can always rely on the good UX to satisfy your buyers. It's easier to increase conversions and outperform your competitors by creating eCommerce stores that meet customers' expectations.

These tips will help you create a simple, adaptable, user-friendly eCommerce site with clear graphics, interesting copy, and an easy checkout procedure. All of these features combine to give your customers exactly what they want and can significantly enhance sales.

If you want to optimize user experience in your e-commerce, even more, you can use a dedicated tool for it.

## UX and Analytics Automation Tool {#ux-and-analytics-automation-tool}

### That eliminates sales inhibit in e-commerce

CUX is the very first UX & Analytics Automation tool that allows e-commerce 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.

See CUX lightning demo to learn more!

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/LCtAxbhdXk4" title="CUX – Lightning Demo (10 minutes)" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

### Increase user experience by finding experience metrics
One of CUX's features is Experience Metrics, which allows you to discover places in your eCommerce where your customers' user experience is not as good as it should be. Experience Metrics finds pain points on the website that make the customer angry and frustrated.

![Experien Metrcis in CUX](/uploads/EM_fea34687ac.png)
_<center> Experience Metrics in CUX </center>_

Based on CUX Experience Metrics, you will see indicators that will inform you that something bad is happening on your websites and that customers are going through difficulties trying to deal with it.

### It's all about smarter analytics
#### CUX allows you quickly :
- increase conversion,
- turn frustrated users into happier users
- build significant market advantage thanks to pre-analyzing experiences
- identifying behavioral patterns.


Quantifying User Experience, benchmarks, and custom segmentation are all you need to boost your positive customer experience and increase sales in your online store.

### About the author

**Oliver Thyra** is the head SaaS copywriter and content strategist at [Your Marketing Digest](https://yourmarketingdigest.com/). His intense passion for marketing and his engineering background in software engineering has made him a guy who understands how to sell software subscriptions with words. In his free time, Oliver enjoys quality time with his pets (he has got 4 golden retrievers!). 

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)



Optimize-ecommerce-ux.png

User Experience (UX) is extremely important for eCommerce business owners. It is the aspect that has become the wind beneath the wings of successful online stores.

User Experience (UX) is extremely important for eCommerce business owners. It is the aspect that has become the wind beneath the wings of successful online stores. On the other hand, it has also become the iceberg that drowned many ships. For, [88% of the digital shoppers](https://s3.amazonaws.com/coach-courses-us/public/theuxschool/uploads/The_Trillion_Dollar_UX_Problem.pdf) might seldom come back to a store after a bad user experience.

6 Ways to Optimize Your eCommerce UX (User Experience)

![cux.io -mit-eneterprise-forum.png](/uploads/cux_io_mit_eneterprise_forum_621b9ffe61.png)

[Paulina Walkowiak](https://www.linkedin.com/in/paulinawalkowiak?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAABPPp0gBTtJt-TAeyzn_2ggtm1XZFwFx20I&lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BtQhml41dRh%2BlNF6E4V2pWA%3D%3D), CEO & CUX’s co-founder, is forthcoming about the company’s growth plan – entering foreign markets and scaling. The ladder to international expansion is, among others, the win of the MIT EF CEE Spring 2022 acceleration program.

>**Winning the DemoDay MIT EF CEE is a milestone on the way to foreign markets acquisition. The fact that 306 European startups, evaluated by 130 international jurors, applied to the program definitely gives business wings to further growth.**

-Paulina Walkowiak CEO & co-founder of CUX

## Spring 2022 MIT Enterprise Forum acceleration program

The MIT Enterprise Forum (MIT EF) received 306 applications for the Spring 2022 acceleration and mentoring program, but only 20 startups have been selected to participate in it. CUX.io was one of the selected companies from 11 countries and two continents.

For the whole month, those 20 startups participated in dedicated workshop sessions with international mentors to empower their technology and business. The MIT EF is a global organization of dedicated professionals with local chapters, affiliated with the Massachusetts Institute of Technology (MIT) through MIT Technology Review.

## DemoDay Spring 2022

The final stage of the MIT Enterprise Forum CEE acceleration program is DemoDay. During this event, 10 startups have a chance to present their solution to an audience, VC investors, experts, and judges.

Each startup had 3 minutes for pitching and 2 minutes for a Q&A session. 

### There were 6 categories of awards: 

- Audience Awards - **Associated Apps**
- Alumni Award - **Associated Apps**
- Best Team Player Award - **Phygit**
- AWS Award - 2nd & 3rd Place - **Feeder** and **OmniOpti** 
- AWS Award - 1st Place - **cux.io**
- UK Bootcamp Award - **cux.io**
 
CUX was awarded by the international jury with two awards – participation in the upcoming UK Bootcamp organized by MIT and a partner award for 100 000 USD Cloud Credits Voucher from Amazon Web Services.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)



MIT-Eneterprise-Forum-Spring-2022-cux.png

During MIT EF CEE DemoDay Spring 2022 Edition, cux.io won two awards – UK Bootcamp Award and Amazon Web Services (AWS) 1st place award.


During MIT EF CEE DemoDay Spring 2022 Edition, cux.io won two awards – UK Bootcamp Award and Amazon Web Services (AWS) 1st place award. 20 different startups ranging from data-based AI and machine learning to smart imaging applications took part in the competition.

CUX won 2 awards at MIT Enterprise Forum CEE DemoDay 2022

## What is customer journey on website? {#what-is-customer-journey-on-website}

![ux-indonesia-w00FkE6e8zE-unsplash.jpg](/uploads/ux_indonesia_w00_Fk_E6e8z_E_unsplash_065906aa27.jpg)
_<center>Customer Journey Planning</center>_

**A customer journey map is a visual representation of your users' actions**. It contains every single interaction with your site. You'll see traffic sources, clicks on buttons, exit pages, and conversion progress. You name it! 

What's more important, **a customer journey lets you track and analyze your users' behaviors and experiences**. It's also a great way of spotting any implementation issues, technical bugs on your website, and finding customers' pain points.

![Conversion-Waterfall-CUX_feature.png](/uploads/Conversion_Waterfall_CUX_feature_bbb2c84164.png)

_<center>Learn about condition of your site with Conversion Waterfalls</center>

## What does a customer journey map tell me? {#what-does-a-customer-journey-map-tell-me}

You may wonder what is the purpose of documenting a customer journey? Well, if you'll do it right and combine it with behavioral analysis, you'd be able to find optimization quick wins in just minutes! The process of mapping frustration on the customer journey can help you with that. 

With a customer journey map, you can better understand the customer, actions thoughts, and emotions. You will be able to get to know your customer's perspective and point of view.

## Improve your site condition by observing your customer journey map {#improve-your-site-condition-by-observing-your-customer-journey-map}

Keep in mind that users may not experience your site exactly the way you'd want them to. There are several indicators of their frustrations. They are most commonly the outcomes of bugs, errors, or design imperfections. The good news is that you can easily spot customer pain points with Experience Metrics.

![Experience-metrics-cux.png](/uploads/Experience_metrics_cux_b83e5ff3a3.png)

_<center>Experience Metrics gives you insights into users’ experiences and interactions with your site</center>_

## Most common customer pain points {#most-common-customer-pain-points}

### Unreadable text or media

This is one of the most common pain point that affect the condition of the site. On mobiles, users tend to zoom their view to get a closer look whenever text or image is too small or unreadable. So, if you'll see lots of zooming on your users' customer journeys, check if your page elements are accessible enough!


### Confusing design / Design imperfections


It's a well-known fact that users make a lot of movements during a website visit. You can track their experiences with customer journey mapping. Also, you can spot specific places that cause them confusion. The lost user will move the cursor in a very chaotic way – scrolling up-down-up-down, or in various directions without any logical goal. If you'll see chaotic movement metrics on your customers' journey – that's a sign of a need for optimization!


### Implementation error or bugs

[Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/) are not necessarily a bad sign. Sure, you don't want your users to get frustrated. You want them to happily forge ahead to conversion. BUT rage clicks are a great way to spot implementation errors and bugs on site. Watching a customer journey that shines with rage like a Christmas tree can indicate places on the site that need your immediate attention. After all, users' actions are just a reflection of their experiences.

![experience-metrics-rage-click.png](/uploads/experience_metrics_rage_click_b9db7ebfbb.png)

_<center>CUX lets you track Experience Metrics on customer journeys pre-selected in the context of your most important business goal</center>_

### Dead and broken links 

[Heatmaps](https://cux.io/features/heatmaps/) and link maps are a go-to tool for the mapping of customer journeys. Comparing experiences on both can give you a painless discovery of dead and broken links on your site. How? Since heatmap represents ALL user actions on your website, and link map focuses ONLY on clicks on clickable elements. If you'll be able to spot clicks and movements on heatmaps, and no action on the link map – there's a broken link for you to fix! 

![heatmaps-cuxio.png](/uploads/heatmaps_cuxio_00e51f92d1.png)

_<center>Comparing heatmaps with link maps lets you find click-opportunities or dead links.</center>_

### Unresponsive pages / Page load error / Display problems

It's seen both on mobiles and desktops (and even on smart TVs if you're using CUX to track your users' behaviors). Frequent refreshing can be a sign of display problems on your site. Whether it's some page elements that haven’t loaded correctly (or at all) or some features that hadn’t been displayed – you'll see it on the customer journey. Experience Metrics may even show you the misplaced or misaligned parts of the page.

### Partially loaded pictures

If there are any design issues on your sites or within your products – you'll see them by tracking zooming. If photos or graphics are not loading correctly, you can bet your life that it'll be reflected in the customer journey. By analyzing users' behaviors with Experience Metrics, you'll get full access to any indication of graphical errors.

If you want to know more about [common UX mistakes on websites](https://cux.io/blog/most-common-ux-mistakes/), where you can find them, and how to get rid of them., you should read this article. 

## How to create a customer journey map? {#how-to-create-a-customer-journey-map}

As you already know, a customer journey map is a whole picture of customer touchpoints. It contains crucial information about the customer experience of your business for the sales and marketing department. 

Customer journey maps shows how customers are interacting with your company, what is their CX and how they go through the sales funnel. By maximizing and improving the efficiency of the entire customer journey, your sales, and business goals will also improve.

You are probably wondering how to create a customer journey map, or are there any customer journey map templates on the internet? 

Every customer journey map will be different for each business, or even it will change for every customer persona. A customer journey map can be created by yourself on templates that you can find in google search (but you must be aware of that, this will be time-consuming). Or you can skip to the easier way and use customer journey mapping tools.

![clemens-van-lay-un1s8VOLRC0-unsplash.jpg](/uploads/clemens_van_lay_un1s8_VOLRC_0_unsplash_c0815ce033.jpg)

## Customer journey map template {#customer-journey-map-template}

Customer journey map might take various forms, through the internet, starting from PowerPoint templates through basic PDFs or colorful infographics! 

A good practice is to look for the best one that will suit to your needs. The customer journey map template can help you with:

- finding actual places for quick wins and conversion improvements
- refining customer personas, according to customer journeys and in terms of their behavior
- getting better knowledge of emotions of your customers and how they interact with your business,
- releasing a new product or service to the market with planning ways to reach the customer, 
- developing post purchase path and increasing customer retention

Below you can find an example of customer journey map template prepared by [Custellence](https://custellence.com/).

![customer-journey-map-template-for-ideation-custellence.jpg](/uploads/customer_journey_map_template_for_ideation_custellence_1e8b15c957.jpg)

_<center> Source: [https://custellence.com/](https://custellence.com/templates/customer-journey-map-template-for-ideation.html)</center>_

## Customer journey mapping tools {#customer-journey-mapping-tools}

There are numerous tools available on the market that will help you map the customer journey. Whether you want to see the flow on a diagram or a chart, spot conversion drops with arrows or numbers, or just track users' behaviors – there is a great range of possibilities.

### cux.io  


CUX's Conversion Waterfalls represent your customer journey maps. They consist of steps that mirror your user actions on the site. Conversion Waterfalls helps you track visitor behavior in various scenarios, like form submissions, check-out process, account registration, etc. by collecting customer data.

![CUX-conversion-drops.png](/uploads/CUX_conversion_drops_493814933d.png)
_<center>CUX find places of real conversion drops </center>

#### Most important benefits?

- Auto-captured events. CUX automatically captures events on the website, so you can codelessly track every step of the user journey.
- Goal-oriented evaluations. Focus exclusively on the most informative types of data that we'll pre-select for you.
- Visit recordings. Easily find reasons for the conversion drops and missed opportunities for its increase. 
- Retractive analysis. Map any customer journey using historical data.
- All-device observation. Gain access to journeys from all device types. 

[Book a free demo to learn more](https://cux.io/request-demo/)

### Google Analytics

As a traffic analytics tool, Google Analytics lets you measure your website traffic metrics. You can easily spot things like bounce and exit rates, sources of traffic, goal conversions, and user demographics.

GA is not a traditional customer journey mapping tool, but it'll help you identify a lot of insights on your buyer personas. 

**TIP:** Combining qualitative and quantitative analytics tools can take your business to another level. See [how to integrate CUX with Google Analytics.](https://cux.io/knowledge-base/url-recording-in-google-analytics/)

### Heap

Heap is a great tool for looking for users' pain points, increasing retention, and reducing churn rates. As a no-code analytics tool, it grants you access to knowledge about customer segments, that you can easily use to create a customer journey.

[See our article about customer journey map tool, Heap.](https://cux.io/blog/heap-is-it-a-good-tool-and-what-does-it-provide-or-not/) Is it a good tool, and what does it provide (or not), if you want to learn more about it.

### Hotjar

You can easily track users' behaviors with Hotjar's heatmaps and recordings. You can also use more research-like features like survey templates or analyzing customer satisfaction or feedback.

### MIRO

MIRO, as an online whiteboard, might be a surprise, but it's one of the essentials for teams working remotely. It enables you to create – from scratch or using ready-made templates – a visual representation of your customers' journeys. Also, MIRO is easily integrable with various analytical tools.  

## The effective customer journey map {#the-effective-customer-journey-map}

So put your customer's shoes on and begin a beautiful process of creating a customer journey map and understanding the customer!

<center><iframe src="https://giphy.com/embed/lXiRHerN9QScmNrYQ" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/customer-service-help-desk-call-center-lXiRHerN9QScmNrYQ">via GIPHY</a></p></center>

But remember! At the end of the day, no matter how effective a customer journey map you will create with all those colors tabs, and charts. Without a proper analytics and implementing quick wins related to your business goals, you won't conquer the world. 

Customer-Journey-Map-Condition-site.png

What exactly is a customer journey? What does it usually look like, and what can it tell you about your site condition? Can user behavior analysis be used to improve and map customer journeys?

What exactly is a customer journey? What does it usually look like, and what can it tell you about your site condition? Can user behavior analysis be used to improve and map customer journeys? And how can CUX help you with CJ analysis? Read the article to find out the answers to these questions!

What can the customer journey tell us about condition of website?

Don’t worry, it isn’t as hard as it might look! You don’t have to become a superb analyst from day to one. You just need an appropriate tool to analyze. Why? Because they not only make your analysis better, faster, stronger, and EASIER, but they boost your business.

<center><iframe src="https://giphy.com/embed/70VKCvhojvgZ2" width="480" height="480" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/daft-punk-70VKCvhojvgZ2">via GIPHY</a></p></center>

If you want to learn more about Heap — read on.

## What is Heap? {#what-is-heap}

Heap application is a **web analytics tool that gathers quantitative and qualitative data about your users’ digital journey**. Founded in 2013 by Matin Movassate and Ravi Parikh to capture and measure every user action like clicks, taps, swipes page views, filling a form, and more. 

Heap tool finds weak points, optimizes conversion funnels, and identifies behaviors that have an impact on maintaining or increasing retention.

![Heap-tool-homepage.png](/uploads/Heap_tool_homepage_2b0ec1b524.png)

_<center>Heap tool dashboard </center>_

## What are Heap possibilities? {#what-are-heap-possibilities}

Heap is known for its extensive analytical dashboard, which has an enormous amount of metrics and measurements. As our CTO Kamil says, **it’s like Google Analytics on steroids.**  Probably that is the reason a lot of people search for a comparison between those two tools. 🏋🏻‍♂️ 

In addition to measuring real-time web traffic, you can use this powerful data tool to:

- automatically capture every user's actions like clicks, swipes, and submitting forms on your website. You don’t need to implement a tracking code; 

- conduct retroactive analysis; 

- track the exact events you’re interested in;

- get knowledge of how users interact with your product;

- improve user experience by measuring users’ frustrations. Heap automatically shows you which parts of your website give customers a headache.   

## Who should use Heap and why? {#who-should-use-heap-and-why}

Heap is dedicated mainly to medium and large-sized companies. Heap collects a lot of data to analyze. **It’s perfect for people who have a lot of time to do it and have knowledge about it.** If you are wondering what is a reasonable heap alternative, you’ll find it later in this article. 

Heap is free to use for 10000 sessions per month. Paid plans start at 3,600 $ per year. Growth and Pro plan are available upon request.

### Heap tool user reviews
 
>“There is a bit of a learning curve with the queries to run. It took time to learn how to correctly create the right queries to find the information we were wanting.”

![Review-Heap-G2.png](/uploads/Review_Heap_G2_606dce372c.png)

_<center> Review of Heap tool from G2 </center>_

>“The first couple of days using Heap was super frustrating because I didn't quite understand how it worked, and my team members weren't available to show me. And I couldn't find any option to chat with a rep from Heap (only email, but it took a couple of days to hear back). But I was able to use their help articles and videos to learn enough to build the report I needed.”

![Heap-review.png](/uploads/Heap_review_3de39c6f76.png)

_<center> Heap review </center>_

## 4 alternatives to Heap that you need to know {#4-alternatives-to-heap-that-you-need-to-know}

In the data-driven world, there are **plenty of analytical tools**. Right now, you’re probably wondering what a reasonable Heap alternative is. Below you can find a list of 4 alternatives to Heap. If you want to learn more, you must [read this article.](lhttps://cux.io/blog/why-to-improve-conversion-with-cux-over-hotjar-or-other-alternatives/) 

### Mixpanel

Thanks to the usage of AI, Mixpanel helps entrepreneurs to understand their users’ behaviors. Mixpanel gives them the ability to gain insights into how to best acquire, convert, and retain their users across website and mobile platforms.

Mixpanel has a free trial (100,000 Monthly Tracked Customers). Pricing starts at $25,00 per month.

### Smartlook

Another alternative for Heap is Smartlook. It is a product analytics tool for websites, iOS/Android apps, and various app frameworks. Smartlook 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/month), Business ($95,00/month), and Ultimate (upon request).

### Pendo

Pendo is a product-analytics app built to help software companies develop products. Using analytics, Pendo gives a chance to see how customers are interacting with your software or product. 

Like most analytical tools (but not all of them), Pendo offers a free trial for up to 1,000 monthly active users and also 1 web app key, and 1 mobile app key (for iOS, and Android). Pendo offers 3 pricing packages: Team, Pro, and Enterprise. You can view pricing upon request for each package.   

### CUX

You can find CUX as a reasonable alternative for Heap. CUX is the first-ever UX & Analytics Automation tool that detects the behavioral patterns of users. CUX focuses on data that have correlations to your business goals. So that entrepreneurs can immediately find their customers’ problems, fix them and increase conversion.

Using other analytical tools than CUX comes with a huge number of hours you need to spend on your data. In the data world, a few weeks seem like ages. With CUX you are able to find places that may inhibit your conversion in just minutes! 

![cux-improve-conversion-numbers.png](/uploads/cux_improve_conversion_numbers_6d09eb965f.png)

_<center> cux.io is a perfect tool to analyze, here you can find numbers why </center>_

CUX is available for a free trial. You can learn about all functionalities of CUX in the trial version. The only limitation is the number of collected recordings (1,000).  A trial contains the same features as a paid subscription. 

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

## CUX vs Heap {#cux-vs-heap}

 Unlike Heap, CUX offers the following solutions:

### 1. The analytics focused on your business goal 

CUX selects [**data that might influence your business goal**](https://cux.io/features/goal-oriented-analysis/) like sales, form submissions, etc. The most important data are on the plate. If you need help, CUX provides onboarding to set up your business goals. 

![users_behaviour_2.png](/uploads/users_behaviour_2_e85ccf8429.png)

_<center> Goal-oriented Analysis </center>_

### 2. Records visits

As you probably know, customers are not very rational. They jump from tab to tab without closing it, compare products or wander on their customer journeys freely. CUX gives you the possibility to [**analyze entire visits**](https://cux.io/features/visit-recordings/), instead of individual sessions. [Learn more about visits and sessions and where is the difference.](https://cux.io/blog/visits-vs-sessions)

![users_behaviour_4.png](/uploads/users_behaviour_4_950b85dc30.png)

_<center> CUX's feature - Visit Recordings</center>

### 3. Conversion waterfalls

With CUX you can **easily track where people convert or drop** and see it on a customer journey. [Conversion waterfalls](https://cux.io/features/conversion-waterfalls) are based on predefined events, which you can design by yourself without engaging your developers.

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/BM3aHt8IObA" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

### 4. Overview from G2

Product comparison between two tools. On the left CUX ratings, on right Heap based on user reviews.

![Comparision-between-CUX-Heap.png](/uploads/Comparision_between_CUX_Heap_7186e9f5dc.png)

_<center> Source: G2 </center>_

## Making a decision {#making-a-decision}

Heap tool isn’t a solution for everyone. It is a **powerful tool for entrepreneurs who have time for analysis and want to have the possibility to view historical data**. If you require a quick and easy fix, it won’t be your go-to. In this case, you need solutions that support quick wins.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@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://cux.io/newsletter/).



Heap-good-tool.png

Meghan Trainor sings is all about that bass, but in your business, it’s all about data. Analytics has become a must-have for every entrepreneur. 

Meghan Trainor sings is all about that bass, but in your business, it’s all about data. Nowadays, analytics has become a must-have for every entrepreneur. 

Heap. Is it a good tool, and what does it provide (or not)?


OVHcloud presents the award for overall performance within OVHcloud ecosystem, use of the cloud, and technological advancement of a startup. Marketing and PR cooperation are also taken into consideration. All startups had to meet the criteria listed above.

> As a Smart Data-Driven Startup, we decided to choose OVHcloud as our strategic partner, because of the support, human factor, and relation way beyond the server infrastructure
- [Paulina Walkowiak](https://www.linkedin.com/in/paulinawalkowiak?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAABPPp0gBTtJt-TAeyzn_2ggtm1XZFwFx20I&lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BVh3Hou7WR3u4s8PN2QDl4A%3D%3D), CEO & co-founder CUX.io

![Ovhcloud-Engage-Ai-Startup-of-the-year.jpg](/uploads/Ovhcloud_Engage_Ai_Startup_of_the_year_5c2b79c7ab.jpg)

_<center>Source: OVHcloud </center>_

![Ai-Startup-of-the-year.jpeg](/uploads/Ai_Startup_of_the_year_252a6290b4.jpeg)

![OHVcloud-CUX-AI-Startup.jpg](/uploads/OH_Vcloud_CUX_AI_Startup_2ef9f2fe38.jpg)

_<center>Source: OVHcloud </center>_

Thank you, OVHcloud, for the award, and for the possibility to be a part of your community, and be prepared for more! Our ambition is to be the companies’ 1st choice predictive and behavioral analysis tool.



AI-Startup-of-the-year (1).png

CUX was announced as AI Startup of the Year at OVHcloud Conference. AI-driven startups from 19 countries took part in the competition. 

CUX was announced as AI Startup of the Year at OVHcloud Conference. This award rewards the most active partners and startups that cooperate with OVHcloud. AI-driven startups from 19 countries took part in the competition. 


CUX - AI Startup of the year / OVHcloud 

<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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@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 CUX's users!  

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

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? {#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/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? {#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](https://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 {#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? {#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 {#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 {#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 {#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? {#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/kamilwalkowiak/) with Kamil 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](https://cux.io/) nourishing [newsletter](https://cux.io/newsletter/)! Be careful! We may grow on you! 🥑


Glassbox-tool.png

Finding the best analytics tool is a bit like searching for a Cinderella. You've to get to know their pros and cons before making a decision.


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. 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. 

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 {#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? {#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,-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. 

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

And if you would like to receive the newest information about our product, sign up for [the CUX newsletter](https://cux.io/newsletter/).
 


CUX_the_Best_Smart_Marketing_Startup.png

CUX won the 10th edition of the prestigious international competition I-COM Data Startup Challenge, in the Smart Data Marketing category.


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 {#the-url-address-has-to-change}

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 {#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. But there are some tricks that can help you make it smoother and work effectively.

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! {#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?! {#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. {#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! {#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! {#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! {#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! {#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? {#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?

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

And if you would like to receive newest information about our product, sign up for [the CUX newsletter](https://cux.io/newsletter/).

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.


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 {#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?

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 {#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. 

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? {#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? {#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 {#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? {#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 {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)



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.

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?

## What is SEO? {#what-is-seo}

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>_

## What is UX? {#what-is-ux}

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? {#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? {#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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

increase-conversions-seo-ux.png

The SXO approach has changed the game. Today, taking synchronized actions concerning a website’s visibility and usability can produce astounding effects!


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 {#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 {#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 {#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 {#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://cux.io/newsletter/)! 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. 

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.

From data-driven webinar to building an analytical strategy - The Prisjakt case

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

_

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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. 

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? {#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 {#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? {#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? {#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 {#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, 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 {#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!

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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 {#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 {#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 {#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 {#data-driven-marketing-is-now-more-important-than-ever}
**Kinga Edwards, CEO of [Brainy Bees](https://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://cux.io/newsletter/)! 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 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 {##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 {##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 {##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 {#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. {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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?

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? {#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? {#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? {#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 {#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 {#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 {#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 {#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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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 and Analytics {#ux-automation-and-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 {#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.

**Black Friday Deal:** Get 50% off NapoleonCat’s annual plan. No coupon is needed, just register via the dedicated link.

**Deal site:** napoleoncat.com/lp/black-friday-2021

**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:

- Personal Brands & Solopreneurs
- In-House Marketing & Social Media
- Freelancers & Independent Consultants 
- Agencies

**Black Friday Deal:** Up to 30% off all plans: 
- **30% off your first year (paid annually)**
- **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**

**Deal site:** [https://socialbee.io/blackfriday/](https://socialbee.io/blackfriday/)

**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 {#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 {#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 {#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 and Sales {#marketing-and-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.

**Black Friday Deal:** 40% off across all plans for first-time signups.

**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 {#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!

**Black Friday Deal:** Up to 75% off. Use promo code: black2021 and get up to 75% off on all Turbologo’s products.

**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.

**Black Friday Deal:**

Get a web push strategy prepared particularly for your site.

**It will include:**

example of the segmentation of your target audience;
web push automation scenarios that will be effective for your business;
ideas for mass campaigns;
best practices and recommendations on how to get the most out of the tool;
A dedicated Account Manager, during a 14-days trial period, will help to implement the strategy, configure the segmentation, and all the automation scenarios for you.

**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.

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 {#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 {#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 {#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. 

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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>

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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! 

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 {#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 {#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 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!
[
![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

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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 {#funnel-analysis}
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 {#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? {#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 {#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>_


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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. 

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 problem {#high-traffic,-low-conversion-problem}
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 {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

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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.

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!


## Linking your internal initiative and KPIs to customer needs and value drivers {#linking-your-internal-initiative-and-kpis-to-customer-needs-and-value-drivers}
### Customer journey optimization

![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?

## Digital touchpoints: replan, reprioritize and ideate {#digital-touchpoints:-replan,-reprioritize-and-ideate}
### Customer journey optimization 

![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.

## How can chatbots improve Customer Experience? {#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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

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Customer-Journey.png

Most businesses want to improve the customer experience across all of their digital properties. Including websites, social media, blogs, and so on.


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

## How to read heatmap? {#how-to-read-heatmap}

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 {#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 {#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 {#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 {#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 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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

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How-to-read-heatmaps.png

Heatmaps are graphic representations of the most important activities of users on your pages. Actions increase the attractiveness of the heatmap area.


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 {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

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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.

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 to 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? {#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? {#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? {#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 {#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? {#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 {#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 while analyzing heatmaps! {#mind-the-traps-while-analyzing-heatmaps!}
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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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 {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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

## What is a rage click? {#what-is-a-rage-click}

### And 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 clicking numerous times and getting 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.

<center><iframe src="https://giphy.com/embed/pFwRzOLfuGHok" width="480" height="300" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/next-pFwRzOLfuGHok">via GIPHY</a></p></center>

Rage click is never a good sign, especially if we talk about user experience. 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 for your website. 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 and frustrated users into happy ones.

## Why do I see rage clicks? {#why-do-i-see-rage-clicks}

Rage clicks can be a bottomless mine of knowledge about customers' behavior. They appear whenever your website 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 dead links or buttons that don't work.

Sometimes things that aren't obvious to us to be clickable to someone can be the source of a tremendous number of rage clicks or other analytics metrics. The key is to take some action – track, identify, and turn them into quick wins of a better customer experience.

## How can I use rage clicks to improve customer experience? {#how-can-i-use-rage-clicks-to-improve-customer-experience}

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 also apply to web design – you can look at whether the size of your images is optimized or if people are clicking on them, hoping to witness an enlarged version. Through the rage clicks, you can easily track partially loaded images. People click on them, expecting to view the graphics in full.

By analyzing user behavior, you’ll understand why your customers get angry when they visit your site and how their unexpected frustration is effectively inhibiting your conversion.

![Experience-metrics-cux.png](/uploads/Experience_metrics_cux_b83e5ff3a3.png)

_<center> Experience Metrics in cux.io </center>_

## Tracking rage clicks tools {/#tracking-rage-clicks-tools}

On the market, you can find a lot of analytical tools that let you track rage clicks and other customers' pain points on your website. This is a chance (of course, with proper analytics) to turn those metrics into actionable items and improve your customers' user experience.

One of the tools is CUX.io. First UX & Analytics Automation tool that recognizes, detects and defines the behavioral patterns of your users. One of CUX's main features is Experience Metrics. This will allow you to analyze what stops your customers from buying, and sorry for being completely honest, you will discover what kills your sales. 😥

Based on gathered data, and analysis of Visits Recordings, you will get many constructive conclusions that will lead you to a better User Experience and (cross fingers) improve your sales. 😎

### What can I measure with CUX's Experience Metrics?

- Rage clicks
- Rage key pressing 
- Zooming 
- Chaotic Movement

Learn more about Experience Metrics by watching our YouTube tutorial.

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/Phcq-9o8GV0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></center>

## How can I track rage clicks? {#how-can-i-track-rage-clicks}

In this article, we show you how to track rage clicks in CUX, the very first UX & Analytics Tool.

### Option 1: Dashboard

Rage clicks strike the eye whenever you log in to your CUX account. There's a special widget you should notice 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 spot that there other Experience Metrics like [rage key presses](https://cux.io/knowledge-base/what-is-a-rage-key-press/), [zooming](https://cux.io/knowledge-base/what-is-zooming/), or [refreshing](https://cux.io/knowledge-base/what-is-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>_

### Option 2: 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 take some details.

### Option 3: 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 campaign analysis: CUX grouped Heatmap](/uploads/Ania_Kruk_case_4_700x401_7dd7c655a3.png)

_<center>Grouped heatmap of the jewelry brand's Valentine's campaign focused on rage clicks.</center>_

## Why do rage clicks mean quick wins? {#why-do-rage-clicks-mean-quick-wins}

Rage clicks are essential in analyzing user behavior on your website. Why? Because they can easily lead you to 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). You just have to identify them.

<center><iframe src="https://giphy.com/embed/4QFAH0qZ0LQnIwVYKT" width="480" height="345" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/cbc-schitts-creek-4QFAH0qZ0LQnIwVYKT">via GIPHY</a></p></center>

Ready to take some sweet action on smarter analytics and UX automation? Drop us a line at [team@cux.io](mailto:team@cux.io), or you can [try a trial version of CUX](https://app.cux.io/register)!

rage-click.png

Click, click, click, clickclickclickclickclick… and nothing happens. You just received a shorthand definition of a rage clicks. 

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” 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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

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

case-study-cux-ania-kruk.png

When trying to improve campaigns, we use trends and research of customer preferences, as well as “proven methods” from the market’s specialist.

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 {#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 {#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.

[![CUX-drop-a-line-2.png](/uploads/CUX_drop_a_line_2_e8346a4821.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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 {#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)](mailto:team@cux.io)

_<center>Filtering by exit pages in visits section at cux.io</center>_

## The common causes of high exit pages rates {#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.

## Qualitative conclusions {#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.

![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)

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

High-exit-pages.png

There are only a few entrepreneurs who decide to run a business without the basic numbers provided by GA.

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? {#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? {#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 {/#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! {#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.

[![CUX-drop-a-line-1.png](/uploads/CUX_drop_a_line_1_b4edf5d744.png)](mailto:team@cux.io)

Want to harvest the freshest analytical crops? Sign up for the cux.io nourishing [newsletter](https://cux.io/newsletter/)! 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.

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? {#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 {#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 {#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://cux.io/newsletter/)! 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.

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? {#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? {#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! {#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 {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 {#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://cux.io/newsletter/)! 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 CRO.

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?

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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://cux.io/newsletter/).

You are convinced that Black Friday madness is a time of celebration only your customers? Nothing could be further from the truth! 

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