As you’re well aware from our previous deep dive into User Behavior Analysis, whether you're managing a bustling e-commerce store or a feature-rich mobile app, knowing how users interact is essential.

By analyzing what users click on, how long they stay on specific pages, or where they encounter any roadblocks, you can identify areas for improvement and make data-driven decisions. This can be anything from streamlining a confusing checkout process to making your content more engaging. This not only leads to happier visitors and more satisfying user experience, but most of all to increased conversions. Sounds pretty amazing, right? But the question remains: **where do we find all this data**?
## Web analytics & digital experience tools {#Web-analytics-&-digital-experience-tools}
Let’s get down to business and start with the essentials - web analytics and digital experience tools. While both are crucial for understanding user behavior, they offer different perspectives. 

Web analytics tools like [Google Analytics](https://marketingplatform.google.com/about/analytics/){do:follow} provide quantitative clues on user behavior, focusing on measurable data like page views, clicks, and time spent on each page. 

However, numbers alone can't tell the whole story. [User behavior analytic tools](https://cux.io/user-behavior-analytics-tools/) like CUX take things a step further. They reveal the "why" behind user behavior, armed with qualitative approach: 
- [Heatmaps](https://cux.io/features/heatmaps/) offer a visual representation of user interaction. Hot zones reveal where users click, scroll, and linger. This lets you see what grabs their attention, what confuses them, and where they might be getting stuck.
- [Visit Recordings](https://cux.io/features/visit-recordings/) let you peek over your users' shoulders as they navigate your website. You can see exactly how they interact with every element, from the moment they enter to the moment they close your website, no matter the number of tabs open.
- [Conversion Waterfalls](https://cux.io/features/conversion-waterfalls/)visualize the entire user journey, mapping out the touchpoints users encounter from initial landing to conversion (or abandonment).
- [Experience Metrics](https://help.cux.io/support/solutions/articles/103000094403-experience-metrics) bridge the gap between data and action. They reveal insights such as zooming behavior, chaotic movement, refreshing patterns, dead clicks, and [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/). By analyzing them, you can uncover hidden pain points, optimize usability, and ultimately enhance the overall user experience.

By [leveraging both quantitative and qualitative data](https://cux.io/blog/from-metrics-to-motivations-how-to-combine-quantitative-and-qualitative-data/), you gain a comprehensive understanding of user behavior on your website or app. 

>**TIP**: While looking for a behavior analysis software, seek out a tool that integrates both data types for improved efficiency and effectiveness. This integration streamlines analysis processes, allowing you to focus more on actionable insights!

## User Surveys and Feedback
User surveys and feedback provide a direct line of communication with your users, allowing you to gain an even deeper understanding of their thoughts, feelings, and motivations.

Here are some popular methods for collecting user surveys and feedback:

- Website Surveys: Embed short surveys within your website or app to gather real-time feedback on specific actions or page interactions. These surveys can pop up at strategic points during the user's journey, such as after completing a purchase, to gather immediate insights into their experience.
- **Email Surveys**: Send targeted email surveys to specific user segments to gather in-depth feedback on broader topics. 
- **User Interviews**: Conduct one-on-one interviews with users to delve deeper into their experiences and thought processes.
- **Usability Testing**: Observe users as they interact with your website or app, and gather their feedback on specific tasks or functionalities.
- **Customer Feedback**: In addition to surveys and direct interactions, customer feedback, including reviews, comments, and support tickets, offers real-time insights into user satisfaction, concerns, and suggestions.

## A/B testing
Next up is [A/B testing](https://cux.io/blog/how-do-a-b-tests-work/) - a controlled experiment where you compare two versions of a webpage, feature, or design element to see which one performs better based on desired user interaction. By analyzing the outcomes, you learn about your users' preferences and behaviors, refining your strategies with precision.

By integrating A/B testing with the other user behavior data sources, you create a powerful feedback loop. You gather user insights, formulate hypotheses based on that data, test those hypotheses through A/B testing, and then refine your website or app based on the results. 

## Mobile apps
In our mobile-first world, apps are a goldmine of user behavior data. From tracking how often users open the app to understanding the features they love (or ignore), mobile analytics offer a direct line to user engagement. Mobile app analysis is like observing customers in a store, noting what they pick up, what they put back, and what makes them check out.

## CRM systems
CRM systems are like the diary of your customer relationships - they store customer data and interactions, including email communication, support tickets, and purchase history. 

Here's how CRMs capture valuable user behavior data:

- **Interactions**: Every time a customer reaches out through email, phone, live chat, or social media, that interaction is logged in the CRM. This includes details like the reason for contact, the tone of the conversation, and any resolutions reached. Over time, this builds a history that reveals a customer's communication preferences and potential areas of concern.
- **Support Tickets**: When a customer submits a support ticket, the CRM captures the details of the issue they're facing. By analyzing these tickets, companies can identify common problems and user pain points. This helps improve products or services and streamline customer support processes.
- **Purchase History**: CRM systems integrate seamlessly with sales and e-commerce platforms. Every purchase a customer makes is recorded, including the specific items bought, the frequency of purchases, and any preferred channels (online store, physical store, etc.). This data provides insights into user buying habits, allowing for targeted marketing campaigns and personalized recommendations.
- **Engagement with Marketing Materials**: Some CRMs track how customers interact with marketing emails or targeted ads within the CRM interface. This can reveal which marketing messages resonate most and which customer segments require a different approach.

## Stop Guessing, Start Knowing with CUX
Now, armed with a diverse toolkit of data sources, and the knowledge you gained, you’re ready to put it into action! 

But the question remains: **where do you begin**? How do you navigate the vast sea of user data and extract meaningful insights to drive your business forward? Well, we have advice for you - start with [CUX](https://cux.io/)!

By integrating quantitative metrics with qualitative data from heatmaps, visit recording, and experience metrics, CUX offers a holistic approach to user behavior analytics. It not only streamlines analysis but also provides nuanced insights for enhancing user experience – all without needing any technical expertise.

Start collecting your user data with a [free trial](https://app.cux.io/register?utm_medium=article&utm_source=blog&utm_campaign=datasources). Your users will thank you, and your business will flourish like never before. 


Common sources of user behavior data.png

This article will guide you where to find the valuable information for User Behavior Analysis, exploring different tools and resources.

Understanding how people use your website is key to making it successful. In our previous article, we explored the power of [User Behavior Analysis](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/) (UBA). If you haven't had a chance to read it yet, now’s the perfect time to catch up! Once you’ve got the basics covered, let’s explore further. This article will guide you where to find the valuable information for User Behavior Analysis, exploring different user behavior data sources. 


Common Sources of User Behavior Data

## Understanding Cookies {#Understanding-Cookies}
Before diving into the specifics of Google Consent Mode 2.0 (GCM v2), let’s revisit cookies, the data collection mechanism it regulates. Cookies are small text files websites store on user devices (whether it's a computer, phone, or tablet) as they browse the web. These cookies act like tiny digital breadcrumbs, storing information about users' online activity.
### There are two main types of cookies relevant to GCM v2:
- **First-party cookies**: These are cookies your website puts directly on users' devices. They are primarily used to enhance the user experience by remembering user preferences, maintaining login sessions, and storing other site-specific information.
- **Third-party cookies**: Placed by a domain other than your website. These cookies are often used by advertisers (like Google Ads) to track users' browsing behavior across different websites. This allows them to target users with personalized ads based on their interests.

In essence, **cookies help websites remember you and your preferences**. An online store might use first-party cookies to remember the items in your shopping cart. An advertiser might use third-party cookies to track the websites you visit and show you ads related to your browsing history.

**Understanding cookies is crucial in the context of GCM v2.** This update gives users more say in how cookies track their online activity. Imagine users feeling empowered, not confused, when they see your consent box. By clearly explaining cookies and why they're used in your consent box, you can build trust through transparency and ensure users make informed decisions about their data. Think of it as a win-win: users understand what data is being collected and have control, while you get valuable insights to improve your website and marketing strategies.
## What is Consent Mode 2.0?
Google Consent Mode v2 introduces an updated mechanism that empowers companies to customize the functionality of Google tags based on user consent to advertising and analytics cookies. But it’s not just about technical adjustments (although that's happening behind the scenes).

**The key feature for website owners is a user-friendly consent box**. This box appears when users first visit your site and explains what kind of cookies are used. It offers users the flexibility to choose their level of consent: accept all cookies, reject all of them, or select only the ones they're comfortable with.

While website owners may view this as an added hurdle, its significance cannot be underestimated or overlooked. We'll explore the consequences of skipping it later in this article. **Google Consent Mode v2 is a response to growing user privacy concerns and stricter regulations**. By adapting your website to this new standard, you demonstrate respect for user privacy and ensure compliance with the latest rules. This, in turn, helps you maintain a positive user experience and continue to leverage user data for your marketing activities.
### What happens if I don’t implement Consent Mode 2.0?
Failing to implement Consent Mode v2 can have serious consequences, including:
- **Limited Data**: Without a proper consent mechanism, you might collect less user data or data of lower quality. 
- **Reduced Targeting**: Lack of this data will hinder your ability to understand your audience, personalize the user experience, and optimize your marketing efforts.
- **Limited Access to Features**: Some features and functionalities within Google products like Analytics or Ads might rely on specific types of cookies that require user consent through GCM v2. Without implementing it, you might be missing out on valuable data and insights.
- **Non-Compliance with Regulations**: Data privacy regulations are constantly evolving, and GCM v2 reflects Google's efforts to comply with stricter user consent requirements. Failing to implement it could put you at risk of violating these regulations, potentially leading to fines or other penalties.

## Best practices for obtaining marketing consent
### Content
_Transparency is the key_

DO:

✅ Use **clear and concise language** that users can easily understand. Avoid technical jargon and legalese.

✅ Briefly **explain the different types of cookies** used on your website (e.g., first-party for preferences, third-party for advertising).

✅ **Highlight user benefits**. Explain how the data collected will be used to improve the user experience (e.g. suggesting relevant content, remembering preferences).

DON'T:

❌ **Confuse users with technical terms or legalese**. Keep it simple and focus on clear communication.

❌ **Leave users in the dark about cookie types**. Transparency fosters trust.

❌ **Focus solely on data collection without explaining the value proposition for users**. Explain how consenting benefits them.

### Consent Box Design
_Design an effective consent box that emphasizes user choice while still achieving your data collection goals_

DO:

✅ **Focus on Positive Options**: Instead of prominently featuring a "reject all" button, prioritize options that encourage users to choose the level of consent they're comfortable with. Here's an example structure:
- "**Accept All Cookies**" - This clearly communicates the benefits of full consent (e.g., personalized experience, relevant content).
- "**Manage Preferences**" - This empowers users to select specific cookie types they'd like to allow (e.g., functional cookies for website performance, analytics cookies to improve the site).

✅ **Visual Hierarchy**: Design your consent box with a clear visual hierarchy. Use contrasting colors, bold fonts, and appropriate spacing to draw user attention to the "Accept All" and "Manage Preferences" options. "Manage Preferences" can be slightly less prominent, but still easily accessible.

✅ **Link to a Detailed Privacy Policy**: Provide a clear link to your website's privacy policy for users who want to learn more about data collection practices.

DON'T:

❌ **Limit user choice by only offering "accept all" or "reject all" options**. Granular control empowers users.

❌ **Hide the consent box or make it difficult to find**. Users should be able to easily see and interact with it.

❌ **Use Dark Patterns**. Don't resort to manipulative tactics like pre-checked boxes or making the "Manage Preferences" option difficult to find. This can erode user trust and potentially lead to lower opt-in rates.

By following these design principles, you can create a consent box that is informative, transparent, and empowers users to choose their level of data sharing. This builds trust and fosters a sense of control for your website visitors. **With the Google Consent Mode 2.0 (GCM v2), obtaining informed consent is no longer optional – it's essential**. Without user permission for marketing and analytics cookies, you'll lose the ability to personalize the user experience, target your marketing efforts effectively, and gain valuable insights to improve your website. A well-designed, effective consent box becomes the bridge between respecting user privacy and achieving your marketing goals. By prioritizing transparency and user choice, you can encourage informed consent and ensure continued success in the age of data privacy regulations.

Building Effective Consent Boxes.png

As of March 2024, website owners using Google products like Analytics, Ads, and Tag Manager are required to implement Google Consent Mode 2.0 (GCM v2).

**Starting from March 2024, website owners using Google products like Analytics, Ads, and Tag Manager are required to [implement Google Consent Mode](https://developers.google.com/tag-platform/security/guides/consent?consentmode=advanced){do:follow} 2.0 (GCM v2)**. This update ensures users have greater control over their data privacy by giving them a choice about which cookies are used to track their activity on the website. But implementing GCM v2 is just one piece of the puzzle. The design of your consent box plays a critical role in how users perceive your website and whether they choose to share their data. This article will explore the key principles for crafting effective consent boxes that promote informed consent, transparency, and ultimately, higher opt-in rates.

Effective Consent Boxes: Google Consent Mode 2.0

## What is Retroactive Analysis? {#What-is-Retroactive-Analysis?}
Retroactive analysis, also known as retrospective analysis or post-event analysis, refers to the process of reviewing and examining historical data to gain a profound understanding of past events, user interactions, and performance metrics. It allows digital professionals to gain insights, identify patterns, and understand the critical factors that have shaped their digital landscape. 

As [businesses strive for continuous improvement](https://cux.io/blog/cux-as-a-tool-for-enterprises/) and seek to enhance the user experience, retroactive analysis becomes a cornerstone in the decision-making process.
## How Retroactive Analysis Differs from Real-time Analysis?
While real-time analysis focuses on what’s happening right now, capturing immediate data and current trends, [retroactive analysis](https://cux.io/knowledge-base/what-is-a-retroactive-analysis/) steps back in time to provide a more comprehensive view, revealing long-term trends, identifying patterns, and offering a deeper understanding of the factors that have influenced the digital landscape over time. 

The main difference is in the timing: real-time analysis is about the current moment, while retroactive analysis looks back to help plan the future. Both are useful but serve different purposes based on the need for instant insights or a more strategic thoughtful look back.
## Real-world Examples of the Benefits of Looking Back
Consider an e-commerce platform identifying a decline in user engagement. If they only use real-time analysis, they'd see the current decrease. But, by looking back over time, they may find out that this decline is a seasonal trend that occurs every year. Armed with this historical knowledge, the platform can play ahead and adjust their marketing strategies during specific seasons, ensuring a more robust user engagement strategy.

Consider another scenario, this time in customer support, where a team suddenly faces a surge in ticket submissions. While real-time analysis may attribute this increase to a recent product launch, a a look back in time — retroactive analysis — reveals similar spikes during past promotional events. This historical insight indicates that promotions often lead to a rise in customer inquiries and support requests. Learning from this historical insight, the customer support team can prepare for and assign extra resources during promotional periods. This proactive approach ensures timely responses and not only improves customer satisfaction but also demonstrates the team's ability to learn from historical patterns and optimize their processes accordingly.
## How Can You Benefit from Retroactive Analysis?
Analyzing historical data in the context of [digital experience analytics](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/) can provide several valuable benefits. Here are some reasons why it's worth analyzing historical data:
- **Identifying Trends and Patterns**: Historical data allows you to identify trends and patterns over time. By analyzing past user interactions and behaviors, you can recognize recurring patterns that may help predict future trends and user preferences.
- **Understanding User Behavior Changes**: Digital platforms and user behaviors evolve over time. Examining historical data helps grasp how user behavior has shifted, enabling you to adapt your strategies to meet current and future user expectations.
- **Performance Benchmarking**: Comparing current performance metrics with historical data helps establish benchmarks. This allows you to evaluate the success of your digital initiatives, track improvements or declines, and set realistic goals for future efforts.
- **Root Cause Analysis**: When issues or challenges arise in the digital experience, historical data can be crucial for finding the root cause. By examining past data, you may uncover the factors that led to problems and implement corrective actions.
- **[Optimizing User Experience](https://cux.io/blog/5-ways-to-optimize-the-customer-journey/) (UX)**: Understanding past user interactions provides insights into what aspects of the user experience are effective and what areas need improvement. This information is valuable for optimizing the overall user experience.
- **Personalization and Targeting**: By analyzing past user preferences and behaviors, you can tailor content, recommendations, and marketing strategies to specific user segments, increasing engagement and satisfaction.
- **Data-Driven Decision-Making**: Historical data forms the basis for data-driven decision-making. It allows stakeholders to make informed choices based on past performance, rather than relying solely on intuition or speculation.
- **Continuous Improvement**: Digital experiences are not static; they evolve over time. Analyzing historical data is fundamental to a continuous improvement cycle. It enables organizations to learn from past successes and mistakes, iterating on strategies and refining digital experiences for ongoing enhancement.

In summary, analyzing historical data in digital experience analytics is essential for learning from the past, optimizing current strategies, and making [informed decisions](https://cux.io/blog/the-future-is-data-key-focus-areas-for-2024/) to enhance future digital experiences.
## The Power of Historical Data in CUX
cux.io stands as a robust digital experience analytics tool designed to help businesses analyze and optimize the performance of their digital platforms. By integrating CUX’s snippet into your website, you not only gain access to real-time data but also unlock the capability of exploring historical records.

### Key Features for Retroactive Analysis:
- **Optimization Insights from the Past**: Understand the impact of optimizations by analyzing historical data, providing a valuable perspective on the effectiveness of changes made over time.
- **Convenient Exploration**: CUX automatically collects data on user interactions, behaviors, and journeys. This data can include information about clicks, scrolls, navigation paths, and other relevant user actions and behaviors. You can conduct retroactive analysis at your convenience, [examining Customer Journeys](https://cux.io/blog/analyzing-user-behaviors-in-cux-step-by-step-guide/), Waterfalls (Conversion Funnels), or specific Goals.
- **Effortless Contextual Understanding**: Unlock contextual insights based on user behavior. Set up goals, such as button clicks, at any time and delve into historical data to gauge their performance. Unlike tools that limit results from the point of goal setting, CUX stands out by enabling users to examine Goals and Customer Journeys from historical data. This unique feature provides a holistic perspective, allowing for a more comprehensive understanding of user interactions over time.
- **Comparative Analysis**: The tool enables users to seamlessly compare historical and real-time data. This facilitates a more thorough analysis, aiding in strategic decision-making for ongoing improvement.

Ready to discover the hidden gems in your digital world? Take CUX for a spin - a tool designed to make sense of your website's story. Picture the power of understanding the impact of past optimizations, exploring user interactions at your convenience, and gaining contextual insights effortlessly. Your journey to insightful digital understanding starts here.

<button> [Start the free trial](https://app.cux.io/register?utm_medium=blogcux&utm_source=www&utm_campaign=retroactive)</button>




Przyszłość komunikacji (2).png

Understanding where you've been is often the key to navigating where you're going. — Cheesy as it may sound, it's relatable not just in life but also in digital experience analytics.

Understanding where you've been is often the key to navigating where you're going. — Cheesy as it may sound, it's relatable not just in life but also in digital experience analytics.

In this article, we'll explore the practical side of looking back—how understanding the past can shape a brighter future for your digital journey. No fancy jargon, just straightforward tips to make the most of your historical data and set the stage for success of your digital strategy. Join us as we uncover the secrets of using the past to boost your digital future through retroactive analysis.


Retroactive Analysis: Hidden Gems in Your Historical Data

## What Is User Behavior Analysis? {#What-Is-User-Behavior-Analysis?}
Unlike simple quantitative metrics such as clicks and scrolls, User Behavior Analytics best practices delve into the qualitative aspects of user interactions. It provides insights into the motivations, preferences, and intentions of users. It's like having a secret tool that allows you to understand the psychology behind user actions, and uncover the "why" behind their online behavior.

By leveraging User Behavior Analytics best practices, businesses can reveal hidden patterns, identify pain points, and explore opportunities to enhance user journeys. It's a powerful tool for gaining a deep understanding of user sentiments, preferences, and the factors influencing their decision-making process. This knowledge is invaluable for making informed decisions, optimizing user interfaces, and tailoring digital content to create a more engaging and user-friendly environment, which ultimately leads to increased conversions and improved overall performance.

### Examples of qualitative questions that UBA can address include:
- **Why** do users visit the website? **What specific elements** capture their attention during online interactions?
- **What factors** influence users' preferences for certain products or features?
- **What challenges or frustrations** do users encounter when navigating the site or utilizing specific features?
- **Which features** or **content** do users perceive as the **most valuable** and engaging?
- **What are users' expectations** regarding the design and functionality of products?
With UBA, you'll get the scoop on what your audience loves (and doesn't) so you can make your digital space a place they adore.
### Here with the User Behavior Analysis, you can:
- Verify the problems and frustrations of your customers,
- Craft user personas and behavior profiles,
- Make journey maps that truly resonate with your users,
- Enhance your marketing strategy,
- Boost sales (who doesn't want that?),
- And a whole lot more!
## Understanding User Behavior Metrics: Key Indicators for Success
Navigating the landscape of User Behavior Analysis requires a reliable compass – and that compass is metrics. These metrics go beyond numbers; they're like vital signs for your website's health, showing you how engaged and satisfied your users are. The most important Key Performance Indicators (KPIs) for User Behavior vary depending on the specific goals and objectives of a business or website. However, **some universally significant User Behavior KPIs include**:
1. **Time on Page**: Measures the average time users spend on a particular page during their visit. A longer time usually indicates greater engagement.
2. **Bounce Rate**: Determines the percentage of users who navigate away from the site after viewing only one page. A high bounce rate may suggest that visitors are not finding what they're looking for or that the content is not engaging.
3. **Visit duration**: The entire time a user dedicates to exploring a website during a single visit. It underscores the importance of analyzing the entire user journey, considering potential interactions across multiple tabs.
4. **Exit Rate**: Indicates the percentage of users who leave the site from a specific page. High exit rates on particular pages may signal issues or lack of interest in that content.
5. **Conversions**: Tracks the number of users who perform a desired action, such as a purchase, signing up for a newsletter, or filling out a form. A higher conversion rate typically indicates effective user engagement. 
6. **Conversion Funnel**: The steps users take before completing a conversion. Helps identify potential problem areas and optimize the conversion process.
7. **Trust Metrics**: Evaluate the level of user trust in the website, products, or services. It may include reviews, ratings, and security certifications.
8. **User Retention**: Measures how well a website retains users over time. Analyzing user retention helps understand the long-term appeal and effectiveness of the platform.

However, when we want to understand how users really use a website or product, we need more than the usual numbers. And as we want to share with you valuable user behavior tracking tips, that's where experience metrics come in. Tools like cux.io help us capture and analyze them. These metrics show us the detailed ins and outs of what users do, like, and where we can make things better. Let's dig into these metrics to make the user experience even better:
- **Zooming** - the action of adjusting the size of content on a screen, often done by users to enlarge or reduce elements for better visibility or usability. When visitors zoom in on your site, they're giving you valuable feedback without saying a word. Whether it's to read tiny text or admire the details of a product image, zooming highlights areas for improvement in accessibility and design.
- **Chaotic Movement** - happens when users are moving their cursor around in a messy or confused way on a website. It shows they might be having trouble finding things or understanding how the website works. Chaotic Movement signals user confusion, which, once understood, opens the door to simple yet impactful changes. Enhancing your site's navigation and layout can not only improve the user experience but potentially boost sales by making the journey to purchase smoother and more intuitive.
- **Refreshing** - tracks unexpected page reloads, which could be due to slow load times, incomplete content display, or layout issues. Hidden refreshes can frustrate users, often without site owners even realizing.
- **Dead Click** - happens when a user clicks on something on a website, expecting it to do something, but nothing happens. It's like trying to press a button that doesn't work.
- **[Rage Click](https://cux.io/blog/what-is-a-rage-clicks/)** - an instance where a user repeatedly clicks on a part of a website or application in a very short period, usually out of frustration or confusion. It shows there might be a problem or something not working as expected on that part of the website.  It's a big red flag showing us exactly where a website is letting users down and sparking their frustration. 
- **[Refreshing](https://cux.io/knowledge-base/what-is-refreshing/)** - the number of visits where the content on your website was refreshed, either by the user or automatically - as a result of some user actions.
- **Bounce Back**- occurs when a user enters a website and promptly goes back to where they came from. It can happen due to reasons like mismatched content, slow loading times, or confusing navigation.

There are a lot of metrics that can help you understand users' behavior and make the analytics journey exciting. The fun part is that it's not only about numbers but real motivations and intents. Each click, scroll, and interaction is a digital footprint that unveils the story of user engagement. Metrics like time on page, bounce rate, and conversions provide the foundation, while experience metrics like Zooming, Chaotic Movement, Refreshing, Dead Click, [Rage Click](https://cux.io/blog/what-is-a-rage-clicks/#how-can-i-use-rage-clicks-to-improve-customer-experience), and Bounce Back add color and depth to the narrative.

Understanding the human aspect behind the clicks transforms analytics into a captivating journey where websites evolve based on genuine user needs.

## Common Sources of User Behavior Data
The tapestry of User Behavior Analysis is woven from diverse threads of data, each contributing to a richer understanding. Web analytics tools (e.g. CUX), heatmaps, user surveys, and customer feedback collectively form the mosaic of insights. This comprehensive approach enables businesses to construct a holistic narrative of user behavior, transcending the limitations of isolated data streams.
## Quantitative vs. Qualitative Data
Our data story has two main characters: quantitative data, which is all about numbers, and qualitative data, which brings in the human touch with comments and feedback. One of the best user behavior tracking tips is as follows: _Balancing these two gives you a full understanding of what's going on_.

![Qualitative vs Quantitative data.png](https://content.cux.io/uploads/Qualitative_vs_Quantitative_data_bc749c4d17.png)

### **EXAMPLE**: Optimizing an E-commerce Website

_Quantitative Data_: 

- **Metric**: High Bounce Rate on Product Pages. 
- **Observation**: The analytics tool indicates that a significant number of users are leaving the website after viewing only one product page.

_Qualitative Data_:

- **Session Recording**: Watch session recordings of users who exited from product pages. Identify common patterns, such as users spending minimal time on the page or encountering usability issues. 
- **Heatmaps**: Examine heatmaps to see where users click the most on the product pages. Are they interacting with product images, descriptions, or reviews? Identify elements that attract attention and those that are ignored.

_Combined Insights_:

1. **Identifying Pain Points**: Session recordings reveal that users often encounter difficulties in the checkout process. They may hesitate or abandon carts due to unclear navigation.
2. **User Preferences**: Heatmaps show that users frequently click on product images but rarely engage with lengthy descriptions. They seem to prioritize visual elements.
69. **Survey Integration**: Integrate a survey at the checkout exit point, asking users about their experience. Qualitative responses may highlight frustrations with the checkout process or concerns about payment security.
70. **Actionable Steps**: With a combined understanding of quantitative and qualitative data, you can take targeted actions. For instance, optimize the checkout process based on specific pain points identified in session recordings. Improve visual elements on product pages to align with user preferences. Address concerns raised in surveys to enhance user trust.

By [combining both types of data](https://cux.io/blog/from-metrics-to-motivations-how-to-combine-quantitative-and-qualitative-data/), you gain a comprehensive perspective on user behavior – understanding not only **what** is happening (quantitative) but also **why** it is happening (qualitative). This holistic approach empowers you to make strategic and user-centric improvements to your e-commerce website.

## How To Perform a User Behavior Analysis? 
It's a step-by-step journey that involves setting clear goals, picking the right metrics, gathering data, and making sense of it all. Wondering what to begin with? Here's a suggested starting point:
1. **Define Clear Goals**: User behavior best practices start with defining the specific goals and objectives of your analysis. What do you aim to achieve? Whether it's improving user engagement, increasing conversions, or enhancing overall user experience, having clear goals will guide your entire process.
2. **Identify Key Metrics**: Select the key performance indicators (KPIs) that align with your goals. Consider metrics like bounce rate, conversion rate, time on page, or experience metrics such as rage clicks or bounce back. These metrics will serve as the foundation for your analysis.
3. **Choose Analytical Tools**: Explore and choose the right analytical tools for your needs. Depending on your goals, tools like Google Analytics, Hotjar, or CUX.io can provide valuable insights. Ensure that the selected tools align with the type of data you want to collect, be it quantitative, qualitative or the best option - both.
4. **Set Up Tracking**: Implement tracking codes on your website to collect quantitative data. This includes page views, click-through rates, and other relevant metrics. Configure your analytical tools to capture user interactions effectively.
5. **Dive into Qualitative Analysis**: Integrate qualitative analysis features such as session recordings and heatmaps. Dive into user sessions to understand their behaviors, pain points, and areas of interest.
6. **Segment User Data**: [Segment user data](https://cux.io/blog/using-behavioral-segmentation-for-data-driven-business-decisions/) based on demographics, behaviors, or other relevant factors. Understand how different user groups interact with your website and whether there are notable variations in behavior.
7. **Analyze User Journeys**: [Map out typical user journeys](https://cux.io/blog/customer-journey-site-condition/) to identify common paths leading to conversions and potential drop-off points. Evaluate the effectiveness of conversion funnels. This step helps you understand the flow of user interactions on your site.
8. **Iterate and Optimize**: Iterate your analysis regularly and make continuous optimizations. Implement changes based on the insights gathered, whether it's adjusting the user interface, refining content, or optimizing conversion processes.
9. **Share Findings and Collaborate**: Foster collaboration between teams involved in website management, design, and content creation. Share findings and insights to ensure a collective understanding of user behavior and inform strategic decisions.

This systematic approach ensures a comprehensive analysis, empowering businesses with actionable insights for refining user experiences. Starting with these steps ensures a structured and goal-oriented approach to your user behavior analysis. As you progress, you'll refine your strategy based on the insights you uncover and the evolving needs of your users.
## Key Features to Look for in User Behaviour Analysis Software for E-commerce
The selection of User Behavior Analysis software becomes a critical decision in pursuing accurate insights. This section outlines pivotal features such as real-time tracking, customizable dashboards, seamless integration capabilities, and user-friendly interfaces. [Choosing the right tool](https://cux.io/blog/web-tracking-tools-which-one-is-the-best-for-your-company/) is akin to selecting a trusted ally, ensuring smooth implementation and interpretation of behavioral data.
### The most important functionalities are:
- **Heatmaps**: Visualize areas of the website where users frequently click, scroll, or spend the most time.
- **Session Recording**: Record actual user sessions, providing insights into how users navigate through a website or application.
- **Visit Recording**: Record the entire [user visit](https://cux.io/blog/visits-vs-sessions/), regardless of the number of tabs open or the duration.
- **Quantitative and Qualitative Data**: Choose a tool that allows you to collect and analyze the most important data in one place.
- **Conversion Funnel Analysis**: Track and analyze the stages users go through in the conversion process to identify potential bottlenecks.
- **Auto-capture Events**: Collect data automatically without any dev/IT skills.
- **[Retroactive Analysis](https://cux.io/blog/retroactive-analysis-hidden-gems-in-your-historical-data/)**: Create, compare and modify customer journeys using historical data
- **Goal-oriented Analysis**: Look for a tool that not only presents a complete picture of the data but also interprets the data about your business goals.
- **User Segmentation**: Enable grouping of users based on various criteria, facilitating the analysis of behaviors in specific segments.
- **A/B Testing**: Allows for comparing different versions of a page or feature to identify which version yields better results.
- **Integration with Other Analytical Tools**: Can collaborate with other data analysis tools, such as Google Analytics, for a more comprehensive perspective.
## The Key Business Benefits of Behavioral Data Analysis
Behavioral Data Analysis provides valuable business benefits, empowering organizations to optimize user experience marketing strategies and make informed, data-driven decisions:
- **Enhanced User Experience** (Happy users): Gain deep insights into user interactions, preferences, and pain points to improve products, services, and interfaces for an overall better user experience.
- **Informed Decision-Making** (No more guessing!): Say goodbye to random decisions. Understand user behavior for data-driven ones. Know exactly what works and what doesn't, so you can make choices that pay off.
- **Improved Conversion Rates** (More sales!): Identify bottlenecks enhance the user journey based on behavioral insights, and watch your sales go through the roof.
- **Personalized Marketing**: Create detailed user personas with behavioral data to personalize marketing campaigns, increasing relevance and engagement. It's like having a personal shopper for everyone!
- **Proactive Issue Resolution** (Fix problems before they blow up): Spot issues before they become big problems. Detect patterns in user behavior to address issues proactively, contributing to customer satisfaction and loyalty.
- **More Customers**: Fine-tune user acquisition strategies by understanding how users discover and engage with products or services, investing resources more effectively.
- **Beat the Competition**: Stay ahead by leveraging behavioral data analysis, adapting quickly to user preferences and market trends, and outperforming competitors.
- **Enhanced Product Development**: Gain insights into valuable features and areas for improvement. Build products people can't live without by knowing exactly what they need.
- **Customer Retention (Friends Forever)**: Identify factors contributing to customer loyalty, address pain points, and reinforce positive experiences for enhanced customer retention.
## Why you should follow User Behavior Analytics best practices? Conclusion
Analyzing your user's behavior isn't just an option; it's a strategic imperative for any successful business. Guide to User Behavior Analysis serves as your compass, helping you navigate through user needs and preferences to create standout digital experiences.

### Thinking about giving UBA a go?
When it comes to analyzing data for websites and online products, there are many tools out there to make things easier. These tools [automate tasks like collecting and organizing data](https://cux.io/blog/stop-wasting-time-on-redundant-data-analysis/), allowing you to focus on understanding the results. One such tool is cux.io.

By leveraging available solutions, you don't have to bother with manual data collection, grouping, and analysis. Modern tools for qualitative analytics, like cux.io, bring significant simplifications to understanding online behaviors. They are designed to demystify the analytical process, making it more accessible to a wide range of users. As a result, even individuals without deep technical knowledge can fully harness the potential of qualitative analytics, swiftly identifying and responding to user needs. This not only makes the analysis process more efficient but also more intuitive.

<button> [Start the free trial](https://app.cux.io/register?utm_medium=blogcux&utm_source=www&utm_campaign=baguide)</button>

Get in touch to discover how our analytics can boost your business with insights you can't get anywhere else. Let's make your digital strategy shine with the power of User Behavior Analysis. [Connect with us](mailto:sales@cux.io) for a chat and see where CUX can take you!

[![5 golden data analytics tips.png](/uploads/5_golden_data_analytics_tips_514e626398.png)](https://cux.io/download-free-5-golden-tips-to-take-your-data-analytics-to-the-next-level/?utm_medium=blogcux&utm_source=www&utm_campaign=baguide)







The Basics of User Behavior Analysis.png

In the ever-evolving landscape of digital experiences, understanding user behavior has become a cornerstone for businesses striving to stay ahead. 

In the ever-evolving landscape of digital experiences, understanding user behavior has become a cornerstone for businesses striving to stay ahead. User Behavior Analysis (UBA) emerges as a powerful ally, unraveling the intricacies of user interactions and guiding strategic decisions. In this extensive guide to User Behavior Analysis prepared by CUX experts, we embark on a journey to explore the depths of understanding users' behavior, shedding light on its foundational principles and real-world applications.


The Basics of User Behavior Analysis - CUX Complete Guide

## Updated Subscription Tiers: Business, Business Plus and Enterprise
Our new pricing structure offers three packages: **Business**, **Business Plus** and **Enterprise**. These tiers are crafted to cater to different scales and types of businesses, ensuring everyone finds exactly what they need. Whether you're a startup or a big player, we've got just the right fit for you.

### Business: "Fly Solo" into the World of Behavioral Analytics

Perfect for individuals or the growing teams out there. You get all the essentials:

- **1 Seat**: Ideal for focused, individual use.
- **1 Project**: Manage and analyze a single project efficiently.
- **Up to 250,000 page views monthly**: Capture a significant amount of user interaction data.
- **1 Month Historical Data**: Look back and analyze trends with one month of historical data access.
- **2 Goals & 2 Waterfalls**: Set specific objectives and track performance.
- **Simple AI Insights**: Leverage AI for deep analytical understanding.

**Business Package** is your key to unlocking the power of [behavioral analytics](https://cux.io/blog/what-is-behavioral-analytics-in-e-commerce/) with essential, user-friendly features.

### Business Plus: Team Up and Get Hands-on Support
Designed for medium-sized and growing businesses, the **Business Plus** package is your gateway to an advanced analytical world. It includes:

- **5+ Seats**: Collaborate effectively with a small team.
- **1+ Projects**: Handle more projects with higher traffic capacity.
- **250,000+ page views per month**: Delve into a deeper analysis with an increased data recording capacity.
- **1+ Months Historical Data**: Enhance your strategic planning with access to an extensive archive of over a month's historical data.
- **Unlimited Goals & Waterfalls**: Set and track endless objectives without restrictions.
- **Simple Weekly Reports**: Receive straightforward, insightful reports weekly to keep your team ahead of the curve.
- **Smart Alerts**: Stay proactive with automated alerts that keep you informed about key changes and trends.
- **Advanced Data Masking**: Safeguard sensitive data with robust protection, ensuring privacy while you gain valuable insights.
- **1 Hour Monthly Support**: Benefit from direct human-to-human support for optimal platform use.
- **1 Hour of Technical Onboarding**: Meet with our Support Tech Team for smooth setup and account configuration.

**Business Plus** package provides a comprehensive set of features for deeper analysis and teamwork, enhanced by personalized AI support and straightforward reporting.
### Enterprise: Tailor-Made Solutions for Big Players
The Enterprise package is crafted for large organizations needing customized solutions:

- **10 Seats**: Perfect for big teams, boosting teamwork and productivity..
- **Unlimited Projects**: Freedom to manage an endless number of projects, regardless of traffic volume.
- **Unlimited Visit Recordings**: Capture exhaustive user data for in-depth analysis.
- **Unlimited Goals & Waterfalls**: Aim high with no limits on your goals and tracking.
- **Unlimited AI Insights**: Enjoy endless AI-powered insights and support for deep analysis and strategy.
- **Simple Weekly Reports**: Keep everyone on track and stay proactive with regular reports.
- **Full Technical & Analytical Onboarding**: Get all the help you need to integrate our platform smoothly.
- **Dedicated Customer Success Manager**: Have your own success guru for personalized support and strategic insights.
- **Audits with Optimization Recommendations**: Regular audits to fine-tune your performance.
- **Custom Paperwork:** All the documentation, just the way your business needs it.

**Enterprise** package is designed to provide everything a large organization needs, with a personal touch and comprehensive support.

## Flexible Add-Ons: Extra Toppings 🍕 to your Subscription
Spice up your subscription with our range of flexible add-ons, designed to complement your core package. We understand that each business has unique needs. That's why we've added an array of add-ons, including technical and analytical onboarding, tool configuration, and audits, allowing you to enhance your package as needed.
<br>

<button>[SEE ALL ADD-ONS](https://cux.io/pricing/)</button>

<br>

## Pay Your Way – Monthly or Yearly
We're all about choices. Choose between monthly or yearly payment plans. Yearly plans come with attractive discounts (2 months free!), providing more value for long-term commitments. It's all about what works for you.

## Getting Started
Ready to explore our new pricing model? Head over [here](https://cux.io/pricing/) and see how our new packages can benefit your business.

We're thrilled to offer these changes and believe they will bring significant benefits to our users. Your feedback is invaluable, so drop us a line, share your thoughts, or just say hi at [sales@cux.io](mailto:sales@cux.io) (You can also use the form on the left hand side).


NEW PRICING MODEL MINIATURKA.png

We're excited to announce a significant update to our pricing structure, designed to better align with your diverse needs.

We're excited to announce a significant update to our pricing structure, designed to better align with your diverse needs. Our goal is to provide more flexibility and value, ensuring you get exactly what you need from our services.

Introducing our new pricing model – tailored to your business needs

>This is a guest post written by Natasha Lane. Natasha is a lady of a keyboard and one hell of a geek. She has been working for, and collaborating with, individual clients and companies of all sizes for more than a decade. Natasha specializes in writing about design, branding, digital marketing, and business growth. She is also addicted to art in all its forms and grilled tofu.

But that's not all. Businesses investing in customer journey optimization now face an additional hurdle. They must capture their target audience's attention in a world of almost unlimited choices. 

Arguably, the only way to do it organically (and with a satisfactory ROI) is to invest in high-quality, customer-centric content. So, if you want to learn how to create great content for every stage of the modern customer journey, here's where to start.
## Before You Begin the Content Creation Process {#Before-You-Begin-the-Content-Creation-Process}
Content creators often say that the best way to start publishing is to just get started. However, investing in content marketing for your business necessitates a slightly more goal-oriented approach. For this reason, you must base your content marketing activities on well-planned strategies. 

Although this may sound complicated, ensuring success doesn't necessarily have to be so. 

By doing the necessary prep work — defining your audience, [segmenting potential customers](https://cux.io/blog/using-behavioral-segmentation-for-data-driven-business-decisions/), identifying relevant topics to cover, etc. — you can come up with a list of guidelines that will allow you to get the biggest bang for your buck with every single piece of content you publish.
## How to Create Content for the Modern Customer Journey
Once you've set yourself up for success, it's time to start the production process. 

Depending on what stage your chosen audience populates, you'll try to reach different goals and use diverse formats. 
That doesn't necessarily mean that one type of content can't work for multiple stages. In fact, even the same article can serve numerous purposes. 

However, understanding [how consumers shop](https://blog.gwi.com/marketing/retail-trends/) and their priorities at each phase of the sales funnel will help you create better resources that will drive engagement, conversions, and loyalty.
### Awareness Stage
When creating content for the awareness stage of the buyer's journey, your primary goal should be to answer your audience's questions, present them with educational resources, create a market for your solutions, and (most importantly) raise product and brand awareness.

You must understand that the people you're trying to reach aren't aware of your brand's existence nor of the effectiveness of your solutions. All they know is that they have a pain point they wish to solve (not necessarily by investing in a product or service).

So, when creating content for the awareness stage of the buyer's journey, there are three things you must do:
1. First and foremost, you must understand future customers' pain points and frustrations.
2. Secondly, you need to be willing to address these pain points head-on.
3. Thirdly, you must research how your prospects search for solutions — identifying keywords, preferred research channels, and trusted resources.

If you've done these three things, you'll be well on your way toward success — no matter what formats you decide to invest in.

For example, SEO-optimized blog posts are the most popular type of Top of Funnel (ToFu) content. Their potential lies in two factors. The first one is that [86% of consumers](https://blog.hubspot.com/marketing/state-of-consumer-trends-report) see search engines as the most effective online channel for finding answers to their questions. The second is that blogs are a great format to work with. As they answer general consumer questions, they can allow you to attract your target audience's attention and win them over by presenting them with valuable information condensed into an easy-to-consume resource.

If you look at ShopSolar's [How Much Solar Power Do I Need for My RV](https://shopsolarkits.com/blogs/learning-center/how-much-solar-power-do-i-need-for-my-rv-everything-you-need-to-know-about-off-grid-rving), you'll see that the article takes a direct approach to answering a specific question. However, what makes this particular blog post stand out is that it's made with one distinct goal in mind: getting web visitors to start interacting with the brand, whether by using its free calculator resources, checking out one of the business' ready-made solar kits, or getting in touch with the brand's experts to receive personalized solar power advice.

![shop sholar blog post](https://content.cux.io/uploads/Image_2_06c7b1623c.png)
_Source: shopsolarkits.com_

For a slightly more elevated approach, consider creating long-form educational content and writing headings that contain phrases like 'guide' and 'how to,' which have been shown to [triple organic traffic in 2022](https://lp.semrush.com/rs/519-IIY-869/images/State Of Content Marketing 2022.pdf).

![going blog post](https://content.cux.io/uploads/Image_3_78794d61a7.png)
_Source: going.com_

The third format you need to capture consumers in the awareness stage of the modern customer journey is **social media content**.

According to research, the average time a person spends on social networks daily in 2023 is [151 minutes](https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/). Moreover, some consumer behavior studies have shown that [76% of consumers](https://www.retailtouchpoints.com/resources/76-of-consumers-buy-products-seen-in-social-media-posts) have purchased products they saw in branded social media posts. And it's also worth noting that [47% of US consumers](https://www.mintel.com/press-centre/nearly-half-of-us-consumers-say-they-have-made-a-purchase-through-social-media/) have used social commerce, with this type of shopping rapidly gaining popularity.

Considering these points of data, brands looking to engage awareness-stage consumers with ToFu content need to invest in high-quality social media content that will maximize reach and drive solution understanding. These can include a variety of formats: contests, educational videos, or influencer marketing campaigns like the collaboration between [Tumi](https://www.tumi.com/) and F1 driver Lando Norris below.

![tumi post](https://content.cux.io/uploads/Image_4_ff28d542f9.png)
_Source: instagram.com_

### Consideration Stage
When creating content for the consideration stage, your primary concern should be to support consumers in making the best buying decision for their needs. 

During this phase, people already know what their pain point is and how they can solve it. So, they will be looking for resources that present objective, trustworthy, data-based, and insightful info about the various services/products available on the market.

Without any doubt, **product comparisons** are the best format to invest in for the consideration stage. On the one hand, they're a great way to naturally move prospects through the sales funnel. On the other hand, when enhanced with the right CTAs, they can also serve to drive conversions, which is particularly valuable to brands trying to shorten the sales cycle.

For instance, if you check out the [Best Amazon Repricer Tools to Use in 2023 ](https://startupresources.io/best-amazon-repricer/)guide from Startup Resources, you'll see that it's an excellent example of MoFu content. It presents readers with super-objective purchase advice. It highlights the benefits of using Amazon repricer tools. And it provides direct links to each of the solutions mentioned.

![startup resources post](https://content.cux.io/uploads/Image_5_9508f6ed7d.png)
_Source: startupresources.io_

Alternatively, **single-product deep dives** — especially those written with a scientific proof-oriented approach like the [What Is the Best Creatine Supplement? (2023 Science Update)](https://www.transparentlabs.com/blogs/all/best-creatine-supplement) guide from Transparent Labs — can be a solid investment for the non-linear customer journey. This piece of content works similarly to product review and product comparison articles. However, what it does differently is that it prioritizes trust-building by backing up each claim with a direct link to a scientific study. This particular approach works perfectly in low-trust industries like health or finance, where consumers exercise extra caution when choosing what products to invest in.

![transparent blog post](https://content.cux.io/uploads/Image_6_56411a6b3d.png)
Source: transparentlabs.com

One additional thing to note about consideration stage content, however, is that the modern customer journey doesn't always progress from awareness to the consideration stage. Sometimes, buyers enter the funnel at this phase. 

So, it is essential to approach content creation for this part of the shopping process by ensuring that you **don't alienate awareness-stage buyers** with too much technical jargon or too little information about the pain point you're addressing. 

Digestive Warrior achieves the ideal balance between awareness and consideration-oriented content in its [Histamines: Is Bone Broth Making You Sick](https://digestivewarrior.com/blogs/post/histamines-is-bone-broth-making-you-sick) resource. As a guide that works for both top and mid-funnel buyers, it's an excellent example of how one single article can work for multiple stages of the sales funnel, as long as it prioritizes building credibility and trust as the best way to [inspire conversions](https://cux.io/blog/increase-conversions-with-blog/) in today's competitive market.

![digesive warrior post](https://content.cux.io/uploads/Image_7_2940212856.png)
Source: digestivewarrior.com

Additional ways to win at consideration-stage content marketing is to invest in the creation of resources that deliver the necessary value to your audience while also helping you capture more leads.

**Ebooks, industry trend reports, and newsletters** can all work wonderfully for brands dealing with longer sales cycles. Because these resources present prospects with unique value, they can inspire lead generation on landing pages. You can even use them as CTAs on existing content pages, like in the [8 Handpicked Competitor Analysis Tools](https://ahrefs.com/blog/competitor-analysis-tools/) on the Ahrefs blog.

![ahrefs blog](https://content.cux.io/uploads/Image_8_f075058cb3.png)
Source: ahrefs.com

### Decision Stage
Lastly, as you approach the end of the modern customer journey, understand that you'll need decision-stage content to help inspire your prospects to convert.

In general, decision-stage content is the most sales-oriented of all the formats we've mentioned. Most brands approach this phase of the purchasing process by populating it with offers and coupons meant to push prospects over the conversion line. 

However, research shows that overt ads aren't always the best way to inspire conversions. GWI discovered that the [most common advertising mistakes](https://blog.gwi.com/trends/what-people-think-about-ads/) include:

- Showing too many ads.
- Allowing sales-oriented content to block the content users are trying to access.
- Not personalizing ads and showing irrelevant advertisements next to inappropriate content.
- Ignoring user privacy for the sake of presenting them with an ad.

With this in mind, it's apparent that approaching the content creation process when targetting conversion-ready buyers needs to be more user-oriented, personalized, and relevant. 

Fortunately, various formats can help businesses boost sales without frustrating more ad-sensitive buyers.

For example, product previews, extended free trials, and interactive tools — like this one from [MarketBeat](https://www.marketbeat.com/dividends/calculator/) — are all great ways to nudge people to convert while minimizing their perception of risk. If you choose to employ these types of decision stage content, be sure to practice full transparency (how long people can use the free trial/tool, whether they need a credit card to sign up, how much the price is, etc.). Moreover, make sure to have a bulletproof onboarding strategy in place so that you [maximize product adoption](https://cux.io/blog/how-to-act-on-ux-research-to-improve-product-adoption/) and inspire loyalty.

![market beat calculator](https://content.cux.io/uploads/Image_9_8201eaef56.png)
Source: marketbeat.com

Secondly, knowing that, ultimately, people are most likely to trust purchasing advice from peers, industry experts, and influencers, do your best to create decision-stage social proof content.

In addition to featuring reviews, ratings, customer stories, and UGC on your landing pages, also do your best to present prospects with more detailed instances of social proof, such as case studies and outcome reports. 

For example, if you check out Hey Digital's [How We Helped Wiza Achieve 88% Growth in Sign-up Conversions](https://www.heydigital.co/case-studies/wiza), you'll see that it's filled not just with real-life data and results. But more importantly, this piece of content goes into lots of detail on how the brand achieved the outcome it describes, significantly improving the resource's credibility and its conversion-boosting potential.

## Final Thoughts
Creating great content for every stage of the modern customer journey requires a lot of work. And not just during the production phase. Producing stellar resources necessitates in-depth research, strategization, monitoring, adapting, and, of course, full alignment with your prospect's position in the sales funnel.

Nonetheless, investing resources into content marketing always pays off. And not only that, but great content has the potential to significantly outperform most other marketing practices.

So, if you're looking to take your business to the next level, try to implement the tips above. And do your best to get a jump start on developing and publishing content that will inspire customer loyalty. Because ultimately, getting your audience to convert won't amount to much if you can't get them to stick to your brand well into the future.


How to Improve User Experience on your E-Commerce.ai.png

The modern customer journey is more complex than ever. 

The modern [customer journey](https://cux.io/blog/5-ways-to-optimize-the-customer-journey/) is more complex than ever. 

No longer a linear process, in 2023, it involves multiple channels, including search engines, social media, product reviews, word of mouth, and offline research. Moreover, the modern customer journey is also [unpredictable](https://www2.deloitte.com/content/dam/Deloitte/us/Documents/CMO/us-modern-consumer-decision-making-journey.pdf). Nowadays, some buyers take months to make a single small purchase, while others decide to invest in big-ticket items in mere seconds.


How to Create Great Content for Every Stage of the Modern Customer Journey

## 1. Data-Driven Decision Making: Turning Insights into Action {#1.-Data-Driven-Decision-Making:-Turning-Insights-into-Action}
_Data-driven decisions are no longer be a buzzword but a strategic imperative. In 2023, we saw more and more businesses getting serious about data for planning and executing their marketing and growth. Many were on the hunt for the best tools and solutions for collecting, validating data and drawing valuable conclusions._

_Moving forward, businesses will increasingly rely on analytics to guide and validate their strategies. With the right tools in hand, the ability to extract useful insights from large datasets will empower marketers to make informed decisions, adjust campaigns on the fly, and allocate resources where they make the most impact._

### Understanding the Essence
Data-Driven decision making involves the careful process of leveraging data analytics to shape and validate marketing strategies. It's a shift from gut-feel decisions to those backed by actionable insights drawn from comprehensive datasets. In essence, it's about transforming raw data into well-thought-out strategic moves.
### The Evolution Beyond Buzzwords
Although the term has been floating around in the business and marketing sphere, 2024 marks the era where this concept transitions from a theoretical idea to a hands-on, essential tool. The essence lies in harnessing the wealth of data available and turning it into actionable strategies.
### Why It Matters
For marketers, the skill to turn insights into action is a game-changer. It goes beyond just looking at basic metrics, enabling a deep understanding of customer behavior, market trends, and how well campaigns are doing. In a world flooded with information, it's about being able to pick out the important signals from all the noise. 
### Optimizing in Real-Time
The real power of Data-Driven Decision Making comes to life in its ability to optimize campaigns in real-time. Rather than waiting for post-campaign analysis, marketers can adjust their strategies on the fly. This agility is priceless in a landscape where trends change swiftly, ensuring that resources are allocated where they matter most.
### Resource Allocation and Efficiency
Marketing budgets are no longer spent on guesswork; instead, they are directed precisely where the data indicates the highest impact. This not only maximizes ROI but also fosters a culture of accountability and results-driven decision-making.
### The Transition to Proactive Strategies
As businesses adopt Data-Driven Decision Making, they move from reactive to proactive strategies. Forseeing market trends, understanding customer preferences, and predicting shifts in behavior become integral parts of the decision-making process. This foresight becomes a powerful tool for staying ahead of the competition.
### Challenges and Considerations
Yet, with great power comes responsibility. Marketers need to navigate the challenge of data overload and ensure that ethical considerations are at the forefront. Striking a balance between the pursuit of insights and maintaining privacy and data security is crucial for preserving trust with the audience.
### The Bottom Line
In 2024, Data-Driven Decision Making is not just a trend—it's a transformative force. For marketers and business leaders, embracing this shift means unlocking a new level of precision, agility, and success in the ever-evolving landscape of digital marketing. It's not just about collecting data; it's about turning that data into a strategic advantage that propels your business forward.
## 2. Engaging Audiences with Data: Beyond the Clicks and Likes
_Data will be the key for boosting engagement, going beyond traditional metrics. By understanding user behavior, preferences, and journey touchpoints, brands can craft compelling narratives and interactive experiences that drive sales. This data-centric approach will foster long-lasting relationships, driving brand loyalty in an era of fleeting digital attention. At the core of this trend is a focus on understanding the customer journey – a concept that takes center stage for marketers, business owners, and product leaders in 2024._
### Understanding the Essence
Engaging Audiences with Data means delving deep into intricacies of user behavior, preferences, and the detailed touchpoints of their journey. The focus shifts from counting clicks to crafting compelling narratives based on real insights. Here is where [user behavior analysis](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/) comes into play. Identifying user frustrations, pinpointing pain points, or recognizing the most attractive content becomes instrumental. These insights empower the tailoring of experiences to precisely meet audience needs, creating a more personalized and resonant connection between brands and their audience.
### The Evolution Beyond Metrics
Although click-through rates and likes provide a basic understanding of engagement, 2024 signifies a paradigm shift. This trend indicates a departure from superficial metrics towards a holistic approach, where each interaction contributes to a deeper understanding of the audience.
### Why It Matters
For marketers, it's about creating meaningful connections. Beyond the quantitative metrics, this trend allows businesses to understand the 'why' behind customer actions. It's the difference between knowing a customer clicked on a product and understanding why they did, leading to insights that drive future engagement strategies.
### Predicting Future Interactions
It's no longer enough to understand past actions; it's about it's about predicting what comes next. Analyzing data allows businesses to foresee needs, preferences, and potential challenges, enabling proactive engagement strategies that resonate with the audience.
### Challenges and Considerations
While diving into engaging audiences with data brings exciting possibilities, businesses encounter a practical challenge: picking the right tools. This step is crucial because doing the analysis manually can eat up time and invite errors. The real challenge is finding tools that fit the unique needs of the business while making data analysis easy and error-free.
### The Bottom Line
In 2024, Engaging Audiences with Data is more than numbers; it's an invitation to forge meaningful connections, understand the intricate dance of the customer journey, and use insights to create experiences that captivate and resonate.
## 3. Revolutionizing Product Development Through Data: From Concept to Market Success
_In the dynamic realm of business innovation, the spotlight in 2024 is also on data-driven product development. It's a significant shift that promises to redefine how businesses conceive, create, and successfully bring products to market._
### Why It Matters
For businesses, data-driven product development is a game-changer. IIt's like tailoring products to what customers want and what the market needs. Instead of guessing and relying on assumptions, businesses can tap into a rich tapestry of data to [understand what customers truly want](https://cux.io/blog/cux-insights-understanding-your-product-through-data/), ensuring that the end product is not just a creation but a solution to real needs.
### Efficiency and Precision
The real power of this approach lies in its ability to optimize efficiency and precision. By analyzing data throughout the product lifecycle, businesses can streamline processes, reduce time-to-market, and allocate resources where they will have the most impact. It's about creating products that resonate in the market while maximizing resource efficiency.
### Tailoring Products to Customer Needs
At its core, data-driven product development ensures that products aren't just created for the sake of innovation but are tailored precisely to meet customer needs. Understanding the pain points, preferences, and behaviors of the target audience allows businesses to design products that seamlessly integrate into customers' lives.
### Challenges and Considerations
The realm of data-driven product development in 2024 comes with intricate challenges. Seamless data integration requires meticulous planning, posing a complexity to address. Meeting the skill set requirements of the workforce emerges as a crucial consideration. Balancing data insights with creative innovation is pivotal, along with overcoming challenges like interpreting ambiguous data and ensuring consistent product quality. Managing organizational inertia, adapting to dynamic markets, and addressing evolving skill demands highlight the landscape's complexities. Strategic solutions to these challenges not only refine processes but also unlock the full potential of data integration throughout the product lifecycle.
### The Bottom Line
In 2024, data-driven product development isn't an add-on to the usual way. For businesses, it's an invitation to integrate data into the very DNA of product creation, ensuring that each offering is a result of informed decisions and a deep understanding of what users really need. It's not just about putting products out there; it's about launching things that people will love, all guided by insights from data.
## 4. Ethical Data Practices: Building Trust in the Age of Privacy Concerns
_In the era where data plays a starring role, ethical data practices take the spotlight. Brands must prioritize transparency, user consent, and data security. By sticking to strict ethical standards, businesses can foster trust with their audience, assuring them that their data is handled responsibly._
### Why It Matters
For businesses, ethical data practices are more than just compliance; they're a strategic must-have. In an era where privacy concerns are significant, consumers are becoming more cautious about how their data is handled. By embracing ethical standards, businesses can set themselves apart, creating a reputation as trustworthy guardians of user information. This, in turn, lays the foundation for long-term customer loyalty and brand advocacy.
### Challenges and Considerations
Navigating the landscape of ethical data practices comes with its set of challenges. Striking the right balance between data utilization and user privacy requires careful consideration. Businesses need to grapple with evolving regulations, ensure clear communication about data usage, and implement robust security measures. This is particularly crucial when selecting analytical tools, where robust security measures must be prioritized. The challenge extends beyond mere adherence to standards; it involves actively showcasing a dedication to ethical practices. Ensuring data security throughout the entire analytical process becomes paramount, emphasizing the responsibility businesses bear in handling data ethically and responsibly.
### Requirements for Ethical Data Analytical Tools:
- **Security Measures**: The tool should have robust security features to protect user data from unauthorized access and breaches.
- **Compliance**: It must comply with relevant data protection regulations and standards to ensure legal and ethical data handling.
- **Transparency**: The tool should provide clear insights into how it processes and utilizes data, fostering transparency in data practices.
- **User Consent Mechanism**: A built-in mechanism for obtaining and managing user consent is crucial to ensure that data usage aligns with user preferences.
- **Data Anonymization and Encryption**: The tool should support practices like data anonymization and encryption to safeguard user identities and sensitive information.
- **Regular Updates**: Regular updates to the tool ensure that it stays current with evolving security standards and regulatory requirements.
- **User-Friendly Interface**: An intuitive and user-friendly interface assists users in understanding and navigating the tool's features, promoting responsible data practices.
- **Compatibility**: The tool should be compatible with a variety of systems and platforms, ensuring seamless integration into different business environments.
- **Data Governance**: The tool should support effective data governance, allowing businesses to define and enforce policies related to data access, usage, and retention.
### The Bottom Line
In 2024, ethical data practices are not a mere checkbox on a compliance list; they are a cornerstone of sustainable business success. Beyond legal obligations, businesses embracing ethical data practices are better positioned to cultivate trust with their audience. The bottom line is clear: trust is a currency that, once earned through ethical data handling, pays dividends in the form of customer loyalty, positive brand perception, and sustained success in the competitive digital landscape.
## Conclusion
2024 is on the horizon, and the future belongs to those who wield the power of data strategically. From Data-Driven Decision Making revolutionizing marketing to Engaging Audiences with Data crafting meaningful connections, and Revolutionizing Product Development Through Data reshaping innovation, this is the era of precision, agility, and success.

Yet, amidst the data-driven ascent, let's not forget the ethical trail. Ethical Data Practices are not a checkbox; they are your foundation for trust, loyalty, and sustained success.

As you gear up for 2024, make these areas your focal points. Dive into the depths of data, create connections that resonate, innovate with purpose, and champion ethical practices. Here's to your success in 2024 – may it be a year of data-driven triumphs! Good luck!

Navigating the Data-Driven Future-08.png

As we're getting set for 2024, many of us are wrapping up, drawing conclusions, and gearing up for the new year. In light of this, we've put together some essential suggestions to focus on.

As we're getting set for 2024, many of us are wrapping up, drawing conclusions, and gearing up for the new year. In light of this, we've put together some essential suggestions to focus on, helping you shape a powerful strategy and plan your actions for successful 2024. Join us in turning lessons into strategies and aspirations into achievements.

The Future is Data: Key Focus Areas for 2024

In this article, we'll look into the origin of the term, understand what red herrings are in the context of digital behavioral analysis, provide examples, and discuss strategies to distinguish between real anomalies and mere distractions.
## What is the origin of the term “Red herring“? {#What-is-the-origin-of-the-term-“Red-herring“?}
The term "red herring" has quite an interesting origin. There is no fish species called "red herring", rather it is a name given to a fish (usually herring) prepared in a particular way - strongly cured in brine or heavily smoked. This process gives the fish a strong smell and can even turn its flesh red. According to an old story, a pungent red herring was pulled along a trail until a puppy learned to follow the smell. Later, when the dog was being trained to track the faint odor of a fox or a badger, the trainer would drag a red herring across the animal's trail to confuse the dog with its strong scent. Eventually, the dog would figure out to stick to the original scent rather than getting distracted by the stronger one. This practice gave rise to the term "red herring" to describe a misleading clue that diverts attention from the real issue.

![red herrings](https://content.cux.io/uploads/red_herrings_1ed26ef5f7.png)

## What are Red Herrings in Digital Behavioral Analysis
As in any other analytical field - in digital behavioral analysis red herrings are data points that may seem significant at first glance but, upon closer inspection, prove to be inconsequential or even misleading. These anomalies can arise from various sources, such as technical glitches, changes in user behavior, or random fluctuations. To better understand red herrings, let's explore a couple of examples:

**Traffic spikes**: Imagine noticing a sudden surge in website traffic. While it's tempting to celebrate this apparent popularity boost, it could be a red herring. The spike might result from a bot attack or a one-time event unrelated to genuine user interest.

**Abnormal conversion rates**: Suppose there's a sudden increase in conversion rates on your e-commerce website. Although it may initially seem cause for celebration, this could be a red herring if the spike is driven by a specific demographic or location that doesn't align with your target audience. Investigate whether these conversions are genuine or if they result from a technical glitch or fraudulent activity.

**Engagement time and time-on-page anomalies**: Parameters like time-on-page and engagement are often used to evaluate user interest in content. For instance, a sudden drop in time-on-page or engagement might be interpreted as users losing interest, but it could be caused by changing content and media so users can quickly find the information they seek. Alternatively, it might result from an auto-refresh feature that creates a new pageload in our tool while, for the user, it's still the same page and content.

**Anomalies in Experience Metrics**: In CUX, we use Experience metrics, such as Rage or Dead Clicks, Zooming, Chaotic Scrolling, and others to identify reasons behind user frustrations and gain valuable insights for website optimization. However, depending on the context of user behavior, these metrics can sometimes be red herrings. Imagine observing a spike in [Rage Clicks](https://cux.io/blog/what-is-a-rage-clicks/) on your product pages. The heatmap reveals that most of those clicks are concentrated around product gallery navigation arrows. While the initial conclusion might be that the element is broken, it could also be a way users navigate through your gallery—swiftly clicking on an arrow to reach a product picture they are interested in.

Explore insights on assessing user experience using Experience Metrics in our Knowledge Base article, [How do I know the user experience on my website isn’t good?](https://help.cux.io/support/solutions/articles/103000101297-how-do-i-know-the-user-experience-on-my-website-isn-t-good-).

## How to Distinguish Between Genuine Anomalies and Red Herrings
Identifying whether an anomaly is a red herring or a genuine cause for concern is crucial for effective digital behavior analysis. Here are some strategies to help differentiate between the two:

1. Contextual understanding: Examine the anomaly in the context of your overall web data. Is it consistent with your website's typical patterns, or does it stand out as an aberration? [Understanding the broader context can help assess the anomaly's significance](https://cux.io/blog/cux-insights-understanding-your-product-through-data/).
2. Correlation with events: Check if the anomaly coincides with any specific events, such as marketing campaigns, website updates, or external factors. Understanding the timeline can provide insights into the cause of the anomaly.
3. User feedback and behavior analysis: Engage with user feedback and [analyze user behavior data](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/). If an anomaly corresponds with negative user experiences, it might be a genuine issue. On the other hand, if users are unaffected or unaware, it could be a red herring. The best way to do it in CUX is through visit recordings. CUX provides you with various sorting and filtering options that will help you to watch only those most relevant recordings and get to the answers as quickly as possible. 
4. Conduct long-term analysis: Leverage your analytical tools to dig deeper into the data. Look for patterns, correlations, and outliers. In CUX we recommend to extend the retention period to be able to validate whether an anomaly is a consistent trend or a one-time occurrence.

In the fascinating world of digital behavior analysis, red herrings may steer us off course if we don't spot and tackle them. By delving into their origin, exploring everyday examples, and using smart analysis strategies, web analysts can cut through the clutter. This helps them zero in on the valuable insights that shape well-informed decisions. The secret lies in approaching anomalies with a keen eye, always on the lookout for the real story behind the data.



Navigating the Deep Waters of Data-07.png

In the world of web analysis, deciphering data and uncovering valuable insights can be a challenging task, much like solving a puzzle. 

In the world of web analysis, deciphering data and uncovering valuable insights can be a challenging task, much like solving a puzzle. Similar to seeking hints in a puzzle, we search for unusual data in our analysis. However, even these hints can be tricky and make us go the wrong way, just like puzzle pieces that seem right at first but confuse us later. In web analysis, we call these misleading hints "red herrings." They can make things puzzling, so we have to be careful and smart to understand what's really happening and what's hidden in the data.



Navigating the deep waters of data: unraveling the mystery of red herrings

## URLs - the foundation of good information architecture {#URLs---the- -foundation-of-good-information-architecture}
The URL structure of a website acts as the cornerstone of its informational architecture. A thoughtfully designed website structure improves user experience and facilitates in-depth website analysis. While it contributes to a positive user journey, it plays a crucial role in providing a clear roadmap for analytical tools to interpret and dissect the content on your site. The benefits extend beyond user satisfaction, impacting the precision and depth of your website analytics. Let's explore some examples of well and poorly structured URLs in the context of different website types.

### Travel Website
 
✅ **DO**: example.com/destinations/europe/paris-exploration

In this case, users and analytics tools easily understand that this URL leads to information about exploring Paris within the broader context of European destinations. The structured URL enhances both user experience and facilitates comprehensive website analysis.

❌ **DON’T**: example.com/index.php?id=123

In contrast, this poorly structured URL lacks meaningful information and readability. Analyzing such URLs becomes challenging, potentially resulting in incomplete or inaccurate insights, impacting both user experience and data analysis.

### E-commerce Website

✅ **DO**: example.com/categories/electronics/smartphones/iphone-13

For an e-commerce site, a well-structured URL includes categories (electronics, smartphones) and specific product details (iphone-13). This not only aids users in understanding the page but also facilitates precise analysis of product categories and individual product performance.

❌ **DON’T**: example.com/product.php?p=5678

On the other hand, a poorly structured URL lacking descriptive segments makes it challenging for users and analytical tools to discern the product or category. This hinders both user experience and detailed analysis.

### Blog Website

✅ **DO**: example.com/topics/technology/latest-gadgets-review

In a blog setting, a well-structured URL includes clear topics and context, as seen in this example about the latest gadgets review. This enhances user understanding and aids analytical tools in categorizing and analyzing the content effectively.

❌ **DON’T**: example.com/latest-gadgets-reviev

Here, a poorly structured URL without descriptive segments provides little context about the content. Analyzing such URLs becomes less straightforward, impacting both user comprehension and detailed segmented analysis.
## Enhancing analysis through additional parameters in URLs
Going beyond the basics, adding extra details to your website URLs can be a game-changer for in-depth analysis. It's like adding extra tools to your analytical toolbox, helping you fill gaps and take your insights to the next level. Now, let's look at some straightforward examples in different scenarios:
### Tracking User Search:
- example.com/search?query=keyword&type=web

Parameters like "?query=keyword&type=web" assist in tracking user searches for specific content types. Analyzing such parameters allows for insights into popular search queries and preferred content types, contributing to a more personalized user experience.
### Selecting Product Parameters:
- example.com/product/laptop?brand=dell&specs=16GB_RAM

Parameters like "?query=keyword&type=web" assist in tracking user searches for specific content types. Analyzing such parameters allows for insights into popular search queries and preferred content types, contributing to a more personalized user experience.
### Filtering Blog Posts:
- example.com/posts?category=tech&author=johndoe

In a blog setting, parameters like "?category=tech&author=johndoe" help [track user](https://cux.io/website-tracking/how-to-track-user-activity-on-website/) interactions with specific content categories and authors. Analyzing these parameters contributes to understanding popular topics, authors, and tailoring content to audience interests.
### User Engagement Metrics:
- example.com/product-details?leave-review=true

In this scenario, the parameter "?leave-review=true" signifies that the user has expressed intent to leave a review for the product. Analyzing this parameter provides valuable insights into user engagement with the review functionality, allowing businesses to encourage and facilitate the review process further. This data is instrumental in understanding user sentiments and improving the overall review collection experience.
### Pagination Depth Tracking:
- example.com/articles?category=news&page=3

In content-heavy websites, tracking pagination depth with parameters like "?category=news&page=3" provides insights into how far users navigate through paginated content. This helps optimize content presentation and assess user interest in specific sections.
### Event Tracking for Virtual Conferences:
- example.com/virtual-event/session?topic=ai&speaker=jane_doe

For virtual events, parameters like "?topic=ai&speaker=jane_doe" assist in tracking user engagement with specific sessions. Analyzing these parameters provides insights into popular topics and speakers, enhancing the planning of future virtual conferences.
## Code matters
The cleanliness and organization of your website's code significantly impact the ease of analysis. Use proper HTML tags, CSS styles, and JavaScript functions to ensure a well-structured and readable codebase. This not only facilitates analysis but also makes your site more maintainable and scalable.

**Semantics matters**: remember to use correct HTML elements. When you want your user to interact with website, introduce links: 
<pre>tag:&lt;a/&gt;</pre>
or buttons:
<pre>tag:&lt;button/&gt;</pre>
try to avoid generic elements like: 
<pre>tag:&lt;div/&gt;</pre>
Even if you handle correctly interactions using java script, analytics tools may have problem with correct identification of the purpose of these elements

**Using Proper IDs**: Assigning proper IDs to elements on your webpage is essential for accurate tracking and analysis. For instance, assigning unique IDs to key elements such as navigation bars, forms, and call-to-action buttons enables precise monitoring of user interactions. Suppose you have a subscription form on your website. Assigning a unique ID to the form fields and submit button, such as: 
<pre>&lt;input id="subscription-form-email"&gt;</pre>
<pre>&lt;input id="subscription-form-submit"&gt;</pre>
allows you to track user interactions accurately. You can analyze how many users are submitting the form, identify any drop-off points, and optimize the form for better conversions.

**Overall Clean and Tidy Code Practices**: Adopting good coding practices, such as indentation, commenting, and consistent naming conventions, contributes to code tidiness. A clean codebase is not only easier to analyze but also promotes collaboration among developers and ensures the long-term sustainability of your website.

In conclusion, building webpages with easy website analysis in mind is a fundamental aspect of a successful online presence. From optimizing URLs to maintaining clean and tidy code, every aspect contributes to a seamless analytical experience. For any further questions or assistance, feel free to contact our support team. Building a website for easy analysis is an investment in the success of your online venture, and we are here to help you every step of the way.

How to build websites for easy analysis -06.png

In the fast-paced digital landscape, where data is key to making informed decisions, the importance of building webpages for easy analysis cannot be overstated.

In the fast-paced digital landscape, where data is key to making informed decisions, the importance of building webpages for easy analysis cannot be overstated. Whether you are a business owner, marketer, or a web developer, understanding how to structure and organize your website for seamless analysis is crucial for optimizing performance and user experience.

How to build websites for easy analysis: a comprehensive guide

## What's the offer about?

Our Vouchers open the door to a world of possibilities in the realm of digital experience analytics. These vouchers represent a **pre-purchased ticket** to unlock the full potential of our digital experience analytics tool, allowing you to gain invaluable insights into user behavior, optimize your digital assets, and elevate your overall online presence. Enter our world at any time within the 12-month period after your purchase, and let the journey to enhanced digital experiences begin!

## Why Buy the Voucher Now?

### Securing Future Budgets
One of the standout reasons to purchase the Vouchers is the ability to allocate remaining budget for this year effectively. By investing in a voucher now, you secure funds for next year's activities, ensuring that your digital experience analytics remain uninterrupted.
### Future-Proof Your Strategy
Stay ahead of the digital curve by future-proofing your strategy. Vouchers ensures on demand access to our analytics tool or services, providing you with a competitive edge.
### Enhanced Analytics Capabilities
With CUX.io, you're not just getting analytics; you're unlocking a suite of powerful tools to understand user interactions, optimize user journeys, and enhance overall user satisfaction. Whether you're a seasoned subscriber or a newcomer to our platform, there's something valuable for everyone.

## Types of Vouchers
Choose from our array of vouchers tailored to meet diverse needs:
- CUX.io **Business**: Ideal for gaining insights into user interactions.

![business voucher view](/uploads/11_8bc0bc556d.png)

- CUX.io **Business+**: Perfect for comprehensive digital experience optimization.

![business+ voucher view](/uploads/10_741bed94de.png)

- **Audit**: Let us uncover hidden potentials with a detailed analysis of your digital ecosystem.

![audit_voucher_view](/uploads/9_f3d213e00f.png)

- **Insights**: Elevate your strategies with in-depth 12 smaller monthly audit formats worth 4800 EUR.

![insights vouchers view](/uploads/12_c12d52b076.png)

## Who Can Benefit?
- **Digital Marketers**: Optimize campaigns, understand user engagement, and refine marketing strategies with the power of cux.io.
- **E-commerce Entrepreneurs**: Enhance the shopping experience, optimize conversions, and boost customer satisfaction to drive long-term success.
- **UX/UI Designers**: Design with precision by leveraging insights derived from our digital experience analytics. Create user-centric designs that resonate with your target audience.
- **IT and Development Teams**: Empower your development teams with data-driven decisions. Identify performance bottlenecks, troubleshoot issues, and ensure seamless digital experiences for your users.

## How to Secure Your Voucher:
Ready to seize the advantages offered by our Vouchers? Follow these simple steps to make your purchase:

**Choose Your Voucher Type**

Explore our range of vouchers, including options like Annual Business Subscription, Annual Business+ Subscription, Audit, and Insights. Each voucher is designed to cater to specific needs, ensuring you find the perfect fit for your requirements.

**Contact Us**

Ready to make your purchase? Reach out to us by sending an email to [sales@cux.io](mailto:sales@cux.io), filling out the form on the left or calling us at <a href="tel:+48792178563">+48 792 178 563 </a>. In your message, be sure to specify the type of voucher you're interested in and include the necessary details for your VAT invoice.

**Terms and Conditions**

Before finalizing your purchase, take a moment to familiarize yourself with the [terms and conditions](https://content.cux.io/uploads/Terms_of_Use_for_CUX_io_Vouchers_0c33536a5e.pdf) associated with cux.io Vouchers. Understanding the guidelines ensures a smooth and transparent experience throughout your voucher journey.

**Secure Your Voucher**

Once you're ready, our team will guide you through the process to secure your voucher efficiently. Whether you're a current subscriber or new to cux.io, our vouchers are designed to enhance your digital analytics capabilities.

**Explore, Optimize, Elevate**

With your voucher secured, you're now equipped to explore, optimize, and elevate your digital experiences. Dive into our suite of tools, uncover valuable insights, and take control of your online presence.

Remember, the power to enhance your digital strategy is just an email away. Contact us at [sales@cux.io](mailto:sales@cux.io) or <a href="tel:+48792178563">+48 792 178 563 </a> to embark on a journey to unparalleled digital insights with cux.io Vouchers!



cover_vouchers.png

Do you want to make the most of your remaining budget this year and set the stage for a successful digital experience strategy in 2024? 


Do you want to make the most of your remaining budget this year and set the stage for a successful digital experience strategy in 2024? Look no further than the cux.io Vouchers, designed to empower your organization with cutting-edge digital experience analytics. 


Secure Your Digital Analytics Advantage with CUX.io Vouchers

## The Unexplored Potential of UTM Parameters {#The-Unexplored-Potential-of-UTM-Parameters}
For too many enterprises, UTM parameters remain an untapped or even undiscovered asset, lying dormant, and waiting to unlock their potential to inform, guide, and optimize marketing strategies. The consequences of this neglect are significant: **marketing budgets may be allocated ineffectively, campaigns could fall short of their potential, and chances to fine-tune strategies may pass by unnoticed.**

![UTM parameters](/uploads/UTM_parameters_7ed4ffc28f.png)

Even though UTM parameters are quite simple yet powerful, many businesses tend to either overlook their importance or hand off their management to external agencies. The result? **A gap in understanding and communication that unfortunately prevents valuable marketing data and insights from reaching the decision-makers who need them the most.**
## It's Time for a Change: Maximizing Marketing with UTM Parameters
UTM parameters can turn the data into actionable insights that can drive your enterprise forward. Whether you are a marketing specialist, a business owner, or a decision-maker in your organization, UTM parameters can become your most valuable ally, not just on Black Friday, but in every marketing campaign.

In the following sections, we will provide you with full understanding UTM tagging. You'll learn what UTMs actually are, how to choose the right parameters, what are the best practices to follow and common mistakes to avoid. **This read will empower you to take charge of your marketing data and make informed, data-driven decisions.** 
## What Are UTM Parameters?
UTM parameters are a way to track and analyze the effectiveness of your online marketing efforts, particularly in the context of website traffic. UTM stands for "Urchin Tracking Module," which was initially developed by Urchin Software Corporation (later acquired by Google) and is now commonly used in Google Analytics and other analytical tools. 

It's a set of tracking parameters added to the end of a URL. These parameters, often referred to as UTM tags or UTM codes, serve as data tags that help to identify and categorize the sources of traffic that lead users to your webpage. 

With UTM parameters you will be able to answer questions like:
- **Where did the traffic come from?** (e.g., social media, email, a specific website)
- **Which specific marketing campaign or ad led to the visit?** (e.g., a specific Facebook ad, email newsletter, or banner on a partner website)
- **What specific content or link within that campaign was clicked?** (e.g., a specific post, button or an image)
## UTM Key Components
UTM parameters consist of key-value pairs separated by the "?" and "&" symbols in a URL. The 5 standard UTM parameters you can use are:
- **utm_source**: This parameter indicates the source of your traffic, like a search engine (e.g., Google), a specific website (e.g. Example Domain ), a social media platform (e.g. Facebook), or an email newsletter.
- **utm_medium:** It defines the medium or type of marketing actions, such as "cpc" for cost-per-click advertising, "organic" for organic search, or "email" for email marketing.
- **utm_campaign:** This parameter is used to specify the marketing campaign or promotion, such as a Black Friday sale or a product launch.
- **utm_term:** While typically associated with paid search campaigns, this parameter can specify the keywords that triggered an ad or led to a particular click. This one can help you understand which keywords are driving traffic.
- **utm_content:** This parameter can be used to differentiate between different elements within the same campaign, such as various ad variations, links within an email, or specific calls to action.

Here's an example of a URL with UTM parameters:

![utm link example](/uploads/httpscux_ioutm_source_facebook_and_utm_medium_cpc_and_utm_campaign_Black_Friday_and_utm_term_sale_and_utm_content_ad_variant_1_800_x_150_px_62b1f6c52b.png)

As you can see, it serves as a valuable tool for understanding the effectiveness of your online marketing activities. But now the big question is, **how to leverage the power of UTM tagging in the most effective way**. 

To explore the answers and gain deeper insights, download our **[UTM Cheat Sheet](https://cux.io/download-free-utm-cheat-sheet/)** with best practices, naming convention guide, and a case study:

[![UTM Lead Magnet](/uploads/UTM_Lead_Magnet_99a0a6cf6e.png)
](https://cux.io/download-free-utm-cheat-sheet/)

## Using UTM Parameters for Black Friday Marketing
As Black Friday is just around the corner, the stakes are high for the majority of enterprise's marketing campaigns. This is the time when marketing departments go all-in with their budgets to ensure a successful season of promotions. That's why tracking and measuring every activity is absolutely essential, particularly during this critical period. Luckily, UTM tags are ready to help you with:

**Distinguishing multiple promotions**: On Black Friday, it's common to run multiple promotions simultaneously. UTM tags will allow you to differentiate between these promotions with ease. For instance, you can use unique campaign names in your UTM tags for each promotion, such as "BlackFridaySale" and "BFBundleDeal."

**Measuring individual performance**: With UTM tags, you can track the performance of each Black Friday promotion separately. This means that you can precisely measure which promotion is driving more traffic, conversions, or revenue. For example, by using distinct UTM tags for different banner ads or email campaigns, you can directly attribute their impact on sales.

**Identifying top sources**: UTM codes help you identify which traffic sources are most effective. Whether it's social media, email marketing, or paid search, you can see which sources deliver the most valuable traffic and allocate resources accordingly.

**Optimizing ad spend**: Thanks to knowing which promotions and traffic sources are performing well, you can optimize your ad spend. This insight allows you to allocate your budget where it matters most, ensuring a better return on investment during the Black Friday season.

**Tailoring content**: UTM tags can even be used to measure the performance of different content elements within your Black Friday campaigns. For example, you can track the effectiveness of different banners, call-to-action buttons, or email content, which will help you to fine-tune your messaging.

**Staying agile**: Real-time monitoring of UTM-tagged data during Black Friday will enable you to make immediate adjustments. If one promotion is underperforming, you can shift resources or refine your strategy to capitalize on emerging opportunities.

The most important thing is **not to let Black Friday marketing be a gamble**. Embrace UTM parameters to make data-driven decisions, maximize your ROI, and rock this Black Friday season and beyond.
## Data Analysis and Reporting: the Power of UTM Insights
After deploying UTM parameters in your marketing campaigns, the real magic happens when you harness the data they've collected. It's all about turning numbers into actionable insights. Here is how to make it happen:
1. **Data Collection and Centralization**:
- Gather all that UTM-tagged data from various sources and campaigns.
- Keep it organized in one place, like your trusty analytics tool.
2. **Tracking Key Metrics**:
- Define key metrics that align with your campaign goals, such as conversion rates, click-through rates, and, of course, revenue.
- Monitor these metrics and watch how they change over time with the analytical tool of your choice.
3. **Your Custom Reports and Dashboards**:
- Build custom reports and dashboards within your analytics tool to focus on the most relevant data.
- Turn your key metrics into visual wonders that are easy to understand and, more importantly, act upon.
4. **Comparative Analysis**:
- Compare data across different campaigns, sources, and mediums to identify what's working and what needs improvement.
- Analyze trends and patterns to make informed decisions for future campaigns.
5. **Data-Driven Optimization**:
- Use the insights from your UTM data analysis to optimize marketing strategies, allocate budgets effectively, and refine content.
- Experiment with A/B testing and other optimization techniques to continually improve performance.
6. **Periodic Review and Adjustment**:
- Regularly review and adjust your UTM-tagged campaigns based on data analysis.
- Be agile in responding to real-time insights, especially during critical marketing periods like Black Friday.

With these steps, you'll turn the raw data from your UTM parameters into actionable insights that drive success in your marketing campaigns. 

Feeling a bit overwhelmed? Fear not. When equipped with the right analytics tool, you can focus on the most important aspects: reasoning and decision making. Let CUX take care of the rest. As a digital experience analytics tool, it offers even more capabilities than you might expect. With CUX, you can [explore your customer's journeys](https://cux.io/blog/analyzing-user-behaviors-in-cux-step-by-step-guide/?utm_source=website&utm_medium=blogpost&utm_campaign=UTM) and how they navigate your website, gaining a full picture view of their behavior through the campaign.
## Conclusion

In a nutshell, UTM tracking for promotions is a vital yet often overlooked aspect of digital marketing. UTM parameters, though simple in concept, hold the potential to transform the way enterprises track, understand and optimize their marketing strategies. When you don't use it, you risk wasting your budget and missing out on valuable insights.

By understanding UTM parameters, leveraging best practices discussed in our **[UTM Cheat Sheet](https://cux.io/download-free-utm-cheat-sheet/)**, and using them strategically during critical periods such as Black Friday, marketers can:

- **Differentiate multiple promotions and measure their individual performance**
- **Identify top-performing traffic sources to effectively allocate resources**
- **Optimize ad spend for a better ROI**
- **Tailor content elements to fine-tune messaging**
- **Stay agile and adjust strategies in real-time**

Furthermore, the power of UTM insights is unleashed through data analysis, reporting, and data-driven optimization. By centralizing data, tracking key metrics, creating custom reports, and performing comparative analysis, marketers can continually refine their campaigns, responding to real-time insights and optimizing their strategies for success.

And if this all sounds a bit overwhelming, don't worry. There are analytics tools like [CUX](https://app.cux.io/register?utm_source=website&utm_medium=blogpost&utm_campaign=UTM) that can help you make sense of the data and focus on what really matters: making your marketing strategies a big success. So, don't let UTM tracking be the unsung hero of your marketing efforts. Embrace it, and watch your campaigns thrive!

Mastering UTM Tracking for Promotions-03.png

In the digital marketing landscape, some concepts might seem like low-hanging fruit—obvious and simple to grasp. Yet, there's one topic that, though unquestionably useful and essential, often remains in the shadows.


In the digital marketing landscape, some concepts might seem like low-hanging fruit—obvious and simple to grasp. Yet, there's one topic that, though unquestionably useful and essential, often remains in the shadows, and doesn't get the attention it deserves. We're talking about UTM parameters.



From Black Friday to Beyond: Mastering UTM Tracking for Promotions [FREE UTM CHEAT SHEET]

Behavioral Segmentation For Data-Driven Business Decisions -04.png

Why settle for a one-size-fits-all approach when you can harness the power of user data for customized solutions? 

Why settle for a one-size-fits-all approach when you can harness the power of user data for customized solutions? Think hyper-personalized email campaigns, product suggestions that resonate, and timely offers that convert. The good news, this article will walk you through the ins and outs of behavioral segmentation to make smart marketing decisions.


Using Behavioral Segmentation For Data-Driven Business Decisions

## Why do we need to understand products through data at all? {#Why-do-we-need-to-understand-products-through-data-at-all-?}
Numbers are an integral part of our daily lives, serving as a universal language for understanding, quantifying, and communicating with the world around us. In other words, they're like the building blocks that shape our understanding and help structure the reality we are calibrating throughout our lives. Is 100 grams of candies a lot or not? If my plane is one hour delayed, will I be able to catch another flight? How many guests are we expecting at the party? What is the average salary in the industry? 

All this extends seamlessly to the world of digital products. Web analysis started back in the early '90s and has become even more important and relevant with the rise of the Internet. So if you're reading this article - you're probably not a total stranger to web analysis as well. You may already understand that achieving success goals goes beyond merely tracking product sales or campaign conversion rates. To truly thrive, you must dive into data to see and understand your product from your customers' perspective.

Data serves as a reflection and measurement of people's real interactions with your product in the real world. Understanding digital products through data is crucial for creating user-friendly products that drive business success. Data insights reveal how users interact with websites and web apps, helping us decide what features to focus on, how to improve the user experience, and what content to show each person. It also guides us to decide on resource allocation, performance monitoring, and security measures. In other words, data empowers us to make good choices and stay competitive in the ever-changing digital world.

## What are the types of data and what do we need them for?
Let’s start by exploring the types of data. While data could be categorized in various ways, when it comes to digital behavior analytics, I find the following classification particularly helpful:
<br>

![data types avocado](/uploads/data_types_2_bdb74ad754.svg)


### Registered data
Registered data refers to quantitative information that users either provide explicitly or that is generated as a result of their actions on a digital platform. This data is typically structured and stored in databases, making it easy to analyze using mathematical and statistical techniques. Examples of registered data include:

- **User profiles**: information like age, gender, location, and preferences that users provide during registration or account setup.
- **Transaction history**: details of purchases, including item names, quantities, prices, and payment methods used.
- **Engagement time**: the amount of time that users spend actively interacting with a webpage or website during a single session.
- **Conversion rates**: the percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter.
- **Traffic sources**: the specific origin or channel through which users come to a website.

Registered data provides a solid foundation for evaluating the overall performance of your product and is essential for detecting anomalies and identifying seasonality and trends.

### Observed Data
Observed data is the qualitative information gathered by monitoring how user interact with a digital platform. This type of data provides insights into user behavior, preferences, distractions, and pain points, allowing for a deeper understanding of user experience. For example:
- **Session recordings**: video recordings of user sessions that capture mouse movements, clicks, and other interactions with elements on a website or app.
- **Heatmaps**: visual representations of user activity that highlight areas of high and low interaction on a webpage.
- **User testing notes**: observations and comments made by UX researchers while conducting [user testing sessions](https://cux.io/blog/what-s-the-difference-between-user-testing-vs-usability-testing/).

Observed data plays a crucial role in uncovering reasons behind anomalies, identifying navigation paths, and pinpointing areas with potential for improvement. It can also shed light on user intentions and frustrations.

### Voice of the Customer (VoC)

**Voice of the Customer** (VoC) refers to feedback and comments users provide about their experiences, preferences, and opinions regarding a product. It is also a type of qualitative data that is often unstructured and can be collected through various channels, such as:

- **User surveys**: Feedback gathered through surveys or feedback forms, providing subjective insights into user opinions and experiences.
- **Customer reviews and ratings**: Feedback left by customers on dedicated platforms, along with star ratings.
- **Social media mentions**: Comments, posts, and messages on social media platforms discussing a product or service.
- **Customer support interactions**: Conversations between customers and support agents, including chat logs, emails, or phone call transcripts.
- **User-generated content**: Content created by users, such as forum posts, blog comments, or user-submitted photos and videos.

Voice of the customer captures direct feedback from users, helping us to understand what they really want, what they like or dislike, and what problems they face.

## Working with different data types for a holistic view of your product
Every type of data complements each other and, when combined, offer a complete view on a product. Relying on each data type separately will give you only one side of the picture. For instance, you might observe rising cart abandonment rate, but you don’t know what causes it, or you may notice rageclicks on a heatmap, but have no idea what's their impact a purchasing process. Similarly, a bug report form one person provides limited insight into whether it's an isolated issue or affects more users.

To truly understand your product, it's crucial to leverage all three types of data - but there are a few ways it can be done. In my work, I usually use these three approaches:

1. Getting an overview of a product
2. Distinguishing anomalies from the norm
3. Building user flows and user personas

Now, let's explore how to achieve this analyzing data in CUX, either independently or alongside other data sources.

### How to get a clear picture of your product's performance

A product overview provides a comprehensive understanding of a product or its key parts, including its features, functionality, and how users interact with it. Think of it as a snapshot of the product's performance and user engagement. To build a solid foundation for further analysis, it's important to identify the main characteristics of your website or app traffic. This will help you understand the scale of certain user actions or easily spot anomalies.

The key player in this process is (of course :)) qualitative registered data, which provides essential metrics and statistics. Engagement metrics, traffic sources, demographic data, device usage, and many more - all contribute to measuring and describing our product or its segments (for example - a segment of converting users or traffic from a specific campaign). 

In CUX the best way to gather all basic stats about a product or its segment is by setting a Goal:

- A wide range of events will help to set a lot of segments based on user actions (clicks, page loads, form usage) or traffic sources.
- If you want to get an overview of all collected visits simply create a goal with an event "Pageload", comparison type “Contains“ and "/" in a Relative URL field. Since every visit in CUX includes at least one page load, and every URL has "/" in it - this setting will capture 100% of the visits collected in CUX.

![event configurator](/uploads/event_configurator_dc0699bb16.png)

However, metrics aren't the only way to understand a product. Heatmaps offer an excellent way to dive into how large groups of users interact with a product. They provide a visual representation of user behavior data, highlighting areas of engagement and potential sources of frustration. 

CUX offers several valuable features for gaining an overview of your products through heatmaps:

- **A wide range of events**: In CUX you’ll find numerous heatmaps types that allow you to explore and analyze user behavior based on their interactions. These include regular clicks, link clicks, deadclicks, [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), mouse moves, and zooming.
- **Grouped heatmaps**: This feature allows you to visualize aggregated data from multiple pages on a single heatmap. It can be extremely useful for grouping pages based on the same template (like a product page or article) or for grouping the same page with different parameters (e.g. a landing page that can be accessed via Facebook, Google Ads, or paid campaigns; or a thank-you page after a purchase, where each customer receives a unique purchase ID added to a link as a parameter). 

## How to tell real anomalies from the norm?
An anomaly in data refers to an observation or data point that significantly deviates from the expected or typical pattern of the dataset. In simple terms, it's something that stands out as unusual, like finding a red apple among a bunch of green ones. To distinguish a real anomaly from the norm, you compare it to what you normally expect to see based on past data or established standards. If it appears very different from the expected pattern, it's likely an anomaly.

![red apple anomaly](/uploads/red_apple_93c6faeb1b.png)

Anomalies provide clues for deeper [user behavior analysis](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/), as they often signal usability issues, technical problems, or sources of frustration. However, depending on the context of the product, what may seem unusual or abnormal in one situation could actually be completely normal in another. 

For example: imagine you're analyzing website traffic for an online store. On a typical day, the website receives 1,000 visits. Yet, during a special promotion, the traffic spikes to 5,000 visits in a day. In the context of the special promotion, the higher traffic of 5,000 visitors becomes the new norm. While it might appear as an anomaly when compared to regular days, in this specific context, it's perfectly normal.

## Using CUX to Detect and Analyze Anomalies

So, how can you use CUX to identify and analyze anomalies effectively? Here's my go-to method:
1. **Get a good overview of the entire product or its specific section**, depending on your analysis strategy and goals, as discussed above.
2. **Detect anomalies**. The most common examples are:
- Drop-offs on Waterfall steps that are significantly higher than other steps;
- Dense heatmap areas for Experience Metrics, such as rage clicks, dead clicks, or zooming;
- Significant differences in metrics between traffic segments. For instance, in a comparison between converting and non-converting segments, you might notice that the majority of visits come from mobile devices, while most conversions occur on desktops.
- Growth or drop in metric values when comparing two periods. It could be any metric in Goals or Experience Metrics values.
3. **Check for possible external factors that might be causing these anomalies**. These could include seasonal changes, increased traffic from promotions (as mentioned earlier, website design/functionality changes, or adjustments to your tool's configurations). This is the first step in distinguishing anomalies from the norm.
4. **Investigate what user actions are behind these anomalies** that weren't explained by external factors. CUX makes this step easy by linking almost every anomaly in data to relevant user recordings. Whether it is a drop-off on a step in user journey, a metric in a goal, or a page URL in the Experience Metrics tab, you're just a few clicks away from uncovering what specific user behavior caused an anomaly. Keep in mind that some anomalies may turn out to be a type of norm, like users rapidly clicking navigation arrows in a product image gallery to view their desired product faster. Initially, without any context, this action might be mistaken for rage clicking.
5. Remember that there are cases where understanding the user's intent behind a specific action is crucial. It is a perfect moment to **reach for Voice of Customer**(VoC) data to enrich your analysis with direct insights from your users. For example, if you've observed that many users are leaving their shopping carts without completing a purchase, simply watching recordings may not reveal why exactly they're not buying. This is especially true when there are no critical issues on the page. Therefore, it could be a good moment to run an additional survey on that page to find out why users abandon their carts. You might discover that users need more time to make a decision, are unsatisfied with the delivery costs, or are waiting for some promotions or coupons. This information could reveal that the anomaly you initially identified is actually a norm for your specific product.

## How to build user flows and personas based on your data?
Every UX/Product designer knows that user flows and personas are often created in the early stages of product development. However, once the product is up and running, it is essential to revisit and refine it based on the data you've collected. It's important because it ensures that your product is designed and fine-tuned with a deep understanding of how real users actually interact with it. 

Data-driven personas allow you to construct profiles that reflect the actual preferences and needs of your audience, guiding the development of features and content. User flows based on data streamline the user experience, leading to improved conversion rates and user satisfaction. This approach minimizes guesswork, optimizes resource allocation, and ultimately leads to a more user-centered and successful product.

### How to build user flows using CUX:

1. **Collect observed data**: Begin by analyzing visits recordings, click and move Heatmaps to understand how users currently navigate through the product. If you have a clear endpoint for a flow, such as a purchase or submitted form, consider setting a Goal. This will help you filter all relevant visits more efficiently, allowing you to spend less time searching and more time analyzing user behavior and watching recordings.
2. **Identify common paths**: Use the insights from your observed data to identify the most common user paths and interactions. Pay attention to the starting point of each journey and its length - not every user journey starts from the main page; some users may return directly to their shopping carts or even to the checkout page.
3. **Map out user flows**: Create visual representations of user flows incorporating the common paths and interactions you've identified. In CUX, you can do this by building a Waterfall. This feature not only displays the mapped-out flows but also helps you [track user](https://cux.io/website-tracking/how-to-track-user-activity-on-website/) drop-offs, discover reasons behind them, and monitor their progress over time.

To create effective user personas, leverage various types of data. Registered data like age, location, and preferences help categorize users. Voice of the Customer feedback provides insights into pain points and motivations, enriching persona profiles. Observed data obtained from session replays and heatmaps uncovers common behaviors, refining personas to reflect user behavior and preferences more accurately.

CUX is particularly well-suited for creating behavioral-based personas. It offers various ways to create Goals based on single or multiple events, delivering an ideal representation of behavior-based segments (e.g., filling a specific form, using promo codes, visiting specific pages, or using a website search). When combined with the basic statistics automatically provided for each goal, like device usage, traffic source, or entry page visits, it enables a deeper understanding of your product from your users' perspective.

**Ready to harness the power of data for your product? Begin a free CUX trial and take your user insights to new heights!**

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/TkOPT698Vzw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe></center>

<button>[START FREE TRIAL](https://app.cux.io/register?utm_source=blogpost&utm_medium=button&utm_campaign=CUXInsights)</button>



Understanding your Product through Data.png

In the world of digital products, it's crucial to understand and improve how users experience them. This article explores how data is the key to achieving this goal. 

In the world of digital products, it's crucial to understand and improve how users experience them. This article explores how analyzing data is the key to achieving this goal. We will focus on: <br>

</br> <ul>•     Three crucial data types: Registered data (user numbers), Observed data (user actions), and Voice of the Customer (user feedback)</ul>
<ul>•     How, using these data types, you can enhance your product, detect issues, and refine user paths and profiles.</ul>
<ul>•     The importance of recognizing anomalies, understanding user intent, and utilizing tools like CUX to make the process efficient and effective. </ul>


CUX Insights: Understanding your product through data

Tools for qualitative behavior analysis are a must-have for e-commerce businesses aiming to thrive in a highly competitive market. Luckily, there are several universal ways to optimize user paths.

## 1. Shorter path {#1.-shorter-path}
The customer journey, especially the one leading from social media to the store, should be as straightforward and intuitive as possible. Pay attention to the areas where customers need to fill in or check certain information. If an advertisement promises a discount code, provide the autofill option in the shopping cart. Remember that the consumer has already taken a certain path to reach your product. So, if you are promoting a specific item, set up the campaign to lead directly to the purchase with a single click. If you are promoting a group of products, filter them for the customer. The conversion will surely thank you!
![After transitioning to a footwear store's website on a mobile phone, it takes several minutes(!) before the customer sees the product](/uploads/After_transitioning_to_a_footwear_store_s_website_on_a_mobile_phone_it_takes_several_minutes_before_the_customer_sees_the_product_56142f0368.png) _<center>After transitioning to a footwear store's website on a mobile phone, it takes several minutes(!) before the customer sees the product</center>_

## 2. Source and goal traffic analysis
The source of traffic you want to analyze is incredibly important. A store that receives 90% of its traffic from marketplaces will build the customer journey differently compared to a store that relies solely on brand image campaigns. Make sure to use the grouping feature for visit recordings specific to a particular source. It's a goldmine of knowledge!

## 3.	Default browsers
In most cases, a significant portion of e-commerce traffic comes from mobile phones. Therefore, the content, especially advertisements, is displayed on default phone browsers like Mobile Safari (iOS) or Samsung Browser (Android). These browsers rarely convert. Why? Often, during the user journey design process, they are overlooked or not given enough attention. To determine whether default browsers can affect the quality of user experiences in your case, compare conversions on several different browsers.

![High traffic with a low (or zero) conversion rate should be a red flag in your analysis](/uploads/High_traffic_with_a_low_or_zero_conversion_rate_should_be_a_red_flag_in_your_analysis_06443d6697.png) _<center>High traffic with a low (or zero) conversion rate should be a red flag in your analysis</center>_

Don't forget about frequent updates! Native browser creators often update or completely change their usage policies. This can have a direct impact on the quality of your website displays. These are also tools that often do not save cookies by default!

## 4.	Eliminating frustrations

Minor frustrations usually do not impact the final purchasing decision of customers. However, the situation changes dramatically when these frustrations concern critical points of your sales funnel, such as registration or checkout.

![The CUX algorithm detects and defines [user behaviors](https://cux.io/blog/analyzing-user-behaviors-in-cux-step-by-step-guide/) that can influence a decrease in conversions (Experience Metrics)](/uploads/The_CUX_algorithm_detects_and_defines_user_behaviors_that_can_influence_a_decrease_in_conversions_Experience_Metrics_8867a49c60.png) _<center> The CUX algorithm detects and defines user behaviors that can influence a decrease in conversions (Experience Metrics) </center>_

One frustration that e-commerce stores often overlook is issues with checkboxes. It frequently happens that checkboxes required for form completion are too small, too close to the screen edges, not sensitive enough, or not marked with an appropriate color indicating their necessity. This leads to a multitude of negative emotions in users.

## 5.	Eliminating failures
Often, during customer journey analysis, it becomes evident that the path that does not lead to conversion is more significant than the path leading to a purchase.

![Visits that do not result in a sale are three times longer and have twice the engagement time](/uploads/Visits_that_do_not_result_in_a_sale_are_three_times_longer_and_have_twice_the_engagement_time_b5cb8991f3.png) _<center> Visits that do not result in a sale are three times longer and have twice the engagement time </center>_

To understand and diagnose the problems users face, you need a comparative analysis. By comparing behaviors of customers who achieved their goals versus those who did not, you can quickly identify "forks" or points where non-converting users deviate from the purchase path. Selecting recordings specific to the funnel and goal can help you with that.


5 Ways to optimize the Customer Journey-29.png

For e-commerce businesses, ensuring the comfort of customer experiences throughout the customer journey is a make-or-break situation. 

For e-commerce businesses, ensuring the comfort of customer experiences throughout the customer journey is a make-or-break situation. With a vast competition, relying on behavioral analysis seems like the perfect solution. After all, what better way to design the customer journey than by analyzing it from the perspective of users' actual emotions and frustrations?

5 ways to optimize the customer journey

## What do you need quantitative data for {#What-do-you-need-quantitative-data-for}

Its main purpose is to measure website performance and user behavior in a quantitative, numerical manner, providing an overview of how many, how much, and how often users interact with your website. It is also crucial for identifying seasonality, trends, patterns, and anomalies in user data, especially in long-term analysis.

### Here are a few examples of questions quantitative data can answer:
- How many users visit the website each day, week, or month? Are there any specific days or hours when traffic is the highest?
- What are the most popular pages on the website and what are the average time user spends on them?
- What is the conversion rate for specific actions (e.g., sign-ups, purchases)? How many of these actions were performed last week, day, or quarter?
- Which traffic sources drive the most visitors to the website (e.g., organic search, social media, paid ads)? Which of those sources better convert to specific actions?
- What devices and browsers do users use to access the website?

## What do you need qualitative data for
Qualitative data in web analysis plays a crucial role in gaining a deeper understanding of user behavior and preferences. It serves to unveil the context behind the quantitative data. Depending on your chosen analytics tool, it can help you understand users' motivations, pain points, distractions, opinions and perceptions about your website. Additionally, qualitative data enables you to map out the most popular user flows and create data segments or user personas, all based not on demographic data but on specific actions and behavior patterns.

### What questions it can answer:
- Why do users visit the website? What are they searching for, and where are their main areas of focus?
- What problems or frustrations do users face when navigating the site or using specific functions?
- What features or content do users find most valuable and engaging? Are there any signs of hard-to-find/scan/read content?
- What are users' expectations and preferences when interacting with the site or navigating through it?
- What do users think about the website's design, usability, and content? What improvements or changes do they suggest for the website?

## How to combine quantitative and qualitative data
By combining both types of data, you can gain a more holistic understanding of your website's performance and user experience. Quantitative data answers the "_WHAT_", “_WHEN_“, and "_HOW MUCH_" questions while qualitative data provides you with the "**WHY**" and "**HOW**". 
### Here's how they work together:
- **Understanding high bounce rates**: If your quantitative data shows a high bounce rate on a particular page, qualitative data can reveal that users find the content confusing or irrelevant. Additionally, quantitative data may help you to segment the visitors of that page, identifying which segment performs the worst - for example it could be a specific traffic source, device, or browser. Qualitative data will then uncover the specific problem behind it, whether it’s the wrong landing page for a campaign, misleading search results, or problems with layout.
- **Boosting conversion rates**: Quantitative data might reveal that your e-commerce site has a low conversion rate. Qualitative data can then uncover that users are hesitant to trust the payment process due to security concerns, lack of their preferred delivery method, or a technical issue that doesn’t allow them to proceed further. This approach is not just theoretical, it has delivered significant results for companies like T-Mobile. You can read more about how T-Mobile overcame a conversion drop and experienced an impressive overnight increase of 68% in conversions by combining quantitative and qualitative insights [here](https://cux.io/case-studies/business-optimization-study/from-insight-to-impact-t-mobile-s-68-overnight-conversion-surge-1/?utm_source=blogpost&utm_medium=link&utm_campaign=from_metrics_to_motivations).

## How can CUX help you in combining both types of data:
CUX is a unique tool that combines both quantitative and qualitative data, making your web analysis even more straightforward. Here’s what sets CUX apart:

1. **Amount of collected data**: Analyzing only 3-5% of your traffic increases the likelihood of accidental findings and conclusions. It’s challenging to ensure sufficient statistical significance and data variability in such a small sample. CUX, on the other hand, captures all possible visits. You simply select the appropriate monthly traffic level when purchasing a subscription. This ensures the most comprehensive overview and enables you to identify and deepen the qualitative analysis without risking distorted results.
32. **Auto-collected events**: CUX automatically gathers all basic events like clicks, scrolls, page loads, and form submissions. It also employs algorithms to capture Experience Metrics such as Rage and Dead clicks, Rage key presses, Chaotic Movement and Scrolling, Zooming, and Bounce Backs. This minimizes the time needed for tool configuration and provides a better understanding of the overall user experience and potential frustrations.
33. **[Goals](https://help.cux.io/support/solutions/articles/103000125053-goals?utm_source=blogpost&utm_medium=link&utm_campaign=from_metrics_to_motivations) and [Waterfalls](https://help.cux.io/support/solutions/articles/103000126757-waterfalls?utm_source=blogpost&utm_medium=link&utm_campaign=from_metrics_to_motivations)**: These are features designed to track specific user actions or sequences. Goals not only provide visit counts with defined actions but also furnish additional metrics related to those visits, such as devices, traffic sources, top entry pages, and user activity on a weekly basis. Waterfalls are indispensable for examining user flow through a series of steps, including success rates and drop-offs at each step.
34. **Segmentation options**: In addition to Goals and Waterfalls, CUX offers various segmentation options. Recordings can be precisely analyzed by applying different filters, such as device characteristics, browser language, visit length, engagement time, new or returning visitors, [Experience Metrics](https://help.cux.io/support/solutions/articles/103000094403-experience-metrics?utm_source=blogpost&utm_medium=link&utm_campaign=from_metrics_to_motivations), and many others. Additionally, you have the option to save a filtered recordings segment for easy access whenever needed.
35. **Linking quantitative and qualitative data**: Heatmaps and recordings offer qualitative data for observing user behavior. To fully unlock their potential, it’s best to approach them with quantitative data. CUX integrates its quantitative features like Goals, Waterfalls, and Experience Metrics with Heatmaps and Recordings, enabling you to swiftly uncover the reasons behind anomalies or points of frustration.

And that’s not all CUX offers in terms of combining both types of data. Here are some proven tips to elevate your analysis: 

1. **Extend data retention**: When selecting a subscription plan, CUX allows you to determine how long it will retain your collected data. We recommend extending this period to at least three months. Doing so not only enables you to collect and analyze more data but also helps you track trends and seasonality more effectively. This is particularly crucial for businesses with longer conversion cycles or a higher proportion of regularly returning customers.
40. **Leverage other quantitative analytical tools**: Consider incorporating other quantitative analysis tools to complement your CUX data. While these tools may require more complex setup and configuration, they can assist in tracking advanced events, providing a quicker overview of website traffic, or delving deeper into collected data. Don’t hesitate to utilize available resources to enhance the efficiency of your analysis and the accuracy of your decisions.
41. **Integrate CUX with Google Analytics (GA)**: If you have GA installed on your website, we recommend integrating your CUX project with a Google Analytics property. This integration enables CUX to capture User IDs or GA4 Session IDs and push CUX recording URLs to GA. By doing so, you open up more opportunities for segmentation and in-depth analysis of the data you collect.

To summarise all the above, CUX is a versatile tool that seamlessly combines both quantitative and qualitative data for efficient web analysis. It stands out with features like comprehensive data collection, auto-captured events, user action tracking, and efficient ways of linking quantitative and qualitative data together, offering valuable insights to enhance user experiences and decision-making based on data. Take the first step toward improved web analysis by [exploring CUX](https://app.cux.io/register?pk_vid=c363adaf610009df169512402426aa71&utm_source=blogpost&utm_medium=link&utm_campaign=from_metrics_to_motivations) for yourself today!


How_to_combine_qualitative_and_quantitative_data-28.png

The trend of user-centricity has reached unprecedented heights in the product analytics market. It’s no longer enough to know which product sells better or which article gets lots of views. Success comes from seeing things through your customers' eyes. 

The trend of user-centricity has reached unprecedented heights in the product analytics market. It’s no longer enough to know which product sells better or which article gets lots of views. Success comes from seeing things through your customers' eyes. And the best way to do that? Mix the hard numbers with the human touch - combine quantitative and qualitative data. While each type of data serves distinct purposes and unveils various facets of user behavior, they complement one another seamlessly. Together, they can help you understand your audience better and make informed decisions across various aspects, including website optimization, content development, user experience, marketing strategy and more.

From metrics to motivations: How to combine quantitative and qualitative data

## Double the momentum, double the impact

[Earning the title of a "Momentum Leader"](https://cux.io/blog/g2-winter-report-2023/) back in Winter 2023 within the **Digital Analytics** category was a remarkable achievement. But we've upped the ante this time! We've spread our wings and soared high in two fresh categories: **Session Replay** and **Heatmap Tools**. 

It's not just about maintaining momentum; it's about setting the pace. And the G2 Fall 2023 Report proves that. Below, you'll find more key takeaways, and we hope you'll enjoy them as much as we do!

![G2 BADGES](/uploads/G2_FALL_2023_b19532e566.jpg)

### A legacy of excellence in Europe

Consistency is the name of the game, and we've mastered it. We've proudly held the title of **High Performer** in Europe for **12 consecutive times**. This clearly shows our strong commitment to delivering top-notch solutions to our European clients.

### Best in support for the 8th time ❤️

We're not just here to offer cutting-edge tools, we're your dependable support system. And it's official — our support has been named the **BEST** for the 8th time! Your success is our driving force, and we're here to make sure you achieve it.

### Breaking ground in customer journey mapping recognition

For the very first time, we've earned our spot in the rankings for Customer Journey Mapping tools. Our recognition spans across renowned reports, including:

- Europe Regional Grid® Report for Customer Journey Mapping
- EMEA Regional Grid® Report for Customer Journey Mapping
- Momentum Grid® Report for Customer Journey Mapping

And this achievement underscores our commitment to helping businesses understand their customers' journeys better. We're not just about data. We're all about creating smoother and more meaningful customer experiences that drives sales. 

### The grand entrance in the EMEA scene

We're not just a European favorite anymore. In the G2 Fall 2023 Report, we've stormed into the EMEA market and made our presence felt. Notably, we're mentioned in 12 EMEA rankings. What's even more thrilling? We've secured a spot in the TOP 10 in two of them. We're going global, and it's just the beginning.

## Join our journey: share your thoughts!

Remember, you're not a mere spectator. You're an integral part of our journey. Your feedback fuels our relentless pursuit of excellence. So, why not join in and leave a review on G2? Together, we're shaping the future of digital experiences.

<button>[LEAVE US A REVIEW](https://www.g2.com/products/cux-io/reviews)</button>

Stay tuned for more thrilling updates as we keep racing toward excellence — one Momentum Leader badge at a time. :)


**About G2 Reports:**

G2's quarterly reports provide valuable insights based on real feedback from software users. These reports are created by collecting reviews from the G2 community, social media, and various online sources.

G2's quarterly reports provide valuable insights based on real feedback from software users. These reports are created by collecting reviews from the G2 community, social media, and various online sources.

G2 highlights companies that stand out for their excellent products and user experiences in these reports. They consider factors like how happy customers are, how well-known the company is, and how good the product is.

In recent years, G2 has established itself as a trusted authority in software reviews, helping many people and businesses make smart software choices.



G2 FALL 2023-2.jpg

Get ready to celebrate because CUX is riding high with the Momentum Leader badge in not one, but two categories in the G2 Fall 2023 Report. It's like having a double espresso shot of success! 

CUX named Momentum Leader for the second time [G2 Fall 2023 Report]

It all starts with designing businesses and services based on the customer's perspective. To implement such an approach in your e-commerce, you must begin your journey with [user behavior analysis](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/). Why? Of course, to finally discover the true customer journey. And "true" in this case doesn't necessarily mean planned. It's one that includes not only the path but also all its stops, such as comparing products in different tabs, returning to the shopping cart, checking shipping costs, stepping away from the computer to answer the phone (session time), and a bunch of other small scenarios.

## What is conversion in e-commerce? {#What-is-conversion-in-e-commerce?}
You probably already know that conversion is that wonderful situation when a user performs an action that you desire. Although there are many examples of conversions, in the world of e-commerce, it's common to think of conversion as a single event, meaning a completed payment.

However, in reality, a conversion can consist of many different events, such as filling out a form correctly, going through several points on the website, signing up for a newsletter, etc. Therefore, even small improvements to the website or customer journey can translate into improved results.

## Can intentions be measured?
Measuring the conversion rate for sales is rather trivial, and most analytics tools can do it for you. The problem usually arises when you want to measure... purchase intent. Because can something as elusive as intent be a conversion?

Yes! If we treat the conversion as a [goal](https://cux.io/knowledge-base/what-is-a-goal/) fulfillment, determining the moment when a customer has a purchase intent can be crucial for further optimization.

![Measuring purchase intent as a goal in cux](/uploads/Measuring_purchase_intent_as_a_goal_in_cux_io_0acadc2bb0.png)
_<center> Measuring purchase intent as a goal in cux.io </center>_

Capturing visits where purchase intent appeared (but no actual sale occurred) gives you extremely valuable information – potential customer problems that prevent them from completing the purchase. With such an approach, your optimizations should lead to acquiring more valuable traffic and attracting more and more satisfied customers to your store.

## New approach to conversion - Conversion 2.0
To optimize the "real" customer journey (i.e., one that is broader than the one we planned), we cannot think of conversion as a narrow path. Hence, the concept of [Conversion 2.0](https://cux.io/blog/e-commerce-conversion-rate-2-0/), which includes not only **sales** (checkout) but also **marketing** and **product**.

![conversion optimization infographic](/uploads/When_you_think_about_conversion_optimization_don_t_just_focus_on_sales_but_on_all_points_where_the_customer_comes_into_contact_with_your_store_34ad7feb03.png)
_<center>When you think about conversion optimization, don't just focus on sales, but on all points where the customer comes into contact with your store.</center>_

**Marketing activities** are everything that should lead the customer to the ultimate conversion, which largely includes traffic from referrals (external links). In this case, we often focus on quantitative statistics such as CPC (Cost per click), CPA (Cost per action), ROI (Return on investment), bounce rate, clicks, etc., to test the quality of the campaign.

However, to properly optimize marketing activities, it is worth looking at them as part of a larger picture – conversion 2.0. Because these first points of contact can turn out to be the most important determinants of the final outcome of your sales.

[Product optimization](https://cux.io/solutions/product-optimization/) involves everything that is related to your store from a technical point of view. Changes in forms, better CTA (Call to Action), redesign of product pages, easier customer journey, streamlining the payment process, and more.

How do we optimize the [customer journey](https://cux.io/solutions/customer-journey-analytics/) in the context of the product? We shorten it! Why? Primarily because customers are not always strongly motivated to make a purchase. It's not uncommon for a momentary and fleeting whim to lead them to your e-commerce site. Therefore, the longer the path to conversion, the more time there is for them to change their minds!

![conversion 2.0. cux view](/uploads/conversion_2_0_64e89b52ff.png)
_<center> The full view of the customer journey enables you to find more places to optimize and increase the satisfaction of your customers. </center>_

As Paulina Walkowiak, CEO of cux.io, says: 

>Your biggest competition is not other companies, but your customers' problems. 

Therefore, remember that conversion optimization is not just about the last steps of the sales funnel (cart, checkout). To make optimizations meaningful, step back a few steps and look at the entire customer journey – from marketing communication to product interaction. **This is the best way to optimize conversion 2.0**.




Conversion 2.0 - How does analytics improve conversion_-27-27.png

Do you hear the word "conversion" and automatically think about sales? You're not wrong! But you're only adding one piece to your business puzzle. 

Do you hear the word "conversion" and automatically think about sales? You're not wrong! But you're only adding one piece to your business puzzle. A broader, more holistic approach to conversion will allow you to optimize profits on a larger scale. Let us introduce you to Conversion 2.0!



Conversion rate 2.0 – how analytics increases conversion?

By studying behaviors and making small improvements at each stage of an e-commerce store's life, CUX helps increase conversions and prevent their decline almost instantly. So, how do you start the analysis with CUX?

## Implementing the code and enabling integration {#implemeting-the-code-and-enabling-integration} 
To get started with the tool, you need to perform a few simple steps:

1. **Account Creation**: Start by setting up your account.
2. **Project Setup**: Create a project for the website you want to analyze. We've streamlined this process with our onboarding, which now takes just a few minutes.
3. **Integration**: Add a project tracking code to your website. The quickest and most convenient way to do this is through Google Tag Manager (GTM). Once you've created a CUX tag and published your GTM settings, the CUX database will start collecting data automatically.

CUX automatically captures all events on your web pages, so you don't need specialized knowledge to set up technical parameters upfront to be able to collect them.

![CUX integrations](/uploads/integrations_CUX_2326ae7cb3.png)
_<center> You can integrate your CUX project with Google Analytics (GA) - it will allow CUX to capture User ID or GA4 Session ID or push CUX recordings URLs to GA </center>_

## Setting the goals
One of the most helpful features in CUX is Goals. Its main aim is to assist you in filtering visits based on any desired event or series of events. This way, you can easily access relevant data and visit recordings linked to specific user actions.

![setting the goals CUX view](/uploads/setting_the_goals_CUX_cf48ff8c22.png)
_<center> CUX Goals editor offers a set of predefined events that will help you catch almost every type of user behavior </center>_

Goals in CUX are designed to spotlight visits that lead to conversions (completed orders, ebook downloads, form submissions etc.). Additionally, they can be configured to track specific user actions, such as interacting with a form field, clicking a link or button, or monitoring visits from various traffic sources. The best part? There's no limit to the number of goals you can set for each project, and every one of them will retrospectively filter your accumulated data, providing you with immediate insights. Plus, the setup process for Goals in CUX is incredibly intuitive and user-friendly, requiring no technical expertise.

## Designing the paths (Waterfalls)

Waterfalls represent a user journey that we define by setting specific user actions in a specific order. 

![setting up conversion waterfall](/uploads/conversion_waterfall_6acafd3087.png)
_<center> The Conversion Waterfall that is presenting the user's path can consist of multiple steps – remember that their order is important </center>_

Every step within a Waterfall reflects a user's move, and the succession of these steps crafts a storyline to follow. User behavior rarely sticks to a straight line; it frequently takes twists and turns that can seem random or unexpected. Waterfalls help you track it and uncover valuable insights. 

Thanks to Waterfall you will see the number of visits that initiated the path you set, how many progressed through each subsequent step, the count of drop-offs, and the percentage of those visits that successfully reached the final destination. You will also have access to visit recordings at each drop-off, allowing you to quickly identify errors and frustrating points for users. Additionally, you can use the Comparison feature to easily compare how your Waterfall performs in different periods of time.

For instance, picture a Conversion Waterfall: Homepage > Product Category > Product Page > Cart > Checkout > Order Confirmation.

![conversion drops ](/uploads/CUX_conversion_drops_493814933d_3b30d2ae5c.png)
_<center> Waterfall - Conversion Drop </center>_

By mapping out a sequence of actions you can see on which stage the users drop out and immediately identify their issues like broken links or graphics that remind them of call-to-action.

## Tracking frustrations (Experience Metrics)

CUX's algorithm detects and defines user behaviors that may impact conversion rates negatively. Experience Metrics include repeatable behaviors such as [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), rage key presses, content zooming, multiple page loads and refreshes, and erratic mouse movements. And there’s even more on the way – we have exciting plans to introduce new metrics like dead clicks, chaotic scrolling, and bounce back, further enhancing your understanding of user behavior (Stay tuned!).

![Experience metrics new view](/uploads/New_Experience_Graphic_no_bg_3080217155.png)
_<center>CUX will select visit recordings that exhibit behaviors indicating frustrations</center>_

**Experience Metrics enable almost instant identification of areas that may trigger user frustrations, ultimately decreasing overall usability of your website.**

## Analyzing behaviors (Recordings + Heatmaps)

Visit recordings and heatmaps serve as powerful tools for gaining insights into customer behavior. Together, they allow you to visualize how users interact with your website, pinpoint areas that may lead to frustrations, uncover optimization opportunities, and assess the effectiveness of your advertising campaigns.

While we encourage thorough analysis, it's important not to randomly watch all recordings. Instead, we recommend a more focused approach: prefilter them using goals or waterfalls and concentrate on those that capture specific user behaviors.

Keep in mind that analyzing recordings helps you identify **recurring behavior patterns in how people use your website** and find out why some may get frustrated or leave. But it takes time, so it's a good idea to start with a general look before diving into the details.

![heatmap example](/uploads/heatmap_da9469a1ab.png)
_<center>Heatmaps visually represent user engagement in your store</center>_

Global analytical trends are shifting towards the integration of both quantitative and qualitative data, allowing for a more profound understanding of a product from the user's perspective. Behavioral analysis is no longer just a novelty but has become an essential stage in planning the development of any e-business. So, if you are serious about developing your digital product it's about time to enhance your analytical toolset with observed user behavior data.





Unleash CUX Full Potential - Analytics in CUX Step-by-Step-26.png

By studying behaviors and making small improvements at each stage of an e-commerce store's life, CUX helps increase conversions and prevent their decline almost instantly. So, how do you start the analysis with CUX?

cux.io is the first UX & Analytics Automation tool that helps digital products, especially in the e-commerce industry, eliminate issues with sales-blocking. By combining qualitative and quantitative data, as well as utilizing neuromarketing and behavioral analysis, it allows for the almost instant identification of user problems and frustrations and matching them with appropriate solutions in a matter of minutes.


Analyzing User Behaviors in CUX: Step-by-Step Guide

How to Improve User Experience on your E-Commerce Piotr Jacek

How to Improve User Experience on your E-Commerce-15.png

Elevate your e-commerce platform's user experience (UX) by implementing the integrated SXO approach, harmonizing SEO, CRO, and UX principles. 

The concept of SXO, which combines SEO (search engine optimization), UX (user experience) and CRO (conversion rate optimization), has been extremely popular recently. The primary goal of SXO is to encourage potential customers to visit our website from organic search results, keep them on the website, and lead to conversion. It can be a purchase, filling out a specific form or downloading a document.

How to Improve User Experience on your E-commerce?

## What is the impact of pricing? {#What-is-the-impact-of-pricing?}

In general, every business has four potential levers of profitability increase:

1. You can decrease your overall variable costs, e.g., costs of unit materials or shipping costs
2. You can decrease your fixed costs, e.g., move to a cheaper office, reduce headcount
3. You can try to increase sales volume, e.g., open yourself to new markets
4. You can increase the price, e.g., reduce discounts or increase the unit price

Whatever you think of this approach, it's easier said than done. Just think about how hard it Is to sell one additional product. You must attract the customer, primarily via expensive Google or Facebook ads, ensure conversion, and service the deal.

Similarly, when it comes to costs, it takes time, may impact your effects of scale, and it's not easy to do quickly. Most likely, it will take you months rather than days or weeks. Just imagine renegotiating your rent prices with your current landlord. Or imagine the psychological toll of reducing your headcount. 

**Price, on the other hand, is the only marketing lever that impacts your revenue. Directly. It's visible from Day 1.**

Good pricing allows you to boost your e-commerce EBITDA by +1.5% at least. However, we have seen cases of 5-10% top-line improvement.

So why do so few people try to do anything with their prices? Fear, my friend. Managers feel they might over-tweak them, impacting conversion, or customers will leave for the competition. That's true, but only if done in the wrong way. Bad things won't happen if you analyze suitable datasets properly. In this article, we are not focusing on the pricing strategies but only on the things that are required to even think of it correctly. **Here are the datasets you need to have to play with more sophisticated pricing strategies:**

1. Transactional data
2. SKUs, categories, and margins on every level 
3. Traffic, conversion, and attribution data
4. Competition prices

## Why are transactional datasets critical?

Intuitive, but analysis of your transactions is effectively your first touchpoint. You need to pull out the list of your transactions for the period that defaults the seasonality. Once you have this, you can start looking at the basket size, items purchased, and, most importantly, the cross/up-sell opportunities, in other words, which items bundle together and which go separately. 

If you move fluently here, you can merge it with other datasets to get a bigger picture.

Transactional data are also crucial for two reasons: you can fully understand the impact of your promotional activities, the size of average discounting, and move towards any elasticities. 

**Getting into products: SKUs, categories, and margins**

It's only one part of the story when you look at transactions. Another layer is to get into the segmentation details of products and categories they are in. The important part is to understand the margin waterfall and how it compounds. One thing is to sell the product at a specific price with a 70% discount, but you need to get the whole story. More or less, you should have the following waterfall logic: list price from your catalog, discounted price, deduct costs of shipping, costs of purchases, and ideally, you can blend the ads in. 

![cascade pricing model chart](/uploads/cascade_82da3035ce.png)

![price waterfall chart](/uploads/price_waterfall_f5516da41d.png)

![value price waterfall chart](/uploads/value_price_waterfall_c9a06c9c3a.png)

## How to handle the traffic and conversion smoothly?

Traffic and conversion are the meat and bone of the e-commerce store. 

You will face two challenges – first, how to blend traffic and conversion data to reduce the number of dimensions to X, Y. We suggest using something we call an inverse conversion, which is effectively an index combining how many SKU visits you need to have to get a sale. Once you have this, compare it with margins, revenue, categories growth, and everything else. This is game-changing when it comes to insights. 

Secondly, you need to be able to separate the organic traffic vs. ads so you get a real view of offers' popularity. In general, the more organically popular your offer is, the more likely it is something we call a Key Value Item. KVIs are effectively responsible for your price positioning and perception. If you price highly on these items, it might affect your conversion. However, you also need to compare it with competitors.

## Competitive data and web scraping

Probably the hardest to obtain, but you can't create a sophisticated B2C e-commerce strategy without it. Why does it matter? Because without that, you won't be able to differentiate which items are the most comparable with your competition and which are not. The KVIs mentioned above are these types of products. They're the ones that build the traffic, generate demand, and most likely enjoy high comparability. If you don't monitor your closest peers, then it's pretty hard to label the right SKUs.

Another challenge is how to make it happen. There are plenty of price monitoring tools, but if you have a Python expert on board, it should be pretty easy to scrape their websites with detailed product names, attributes, etc.

The tricky thing is to map them. I recommend using EANs as a comparison baseline when it's possible. If not, you probably need to be smarter and look for segmentation data among actual attributes. If that won't work, try using the categories as a starting point.
Price comparisons and competitive mapping are the most challenging part of the pricing game, so be cautious. 

## What to do next once I have the data?

First of all, getting it right will take some time, so it's good to start the process now.
In the meantime, I recommend learning more about e-commerce and retail pricing strategies. Especially the approach towards KVIs, mid-range products, and long-tail items might be challenging initially. Next, I suggest getting into elasticities and cross/up-sell modeling. 

If you're equipped with the knowledge and have key enablers, you can probably think of a strong profitability project directly focused on prices and promotional activities.

Whatever you decide to do, whether trying on your own or hiring external support, consider pricing and commercial aspects as often as possible. There is no faster and cheaper ROI than the investment in prices. 





A cover image with the title of the article

Improve E-Commerce Pricing with these 4 datasets-15.png

Discover how leveraging the right datasets can supercharge your e-commerce profitability. 

Why do you need these four datasets to improve your e-commerce pricing?

## Why Individual Features Are Not Enough {#why-individual-features-are-not-enough}

We have some bad news: if you want to accurately analyze your users' behavior in-depth, simply setting goals or relying on heatmaps won't be sufficient. The good news is that CUX has you covered – our [Visit Recordings](https://cux.io/blog/5-ways-to-achieve-good-user-behavior-analysis-using-visits-recordings/) feature will not only solve this issue, but also take your analytical skills to the next level. As a result, you will create better designs, launch more profitable campaigns or increase sales – and enjoy all the benefits that come with it!

But first, you might ask: why are heatmaps or goals not enough? Of course, the major components of user analytics include elements such as funnels, user journeys, separate actions such as conversions or events, flows, scenarios. However, there is nothing linear or simple about them. In reality, user’s behavior is a complicated map that the analysts constantly try to crack. Because of that, it is very difficult to simply look at a heatmap or waterfall and understand everything about the interactions with the product or website. To gain real insights about WHY the users drop off and what is behind the frustrations, we need to take one step further and dig deeper by combining different features CUX is offering.

## Understanding User Behavior with Heatmaps and Visit Recordings {#understanding-user-behavior-with-heatmaps-and-visit-recordings}

[Heatmap](https://cux.io/features/heatmaps/) is a graphical representation of user interactions with the website. Each activity like a click or scroll is recorded by adding “hotness” to the map – the more red the area, the more activity is recorded.

![image1.png](/uploads/image1_e874dec6d4.png)

Based on the heatmap, we are able to draw initial conclusions or build hypotheses about what users like or don’t like on our website, and what causes their frustrations. However, it is not enough to base the decision to change something on the website. Before doing so, we have to **find the REAL source of frustration, understand the exact interaction and its nature, as well as narrow down the area of improvement.**

### Finding real source of frustration 

The heatmap reveals rage clicks and excessive scrolling on your website. But what does actually cause them? What is the context behind them? There are many possibilities: a simple technical issue, an annoying pop-up that is hard to close, or misinterpretation of an element as clickable when it’s not. Sometimes it’s a combination of all of them, and sometimes it’s neither – it’s just the way users interact with content (like fast clicking on navigation arrows on carousels - to quickly get to a desired piece of content). To find out which one is true, **it is necessary to analyze individual visit recordings that will reveal the reason behind the red color on the heatmap**. By doing so, you can precisely follow the movement and understand if they are actually frustrated and if so, what is causing it.

![image4.png](/uploads/image4_8bdaa9de9a.png)

### Understanding how users interact with the content 

Another benefit of using visit recording is understanding how exactly users behave and interact on the website. If we see that a cursor activity is denser in some areas than others, it is not entirely clear why and if it’s a positive or negative outcome. However, if you utilize the recording feature, you can find out that:

- **Important content is located too low on the website** – users enter the webpage but can’t see the key piece of information right away, so they quickly start to scroll down and interact mostly with the bottom part of the page.
- **Content is too hard to understand** – users are confused about the information they see and begin to move the mouse chaotically or highlight the text, trying to get a better understanding.
- **Content is hard to find** – users enter the page to find a specific piece of information, but the website is either not intuitive or the content they are looking for is hidden between the lines. Therefore, they start to continuously scroll up and down without noticeable stops in order to quickly scan the content on the screen and look for desired information.

![image2.png](/uploads/image2_259b8fa5b0.png)

### Narrowing down the area for improvement

The key to successful UX optimization or website redesign is understanding how and in which exact moment the users perform specific actions. For example, you notice on the heatmap that users keep zooming in on the product pictures. It could indicate that there is a lack of zoom option or button on the picture, or that there is a need for more detailed pictures and product information. In some cases, the right answer will be pretty obvious. However, in other cases, you will **have to narrow down your analysis and apply some additional filters like new or returning user or device**. In either of the scenarios, visit recordings will help you narrow down the possibilities and indicate the specific element you should pay attention to.

## Mapping User Journeys with Waterfalls and Visit Recordings {#mapping-user-journeys-with-waterfalls-and-visit-recordings}
Waterfalls represent a user journey in a specific, defined order. It allows seeing which steps of the customer journey have flaws and cause drop-offs, and how many users reach the final, desired destination. These insights are definitely meaningful and provide us with great insights, but there is a way to improve this information even more with visit recordings. 

![image3.png](/uploads/image3_ab6c1f03ea.png)

### Finding the real customer journeys

Often, when planning the customer journey, we have a specific idea of how the users SHOULD behave and the steps they should follow. However, it often doesn’t represent the reality – there could be a bunch of factors that will influence how exactly users get to a specific point, and it often doesn’t follow the journey we had in mind. Therefore, the first method involves switching up the order of analysis. Instead of creating the waterfall at the beginning, we instead look at the visit recordings first. Then, based on this information, we choose the goal (“destination”), and build the proper waterfalls with the steps it actually takes them to fulfill that goal. There are a few important tips to pay attention to:

- **Choosing the starting point of a journey** – not every purchase path starts from a homepage. Depending on the starting point, the customer journey could be longer or shorter than we anticipated. To take that into account, you should create a few waterfalls to catch the most popular paths and starting points. 
- **Skipping the steps** – sometimes bugs or other issues may cause some steps to “disappear” from the path. It will automatically increase the drop-off on the waterfall, even though in reality some of the users might actually reach the destination successfully. For example: already logged-in users won’t see a “Log in” or “Buy as a guest” pages between cart and checkout. By analyzing the visit recordings and creating different waterfalls, we are able to escape that mistake and get the real customer journey. 
- **Back and forth movements** – some users might need to go back and forth between the steps of their customer journey. The reason lies in the context of each situation, so the visit recordings give you an opportunity to get much more understanding of how the user path really looks like.

![image2.png](/uploads/image2_259b8fa5b0.png)

### Discovering the reasons behind drop-offs

When building waterfalls, you can see the “Find out why” button next to each step. By clicking it, you will get access to a **shortcut list of all recordings in which the users left the path at that specific point**. It is a true time-saver that saves you from searching through all recordings at the same time. By using this feature, you are able to analyze all the situations, which is especially useful when you notice a sudden increase in drop-offs on a specific step, or if you’re looking for a way to optimize and improve this user path. 

### Taking more than one visit to finish the path

In some cases, you will notice that **users need more than one visit to the page to complete the purchase or other goal**. Thankfully, CUX is a visit-based tool – instead of analyzing the individual sessions, it takes into account the whole visit, no matter the breaks in between or the amount of tabs opened. Most of the available tools focus on the sessions, so if the user returns after some time to finish the purchase, their first session will be marked as unsuccessful and would be classified as a drop-off. This creates the wrong analogy and doesn’t represent the actual situation – maybe the user wanted to ask their friends for advice about the purchase, or simply had to leave for work. It doesn’t automatically mean that his first visit to the website was causing frustrations and drop-off. For meaningful analysis and understanding the real customer journey, pay attention to the list of other user’s visits – it may appear that some users will perform a goal on the next visit.

## Leveraging Goals and Recordings {#leveraging-goals-and-recordings}

Goals give you access to not only filtered recordings by your desired event (or set of events), but also some additional data about these visits. By combining the goals and recording features, you can gain numerous meaningful insights, such as:

- **Exploring your current goals** – by digging deeper into the information, it might spark some interest: “why did that happen?”, or “something is not right”. This is the first step and just a couple clicks away from an answer.  Almost every element on a goal page is a shortcut to a list of recordings that are already pre-filtered by given parameter and your goal. No matter if it’s [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/) in cart, unexpected entry pages, low performance on mobile, or anything else – you have already found a convenient and simple way to analyze each visit in much more detail. 
- **Using goals to understand a scale of user actions** – imagine that you noticed on one of the recordings that a user is struggling to finish some action, such as using a promo code. Instead of jumping to conclusions and blindly trying to fix or delete that issue, first set a goal for a corresponding action, in this case using the promo code. By doing so, you will gain access to recordings leading to this specific action. This way, we can understand the scale of the problem – is it only a case for this one user, or is it a common issue? Based on that, you can also find a true reason behind it and come up with an effective solution. 


## Conclusion {#conclusion}

CUX is a very flexible tool that includes a bunch of features that can be freely combined with each other. By doing so, you are able to implore user behavior, find valuable insights, and let your business grow more than ever before. Try different combinations and discover what CUX has to offer!



Visit Recordings - How to use them-12.png

Tailoring data analytics to individual projects, we offer invaluable tips and tricks to enhance user understanding and analysis.

As we continue to improve the ways our users benefit from CUX, we often come across different methods or ways to enhance the experience and increase the potential of the tool even more. One thing we know about data analytics is that there is no general guide or rules that work in every case: each project is different and requires its own, unique approach. However, there are some common tips and tricks that will help you better understand your users and enhance the analysis – and we are here to explain each one of them!

How to unleash CUX full potential: working with Visit Recordings

## Why is eCommerce Design Important?

The right ecommerce website design is all about balancing design and aesthetics with ease of use.

It is the first impression customers get when they visit your website, so it must be attractive, engaging, and easy to use. Design can influence the customer’s decision to buy a product or not, so it’s definitely something  businesses need to focus on.

Design plays a significant role in how customers interact with an ecommerce website. It should be user-friendly and intuitive so that customers can easily find what they want.

Good design also helps create trust between customers and businesses and improves brand recognition. Furthermore, it can help companies stand out from their competitors by providing a unique shopping experience for their customers.

The last thing you would want is for a customer to click on your website only to be deterred from continuing because of how bad your ecommerce website’s web design is.

When you have a great ecommerce website, its design should help your target audience know they’re in the right place and that your ecommerce site can show them where they want to be. Your potential customers should want to continue their online shopping experience upon viewing and experiencing your web design.

## What Makes A Great eCommerce Website?
![Screenshot 2023-07-13 at 12.24.19.png](/uploads/Screenshot_2023_07_13_at_12_24_19_7c94a6b4de.png)
It’s not enough to have a website for your online store; to attract and retain customers, you need  a well-designed, user-friendly [ecommerce website](https://redstagfulfillment.com/start-your-ecommerce-website/).

A great ecommerce website design should include and help establish your brand identity to ensure that you are consistent through all the platforms that you’re on. A great web designer should be able to help you ride that balance for your website if you don’t have experience designing an online store.

There are several factors that you or your web designers and website managers need to take into consideration when designing an ecommerce website. Here are some of them:
- overall look and feel of the site
- navigation structure
- security features
- payment options
- product descriptions
- customer service support and more

These elements must harmonize for a great ecommerce website to come alive.

Setting up an excellent ecommerce store isn’t just about the beginning processes. It takes time and effort to ensure that your ecommerce store will last for a long time, so make sure that you also invest in the overall management of your ecommerce website. That way, you can ensure long-term success from it.

## Design Considerations for Your eCommerce Website

Now that you know a bit more about an ecommerce site, the factors that go into its success, and the importance of web design, it’s time to get to a few of the design considerations you should have for your ecommerce website.

### Create eCommerce for trust and security
![Screenshot 2023-07-13 at 12.25.29.png](/uploads/Screenshot_2023_07_13_at_12_25_29_aa54fcdfa7.png)
When potential customers first land on your website, they should already be able to tell that your ecommerce store is reliable at first glance. Since many people have been shopping online, they likely have a good idea of what makes ecommerce websites seem sketchy.

Consumers must feel secure when purchasing online and trust that their data is safe. Businesses must ensure that their ecommerce website design is fast and trustworthy to build customer loyalty and protect the company from potential risks.

An effective ecommerce website design should consider user experience, security protocols, payment gateways, customer service, and data privacy policies.

By creating a secure and trustworthy environment for customers, businesses can foster a sense of trust that will lead to more successful transactions.

Trust signals such as reviews and ratings can help boost customer confidence in your site.

You should also communicate clearly as an ecommerce business with your security policies in place. You can include it in all critical areas of your website, like on your footer or FAQ pages. Having clear messaging about overall website security in your ecommerce business lets potential customers know that you are trustworthy and are a professional website.

### Minimalistic design (With an Eye for Detail)

One of the most popular ecommerce website design themes for many businesses and websites will be a minimalistic design scheme. It’s a popular web design theme for many ecommerce websites for a reason.

This design theme results from the ever-present need to create a more user-friendly and aesthetically pleasing customer experience. Using a minimalistic design for ecommerce websites creates an uncluttered and attractive look that is easy to navigate.

The minimalistic design also helps focus customers’ attention on the products they seek. It eliminates any distractions that could lead customers away from making a purchase. Furthermore, minimalistic design helps to reduce loading times and makes it easier for customers to find what they are looking for quickly and easily.

Overall, the minimalist design offers many advantages that make it an attractive option for ecommerce websites looking to improve their online store’s user experience. If you want to go with a design for your ecommerce site that isn’t too complex and improves one’s online shopping experience, then minimalism isn’t something you can ignore.

### Mobile-First Design

Your ecommerce website design should also be good to view even when you look at it through different devices. Many design tips for websites these days won’t skip recommending a responsive design for an ecommerce site.

To ensure that a website is easy for mobile users, there are certain factors that your online business needs to consider. These include the website’s overall design, responsiveness on different devices, especially mobile, and its ability to provide a seamless user experience.

By paying attention to these factors, businesses can create a more responsive site optimized for mobile users, which is also suitable for better results in your search engine optimization efforts. Also, with a responsive design, search engines like Google reward you more.

Make sure to test your designs using a mobile device and check whether all the correct elements are easy to view. Don’t forget to check the loading speed of your website, especially your product pages.

### Intuitive Navigation

Intuitive navigation ensures visitors can easily find what they are looking for and navigate the website without any confusion or frustration. They shouldn’t have to look for tips or instructions on adequately using your site for it to be truly intuitive.

When online stores have an intuitive design, it can help improve user experience, increase engagement, and ultimately lead to more sales. It also helps create a better overall impression of the business and its products or services.

By ensuring that visitors have a smooth experience navigating around the website, businesses can create an environment where customers feel comfortable and confident in making purchases. They would then be more likely to become existing customers and long-time buyers of your e-commerce site.

There are many design tips out there that will recommend different ways to make it easier to navigate your e-commerce site. Here are some of them worth noting:
- add a search bar
- add breadcrumbs
- have well-organized product categories
- consistent call-to-action for product pages
- organized navigation menu

These design tips can clarify your website navigation since they can get to the product pages they want faster, leading to higher commerce sales overall.

### Clear Call-to-Action (CTA) buttons

With any e-commerce website, customers expect to see a shopping cart icon at the upper right or anywhere noticeable at the top of an ecommerce store. There are many design examples of an e-commerce website where you can see these shopping carts. They are just one of many design examples of clear call-to-action (CTA) buttons you can implement.

Another example of a clear call to action button would be somewhere noticeable on your product pages. Any successful e-commerce business would have a clear and distinct buy button on the product page without the customer needing to scroll down to get to it.

The key here is to ensure that when a customer is viewing a webpage, it only has one CTA. Otherwise, the customer might get confused and end up somewhere they didn’t want to be on your site. You don’t want that to happen because it reduces the customers’ trust in you.

### Use high-quality images

High-quality images are some of the most vital parts of any e-commerce website. Having clear and high-quality images (and videos!) on your website and product pages makes customers more likely to trust your business. They are also more likely to buy from your store that way.

Just make sure that your shop is using actual photos of your products. Otherwise, you are misleading your customers.

With that in mind, different things can show that your images, especially product images, are high-quality. Signs to look out for when choosing pictures and videos on your website would be:
- clear photos with great lighting
- accurate images
- product images that better show the measurement of the item
- different colors of the products
- stable, non-shaky videos

These are just a few standards you should set when choosing or taking photos and videos of products for your website.

### Adopt visual hierarchy

Visual hierarchy is the design concept that focuses on the visual elements on your website and the order in which a customer would view them. An excellent ecommerce platform should remember that to ensure you are leading your customers to the right journey throughout your website.

An example of that could be your product categories, where the larger texts would be your more general categories of products. The more specific the types get, the smaller the text becomes.

If you take the time to optimize and understand the visual hierarchy of crucial parts of your ecommerce website, you can better understand customers as they look through your site. You can then do some fine-tuning to ensure that they are viewing your website in the way that you intended them to in the first place.

### Design a reliable ​checkout page

After a customer has gone through your products and clicked Add to Cart, they should get to the checkout page. The last thing you want to  happen is the payment processing failing to load and the page crashing. You want to reduce the hurdles your customer has to go through to get the product they want to buy from you.

Given these pitfalls you want to avoid, you must pay great attention to ensuring a dedicated checkout page. It should load fast, and don’t forget to make it secure.

Many factors can affect the uptime and reliability of your checkout page, but having a secure checkout process can significantly help. You can also add the use of certain third-party apps that can make it easier for you to handle your checkout page and method.

### Simplify the checkout process

Since we mentioned having a dedicated checkout page, one way to make it more reliable is by simplifying the process.

Again, as mentioned earlier, you don’t want to add hurdles to customers already willing to become paying ones. That’s why you want to make sure that you simplify the checkout process as much as possible.

One way to do that is to reduce the information your customer needs to fill up if they want to checkout. Don’t add unnecessary information that they have to fill out about them.

Another way is to add more payment options. The more payment options, the less your customer will have to scramble for their secondary preferred payment option.

Also, don’t add other pages to the checkout process. Make it a one-page checkout process as much as possible. That way, you don’t have to load another page and make the customer wait again before the buy pushes through.

### Use reviews and testimonials
![Screenshot 2023-07-13 at 12.26.24.png](/uploads/Screenshot_2023_07_13_at_12_26_24_c5dc13b91d.png)
Another crucial part that all ecommerce stores have is a space for customer reviews and testimonials. If you don’t have them, potential customers might not trust the quality of your products. After all, they give potential customers a better understanding of the quality of products and services offered and an opportunity to build trust with visitors.

Adding reviews and testimonials to your ecommerce website design can increase customer engagement, boost conversions, and create a more positive user experience overall.

They can help you gain valuable insights into customer preferences and provide valuable feedback that you can use to improve your products or services.

You can encourage customers to add reviews and testimonials with photos and videos by giving them spendable points that they can directly use to pay for items on your site.

### Keep the user in mind

It’s a beginner’s mistake to design your website in a way that is just pleasing to you. After all, it isn’t you who you want to buy from your website, right? It should be your target audience.

That’s why you should keep your users in mind when you design your website. Don’t get carried away with your visions for how you want your website design to look, only to neglect how your users feel when using your website.

You must acknowledge user experience or UX while modifying your website. The more attention you pay to it, the more potential and existing customers will welcome the changes you make to your website.


These design tips cover some considerations when modifying and customizing your ecommerce site. By keeping them in mind, your website will not only look good, but customers will also feel comfortable navigating and using it to make it a better shopping experience for them.


11 Webdesign tips for a successfull e-Commerce-03.png

Want to make your e-commerce website shine bright like a diamond? Follow this easy to implement 11 design tips for success! 


There are many dos and don'ts to designing ecommerce websites that an ecommerce store owner should keep in mind to ensure a positive shopping experience for their customers. This article will cover just a few design tips you should apply to your site if you need inspiration and advice before getting started.

11 Design Considerations for a Successful e-Commerce Website

![Screenshot 2023-06-28 at 09.29.37.png](/uploads/Screenshot_2023_06_28_at_09_29_37_0e8d3fdbb7.png)

Let’s face it. If your Google Ads bring you a lot of new users and you have placed banners on the biggest website in your industry, but your e-commerce sale is still not satisfactory, you’re doing something wrong. There is a big chance that your e-commerce needs conversion rate optimization.

## What is Conversion Rate Optimization?
This definition of conversion is probably well-known to you. It is an expected action performed by a customer. For e-commerce, the most important conversion is sales. But there are also other types of conversion that matter for online businesses, such as creating an account, signing up for a newsletter, or adding a product to the wishlist.

The conversion rate is nothing more than the percentage value of the conversion. You can calculate it using the equation below:
![Screenshot 2023-06-28 at 09.29.45.png](/uploads/Screenshot_2023_06_28_at_09_29_45_0212b0e95f.png)

So what is conversion rate optimization? These are all the actions you take to increase the conversion rate in your online store. Let’s see what you can do to make it happen.

## Before you start Conversion Rate Optimization…
You have to know what your conversion really is. So start by defining what user’s actions are important to you. Of course, increasing sales will be the number one priority on your list. But we’re 100% sure that there are more conversions that are affecting your e-store profit. Without a clear definition of your macro and micro conversions, you won’t know what indicators you should measure. And consequently, you won’t know what to do to maximize your e-store results.

When you know what your micro and macro conversions are, you can now go to the next step – analysis. You need to know your business inside out. And we don’t only mean profits, margin, and taxes you pay, but first and foremost, your users' behavior. 

To optimize your e-commerce, you need to know what your target audience is, what they do on your website, how they act, what pages they view the most, and how long it takes them to finalize the purchase. To do that, you can use Google Analytics, HotJar, or cux.io. A good analysis will help you to identify your e-store's pain points and find places where you’re losing the most of your users.

## How to optimize the conversion rate of your e-store?
There is no perfect hack that guarantees conversion rate growth in every e-commerce. That’s why you need to analyze your platform before you start with optimization. But there are some issues that are more common. Here are 11 things you can tweak to increase the conversion rate of your e-store.

### Boost your e-Commerce’s loading time
According to [WebsiteBuilderExpert](https://www.websitebuilderexpert.com/building-websites/website-load-time-statistics/), one out of four users will leave a website if its loading time takes more than four seconds. Each additional second can reduce your conversion rate by over 4%. The only conclusion is that slow e-Commerces sell less. 

If you want to increase your conversion rate, you must ensure that your website loads as quickly as possible. There are many ways to make your e-store faster, such as checking if your hosting is fast enough, eliminating all comments and unused scripts from your code, changing graphic files to WebP, or minimizing the number of redirections within your website. 

Talk to your developers and work out the best solution to speed up your online store. The faster your e-Commerce works, the lower the bounce rate is, and consequently, the higher your sales numbers are.

### Make sure your e-Commerce is mobile friendly
Over 92% of internet users use a mobile phone to access the internet, and 29.3% of them buy something using these devices on a weekly basis. We cannot deny that mobile users have a huge impact on e-Commerce. That's why you must include them in your marketing strategy. 

Verify if your online store works smoothly on every mobile device. Make sure that your e-Commerce layout is mobile-friendly and that buttons are easy to click on. A great way to optimize your e-store for smartphones is [Progressive Web App (PWA)](https://satisfly.co/pl/blog/ecommerce/magento-pwa-co-musisz-wiedziec/). 

A PWA is a certain type of mobile website that looks and behaves like a mobile app. E-Commerce that was built using PWA rules works smoothly on every device, even when the internet connection is weak. Better user experience on mobile devices will significantly increase your sales.

### Make your e-Commerce easy to use
Who wouldn't want to have an e-store that is unique and completely different from any other? Unfortunately, some e-Commerces take it too far and prioritize uniqueness over utility during the process of designing their platform. 

The main goal of every e-Commerce is to sell as much as possible, and you can't do that if your users are not able to navigate through your e-store correctly. 

To purchase a product on your website, a customer must find all the information they need to make a decision. If they can't find the cart icon because you've put it in the bottom left corner, they won't finalize the transaction. Too complicated navigation and extraordinary design can cause you more harm than good. Make your e-store visually pleasing and easy to use, and your conversion rate will improve substantially.

### Simplify your checkout
This is probably the most critical part of e-Commerce development. If your checkout takes a lot of time or, worse, doesn't work correctly, it wouldn't be a surprise if your online sales are low. 

Unfortunately, many e-Commerces still implement long forms and unclear purchase steps. To simplify your checkout and increase your conversion, eliminate all distractions at this stage of purchase, make forms short, turn on autofill, and clearly indicate the next remaining steps. If the checkout on your e-store works smoothly and doesn't take a lot of time to complete, there is a better chance that your users will make their purchase on your platform.

### Add filters to a category page
Very often, users are not looking for a certain product but products that have specific parameters. If they can’t easily find them, they leave, and your online sales suffer. 

To avoid losing potential customers (and even current customers), add filters to your category pages. Make sure that they are well-fitted to a specific category. So, if you’re selling hair products, add hair types, formulas, and desired effects to your shampoo category. That way, your e-customers would be able to find a product that fits their needs. Filters make your customer journey easier, and that results in a conversion rate increase.
![Marketing materials: conversion rate formula ](/uploads/Screenshot_2023_06_28_at_09_29_57_232532ed9e.png)

### Include high-quality photos and videos
Since we can’t touch, smell, or try a product before buying it on the internet, we base our decision mostly on one sense – sight. That’s why high-quality visuals are vital to make a thoughtful purchase decision. This is one of the most crucial elements. 

Make sure that every product in your e-store has enough photos that show all the important details of it. You can also add 360-degree videos to ensure that your e-customer knows exactly what they’re buying. 

If your e-commerce lacks high-quality visual assets, there is a big chance that your product pages have a high bounce rate, and you don’t really get any conversions. So, hire a product photographer and add high-quality visuals to your e-store. 

### Write detailed product descriptions
Online shopping can be like buying a pig in a poke, especially if there are no good photos and descriptions. Since we can’t see a product in real life and actually touch it or try it on, we have to get as much information as possible to be able to buy the right thing. 

That’s why detailed product information is so important. Without it, your customer can’t be certain what they're buying. If they don't find accurate product descriptions in your e-commerce, chances are they'll go to another online store that provides them with all the information they need to make their purchase decision. 

Maintaining high-quality product information can be challenging, especially when you offer a great number of items. To make it easier, you can [implement a PIM](https://satisfly.co/services/product-information-management/) tool, e.g. Akeneo. It will help you manage your product information data on all selling channels. Add detailed descriptions in your e-store, and you’ll see how much your conversion rate increases. 

### Provide a guest checkout
Creating an account on every platform we use can be tedious. Firstly, who would remember all of these passwords? Secondly, as internet users, we are more conscious about the personal data we hand over. Not to mention that creating an account takes time. Time we just don’t want to waste. 

According to Caterra report, 43% of internet users prefer buying products online without signing up. It's quite possible that if in order to make a purchase in your e-store a user needs to create an account, you're losing a lot of potential customers. 

There are a couple of ways you can make this stage of the customer journey easier. You can add an option to make a purchase as a guest or make signing up faster by allowing your e-customers to create an account using social media. The faster and smoother this process is, the more conversion your e-Commerce will generate.

### Make it easy to contact you
Providing excellent customer service is important not only for post-purchase matters such as complaints or returns, but also has a huge impact on the pre-purchase stage of the customer journey. 

Sometimes, to buy a product, we need more information than what is available on a product page. If we don’t get the missing information fast, we’ll go somewhere else to buy the desired product. 

To avoid losing customers in such a way, provide them with excellent customer service. You don’t have to hire 50 people to answer all of the incoming calls and emails 24/7. You can invest in chat tools such as LiveChat or Zendesk chat.

Well-designed customer service not only increases the post-purchase experience of your customer but also helps them make a decision to buy the product in your store, hence improving your conversion rate.
 
### Display customer testimonials and reviews
<a href=https://wisernotify.com/blog/social-proof-marketing/ rel=”dofollow”> Social proof marketing </a> is one of the most impactful factors when making buying decisions. According to Northwestern University, when a product receives five reviews, the likelihood of purchase increases by 270%. That shows how important it is to add reviews to your e-Commerce. Make sure you display only real and verified opinions. Don’t buy them in bulk from some suspicious Indian website. Make an effort to gain honest customer testimonials, and remember to check legal regulations in that matter. If your store operates in the European Union, you may need to implement the reviews section in a specific way in accordance with the Omnibus Directive. Displaying reviews in your e-store grows your brand trust and increases your sales.

### Add recommendations to your e-Commerce
Cross-selling is a really effective sales strategy, not only in retail but also in the e-Commerce industry. Adding a recommendation section on your website can significantly boost sales of your business. The best part is that you don’t have to manually prepare all suggestions. There are many tools that can do that for you using marketing automation. Recommendations convince existing customers to make larger purchases at your store, hence increasing sales of your e-Commerce business.
![Social proof from paying customers might improve sales](/uploads/Screenshot_2023_06_28_at_09_30_07_30a32d1646.png)

### Use additional incentives
To convince your users to make their purchase at your store now, you can use some strategies that evoke feelings of urgency or missing opportunities.

A good example would be the “Delivery tomorrow when ordering by 12:00 PM” banner on a product page or information that there are only three items left. There are a lot of tricks like that to use, so give them a try and check out which of them increase your sales the most.

## Test, test, test…
There are many ways to increase the sales of an e-Commerce business. Some work better than others for certain types of businesses. The key to successful conversion rate optimization is to analyze your e-store and test available solutions.

Remember, everything starts with a good offer and a reliable e-Commerce platform, such as [Magento 2](https://satisfly.co/technologies/magento/).











How to improve the conversion rate of your e-commerce

How to improve the conversion rate of your e-commerce_-01.png

Raising the sales results of your e-commerce is a challenge? Fortunately, we have tested ways to optimize your conversion rates!

Traffic acquisition might not be the best marketing strategy to grow the profit of your e-commerce. Also known as more online sales. Sure, it builds brand recognition, and there is a chance that your new users can become new customers. But if your online store is not optimized enough, your conversion stagnates, and you might just be wasting money.


How to improve the conversion rate of your e-Commerce?

Let's face the truth: customers do not behave according to your assumptions. This is strongly influenced, among other things, by the fact that online shopping is driven by the emotional motivation of "see – want – buy". Or at least an attempt to make a purchase.

If you are already taking the first steps in analyzing the behaviors and experiences of your customers, you know very well that we are right. You probably also know that behavioral data allows you to find elements ideal for optimization and conversion rate increases that you never even dreamed of. And perhaps you also know that by analyzing insights into consumer behavior, it is very easy to fall into the trap of jumping to wrong conclusions.

That is why I have prepared for you a list of 6 most common mistakes in behavioral analysis and tips on how to perform an analysis in order to successfully avoid them. How many of them have you managed to escape? ;)

## Session analysis instead of visits
To paraphrase Céline Dion – a tale as old as time. Taught by popular analytical tools (such as Google Analytics) that one session equals one user visit, we constantly fall into this trap. When analyzing traffic on your website in terms of sessions, you may conclude that product A is selling great (because someone added it to their cart and purchased it), while B is performing poorly (because there are no conversions). In reality, there is no need to improve the product page for product B – it is the same user comparing products on several open tabs! 

![Page Visibility in CUX](/uploads/Page_Visibility_b8c00a1e7d.png)
_Customers operate on multiple open tabs – remember to analyze entire visits instead of individual sessions _

**How to avoid the trap?** Use tools that analyze entire visits, taking into account the number of open tabs, time spent on the page (active and inactive), returning visits, etc. Only by having a full picture of the entire VISIT, you will be able to draw correct conclusions about recurring behaviors. Read more about this topic in our article: [“Visits or sessions? Where is the difference?”](https://cux.io/blog/visits-vs-sessions/).

## Idealizing the customer journey
You are looking for new shoes. So you go to the shoe store's website, click on new sneakers, choose your size, add them to your cart, and pay for your order. Is that true? Of course not! You open many tabs, compare prices, photos, and reviews. You add 5 pairs to your cart to "save them for later." You call your friends for advice. Your path to purchase is not a straight line, so why would your customers buy any differently?

![Customer Journey Reality vs Expectations.png](/uploads/Customer_Journey_Reality_vs_Expectations_935d6add16.png)
_The customer journey is rarely – if ever – a linear path_

**How to avoid the trap?** Select the traffic that interests you the most, e.g. customers entering the "sneakers" category page. Take a look at the recordings of their visits and the heatmaps of the product page. Check how the paths REALLY look like and try to make their conversion path easier. Learn more about mapping customer journeys with CUX in our [article](https://cux.io/customer-journey-mapping-tools/).

## Ups and downs analysis
Analytics tools are in place, and the traffic is being tracked. You check the report and see a huge increase in purchased shopping carts. The numbers add up, and the business is running smoothly. You celebrate, but only until someone asks you, "what is this growth/decline due to, exactly?". Focusing solely on quantitative analysis (such as bounce rate, percentage of traffic from various sources, session duration, etc.) gives an idea of your business’ situation. However, it rarely serves as a tool for optimization.

**How to avoid the trap?** Analyze quantitative results, but always remember to deepen the insights with [qualitative metrics](https://cux.io/blog/how-to-analyze/), such as customer behavior analysis. Perhaps a sudden increase in conversions will be a way to improve customer experiences and further increase sales?

## "Best practices"
Company X changed the colors of their CTA buttons and saw an 8% increase in conversions? Let's do it ourselves! Agency Y boasts that their client's website traffic tripled after a redesign? Let them work on a project for us too! And the results still remain the same because your customers had problems with completely different elements, such as annoying pop-ups that cannot be closed on mobile or a missing payment method. Relying on so-called "best practices" or the successes of competitors rather than the actual expectations of customers is a slippery slope leading to burnt budgets.

![Graphic presenting experience metrics in cux.io app](/uploads/Experience_metrics_cux_b83e5ff3a3_26120839f2.png)
_Check and improve the areas that actually generate frustration for your customers, not the ones that are your competition’s priority _

**How to avoid the trap?** Observe good practices and actions of competitors, but check the data before you say "I need this too!". Check [user behaviors](https://cux.io/blog/5-ways-to-achieve-good-user-behavior-analysis-using-visits-recordings/) around the elements you want to change – if there are no frustrations or significant drops, let it go. For optimization, look for really problematic areas for your own customers.

## Optimizing (only) the conversion rate
You notice a drop in the path from starting payment to completed order (ThankYou page). You [analyze user behavior](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/) for that part of the path and make improvements, increasing the conversion rate by 8%. Congratulations! But you forget about all the traffic that left your site BEFORE reaching the payment stage. Focusing only on optimizing conversion – in its traditional sense – distracts you from other improvements. Perhaps small changes will make customers less frustrated on the homepage and more willing to complete the checkout process.

![Conversion Waterfall CUX.png](/uploads/Conversion_Waterfall_CUX_217ef7a586.png)
_Step back and analyze the entire traffic – you will surely find places for optimization a few steps before the checkout_

**How to avoid the trap?** Think about conversion at multiple levels. Instead of just focusing on analyzing the behavior of customers who make payments, also check the behavior of those who visit your website thanks to ads. What frustrations do users encounter on category pages? The broader the improvements, the more successful traffic has a chance of reaching the end of the path.

## Abandoned Cart Paranoia
[Abandoned cart](https://cux.io/blog/shopping-cart-abandonment/) is a term that keeps e-commerce specialists up at night. Our fingers itch to launch retargeting campaigns at every sign of an increasing abandonment rate. But it's a mistake! Analyzing your customers' behavior can prove to you that seemingly abandoned carts are not really abandoned.

**How to avoid the trap?** Firstly, determine the moment when carts in your store are actually abandoned, and then analyze customers' behavior behind the real abandonments. Read our [article](https://cux.io/blog/shopping-cart-abandonment/) to learn how to do it step by step.

Shakespeare (allegedly) once said that the best people were shaped by fixing their own mistakes. The same applies to the best businesses. Even if you fall into the traps described above, it doesn't mean you're approaching analysis incorrectly. After all, even these mistakes can turn out to be opportunities for optimization that we haven't even noticed before.

6 biggest pitfalls of Digital Experience Analytics

6 biggest pitfalls of Digital Experience Analytics-12.png

Avoid the 6 Traps of Customer Behavior Analysis for Effective Optimization and Conversion Rate! Learn how to go beyond quantitative analysis by analyzing visits, optimizing the entire traffic flow, and overcoming abandoned cart paranoia.

Behavior analysis, especially in the e-commerce industry, is an endless source of improvements and attempts to increase the conversion rates. Do you see that the customer is getting lost on the path? You shorten it. Is the consumer persistently trying to enlarge the photo? You add photographs of the texture of the material. However, at some point, there comes a moment when further improvements... do not bring any results. You have probably fallen into one of the common traps of behavior analysis!

6 biggest traps of customer behavior analysis and how to avoid them

Accurate data drives higher website traffic by ensuring potential customers land on your website through email marketing efforts. However, it’s important not just for email marketing but also for optimizing CRO efforts through A/B testing. This optimization is especially important in today’s market, as businesses need to cut through the noise and engage with customers in a meaningful way.

In this article, we'll explore the importance of your data quality for successful conversion rate optimization and provide some tips on best practices. By prioritizing data accuracy, you can achieve optimal business outcomes and stay ahead of the competition.

This guest post was written by John Marquez. He is a digital marketing specialist for global brands like [Datanyze](https://www.datanyze.com/){.do-follow}. He spends most of his time A/B testing and different strategies and in his spare time, argues his findings with his dog. Zeus. You can follow him @J_PMarquez.


## Why Your Sales Strategy Needs Accurate Data {#why-your-sales-strategy-needs-accurate-data}

Accurate data is the foundation of a successful sales strategy, empowering you to make informed decisions about where to invest resources in your marketing program and effectively tailor your approach to meet customer needs. Without it, you have no accurate way of seeing possibilities or predicting what might happen.

Good data quality is the backbone of [successful sales strategies](https://pipeline.zoominfo.com/sales/data-driven-sales-strategy). It helps businesses identify potential customers, craft personalized marketing campaigns, and achieve higher conversion rates. Conversely, accurate data can lead to better decision-making and better use of resources.

As a result, data accuracy and quality are crucial for calculating ROI and net profit.

### The Importance of Your ROI Calculation

For any sales strategy, your ROI is king. The ROI figure is a popular metric to measure the extra financial value generated by a marketing program or other investments. Working out your annualized ROI is vital for assessing how good your CRO is, and accurate data is a primary element.

To calculate annualized ROI accurately, it's important to consider the initial cost of your investment and the net present value (NPV) of your investment returns over time.

Here, your NPV refers to the difference between the total present value of your investment returns and the entire current value of your investment costs. For example, in your sales strategy, that would mean calculating the difference between your revenue gains and the total costs of your marketing and sales efforts at any time.

By using data sets that accurately reflect the current value of your investment returns and its future potential, you can identify higher ROI opportunities in your business and make informed decisions about where to invest resources. Accurate data here helps you measure each investment's costs and benefits and decide which investments will yield the best returns.

For example, focusing on email deliverability metrics for your email marketing efforts can ensure that more potential customers land on your website, leading to more conversion opportunities and, ultimately, a better ROI.

### The Consequences of Inaccurate Data

Inaccurate and poor-quality data can severely affect your ROI calculations, leading to misleading insights and flawed decision-making in your marketing program. In addition, when your data integrity is compromised, your conventional financial accounts may not accurately reflect the net present value of a particular investment.

This can have a knock-on effect on calculating ROI, as maintenance costs may be higher than your initial investment, leading to lower ROI calculations and decreased net profits.

Calculating ROI can be challenging when your underlying data integrity is questioned, and conventional financial accounts may not capture the extra financial value that accurate data can provide. However, you can calculate your ROI metric more confidently by focusing on objective data.

This is a good example of how even a slight increase in accuracy can significantly impact your net profits.

## The Keys to a Better Marketing ROI {#the-keys-to-a-better-marketing-roi}

It's important to note a high ROI on the surface only sometimes means a good ROI if your marketing strategy is out of alignment. For example, if your company sells high-end products, and your marketing strategy attracts an audience that can’t afford your products — your ROI may be high regarding visitors and views. But, still, it won't be a good ROI regarding your conversion rate.

Lower ROIs can still be profitable if the investment cost is lower, and businesses should consider all factors when making decisions. Accurate data is crucial in this process, as it ensures you're measuring the right things and making informed decisions about where to invest your money and resources. For example, with email marketing, your data accuracy can be the difference between a successful campaign and a waste of time and money.

Here are three ways to improve the ROI for your [conversion rate](https://cux.io/blog/conversion-rate/).

### 1. Remove Blacklisted Domains in Your Email Marketing

One critical aspect of harnessing accurate data lies in your email marketing efforts. When you have inaccurate data in the form of bad domains, it can harm your data integrity. Removing the [blacklisted domains](https://neverbounce.com/blog/everything-you-should-know-about-domain-blacklisting) from your emails will help you get around any issues that stop you from reaching your goals and increase your engagement.

With accurate data guiding your targeting, you can ensure that your messages land in the inboxes of potential customers genuinely interested in what you offer rather than being filtered out as spam. By doing so, you can increase your brand's visibility and attract more potential customers to your website, fueling a better ROI for your email marketing campaigns.

### 2. Leverage Insights to Tailor Messages for Maximum Impact

Imagine the ability to connect with your customers on a personal level, delivering messages that truly resonate with their preferences and needs. Data provides valuable insights into your audience's behaviors and preferences throughout the [customer journey](https://cux.io/blog/optimize-customer-journey/), allowing you to craft targeted marketing campaigns with precision.

Using this knowledge, your sales reps can create meaningful connections, engage your audience, and drive them to act. Combined with other data sources from your holistic marketing methods, you can create highly targeted marketing campaigns, reaching the right audience with the right message at the right time. This increases your open and click-through rates and boosts your ROI.

### 3. Build Valuable A/B Tests with Crucial Story Points

[A/B testing](https://cux.io/blog/how-do-a-b-tests-work/) is a crucial component of CRO. By splitting your audience into two groups and presenting them with different versions (A and B), you can measure the impact of each variant and identify which one performs better in terms of conversions. This data-driven approach enables you to make informed decisions based on evidence, refining and iterating your strategies for continuous improvement.

Take it one step further by using [agile story points](https://7pace.com/blog/story-points). Story points provide a strategic framework for A/B testing, allowing you to prioritize and allocate resources effectively. By assigning story points to different variables, you can identify and tackle the high-impact elements that will truly move the needle.

For improving your CRO, story points can be a game-changer, allowing you to concentrate on building valuable A/B tests that help you get clear on your user experience and customer journeys and make data-driven decisions to drive conversion rates skyward.

## Best Practices for Ensuring Data Accuracy for Successful CRO {#best-practices-for-ensuring-data-accuracy-for-successful-cro}

To keep your data both accurate and reliable, adopting best practices for data quality and integrity is essential. Here, we'll cover several best practices for ensuring data accuracy for a successful CRO strategy.

### Regular Data Auditing and Cleansing

For a successful CRO process, data integrity and quality come first — so make sure your data is accurate and dependable. One way to do this is through regular data auditing and cleansing, which involves reviewing and correcting data to ensure it’s complete, accurate, and consistent.

### Data Validation and Verification Processes

Solid data validation and verification can help reduce errors and ensure the data you use for CRO is reliable. Data validation involves assessing your data's accuracy, completeness, and consistency, while data verification involves verifying its authenticity and reliability.

These processes act as safeguards, helping you identify and rectify any discrepancies or inconsistencies in your data. By validating and verifying your data, you can have confidence in its insights, enabling you to make informed decisions and optimize your CRO strategies precisely.

### Data Governance and Quality Control Measures

To keep your data accurate and reliable, it's essential to establish strong data governance and quality control measures. Think of them as your trusty allies in maintaining data integrity at every step. Setting up clear policies, roles, and responsibilities ensures everyone knows how to handle data properly.

Regularly monitoring, validating, and verifying your data helps you avoid poor data quality by catching any mistakes or inconsistencies early on, ensuring your data remains solid and dependable. With robust data governance and quality control, you can make confident decisions and drive successful CRO initiatives based on accurate and trustworthy data.

## Summarizing the Power of Accurate Data in CRO {#summarizing-the-power-of-accurate-data-in-cro}

In CRO, accurate data is not just a nice thing to have — it’s a necessity for guiding your choices, strategies, and results.

Good data empowers your business by helping you understand your customers, tailor messaging, and deliver personalized experiences that captivate and convert. With accurate data, you can calculate ROI with precision, measure the impact of your efforts, and make data-driven decisions that fuel growth and profitability in your net income.

By prioritizing accurate data, you position your business for success in an ever-evolving digital landscape. As a result, you gain a competitive edge, forge deeper connections with your audience, and unlock the true potential of conversion rate optimization.

[![Smarter analytics, drop a line at team@cux.io](/uploads/CUX_drop_a_line_d0e23e8165.png)](mailto:sales@cux.io)


The importance of Accurate Data-17.png

Suppose you want to develop and execute a successful sales strategy, achieve a better return on investment (ROI) for your email marketing campaigns.

Suppose you want to develop and execute a successful sales strategy, achieve a better return on investment (ROI) for your email marketing campaigns, and continuously improve your conversion rate optimization (CRO). In that case, one factor stands out as essential: accurate data.


The Importance of Accurate Data for Successful Conversion Rate Optimization

E-commerce store customers rarely behave predictably. This is particularly evident when performing behavioral analysis. Designed paths turn out to be the least frequented, while side routes to conversion are the most crowded. However, to understand why users don't behave in the way we planned, we need to gain basic analytical knowledge. So let's start with the differences between heatmaps and link maps.

[Heatmaps](https://help.cux.io/support/solutions/articles/103000126870-heatmaps) are visual representations of the areas with the highest activity of visitors on a given webpage. They include ALL activities. Therefore, you will notice mouse movements, clicks, [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), and even [content zooming](https://help.cux.io/support/solutions/articles/103000094403-experience-metrics#Zooming) (on mobile devices).

Each recorded activity makes the area "hotter". Places where users click most often are marked as hot regions (with red being the hottest color). Places where users click less frequently are marked as cold (blue and green). Areas without colors indicate where there is no user action.

So, what can you observe on heatmaps? The places where users click the most, as well as those where they don't want to click (and perhaps they should). You will also find broken links and identify missed opportunities for having links (so-called dead clicks).

![Heatmap-View-CUX.png](/uploads/Heatmap_View_CUX_d0b4e37eb6.png)

_<center>The more red on the heatmap, the greater the activity of users in that area</center>_


Link maps, although very similar to heatmaps, work in a slightly different way. Above all, they only show interactions that occur on the page in places relating to links. Therefore, you will ONLY see clicks on so-called clickable elements such as links, CTA buttons/form fills, hyperlinked images, etc.

Why are link maps worth-using? It is a very straightforward and intuitive feature to:
- track user activity,
- see which links visitors click or tap (on mobile),
- identify ineffective links, calls to action (CTAs) and images that are ignored,
- identify clickable content that is most popular or generates the most traffic.
Find out more about the differences between Heatmaps and Link Maps on our [website](https://cux.io/knowledge-base/what-is-the-difference-between-heatmap-and-link-map/)!

![Heatmap-View-CUX.png](/uploads/Heatmap_View_CUX_d0b4e37eb6.png)

_<center>The link map shows which linking elements are clicked and to what extent
Important! When looking for a behavioral analysis tool, pay attention to how data is collected and presented on heatmaps. Many analytical tools call a visual representation of clickable elements a heatmap, when in reality it is just an image of interaction with clickable elements!</center>_

## Why aren't users clicking?

You surely have elements on your website with which interactions are more important to you than other parts of the store. These are probably individual fields in contact forms, CTA buttons, links to the most popular product categories, and so on. However, it may happen that user activity maps (both heatmaps and linkmaps) will be completely empty in these places. Customers are not clicking.

What to do in this situation?

- Check if links are not broken (e.g. typo in the link).
- Check if the elements you are examining are linked at all.
- Display maps in different device views – maybe the link doesn’t work or is not visible on some devices. 
- Check clicks on different browsers (with particular attention to default mobile browsers).

![Devices-for-heatmaps.jpg](/uploads/Devices_for_heatmaps_bffb3a21b9.jpg)

_<center>In CUX, you can display heatmaps/link maps for many types of devices, such as tablets, consoles, or even wearables (like Smart Watches).</center>_

By working simultaneously with heat maps and link maps, you have the means to quickly identify missed opportunities for conversions. Combined insights will allow you to find non-clickable areas that generate clicks or track broken links. You will also receive optimization tips such as the need to check if the link is anchored in the right place or identifying places that should be clickable but are not.

## Why do users click on non-clickable elements?

Have you ever observed user activity on the heatmap that does not match clicks on the link map? Bingo! You have just found areas on your website that require optimization.

Users clicking on non-clickable elements, such as "bare" text, images without hyperlinks, contact information without links, etc., give you a clear message that the conversion is slipping through your fingers!

What insights are gained from observing user interactions with non-clickable elements in an e-commerce store? Perhaps the title of an article on your blog looks like a call to action (CTA), and therefore should be a clickable button. Maybe moving to the next page should start with clicking on an image rather than just hovering over the arrow. Perhaps the email to your Customer Support department should include a clickable "mailto:" command.

![Graphic presenting two different kinds of heatmaps](/uploads/Heatmaps_Linkmaps_1560831f0e.png)

_<center>Combining insights from heat maps and link maps is a good tactic in analyzing user behavior in e-commerce</center>_

**Important!** Keep in mind that heat maps are static images (screenshots of your website). So, if you observe "flying" clicks, for example, around the menu bar, consider whether it might be just an interaction with a hoverable dropdown menu.

Comparing the results of heatmaps and link maps is a real treat for optimization enthusiasts. The small suggestions that result from customer behavior and their interaction with your e-commerce site are a treasure trove of knowledge that allows you to constantly increase conversions. Next time you analyze user behavior, pay particular attention to the type of interaction with links - perhaps you are sitting on a ticking time bomb that has the potential to launch your business to the next level! 😉

[![Any questions about analytics tool? Book a demo with CUX](/uploads/Book_free_demo_CUX_aad4ae911b.png)](https://cux.io/book-meeting/)


Why do users click on non-clickable elements

Why do users click on non-clickable elements_-23.png

If you monitor customer behavior in your e-commerce store, you've probably heard of heatmaps – graphical representations of user activity.

If you monitor customer behavior in your e-commerce store, you've probably heard of heatmaps – graphical representations of user activity. Do you see cold, blue shades? These are areas with a low level of visitor activity. The more interactions, the more red you will see. But what if the hotspots light up in non-clickable areas?

Why do users click on non-clickable elements? The answer is in your data

You are here because you have a mission too – you want to know **how visitors interact with your website**, what causes friction on certain pages, and how you can improve customer experience in general.

Yes, you also have gadgets like Heatmaps, Waterfall/Funnel Analysis, and Visits Recordings. And the last gadget is exactly your spy glasses.

This is a guest post from Max Plociennik, Growth Product Manager at Benefit Systems and Owner of [PRIV Media](https://priv.media){.do-follow}. – One-Man Marketing Agency. V-shaped guy with strong analytical and business-oriented skills. Startup freak.

In this article, I'll show you how you can use above mentioned spy glasses. In other words, here are **5 ways to use Visits Recordings to analyze user behavior** on your web page. Let's dive into it!

## What are Visit Recordings and how do they differ from user session recordings? {#what-are-visit-recordings-and-how-do-they-differ-from-user-session-recordings}

Visit Recordings are videos of actual user activity as they navigate around the landing page, the entire site, or the e-commerce store no matter how many tabs they have open.

**The Recordings automatically capture every type of user action:** from scrolling and mouse movements to clicks, taps on a mobile device, keystrokes and even jumping from one page to another.

Yep, we see everything visitors do or their point of view to be very precise – hence the comparison to spy glasses. 😉

![visit-recording-cux-podhash-smaller.gif](/uploads/visit_recording_cux_podhash_smaller_09b40d65cb.gif)

But to fully understand how visit recordings differ from session recordings, you should know the difference between a visit and a session.

Google Analytics says:

_"A session is a group of user interactions with your website that take place within a given time frame. For example, a single session can contain multiple pages, page views, events, social interactions, and e-commerce transactions."_

However, there is one important thing to remember – **a session usually ends after 30 minutes of inactivity:**

![Google Analytics session duration explaining web and mobile apps](/uploads/Session_duration_explaining_11fa22f7c6.png)

So we can imagine that sometimes we have multiple website session recordings of one user separately. It is certainly not comfortable, when we have to watch recordings one after another.

That's why cux.io, **a digital web analytics tool, has Visit Recordings** that create one user recording regardless of how much time users spent on a particular page and how many tabs they opened.

## What type of insights can you get by watching visit recordings of your users? {#what-type-of-insights-can-you-get-by-watching-visit-recordings-of-your-users}

When creating websites, stores, landing pages, or mobile apps, what you usually have in mind is **an ideal path from the entrance to the specific page** (Thank you page), screen (Upgrade from the free plan), or action (Add to cart). This path is what we call the Customer Journey Map (more specifically, CJM is more holistic and usually extends beyond the website itself).

Therefore, we assume that we know how users interact with the website, but the actual user journeys are completely different and will surprise you many times by how they use what we've built.

![strange-behavior-users-smaller.gif](/uploads/strange_behavior_users_smaller_696a13a60f.gif)

That's why visitor recording software is so important – **we jump into users’ shoes and discover their world.**

So session playback tool tells you:
- whether your site visitors are deviating from the conversion funnel,
- which users actions signal points of frustration,
- whether your content is clear to users (call to action, graphics),
- which key features are most frequently used in your product,
- when and why users abandon website forms or the entire conversion funnel.

**User sessions do not expose only website visitor behavior**. They can also show you performance problems:
- functionalities that don't work,
- network and javascript errors that users encounter,
- pages that load incorrectly on the certain devices/resolutions,
- broken or missing elements.


**Fun Fact:** You can sometimes see session replays of crawler/scraping bots. Of course, not Google robots-spiders, but from other projects, even from Venture Capital (VC). Yes, you read correctly – I've worked on 2 projects where I saw that one Venture Capital bot crawled our home page to collect data about the next potential investment.
How do I know it's a VC bot? Each user and bot is marked with its own "User-Agent". It's enough to notice if the visitor’s sessions in the Browser field have a known name (Chrome, Firefox, Safari, etc.) or a proper name. Here you find more detail about the [VC crawler](https://user-agents.net/string/e-ventures-investment-crawler-eventures-vc).

![crawling-scraping-bot-smaller.gif](/uploads/crawling_scraping_bot_smaller_29c8b26a81.gif)

As you can see, visitor sessions are extremely valuable to your marketing and product team. Even customer support can get help if we implement the session replay tool in a certain way.

## What is user behavior analytics? {#what-is-user-behavior-analytics}

We can explain this concept with one word: dogs. How can I compare **[user behavior analytics](https://cux.io/user-behavior-analytics-tools/)** to these cute pets?

You may remember that there is a person who knows about the behavior of dogs – a behaviorist. A behaviorist tries to understand why animals react in certain ways and how they can change their bad habits into good.

Same when we analyze user behavior – we try to understand why visitors interact with the site in particular ways and how we can improve their user experience, which is usually not the best at first.

We can analyze user actions through **quantitative** and **qualitative data**.

![Graphics presenting definitions of quantitative & qualitative data](/uploads/Quantitative_qualitative_data_definition_a44d942509.png)

Quantitative data – as you can guess – is numbers. So every group of stats, charts, or metrics tells you **what happens, but not why** or how it happens.

For example, you have data about which pages were viewed, which goal was completed, form analytics, and even device type or the operating system. You can measure this by implementing one of several web/product analytics tools: Google Analytics with Google Tag Manager, Piwik, Mixpanel, Amplitude, or Woopra.

**Qualitative data allows you to understand people's motivations, thoughts, and attitudes**. This type of data reveals a full picture of what and how is happening on your website or app.

It won't surprise you that you can see **this data by implementing session replay tools or feedback platforms.**

## 5 ways to good user behavior analysis by using visit recordings {#5-ways-to-good-user-behavior-analysis-by-using-visit-recordings}

### Identify and remove bugs that destroy the first impression

Research shows that when you meet someone new, the first 4-11 seconds are the most important.

Theoretically, we can observe the same when we're on any page for the first time. **We judge if the page is helpful** and valuable for us.

But we can ruin the first impression by:
- server and page loading errors,
- incomprehensible or misleading navigation,
- slow page loading,
- visitors landing on a page that doesn't match their intentions,
- poor contrast between text and page background.


What proves that we have a terrible UX and probably users leave our site quickly?
- Chaotic mouse movement,
- [Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/),
- Low scrolling depth,
- Confusing content e.g. non-clickable elements,
- Forms that users have to spend a few hours filling out,
- Returning to the same page multiple times.


**Pro Tip:** By definition rage clicks are bad, but not in every situation. Sometimes users click on the scroll bar thousands of times to move down the page. Seriously – I saw this a lot of times. So, if you notice "[Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/)" when you analyze session recordings, don't panic. 😉


### Perfect the crucial places for your Conversion Rate or other business metrics
Each type of business has its crucial places that influence your KPIs, business metrics, or simply depth of user engagement.

In e-commerce, we can distinguish 3 of them:
- product page,
- signing up on the store,
- adding the product to the cart, and the entire checkout process.

Sometimes 2nd and 3rd are combined.

If we notice that many users choose the checkout page as the exit page, or **we have quite a lot of traffic but no one signs up**/adds the product to the cart, we need to look at these 3 places.

![E-commerce funnel.png](/uploads/E_commerce_funnel_f30d5eb687.png)

Source: [https://www.tradehike.co/](https://www.tradehike.co/blogs/articles/content-why-conversion-rate-optimization)

For example, I remember one situation when I was analyzing session recordings in a store. One user, after adding a product, tried to click on the top bar to enter the cart, so it was quite a normal thing. But this **bar only appeared for 3 seconds** and disappeared. So they tried to hit this bar 3 times but finally left the store.

Why? **This user felt silly because they didn't understand how something worked**. This situation was friction on their way to purchase.

So what did we do? We extended the display of the bar to 5 seconds to avoid the same situation. A simple thing, but sometimes it's enough to [improve conversions](https://cux.io/conversion-rate-optimization-tools/) and overall sales.

In the case of a startup, it can be more than 3 spots – it depends on the complexity of the project and a business model:
- sales contact form,
- signing up/getting a trial plan,
- subscription upgrade,
- places with core values for users.

**When you need to tackle conversion rate optimization**, I recommend focusing on these points first.

### Identify and fix UX issues that are causing low engagement on specific devices or resolutions

For about 12 years, we marketers have been saying the same phrase like a mantra: "This is the year of mobile devices." But is it true?

I can answer this with a quotation from a famous meme:

<center><iframe src="https://giphy.com/embed/SVgKToBLI6S6DUye1Y" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/walter--well-yes-but-actually-no-SVgKToBLI6S6DUye1Y">via GIPHY</a></p></center>

And before you send a dozen hungry wolves after me, I want to show you 2 screens from GA:

![google analytics b2c stats mobile traffic website tracking](/uploads/device_b2c_smaller_3e2a5505b6.png)
![google analytics b2b stats mobile traffic website tracking](/uploads/device_b2b_smaller_878e949aec.png)

The first graphic is **B2C business statistics, more specifically e-commerce**. The second one is from the **B2B business (SaaS model)**. So, we see that the size of mobile traffic is dependent on the type of business.

What does it mean for us?

**If you only have 10-20% mobile traffic, but you don't have the time and human resources** to work on conversion rate optimization on these types of devices, **that's OKAY**. Of course, at some stage, you should tackle mobile traffic, because that's where the money is. And that’s where user sessions recordings come in handy.

**But if your business relies on mobile traffic, you need to be "mobile-first".**

What about screen resolutions?

Have a look at these stats:

![google analytics b2b screen resolution website tracking](/uploads/resolution_b2c_smaller_8bae2c2df9.png)
![google analytics b2b screen resolution website tracking](/uploads/resolution_b2b_smaller_963bcbc397.png)

As you can see in the screenshots above, **we don't have 2-3 most popular resolutions among website visitors** – there’s many more of them..

So, what can we do now?

1. Check the proportion of mobile-desktop traffic. Which one is dominant?
2. Check the most popular resolutions used by your users.
3. Filter session replays by device/resolution to catch UX issues.
Gather data and create the repair plan (hypotheses for A/B test, list of bugs, etc.).

**Pro Tip:** If you use Chrome, I recommend downloading the DaVinci extension – this plugin is pretty cool because it adds the colors (as you can see in the screenshots), so you can analyze and process statistics faster than without it. 💪

## Find out how users behave after rolling out new features or products {#find-out-how-users-behave-after-rolling-out-new-features-or-products}

When you roll out a new feature or product, it can feel like giving birth or launching a new ship. And you want to know what the whole world thinks about your new “baby”.

**Session recording tools** allow us to see how users interact with a new feature or product – do they like it or do they give us signals that we should improve something.
We may segment users or use cohort analysis to try to find our power users or find a pattern as to why users have low engagement:

![Visit-Recordings-View-CUX.png](/uploads/Visit_Recordings_View_CUX_fc0b175b03.png)

One day, I **analyzed the website visitors and their behavior** during the process of buying tickets to workshops for music producers. Some users received a discount code for the cheapest plan because they participated in previous editions of the event.

I remember one user tried to use this discount code on the highest-priced plan and **left the site because that coupon didn't work.**

I showed the visitor recording to the organizer and told him to try to contact this user and gift the code for the most expensive plan. Of course, he had to be smart, because people shouldn't know that we see their mouse movements, clicks – you know, the privacy of sensitive data and so on.

And we did it – **we made extra sales (upsell) because I noticed it after replaying the session.**

### Check out how your A/B testing performs in practice

When you run an A/B test and use Google Optimize (rest in peace our angel), you analyze quantitative data, the test results in numbers, so you only see the bare facts.
Thanks to session recordings, you can see with your own eyes how website visitors behave with a different variant of text, graphics, or a new layout.

For example, I noticed that mobile users clicked a button to download a Chrome extension, but using the extensions on mobile browsers is technically not possible. And mobile users did not convert to mobile apps because they wanted the extension.

So I launched [A/B test](https://cux.io/blog/how-do-a-b-tests-work/):
- 50% of mobile users see only buttons with mobile apps,
- the other 50% of mobile users see buttons with mobile apps and the Chrome extension.


The result was obvious – users with buttons for mobile apps only convert better than users from the second group. And of course, using session replay software, I was able to see how these users interact with the landing page during my A/B test.

![a-b-test-mobile-traffic-smaller.png](/uploads/a_b_test_mobile_traffic_smaller_196e7549d9.png)

## How many recordings do I need to watch? {#how-many-recordings-do-i-need-to-watch}

I think it depends on the traffic volume and the complexity of the project. You can't go through hundreds of recordings all day, so **it's a good practice to break your site, app, or product into smaller chunks.**

Let's get back a few paragraphs and check out the list of key places for your business again.

Suppose we need to improve the registration form because we noticed that we have a problem with this process. **In session recording tools such as cux.io, we can segment users** by page visits, new/returning users, type of device, geo-location, referral, etc.

![Graphic depicting CUX’s Visit Recording dashboard.](/uploads/Visits_Recordings_CUX_8501819172.png)

After the segmentation, we can go to view recordings. But how many?

Sometimes you only need to watch 5 recordings and you can already see the problem, but sometimes it takes even 30 sessions to see what the issue is.

If you don't see anything or feel like "the job is done", you can run an A/B test to see if you're right. But let's be honest, the work never ends – there's always room for improvement. 🚀

## Which tool to visit/session recordings should I choose? {#which-tool-to-visit/session-recordings-should-i-choose}
Personally, I believe that a perfect session recording tool doesn't exist. In my humble opinion, if we combine 3 or 4 recording tools, we get **the best website visitors analytics software**. But of course, we can't do that, we don't have enough time to use 3 solutions at the same time.

So, to choose the best session recording tools, you should consider:
- your needs,
- type and stage of your project,
- human and time resources.

### Why are these 3 factors so important?

You need to know what you want to do with the tool and what key features will give you valuable insights into visitor behavior.

Not every session recording software is suitable for every type of project. Some are more complex than others, but some are more geared toward a specific type of business, such as e-commerce or startups.

Someone needs to use the chosen solution and should have enough time to analyze the website visitors and the valuable data collected to improve conversion rates.

When you have considered the above 3 points, you are ready to implement one of several popular analytics tools in your company:

- cux.io
- MouseFlow
- Hotjar
- Smartlook
- LiveSession
- CrazyEgg
- Clarity


Which one is the best session recording tool? Let everyone decide for themselves. 😉

## Final thoughts {#final-thoughts}
In today's article, I showed that every project should have its spy glasses and how many opportunities we have to[ improve the Conversion Rate](https://cux.io/blog/how-to-boost-your-conversion-rate-using-analytics-as-a-daily-routine-the-t-mobile-case/), other metrics, or overall user experience by using [Visits Recordings](https://cux.io/features/visit-recordings/).

I hope that my knowledge, experience, and detailed insights help you improve your business.


5 ways to achieve good user behaviour analysis

5 ways to achieve good user behaviour analysis-07.png

Imagine you're a secret agent. Every secret agent has their gadgets that help them in a mission. Sometimes an agent needs a weapon, but sometimes to accomplish their goal they need a more tactical tool.

Imagine you're a secret agent. Every secret agent has their gadgets that help them in a mission. Sometimes an agent needs a weapon, but sometimes to accomplish their goal they need a more tactical tool, for example glasses that can see through walls. With those glasses, everything is easier.

5 ways to achieve good user behavior analysis using Visits Recordings

## Enterprise software solutions {#enterprise-software-solutions}

Among the different types of enterprise software available, the enterprise resource planning software (ERP), customer relationship management (CRM) and human resource planning are some of the most widely used ones. However, there are other enterprise software solutions that cater to various business functions such as supply chain management, project management, accounting, inventory management, business intelligence, and marketing.

### CUX for large businesses
CUX a data analytics software, is such enterprise application software that can help businesses gain actionable insights from complex data. With cux.io, enterprises can optimize their digital products and services, as well as increase customer engagement. The business intelligence software offers extensive, automated data analytics features, making it easier for businesses to manage their workflows and strategic initiatives. By leveraging CUX, enterprises can easily measure key performance indicators, understand customer behavior, and make data-driven decisions to optimize their digital products and services.

CUX offers [different features for small and large companies](https://cux.io/pricing/) to make sure that we can meet the needs of every client. So what are the biggest benefits of choosing CUX as a large enterprise?

## Goal-oriented Analytics {#goal-oriented-analytics}
One of the key features of CUX for enterprises is its [goal-oriented analytics](https://cux.io/blog/how-cux-helps-in-achieving-set-goals/) feature. By choosing CUX as the enterprise software tool, companies are able to **define and track custom goals based on user behavior**, such as a purchase, form submission, online payments, file download, or registration. The unlimited number of goals can be chosen either from a predefined list, or be custom-built by the client, which is an important element in behavior analytics. This allows businesses to identify areas where they can improve their digital experience, optimize their website or mobile app, create more individualized marketing campaigns, increase customer engagement and ultimately drive business growth. CUX's goal-oriented analytics also provides businesses with actionable insights into new and existing customers' behavior, helping to make data-driven decisions to improve the digital products and services.

CUX is particularly well-suited for large companies, as, thanks to the goal-oriented analytics, it can help deal with complex data by only working with relevant information. This prevents unnecessary data SPAM and helps ensure that marketing teams are making data-driven decisions. Read more about why does your business need defined goals in our [article](https://cux.io/blog/analytics-goals-cux/).

![Goal-oriented-Analysis-in-CUX.png](/uploads/Goal_oriented_Analysis_in_CUX_fc42064935.png)

## Development-free analytics {#development-free analytics}

CUX as a specialized computer software offers development-free analytics features to enterprises, providing businesses with the necessary insights to improve customer experience and increase revenue. With such specialized software, companies can easily track user behavior on their web browsers or apps without any coding or development knowledge. This allows businesses to **quickly implement changes based on customer data without the need for a developer, saving both time and money**.

All key features that CUX offers, such as session recordings, heatmaps, or user journey analysis, can be implemented in a matter of minutes, without any coding or IT experience. Our onboarding and employee training explains in detail how to set up the project and define goals to allow you to start data analytics immediately after setting up the account.

![Development-free-analytics.png](/uploads/Development_free_analytics_abcc7c19dc.png)

## Retroactive analytics {retroactive-analytics}

There are several enterprise apps available on the market. However, not all of them offer retroactive analytics. For example, when using Google Analytics, the company has to manually set up tracking for every element that they want to analyze – such as a button or a form field. Therefore, the developer needs to predict what fields on the website are important for the user interactions, and constantly improve the software. When dealing with large amounts of customer data, this process can be extremely time-consuming and inaccurate, not to mention the technical knowledge required for the setup.

[CUX's retroactive analytics](https://cux.io/features/retroactive-analysis/), on the other hand, **allows large companies to track user interactions on their website automatically, without having to manually set up tracking for each element.** This means that large businesses can analyze every aspect of their website retrospectively, allowing them to identify patterns and trends in user behavior that they may have previously overlooked. Such software can provide valuable insights into how customers are interacting with their products or services, helping businesses to make data-driven decisions to optimize their website for improved user experiences. Additionally, with CUX's retroactive analytics, businesses can save time and resources that would otherwise be spent on manual tracking, freeing up their teams to focus on other critical tasks and improve their performance management.

## Data privacy {#data-privacy}
Privacy by design is an essential feature when choosing the right tool for large businesses. With great volumes of complex data and increasing regulations on data privacy, businesses must have enterprise software tools that prioritize the security and confidentiality of their customer's data. CUX provides big enterprises with [privacy by design](https://help.cux.io/support/solutions/articles/103000127404-privacy), which is a significant benefit in any data analytics or marketing tools.

CUX ensures that **all customer data is collected, processed, and stored in compliance with the latest data protection regulations**. This means that big enterprises can trust that their customer data is secure, which is an important step in building trustworthy customer relationships. When users know that their data is confidential, they are more likely to engage with the platform and share their information. This, in turn, leads to better insights into customer behavior, allowing enterprises to optimize their products and services for improved user experiences.

### GDPR rules

CUX is fully compliant with GDPR regulations regarding access to both sensitive and metadata. Thanks to **anonymising IP**, we never collect data that allows to identify individual users. Moreover, **sensitive data can be hidden** before the preview is sent to CUX servers. It is an essential part of any enterprise software solutions that ensures the data safety for both the enterprise and their clients.

### Safe data centers

CUX uses OVH servers to store all the data, an infrastructure known to provide **high levels of security**, reliability, and performance. They are designed to be **environmentally friendly**, with energy-efficient cooling systems and renewable energy sources. All the servers are located within European territory to ensure the highest level of safety.

### SSL secure
Every connection established through CUX uses S﻿SL encryption. It ensures the safest communication possible between our servers and the users.

### Code security
**CUX provides on-demand tracking code for security audit purposes**, which is essential when using enterprise software applications. It enables **verifying the integrity and accuracy of the tracking data**, helping to identify and prevent security breaches, as well as allows demonstrating transparency and accountability to the stakeholders and business partners.

### Only for enterprise clients: Client-side script hosting

Client-side scripting (embedded scripts) is a code that exists inside the client’s HTML page. It has numerous benefits, such as:
- Greater control over the way data is collected and full control over the CUX publishing cycle.
- Avoidance of blocking and excluding the analytical script by tools such as AdBlock.
- The user’s actions will result in an immediate response because they don’t require a trip to the server.

![4-reason-why-your-data-is-safe-with-CUX.png](/uploads/4_reason_why_your_data_is_safe_with_CUX_057100e9c4.png)

## Client support {#client-support}

Client support, also known as human-to-human (H2H) support, is a critical component of any software used by enterprises. CUX offers H2H support to all enterprise customers, and there are several benefits to this approach. Since the insights given by CUX are implemented by different business units, it is important that the entire organization has needed knowledge about how the tool works. And here is where our team comes in handy!

With H2H support, enterprises can receive **faster resolution of issues compared to automated or self-service options**. This is because H2H support allows enterprises to work directly with a human expert who can provide immediate feedback and solutions. Moreover, CUX offers **live chat and priority queue** for all enterprise clients to make sure that the issue can be solved as fast as possible.

To better understand each project and business processes involved, CUX assigns a **dedicated customer success manager that is familiar with the client**, their data management, and operational and strategic initiatives. The person responsible for the project has the knowledge needed to answer any questions quickly and accurately.
Lastly, if you need, we will configure the tool to meet your requirements - such as the goals, conversion waterfalls, or map customer journeys. Moreover, we also review and process all paperwork, such as customer agreements, questionnaires, DPAs, and NDAs. We are here to make the project management processes as easy as possible!

## Summary {#summary}

CUX is a powerful tool used for behavior analysis, which can provide better understanding of the behaviors of both new and existing customers. By providing special features designed for large enterprises, our clients can be sure that their projects are secure, and that the power of analytics is used to its fullest potential.


CUX as a tool for Enterprise-23.png

Enterprise software plays a crucial role in managing business processes and improving overall efficiency. Ensuring GDPR compliance, CUX provides actionable insights into customer behavior and helps optimize digital products.


Enterprise software plays a crucial role in managing business processes and improving overall efficiency. 

cux.io as a tool for enterprises

Users need change, and it’s clear as day that your app should evolve with them. However, barely any company can innovate freely without worrying about budget restrictions. Maintenance does not cost as much as bringing the solution to life, but it still makes up a solid percent of your total expenses throughout the mobile app's lifecycle. So, before introducing any change to your software, you should ensure it is undeniably worth it. Relevant mobile app analytics metrics can help you with that.

If used wisely, it will indicate the weaknesses of your current solution worth fixing in the maintenance phase. However, the wrong mobile app metrics can make it even more challenging to get to the core of the problem. How can you find the middle ground and [improve the overall app performance](https://www.miquido.com/legacy-modernisation-services/){.do-follow}?

In this article, you will find a set of important  metrics that will help you optimise your maintenance costs while keeping your software relevant and current. Rather than limiting ourselves to the universal metrics, we will try to dig deeper, finding those that will provide you with deeper insights, particularly regarding mobile use.

This is a guest post from Jerzy Biernacki, Head of Operations at Miquido. Despite his executive position, he’s actively helping clients develop AI-driven mobile and web solutions. With a wealth of experience, he has collaborated with major brands such as PZU, Play, Aviva, Onkyo, and HelloFresh. Jerzy played a crucial role in establishing and growing the R&D and AI departments at Miquido. He holds a PhD in computer science from AGH University of Science and Technology in Kraków. Outside of work, Jerzy is a home automation enthusiast with an impressive collection of smart devices.

## What impacts mobile app maintenance costs? {#what-impacts-mobile-app-maintenance-costs}

To understand how these metrics can help you optimise maintenance costs, let's first break down the factors that impact them. Complexity is a crucial one. It's a simple equation – the more complex your solution is, the more **time, effort, human resources, and computing power** you will likely need to maintain it. That's why you should always aim to keep your app as simple as possible (while providing the user the maximum value) – both in functional and structural terms.

![The top factors that impact mobile app maintenance cost](/uploads/Factors_that_impact_on_Mobile_App_Development_cost_183e759414.png)

Think about the **integrations** and the **platforms** you implement them for. Maybe you could reduce the number of third parties involved and move from native to cross-platform? The latter would also reduce design costs.
 
How do you know what to change in your software and when? That's where our smart mobile app analytics metrics come in. But before we take a closer look at those, let's talk about the element that can serve you as a compass on the product development journey.

## The “Aha” moment and its importance {#the-“aha”-moment-and-its-importance}
 
While not a metric itself, the “Aha” moment plays a crucial role in understanding and increasing user engagement. In a nutshell, this refers to the **first time your new user becomes fully aware of your application's value.** Also called illumination or the eureka effect, it is often used in product development to improve retention. 

<center><iframe src="https://giphy.com/embed/NNZmIfFInVziK6jwci" width="480" height="343" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/fallontonight-tonight-show-jimmy-fallon-NNZmIfFInVziK6jwci">via GIPHY</a></p></center>

What can be your “aha” moment? For Twitter, it is 30 followers, and for Slack – 2000 messages sent within a team. If you have an e-commerce company, it could be, for instance, a certain number of purchases. You could define the period within which these purchases should be fulfilled (like Facebook with its “aha” moment being 7 friends in 10 days). Observing retention, you can figure out whether that factor is relevant in your case.

The tricky part is that this moment is not universal. Some users may never reach this number and stay regardless, while others may churn even after reaching it. It may take some effort, as you will need to dig into statistics in order to find the correlations between actions and retention, but it’s worth it! Once you find it, your “aha” moment will set the direction for the whole team, reminding you what you should focus on when things get a little complicated or messy.

## What are mobile app metrics, and why should you be so obsessed with them? {#what-are-mobile-app-metrics,-and-why-should-you-be-so-obsessed-with-them}

App metrics allow you to monitor how well an application's performance is improving in a given market. But they cannot be considered valuable by themselves and this is the combined force that will point your path and allow you to optimize the app strategy continuously. Typical examples are app downloads, conversion rates, customer acquisition costs, app ratings or another important metric such as the churn rate. Monitoring your app users and analyzing their in-app behavior can strongly determine your business and marketing strategy. The key metrics can also help you to optimize the app maintenance processes and drive the solution's development strategy.

## Essential mobile app metrics {#essential-mobile-app-metrics}
Even though we want to scratch beneath the surface in this article, let's start with the tip of the iceberg. In such a competitive environment like tech is today, you will not get far relying only on the essential metrics, but you can't forget about them either!

### User retention 
Having mentioned the “aha” moment, retention has to be the metric we will discuss first. To calculate the retention rate, you divide the number of active users by the number of installs in the given period. Typically, it's measured on the **1st day, 7th day,** and **the 30th day** after the installation.

However, keeping a detailed (day-to-day) record can help you find your “aha” moment. You will need to analyze the retention throughout a certain period and identify the moment when the descending tendency starts or, alternatively – check the correlations between different actions and the churn rate within this period. Then, it's time to create assumptions and test them. Once you know more or less which actions impact retention, you can find their optimal frequency, and voila! You also get feedback on which elements of a user journey you should focus to make the retention rate skyrocket.
 
### Conversion Rate 
In order to measure the conversion rate, you need to define the goal at the end of a particular user journey, understood as a set of steps that lead the user to a particular action – for instance, purchase, subscription, or registration.
 
If your conversion is low, maybe your user journey contains too many **irrelevant details or steps**. Remember that by decreasing the complexity of your solution, you not only make it more usable but also reduce its maintenance costs. Test your hypotheses – if the journey itself seems well-designed, maybe the interface is not clear enough.
 
### Abandonment Rate 
The issues mentioned above could lower conversion but also increase the abandonment rate. These two metrics are closely connected, both serving to diagnose issues on the user journey. However, the abandonment rate makes it even easier to target the issues directly.
 
This metric is particularly used in e-commerce to measure abandoned carts, but you can do it for any key user path that is supposed to end with a particular action. By tracking your user's movement, you can identify the exact moment when they abandon the action and find an element responsible for it.

### Churn Rate
The churn rate is critical for evaluating your app's performance, especially for subscription-based businesses. It simply measures the percentage of users who stopped using the app or canceled their subscriptions during a given period. The resulting percentage gives you an idea of how well the app retains users. The churn rate because it directly impacts the app's revenue and growth potential. A high churn rate indicates that users are not satisfied with the app's services or features, which could lead to a decline in revenue and user acquisition.

By tracking the churn rate, app developers can identify areas that need improvement and make data-driven decisions to retain users. This can include adding new features, improving the user experience, or providing better customer support.

### Acquisition and activation rate
**Low acquisition** (the number of downloads) usually implies conceptual, targeting, or marketing issues. But when the acquisition is high, and the activation is low, the problem could be in the **activation process** itself. Maybe it has too many steps, or the user is asked too many questions. Or maybe you require data that your target group is unwilling to share?
 
We've gone through the essential engagement metrics, and now let's get to the most interesting part! The indicators we have picked will help you get right to the core of the problem and reduce your maintenance costs.

### Daily Active Users (DAU) & Monthly Active Users (MAU)
The most common marketing term is the most important measure of customer engagement for high-growth firms. According to the App Uninstall Report, 49% of Android apps are uninstalled within a month after download. Measuring your DAU and MAU mobile application data will give measurable insights into your app's usefulness to those downloading it and provide valuable information for your sales, marketing and UX teams working hard to make the users fall in love with your app.

### Average Revenue Per User (ARPU) & Average Revenue Per Paying User (ARPPU)
How can you estimate how much revenue an app will generate monthly? For the right estimation, consider measuring the ARPU – the average revenue generated by each user, and ARPPU – the average revenue generated by each paying user. Measuring ARPU and ARPPU is essential because it helps you understand the value each user brings to the business. By analyzing these metrics, developers, analysts and UX experts can identify ways to increase revenue by targeting high-value users and improving user engagement.

For example, if the ARPU is low, it may indicate that the app is not monetising effectively. You can then look for ways to increase revenue per user, such as implementing in-app purchases, improving ad targeting, or improving your app's user experience.

Similarly, if the ARPPU is low, it may indicate that paying users are not finding enough value in the app to justify continued spending. Then it is recommended to use several tools that can help you look for ways to improve the user experience for paying users to increase your sales.

### Time to Goal Completion
Not many have cited time to goal completion as a significant measurement, but knowing how many users completed the established goal is an important app metric to measure. What about those who didn't meet the goal? What has prevented them from not completing the particular action you planned for them? Are distractions causing buyers confusion and unintentionally triggering them to enter in their buying process? Is your message too subtle or too aggressive for the app users? Time of goal completion indicates if the user takes too long to accomplish their desired tasks – meet goals – and forces you to look deeper into the app analytics and work on ideas for the user experience improvements.

## The smart analytics metrics you should track to optimize app maintenance costs {#the-smart-analytics-metrics-you-should-track-to-optimize-app-maintenance-costs}
We've gone through the essential engagement metrics, and now let's get to the most interesting part! The indicators we have picked will help you get right to the core of the problem and reduce your maintenance costs.

### 1. First-Time User Experience (FTUE)
Having discussed the activation rate, we naturally proceed to the first-time user experience – a slightly more comprehensive metric that also refers to the beginning of the user's adventure with your app. As the name suggests, it's an overview of the user's first experience when they confront their expectations with reality. You can measure the FTUE with the in-product micro surveys, gathering user feedback in a non-invasive way.
 
The way you construct your onboarding, the moment you ask for feedback, and your approach to the registration process – all these elements impact the FTUE. There's no universal recipe for a great first-time user experience, but simplicity and personalization are always the right direction – both for your retention and your wallet. To improve your FTUE, you can try to carry out A/B onboarding tests, and check what resonates with your users better.

### 2. Feature usage
If low retention extends to longer periods, it could mean that while the UX/UI part was fine, and the idea behind the app – relevant, your solution **didn't match the user needs in the long run**. In this case, it all comes down to functionalities. Maybe you should refine the existing ones? Or, alternatively, limit their scope or replace those which do not resonate with the users?

That's where the feature usage metric comes in. It allows you to observe how frequently the users reach out for particular features and how they use them. Based on these insights, you can find your features' weak points and target them.

Don't forget that maintaining irrelevant functionalities means that your money is being wasted. It is not always the fault of the feature itself – it may be well-designed but hidden in the interface. Have that in mind before getting rid of it.

### 3. Screen Flow
If we got you wondering how to discover the root of the issues signalized by the previous metrics, here comes the solution! Screen Flow is a very useful mobile metric that reflects the path the user takes within your app. You can compare it with the flows you designed to find the moments in which the users do not behave as you expected them to.
 
That's the best way to identify the elements of the interface that are behind the low conversion and increasing abandonment rate. Once you test your assumptions, you can eliminate them to cut unnecessary maintenance expenses right away and prevent your customers from leaving.

### 4. App Crashes
Crash data is a crucial source of feedback when it comes to maintenance. App crashes can tell you a lot about the problems that increase maintenance costs – like code bugs that often affect user experience or even make it impossible to use particular features. It indicates issues that could lower your retention rates, giving you precise hints on what to target in your maintenance efforts, whether it's code flaws or high-memory use events. You can easily collect crash data from the app stores.

### 5. Predicted churn

Once your user's gone, it is crucial to draw conclusions. That's what the popular churn metric is for. Predicted churn, on the other hand, allows you to prevent them from leaving. With machine learning algorithms, you identify customers at the highest risk and take preventive steps, for instance, offering them gift cards, coupon codes, or personalized offers. That, of course, is a temporary solution - meanwhile, you can start working on identifying what has put them at risk of leaving in the first place.

To predict churn, your AI model will identify patterns in historical data, finding correlations between churn and particular variables, such as, for instance, feature usage or demographic data. You can feed it with data from various sources, including your CMS, surveys, or analytic tools. With time, its predictions should become more accurate.

### 6. Push Notification Opt-in/Opt-out Rates
Push notifications are a great tool to increase engagement, but only if you use them in the right way. If you don't want to lose this chance, monitor your push notification opt-in and opt-out rate regularly. No one likes to be attacked with information, particularly in the current information noise, and push notifications might be taken this way. That's why your notifications should be thoughtfully designed in terms of content, timing, and frequency.
 
One of the reasons behind the low opt-in rate can be that you ask paying users for permission too early. Waiting for the “aha” moment would be a good idea so that the customer can see the value in your push notifications. Users will also be much more likely to opt-in if you clearly define the value your push notifications will bring to them and send permission requests in response to their individual actions.

### 7. Tap/swipe metrics

For those developing mobile solutions, tap and swipe rates can be a great source of insights. With a tap rate, you can verify which interface zone is the most attractive for the user. Both tap and swipe rates help you understand better how the particular elements of the UI impact the user.
 
Based on that, you can manipulate the distribution of the displayed content in order to, for example, dynamize sales, which is particularly useful in e-commerce. If you have a key goal, you can place the button or element in this particular zone to increase the chances of fulfilling it. Tap conversion and revenue per tap are complementary metrics that will help you understand how placing an element in a particular zone can impact your goals.

## Performance metrics to keep maintenance costs under control {#performance-metrics-to-keep-maintenance-costs-under-control}

The metrics above will provide you with deep insights, but it's also worth remembering about basic performance metrics, so important in terms of maintenance costs. 
The first worth mentioning is **CPU usage**. High CPU is more of a desktop app problem, but it may occur in mobile apps as well. If your app is overly **CPU-intensive**, its performance may suffer. Besides that, high CPU drains the battery, which is quite problematic for mobile users.
 
**Memory usage** is equally important. You could think that it is no longer relevant due to modern smartphones having a lot of RAM, but take into account that some users still have older devices. At the same time, we rely on an increasing number of applications in our daily life. What we are measuring here is the memory, which relies on the system’s RAM to store it. The key is to identify its peaks, linking them to specific problems, like memory leaks or large image assets.
  
**Error rates** will also tell you a lot about your application. Follow your errors and exceptions directly on the platform or with analytical tools like Google Analytics and log management systems, which will warn you about the error spikes before they affect the majority of your users. To avoid them, make **refactoring** your routine practice.

## Summing up {#summing-up}

In today's competitive market, user experience plays a vital role in determining the success of a mobile app. User experience can be enhanced by continuously monitoring and analyzing mobile app analytics metrics. To optimize app maintenance costs and improve the user experience, it's essential to focus on the right metrics. The article highlights seven insightful mobile app analytics metrics that can help businesses make data-driven decisions and reduce costs.

If you're looking to optimize your mobile app and reduce maintenance costs, it's recommended to seek the help of a professional [mobile app development company](https://www.miquido.com/mobile-app-development/), as regular app maintenance is crucial to ensure a seamless user experience. It can also help to prevent major issues from occurring and reduce the overall cost of mobile app development.



7 Smart Mobile App Analytics Metrics-22.png

Users need change, and it’s clear as day that your app should evolve with them. However, barely any company can innovate freely without worrying about budget restrictions.

Users need change, and it’s clear as day that your app should evolve with them. However, barely any company can innovate freely without worrying about budget restrictions. Maintenance does not cost as much as bringing the solution to life, but it still makes up a solid percent of your total expenses throughout the mobile app's lifecycle. So, before introducing any change to your software, you should ensure it is undeniably worth it. Relevant mobile app analytics metrics can help you with that. 

7 smart mobile app analytics metrics to optimize app maintenance costs

In the latest G2 report, cux.io was also awarded the High Performer badge in the e-commerce analytics category. Is it a coincidence? I doubt it. 

CUX is a digital experience analytics tool that discovers what kills sales. Among our customers, there are well-known e-commerce companies whose aim is to provide the finest experience and the most flawless customer journey possible. Oh, and increase revenue!

Besides, we also got High Performer Europe badges in the Heatmap and Session Replay categories. What does it mean? These badges reflect CUX's outstanding features, including usability and high satisfaction levels.

![CUX G2 Spring 2023 Report.png](/uploads/CUX_G2_Spring_2023_Report_dd811a2fa8.png)

We want to thank our customers for their trust, loyalty, and appreciation. As a result of feedback, suggestions, and continued support, we strive for the best!

That's why we want to ask for a favor from you. If you are a CUX user, please leave a review on G2. We would really appreciate your feedback! With reviews from users, we can grow and improve.

<button>[LEAVE US A REVIEW](https://www.g2.com/products/cux-io/reviews)</button>

## About G2 reports

G2 releases quarterly reports based on actual software users' opinions. Those reports are generated based on verified customer reviews collected by the G2 community, social networks, and other online sources.

Companies that provide best-in-class products and experiences are emphasized by G2 in their reports. They consider factors such as customer satisfaction, market presence, and product quality.

In the past few years, G2 has become one of the most trusted software review websites. It has helped countless people and companies make informed software choices.


CUX maintains High Performer in Europe in G2 Spring Report

CUX maintains High Performer in Europe in G2 Spring Report-21.png

G2 Spring 2023 reports are in, and CUX has again been named a High Performer in the Digital and Product Analytics categories. 

G2 recognized CUX as High Performer in Europe in the Spring 2023 Report

This guest post from Kamil Porembiński. I am a system architect, Linux system administrator, and co-founder of Qlos. I analyze and audit businesses operating in IT as well as create tailored cloud solutions. Additionally, I have been actively involved in the e-commerce, SEO, and SEM industry for many years advising on how to maintain a successful online business. All of my activities translate into creating training and consulting services that explain IT concepts in a simple way.

## How can the response time of your web page affect your revenue? {#how-can-the-response-time-of-your-web page affect your revenue}

Refreshing a page, also known as refresh or reloading website, is the process of reloading a webpage's content in a browser. There's nothing complicated or suspicious about it. However, let's take a closer look at an example of the reasons for it.

**1. Updating page content**

If a user has made any changes to the site (language, theme, or account settings), refreshing the page will display those changes.

**2. Fixing loading issues**
 
Sometimes web pages may have loading issues caused by problems with the internet connection, browsers, server, or web page.

**3. Need to reset the site state**
Another scenario involves issues with interactive elements such as forms, graphics, or buttons. Refreshing the site can help reset the page state and improve the page's interactivity.

These are just three points that may or may not hinder access to a web page or pages to some degree. However, let's take a closer look at each of them.

A potential customer visits your store for the first time. They arrived thanks to an advertising event. Interested in the product, they refresh the page and try to add the item to their cart. Clicking on the CTA results in an error. The user wants a reload button. He refreshes the page several times, but without success. The same problem appears each time they refresh a page.

Sometimes the solution is to clear your browser’s cache or so-called cookies, which allow you to analyze user behaviour. However, does every user know about it? Aren't there other ways to control page refresh and solve them? Of course there are. Check below how to analyze [refresh](https://help.cux.io/support/solutions/articles/103000094403-experience-metrics#Refreshing).

![Cookie monster website.png](/uploads/Cookie_monster_website_298feeecd1.png)

## How to analyze website performance? {#how-to-analyze-website-performance}
The main goal of analyzing website performance is to increase sales. It might seem that good advertising and sales departments are the only factors responsible for sales. However, this is not the case. Online sales are influenced by many factors, and one of the main ones is a well-functioning e-commerce platform.

Analyzing website performance is crucial for its development and improvement. This helps us see user clicks better, and understand which elements of the site attract customers and which ones discourage them from making purchases. Here are a few basic steps that can be taken to analyze web performance:

**1. Monitoring website traffic**
To understand how customers use a website, it's a good idea to monitor the amount of traffic on the site, sources of traffic, average time spent on the site, and the number of web page refreshes.

**2. User behavior analysis**

With analytical tools, it's possible to understand the steps users take on the site, including which elements attract their attention, which products they browse, how they navigate the site, and more.

**3. Cart and checkout process analysis** 

Analyzing the cart and checkout process helps understand which elements contribute to cart abandonment and lack of purchases. This can be done by analyzing analytical details and testing different versions of the cart and checkout process.

You can check each of these parameters using one tool: cux.io - the first analytical tool for UX automation. 

I agree that Google Analytics provides new data for monitoring websites, but it doesn't expand on them. These are simple data that won't answer many questions. The CUX app makes things much easier, especially when we don't want to rely on guesswork and we want to make the right decisions.

## What are the best ways to reduce page load time? {#what-are-the-best-ways-to-reduce-page-load-time}

On one hand, analytics is essential, but on the other hand, those errors must be fixed. Do not allow the situation where you are aware that something is not working properly, but you choose to ignore it. 

This turn of events will only pile up the problems not only within the website itself but also it may affect SEO activities. As we know, numerous errors on the website automatically lower the position in the Google search engine. Analyze the traffic on the web and take appropriate action.

### Problem with page refresh

I will surprise you. Do you know that the most problems are caused by improperly configured or managed IT infrastructure? Complete unavailability of the website or its elements may be caused by an error on the server side. Introducing the wrong command, incorrect update of the home site or selection of infrastructure with the wrong technology or language (example: html, JavaScript, PHP etc.) causes numerous problems in the "heart" of the webpage or online store. Discover the solution that will ensure proper management of your infrastructure and eliminate performance issues. Learn what [server managed](https://qlos.com/en/services/server-administration/){.do-follow} is all about.

Selected reload method can also be a problem. It is worth considering whether to run auto reload of selected items. With the introduction of IT solutions, you can put in place solutions that automatically come when a problem is spotted on the site.

### Incorrect analytics
Start with the basics. Check if the event tracking code on your site has been installed correctly. I have come across cases where the code was added statically and only applies to the home site. The code must be added dynamically to be visible on every tab. Another thing is to verify the location of established events and [goals](https://cux.io/blog/how-cux-helps-in-achieving-set-goals/) in external tools.

Additionally, it is important to [analyze user behaviour](https://cux.io/user-behavior-analytics-tools/). The solution to this problem is the aforementioned refreshing module.

![Experience metrics on dashboard](/uploads/Experience_metrics_dashboard_1e0e2c5167.png)

You can check the refreshes by filtering the list of [Visits Recordings](https://cux.io/features/visit-recordings/). You should use the "Refreshing" parameter.

![Graphic depicting CUX’s Visit Recording dashboard.](/uploads/Visits_Recordings_CUX_8501819172.png)

The list of recordings is automatically updated. You can also see exactly where the user's problem occurred.
Thanks to the addition, you have the ability to control visits and their course. This is extremely helpful when you are unable to determine the reason for users leaving the site. See the current document for instructions on how to use this feature: [What is  refreshing?](https://help.cux.io/support/solutions/articles/103000094403-experience-metrics#Refreshing)

## Conclusion {#conclusion}
Refreshing a website is easy, but is it a factor worth analyzing? As it turns out, it is a value that can also be the first clue to identifying errors on our website.

In summary, refreshing a page can affect sales, depending on the context of the current page and solutions of the way it is utilized. You should regularly monitor customer behavior and analytical data to better tailor the offer to customer needs and avoid mistakes that can have a negative impact on sales. Especially if the infrastructure that underlies the operation of the online store is at stake.


Minimize page refresh rate and increase sales

Minimize page refresh rate and increase sales-18.png

Have you ever wondered if frequent page refreshing by potential customers of web pages has an impact on sales? It is just one metric that internet users utilize every day. It may seem like it has no impact on an online store's performance, but is that really the case?

Have you ever wondered if frequent page refreshing by potential customers of web pages has an impact on sales? It is just one metric that internet users utilize every day. It may seem like it has no impact on an online store's performance, but is that really the case? Discover my perspective and change your perception of this inconspicuous but very important metric.

## Importance of Web Traffic Analysis and Monitoring {#importance-of-web-traffic-analysis-and-monitoring}

Website stats are an essential part of finding invaluable insights into how your site is performing and where to focus your efforts for improvement. No matter how big the site or how much traffic it generates, it will always require periodic auditing. There are several powerful metrics to pay attention to, so it is important to know how to choose the one that best suits your needs.

### Website tracking

[Website tracking](https://cux.io/website-tracking/), also known as web tracking, is the process of **monitoring and analyzing user activity on a website**. It involves collecting data about website visitors, such as their browsing behavior, location, device type, and using this information to gain insights into how they interact with the site. Then, using this information combined with qualitative analytics, you can look into the [user behavior analytics](https://cux.io/blog/the-basics-of-user-behavior-analysis-cux-complete-guide/) – the "why" behind all actions.

![Website tracking benefits.png](/uploads/Website_tracking_benefits_ae934ab78a.png)

### User behavior analytics

[Tracking user behavior](https://cux.io/user-behavior-analytics-tools/) allows **understanding how users interact with and perceive a website or digital product**. By tracking interactions with the website (such as [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), page refreshments, excessive zooming), you can find user’s frustrations – so-called “pain points”, spot conversion drops, measure engagement metrics, as well as implement quick wins. Moreover, it contributes to easier and more precise personalization by creating very accurate customer segments.

### Website traffic

In simple words, traffic analysis is the process of measuring the number and type of visitors on a website. It collects traffic data about their location, the pages they visit, referral traffic (where are the visitors coming from), and the amount of time they spend on the site. By utilizing website traffic statistics, you can gain insights into the effectiveness of the marketing efforts, the popularity of the content, and the user experience of your site. 

![9 Website Traffic Metrics.png](/uploads/9_Website_Traffic_Metrics_87eec517a3.png)

## Tracking tools {#tracking-tools}

Now you know what type of results you need to truly understand your customers. The next question is: HOW to get them? Depending on which web analytics tool you choose to work with, you will have access to different features and measures. Here are three tools we compare:
- Google Analytics
- Mixpanel
- CUX

### Google Analytics
Google Analytics is one of the most popular web analytics tools that track and analyze website traffic data and user behaviors. It takes various user actions and provides statistics such as:

- page views,
- bounce rate,
- session duration,
- pages visited per session,
- conversion rate,
- user demographics.

Unfortunately, Google Analytics only measures quantitative data, not qualitative. It means that you will learn WHAT your users are doing on your website, but it will not give you insights into WHY users behave this way. Therefore, if you use Google Analytics by itself, it might be difficult to identify what frustrates your users, find their pain points, or to stop missed opportunities.

![Google Analytics.png](/uploads/Google_Analytics_f08dd7a1f1.png)

_Source: Microsoft Learn_

### Mixpanel
Mixpanel is another online tool that helps companies with website analytics. It provides similar insights to Google Analytics, however, it gives more detailed information about funnels, segmentation, user paths, and product impact.

Surprisingly, the biggest downside of Mixpanel is the difficulty of using it. Users often complain about the struggles in figuring out how to use its features and the platform itself. Moreover, because of lack of automation and difficult customization, it might be necessary to use engineering efforts to track user behavior in detail.

![Website tracking tool Mixpanel.png](/uploads/Website_tracking_tool_Mixpanel_0ab1caeb9f.png)

_Source: Mixpanel_
### cux.io

CUX is the first-ever UX & Analytics Automation Tool that eliminates sales inhibits in digital products – especially e-commerce. It specializes in detailed analysis of user behavior, with the focus on combining quantitative and qualitative analysis. While other tools usually focus only on the first one, CUX also gives insights into WHY customers behave the way they do. Some of the advantages of using CUX include:

- easy set-up and maintenance, without the need for engineering knowledge,
- goal-oriented analysis to minimize the data SPAM (CUX collects only the relevant data for your company),
- detailed user-behavior analysis that allows to efficiently find pain-points, quick wins, missed opportunities, detailed customer profiles and customer journey map,
- features such as: visit recordings, heatmaps, conversion waterfalls and more.

![A graphic depicting CUX dashboard](/uploads/CUX_Dashboard_with_Segments_3850f94e99.png)

### Free website traffic checker tool
If you are just starting with web analytics, you might be looking for a free tool to help understand your traffic data. Unfortunately, the features of most free traffic stats tools are quite limited. Therefore, it might be more beneficial to try a free version of a paid software to choose the one that fits your needs the most before you make the purchase.

However, if you only need to gain basic insights about the website, or you would like to check competitor website traffic, you can use resources such as [Semrush](https://www.semrush.com/). With the free version (no need to sign up), you can immediately see basic information about any website's traffic data, such as:

- how many visitors it has,
- the global, country, and category ranks,
- average time spend on the website,
- number of pages per visit,
- bounce rate,
- traffic by country and device,
- website traffic journey,
- paid vs organic search traffic.

![Website Tracking Tool Semrush.png](/uploads/Website_Tracking_Tool_Semrush_61e5a6ab25.png)

_Source: Semrush_

This information can give you an idea about website traffic estimates yours or your competitor sites are gaining. However, it doesn't allow you to download a traffic report, so you must enter each website manually, which may be time-consuming. This information by itself is very basic and definitely not enough to base any digital marketing strategy on, but it might be a good start in learning about the magic of web analytics.

## What should I look for in website statistics tools? {#what-should-i-look-for-in-website-statistics-tools}
As we mentioned, there are various online tools available for you to implement website statistics, and **each of them has slightly different features and methods of collecting data**. So which one is the best for improving website performance? Here are a few unique features that you should look out for when choosing your tool.

### Visit recordings
Visit recordings are **replays of visitor's sessions on your website**. You will be able to see and follow all of their actions – such as clicks, mouse movements, scrolling, zooming. However, it is important to remember that most tools such as Google Analytics only allow seeing one session at a time, not a visit. It means that instead of focusing on the whole time they spend on the website, you will be able to only see fragments where a user is actively engaging with the site. Usually, after 30 minutes of inactivity, the session expires.

This might create some bias – imagine if in the middle of online shopping you decide to walk your dog. When you come back home, you continue shopping and make a purchase. However, in the eyes of the software, your first session on the website was "unsuccessful", because you didn't finish the purchase. This might create bias in the conversion rates.

One of the tools that measures the whole visit (from the moment you enter the website to the moment you close it) is [CUX](https://cux.io/features/visit-recordings/). It also shows the recordings regardless of how many tabs they open and for how long.

![Graphic depicting CUX’s Visit Recording dashboard.](/uploads/Visits_Recordings_CUX_8501819172.png)

_Visit recordings as cux.io show whole visits, regardless of how many tabs they open and for how long._

### Heatmaps/Link maps/Scroll maps
Heatmaps are a graphic representation of where on the website users are the most active. It shows "hot places" based on your chosen metric, such as clicks.

Link maps seem similar, however, they only take into consideration clickable elements (such as CTA buttons or menu tabs). They ignore all actions that take place outside of these elements.

**Scroll maps** show how far your visitors are willing to scroll down the page to find what they are looking for. It is especially useful for long pieces, such as articles.

When choosing your tool, it is important to make sure what kind of map it uses. Often the feature in the software is called "Heatmap", when in reality it only measures clickable elements, and therefore is a link map.

![Mobile-Heatmaps-Track-User-Behaviour.png](/uploads/Mobile_Heatmaps_Track_User_Behaviour_ced7cf762f.png)

_CUX offers both heatmaps and link maps, all in one place._

### Goal-oriented analytics
Choosing the right goals lets you focus only on the data relevant to your business. The goal could be predefined, or input manually. Some of the most popular ones are: purchase, form submission, file download, or registration. Thanks to this, you avoid data SPAM, and focus on engagement that is crucial for your website.

<center><iframe width="560" height="315" src="https://www.youtube.com/embed/TkOPT698Vzw" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe></center>

<button>[TRY FREE TRIAL](https://app.cux.io/register?utm_medium=blogcux&utm_source=www&utm_campaign=blogpost)</button>

### Conversion Waterfall
Waterfalls are a visualization feature that allows to **track and analyze the conversion process of a user or customer through a sales funnel**. It represents the progression of a user from the initial interaction with a website or landing page to the ultimate goal of converting into a paying customer, or another event that you choose as your goal. It typically includes several stages, such as impressions, clicks, visits, leads, and sales. The overall goal is to increase the conversion rate, and optimize the user experience.

![A graphic depicting Conversion Waterfall](/uploads/Conversion_Waterfall_6efaec2312.png)

_CUX automatically captures events on your website and allows you to see Visit Recordings connected with each stage._

## Final thoughts {#final-thoughts}
Choosing the right tool for web tracking is not an easy task. The type of valuable insights you should aim at vary depending on what are your goals and things to improve. You should compare the features that each of the tools have, and what data driven decisions you can make with these results.
One thing is for sure – today, website analytics is an absolute necessity for any competitive brand. Don't miss out on your opportunity to shine!

[![User Analytics Glossary.png](/uploads/User_Analytics_Glossary_8c2b5dc7a2.png)](https://cux.io/download-free-user-analytics-glossary/)


The magic of web tracking tools-21.png

In today's digital age, having an online presence is crucial for any business looking to thrive in the competitive marketplace. However, it's not enough to simply have a website.

In today's digital age, having an online presence is crucial for any business looking to thrive in the competitive marketplace. However, it's not enough to simply have a website. Understanding your customers, their frustrations and behavior online is what truly makes any company stand out from the crowd. And this is where website analytics tools come in handy.


The magic of web tracking tools – which one is the best for your company? [FREE GUIDE]

However, with so many influencers and social media platforms available, it can be challenging for brands to find the right influencers and measure the success of their campaigns. This is where data-driven influencer marketing strategy comes in – leveraging analytics tools to help brands identify the right influencers and measure the performance metrics that matter.

This is a guest post from Ania Ledwoń-Blacha, Co-founder and Creative Director at [More Bananas](https://morebananas.pl/){.do-follow}  agency and co-founder and main organizer of CRASH Mondays. Product marketing manager at startup alloweat. Supervisor of the Brand Manager course at IMOK.

Data-driven influencer marketing is the process of using data to identify the most relevant influencers for a brand's campaign. By analyzing data such as engagement rates, audience demographics or content themes, brands can determine which influencers are most likely to resonate with their target audience.

## The Power of Influencer Marketing {#the-power-of-influencer-marketing}

Influencer marketing has been around for a long time, but it has exploded in recent years with the rise of social media. Social media platforms like Instagram, TikTok or YouTube have given rise to thousands of influencers with massive followings. 

![Influencer Marketing Global Market Size.png](/uploads/Influencer_Marketing_Global_Market_Size_66920aa2d6.png)

They built a base of loyal followers by creating engaging content that resonates with their audience. Brands can tap into this loyal base by partnering with influencers to promote their products and services.

However, not all influencers are the same. Some have lots of followers, while others have smaller but more engaged audiences. Micro-influencers, for example, have fewer followers but often enjoy a more engaged audience that is more likely to take action. To be effective, brands need to find the right influencers that align with their brand and can help them achieve their influencer marketing campaign goals.

![Statistics about influencer marketing.png](/uploads/Statistics_about_influencer_marketing_ec5627655b.png)

## The Rise of Micro-Influencers {#the-rise-of-micro-influencers}

Micro-influencers are social media influencers with a smaller following, typically between 1,000 to 100,000 followers. They have a highly engaged audience and can be more cost-effective for brands compared to partnering with macro-influencers or celebrities. By leveraging analytics tools, brands can identify micro-influencers who are the right fit for their campaigns and achieve the desired results.

![ Instagram micro influencers boast an average engagement rate of 3.86%, while mega-influencers see only 1.21%.](/uploads/Statistics_about_micro_instagram_influencers_1c6cd92244.png)

Finding the right influencers can be challenging, but analytics tools can make the process much easier. By using influencer marketing analytics tools, brands can analyze influencers’ audience demographics, engagement rate, and other key metrics to determine if they are the right fit for their campaign and marketing influencer strategy.

One of the most popular influencer marketing analytics tools is Instagram Insights or TikTok Insights. These tools provide brands with valuable insights into the influencer's audience demographics, including age, gender, location or interests. Brands can use this information to ensure that the influencer's audience is interested in their product or service.

In addition to Instagram Insights or TikTok Insights, there are many other influencer marketing analytics tools available that can help brands find the right influencers. Some of these tools include HypeAuditor, [Influencer.co](https://influencer.co/) or Klear. Right influencer analytics tools provide brands with valuable insights into an influencer's engagement rate, reach and other key metrics. They help brands identify the right influencers to collaborate with based on relevant metrics and ensure they are not partnering with fake influencers.

[Social media analytics tools](https://napoleoncat.com/blog/social-media-analytics-tools/){.do-follow} such as Sprout Social, [Falcon.io](https://www.falcon.io/) or Agorapulse help brands track their social media campaigns across various social media channels. These tools provide insights into audience demographics, engagement rate, and other key metrics that help brands measure the success of their influencer marketing campaigns.

## Measuring the Success of Influencer Marketing Campaigns {#measuring-the-success-of-influencer-marketing-campaigns}

Once brands find the right influencers, they need to measure the success of their campaigns. This is where analytics tools prove very important. By using the right influencer marketing analytics tools, brands can measure the performance metrics that matter and determine if their campaign was successful.

Some of the key metrics that brands should measure include engagement rate, profile visits, audience size and followers. Engagement rate measures the number of likes, comments, and shares received by influencer's posts. Profile visits measure the number of times an influencer's profile is viewed. Audience size measures the total number of followers an influencer has, and followers measure the number of new followers gained during the campaign.

In addition to the key metrics, there are many others that brands can measure to determine the success of their influencer marketing campaigns. For example, brands can measure the number of user-generated content (UGC) created during the campaign, the number of audience members who were interested in the product or service, and the number of influencer’s posts that were shared on social media channels.

## Ensuring Brand Safety in Influencer Marketing Strategy {#ensuring-brand-safety-in-influencer-marketing}
Brand safety is a top concern for brands when partnering with influencers. By using the right influencer marketing analytics tools, brands can ensure they are partnering with the right influencers who align with their brand values and messaging. Brands can also track the performance of their influencer’s posts and measure the impact on their brand reputation. But the most important thing is… 

### Avoiding Fake Influencers
One of the biggest challenges in influencer marketing is avoiding fake influencers. Fake influencers are individuals who purchased fake followers and engagement to appear more influential than they really are. These influencers can be detrimental to a brand's campaign, as they do not have a real audience that can be converted into customers.

To avoid fake influencers, brands should use influencer marketing analytics tools to verify the audience and engagement of an influencer. These tools can identify fake followers and provide brands with an accurate picture of an influencer's true influence.

## Conclusion {#conclusion}
Data-driven influencer marketing is essential for brands looking to succeed in the world of social media [marketing](https://cux.io/solutions/marketing-optimization/). By using the right analytics tools, brands can find the right influencers and measure the performance metrics that matter. With so many brands and influencers on social media, it is critical to use these tools to ensure that a brand's message reaches the right audience and that the campaign is successful. In today's world, influencer marketing is no longer optional, but it’s a necessity for brands looking to stay ahead of the competition and reach their target audience.



Data-Driven Influencer Marketing-15.png

Influencer marketing has become one of the most effective ways for brands to reach their audiences on social media. By partnering with influencers, brands can tap into their loyal following and leverage their influence to promote products and services.

Data-Driven Influencer Marketing: Leveraging Analytics to Find the Right Influencers and Measure Performance Metrics

Their purpose is to provide a great User Experience (UX) and Usability of a product, app, or service, based on user feedback and test results.

<center><iframe src="https://giphy.com/embed/gw3IWyGkC0rsazTi" width="480" height="360" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/test-gw3IWyGkC0rsazTi">via GIPHY</a></p></center>

There are different types of usability methods.

What you should know is that User Testing and Usability Testing are not the same thing.

It is common to confuse one method with the other, but there are significant differences between them including the development process, phase of use and focus group.

Given the extreme importance of this topic, we decided to dedicate a whole article to it.

Before we dive into details let’s start with a fundamental dictionary definition of user testing and usability testing.

## What is user testing? {#what-is-user-testing}
User testing is one of the methods that allow you to understand user needs and confirm (or smash) your ideas.

User testing usually appears at the early stage, sometimes even at a rough draft of your product. Why? Because it informs you whether your users really are interested in your product or is it only you.

From the user testing sessions, you can also learn who is your buyer persona and target audience. Thanks to that, you'll be able to provide better content for web pages that include Customer Value Propositions (CLV).

In simpler words, user testing enables you to gather [feedback](https://cux.io/blog/how-negative-feedback-better-ux/) that determines whether it makes sense to even release such a product, feature, or app.

## What is usability testing? {#what-is-usability-testing}

Then you have usability testing. It is a method that estimates a product's usefulness and efficacy for future users or an actual one.

This method can be carried out through a [prototype](https://cux.io/blog/observing-your-users-before-the-production-phase-why-is-it-worth-it/) or a design process phase (and even later).

A lot of companies start to run usability testing methods at a very early stage. It's easier and cheaper to find usability issues and enter changes that were highlighted in a usability testing report at this stage.

To understand it better, imagine that you've just launched a new e-commerce website with a user interface that not only can be scrolled horizontally but also vertically. According to the agency, it's one of the latest trends in web design that actually engages real users.

After 1 month of releasing the new website, you decided to check the results from it by checking [Heatmaps](https://help.cux.io/support/solutions/articles/103000126870-heatmaps). You saw with horror that no one interacted with it.

If the agency provided usability tests, they would spot that such an element is not useful or intuitive for real users.

Based on results gathered from test sessions with representative users, an agency could easily identify areas that require improvements to enable potential customers to use your service or product in their full glory.

## What are the differences between testing user vs. usability testing? {#what-are-the-differences-between-testing-user-vs-usability-testing}

There are very clear differences between these two testing methods.

### The aim

![The difference in aim between user testing and usability testing.png](/uploads/The_difference_in_aim_between_user_testing_and_usability_testing_c5cc9ce6f8.png)

By using a user testing method, you can determine whether users are interested in the solution you're considering. This method validates an idea and determines the success of your product.

Usability testing gives you all the answers that are necessary to provide a [great user experience](https://cux.io/blog/6-ways-to-optimize-e-commerce-ux/) and usability. This method mostly validates UX design. Of course, there are different methods to conduct usability studies, but they all have one purpose – to test usability.

### The audience

![The difference in the audience between user testing and usability testing.png](/uploads/The_difference_in_the_audience_between_user_testing_and_usability_testing_4291dfe1ce.png)

User testing focuses on the target audience. There's no point in validating your idea on a different group.

At the end of the day, your target audience decides whether they want to purchase your product or not. That's why the product must resolve user needs or challenges they're facing.

In contradiction, usability testing methods include all users. It doesn't focus on the buying personas and target groups. In this method, user behavior is the most important thing.

Users receive a list of tasks that need to be done. Based on qualitative research and usability testing you can check the ease of use and find [usability issues like broken links](https://cux.io/blog/what-is-a-rage-clicks/).

### The time

User testing is something you should always start with. This is the first step that will later  determine your success. No matter whether you are about to release a new product, feature, or service, from user testing you will know if there is a sense to work on this product.

Consider it as a pilot test like the VoD platforms do. They run one pilot episode to see if people enjoy it and if there is a point spending money for the whole season. If the target audience enjoys it, they'll provide the entire TV series.

On the other hand, usability testing methods can be carried out since a prototype or a design phase is made. For example, UX designers can start usability testing while they only have a website layout. It's easier to check it there, rather than complex flows.

With usability testing, you shouldn't limit yourself only to the launch phase. To identify users' frustration, pain points and possible reasons for drop-offs, you should run usability tests on current releases, so you can solve them. It is an iterative process.

### The method
User testing includes techniques like user research and surveys to find out if there is a need for your product.

Usability testing is the method that focuses on objectively evaluating the ease of use and efficiency of a product. Because of that, it requires other methods that will allow for finding usability issues. It includes such techniques as click tests, glances tests, a/b testing sessions, or first click tests.

Users receive specific tasks to accomplish, in the meantime observers watch users and analyze their behavior. From collected data they can know whether the product is convenient and provides a good user experience.

## Why should you do usability tests? {#why-should-you-do-usability-tests}

Creating a new product or launching a new feature can be very stressful and misleading. Even if you run thousands of market analyses, without usability studies, and potential customers' feedback it's hard to predict how end users might interact with your product.

Will they enjoy it? Or rather will they find the new interface very confusing? Time will tell… But hey, time is money!

Instead of wasting your valuable time & money on things that might not work, you can test them during the early development stage!

### Here are the 3 reasons why you should run usability tests.

![Usability testing saves time and money, better understandiing of the end-iser, identify problems in the design.](/uploads/Reasons_to_do_usability_testing_1a4c10baa9.png)

#### Identify problems in the design of the product or service
There is no better way to find usability issues than tracking and observing user behavior while they use your products.

For example, if you want to check a particular element on your website you can provide a usability testing script for what needs to be checked. Based on the gathered data you'll know if it's user-friendly enough, or requires improvements.

#### Save time & money

It has been proved that it takes 12 positive customer experiences to make up for a negative one (Ruby Newell-Legner’s "[Understanding Customers](http://ww2.glance.net/wp-content/uploads/2015/07/Counting-the-customer_-Glance_eBook-4.pdf)").

That's why you should do user testing. Users are asked to complete tasks, these tests are conducted to measure the positive experience.

#### A better understanding of end-user

Remember that users are never predictable. They're more unpredictable in their behavior than March weather. From Visit Recordings and Heatmaps you can check [what your user really experiences on your website](https://cux.io/blog/does-a-high-conversion-rate-always-mean-great-customer-experience/).

## Final thoughts {#final-thoughts}

Even though user testing and usability testing are quite distinct from each other, they're both equally important.

If you want to provide a great user experience and outstanding website usability, especially in the user-centered design approach, you have to add those two testing methods to your checklist.

[![Smarter analytics, drop a line at team@cux.io](/uploads/CUX_drop_a_line_d0e23e8165.png)](mailto:team@cux.io)






User Testing vs Usability Testing-11.png

Are you looking for ways to evaluate your product and get rid of usability problems? You came to the right place.
User testing and usability testing are the two methods that involve actual users.

Are you looking for ways to evaluate your product and get rid of usability problems? You came to the right place.

What’s the difference between user testing vs. usability testing?

User experience (UX), conversion rate optimisation (CRO), and search experience optimisation (SXO) are some of the most important aspects of website design that play a crucial role in the success of your website. That's why should always fit in the mould of your digital marketing strategy.

In this blog, we will explore the latest UX trends, as well as CRO, SXO and what you need in today's digital landscape to stay ahead and stand out from other websites.

After reading this blog, you will have a deep understanding of the current state of, and we have added a downloadable [free checklist](https://cux.io/download-free-web-design-checklist/) to help you design a website.

## Trends in User Experience (UX) Design {#trends-in-user-experience-(ux)-design}
User experience design, or UX for short, is the overall user experience when browsing a website. The main goal of UX design is to create a website that is easy to use, intuitive and, most important, create an enjoyable experience for the end user.

### Mobile-First Design
According to a recent [study](https://techjury.net/blog/mobile-vs-desktop-usage/#gref), more than half (60%) of all web traffic comes from mobile users, and this number is set to increase dramatically in 2023. Knowing this growing demand, it may be no surprise that having a mobile-first design is at the top of our list.

A mobile-first web design means that the website is designed first and foremost for mobile users and then adapted for larger screens. This approach will ensure the website is optimised for smaller screens.

![Mobile-first design tools.png](/uploads/Mobile_first_design_tools_1ef331a648.png)

### Social media trends
If you want to stay on top of social media trends, then integrating social media platforms into your website is a must. It's a great way to increase your social media presence and drive traffic to your channels. Adding social media buttons or links to your website can make it easy for users to share your content on their profiles. Embedding social media feeds into your website can also provide fresh, dynamic content and social proof of your online presence. And if you want to take it a step further, paid social media advertising is a great way to drive traffic to your website. In short, integrating social media into your website is a smart move that can boost your overall digital marketing strategy.

### Personalisation
Personalisation in today's age is about more than creating a unique online experience for each user. Its goal is to curate a meaningful experience that adapts the website to individual needs and preferences of your target audience.
Take, for example, Amazon. One of the business leaders in e-commerce giant personalised its website by using data from previous purchases and browsing history to suggest products that match the user's interests. This makes shopping easier and more convenient and has a positive effect on the overall user experience. Most importantly it can increase consumer spending considering that over 70% of [e-commerce shopping carts](https://cux.io/blog/shopping-cart-abandonment/) get abandoned.

### Artificial Intelligence
 
Artificial Intelligence (AI) is making website design more accessible than ever before! With AI tools for [data analysis](https://cux.io/blog/advantage-of-automation-and-ai/), design, and more. Business owners can easily tackle almost every aspect of the design process. From automating content curation and recommendations to helping you create customer-friendly sites with chatbots like [Drift](https://www.drift.com/learn/chatbot/), AI has got you covered. And the best part? You don't need to be a design pro to benefit from AI-powered tools like the design tools [Canva](https://www.canva.com/) and WIX As AI technology continues to evolve, we expect to see more websites hopping on the AI bandwagon.

### Micro-interactions

Micro-interactions are like the cherry on top of your website experience. Very prominent all across the social media landscape, they're the small, interactive elements that give you instant feedback on your actions. Think of the "like" button on Facebook, or the "reading progress bar" at the top of this blog post that grows as you scroll further down.
  
In the past, micro-interactions were just a buzzword in UX and strictly a social media trend, but now they're a must-have. These little touches add personality to your website and make it more engaging and user-friendly. Google started this trend by making buttons enlarge when users click on them. Now, designers understand that users need feedback from icons, and small animations and colour changes give the feeling that elements are talking to them as they use the website. Micro-interactions are meant to delight the user, creating an engaging and human-like experience.

![Examples of micro interactions.png](/uploads/Examples_of_micro_interactions_ea6c235fa6.png)

## Trends in Conversion Rate Optimisation (CRO) {#trends-in-conversion-rate-optimisation-(cro)}

CRO is about ensuring the users who visit your website take the action you want them to take, like buying something, signing up for a newsletter, or filling out a form. CRO is essential in determining the success of your website, as it directly impacts your conversion rates and business growth.

CRO is the process of improving the performance of a website or landing page with the goal of increasing the percentage of visitors who take a desired action, such as filling out a form, signing up for a newsletter, or making a purchase. CRO is essential for determining the success of a website as it directly impacts [conversion rates](https://cux.io/blog/conversion-rate/) and overall revenue by ensuring that users who visit the site take the desired action.

### Customer Journeys

Customer journeys are the road a customer takes, from discovering your brand to making a purchase or taking other desired actions. Understanding these journeys is crucial for optimising your website for conversions because it helps you spot and fix any issues that might be holding your customers back.

By analysing customer journeys, you can improve your website and increase the chances of conversion. CUX has tools like the [Conversion Waterfall](https://cux.io/features/conversion-waterfalls/) that let you see the complete picture of customer behaviour based on user visits. With Conversion Waterfalls, you can easily find pain points and opportunities to improve on, instead of just guessing. By focusing on real customer journeys, you can optimise your website and boost conversions.

![Conversion Waterfall.png](/uploads/Conversion_Waterfall_ced62160ac.png)

### Website Speed
It's no secret that people hate waiting, especially when it comes to websites. This may not seem like a new trend, it remains just as crucial in 2023. If you aim to improve your bottom line and drive conversions, ensure your website is fast. Slow website performance can result in reduced sales and a decline in revenue. Studies have shown that shopping cart abandonment rates increase by 30% when websites take too long to load, equating to a yearly loss of $2.6 billion in revenue.

### Goal-oriented Analysis
The [Goal-oriented Analysis](https://cux.io/features/goal-oriented-analysis/) of data is critical for conversion rate optimisation. By setting clear goals, you can zero in on data directly related to your business objectives, such as a purchase, form submission, file download, registration, or checkout. This analysis allows you to quantify and qualify your data, giving you a deeper understanding of how your website performs against your business goals.

The insights you gain from this analysis can then be used to improve the overall user experience and drive higher conversion rates. In short, goal oriented analysis helps you measure the impact of your efforts and optimise your website to achieve better results.

![Goals Dashboard Visualisation.png](/uploads/Goals_Dashboard_Visualisation_c67b5b0a2f.png)

## Trends in Search Experience Optimization (SXO) {#trends-in-search-experience-optimization-(sxo)}
Search experience optimisation focuses on enhancing the user experience rather than simply optimising for search engines. It combines aspects of search engine optimization (SEO), CRO, and UX to create a website that is appealing to users and easily accessible to search engines. The primary objective of SXO is to deliver a top-notch user experience in terms of accessibility, appearance, content, and response time, among others.

![Search Experience Optimisation SXO formula.png](/uploads/Search_Experience_Optimisation_SXO_formula_f503974d99.png)

### Voice Search Optimisation
Voice search optimisation is about making your website ready for those voice search queries. With more people using voice-activated devices like Alexa and Google Home, ensuring your website is optimised for voice search is crucial. That means using keywords that sound like natural language and providing your website is set up to show up in featured snippets - those little pieces of information that show up when you ask a voice search question.

### Local Search Optimisation

Local search optimisation is the process of optimising your website for local search queries. This includes incorporating local keywords, claiming your Google My Business listing, and ensuring that your website is optimised for local search engines, such as Google Maps. Local search optimisation is crucial for businesses with physical locations, as it can help to improve visibility in local search results and drive more foot traffic to your store.

### Data Privacy
In light of the growing concerns over data privacy, more companies are making it a priority to be transparent about users' data and privacy as part of their business strategy. This is especially important in digital marketing, where personal and professional lives are often interconnected. By focusing on data privacy, businesses can build stronger relationships with customers and enhance their reputation in the market.

### Content strategy

Creating engaging content is a critical component of modern website design. Short form videos, for instance, have become increasingly popular as a means of capturing and maintaining user attention. As video content continues to be a dominant force in the creator economy, more brands are incorporating it into their content creation strategies. 

Additionally, social media trends have emphasised the importance of engaging content, as platforms like TikTok have demonstrated the potential of short-form video to drive engagement. By keeping up with social media trends and linking social media to your business website brands can establish a strong online presence and connect with audiences in more meaningful ways.

### Key Trends Beyond 2023
In the near future, the design landscape is likely to undergo rapid transformation with the emergence of, extended reality or mixed reality (MR) and virtual reality (VR), representing a new wave of technology that will enhance the overall UX design experience. As UX designers seek more control over user experiences, they are likely to increasingly incorporate MR and VR to create more immersive and engaging experiences. With the use of MR and VR, designers can create virtual environments that simulate real-life experiences, enabling users to interact with products or services in a more intuitive and natural way. This shift towards XR and VR is not limited to the UX design industry but can also be observed in the big tech industry, where companies are investing heavily in the development of these technologies to increase engagement rates and gain a competitive edge.

[![Blog Graphic - Free Web Design Checklist (1).png](/uploads/Blog_Graphic_Free_Web_Design_Checklist_1_9920a60079.png)](https://cux.io/download-free-web-design-checklist/)

## Conclusion {#conclusion}
As a business owner, entrepreneur or marketing specialist, it's crucial to incorporate the latest UX trends as well as trends in CRO, and SXO into your website design to stay ahead of the competition. Additionally, by using data from web pages and customer engagement, you can gain insights into optimising your website for maximum impact. Social media integration can also play a significant role in business operations, as it provides a platform for customer engagement and brand promotion. By staying on top of the latest trends and using data-driven insights, you can create a successful website that sets your business apart in the digital landscape.









Trends in UX, CRO and SXO-11.png

The digital landscape is constantly evolving, and website design is no exception. It's more essential than ever to stay up to date with the latest trends to ensure your website stands out from the competition and is modern, user-friendly and practical. 

Trends in UX, CRO and SXO. What do you need to design a modern website! [FREE CHECKLIST]

But hey! What if I tell you that there is something way more lucrative? A heatmap that tells you how users engage across your web page or mobile app screen.

As you read this article, you'll learn what are mobile heatmaps and what is the difference between them and mobile app heatmaps, also known as heatmaps. How does web and mobile product heatmap work, and how to read it correctly.  Lastly, what fruits can you harvest from heatmap tools?

Let’s dive into this mobile and web heatmaps ocean.

## What is a mobile heatmap? {#what-is-a-mobile-heatmap}
A mobile heatmap is a visual representation of users’ most significant interaction on site. Mobile heatmaps are one of the most social analytics for the human eye to identify a large amount of data.

Through different sizes and colors, heatmaps visually present smartphone users' level of engagement like clicks, mouse moves or depth of scrolls.

A heatmap can be associated with a thermographic camera. Red colors (warm) point out areas with the highest user engagement, whereas green color (cold) represents areas that indicate cool concentration. Also, between red and green color, there is a range of colors showing average engagement.

![CUX – one of the analytics solutions that generate heatmaps.](/uploads/Mobile_heatmap_9154e0c6bd.png)

Some of heatmap tools offer even deeper analysis of how users interact and present a list of users' gestures and micro interactions like swipe up, swipe down, double taps, rage taps, or single click, etc.

### Mobile heatmap vs. mobile app heatmaps.
Those are 2 different kinds of heatmaps. Unfortunately, a lot of marketers confuse them.

Websites use HTML code as a baseline, then the captured usage data generates heatmaps. For mobile apps this process is way complex, because of the development platform and operating system.

If you look for a heatmap mobile app tool you should search for a dedicated one. It will enable you to analyze app users behavior, app usability and interface.

## How do mobile heatmaps work? {#how-do-mobile-heatmaps-work}
Heatmaps are generated based on captured usage data mobile. They aggregate interaction data to develop a graphic overlay of a single screen from the website, which can be used for:

- finding usability issues,
- analyzing user behavior,
- discovering [user frustration](https://cux.io/blog/reasons-of-user-frustration-on-websites/) and pain points,
- debugging mobile websites, 
- optimizing [conversions](https://cux.io/blog/conversion-rate/),
- understanding if users are getting the right user experience.

Heatmaps are a great source of information in user interactions, but to draw conclusions from mobile heatmaps you need to know [how to read them](https://help.cux.io/support/solutions/articles/103000126870-heatmaps).

## How to read a mobile heatmap? {#how-to-read-a-mobile-heatmap}
Heatmaps can bring a lot to the table but also can bring some trouble. That’s why you should make your hypotheses carefully, even if you have “the best heatmap tool”.

### When you look at a heatmap, don’t take everything for granted

By default, heatmaps show gathered data on where users navigate. It’s a summary view of users' actions through different device sizes – desktop, mobile, tablets, and smartwatches.

Specific devices have different resolutions. Most heatmap tools do not cheap out and generate heatmap for each screen resolution or type of iPhone. They generalize the picture by showing the most common screen size for a specific screen resolution.

### Heatmaps for sure haven’t heard about _panta rhei_. 
Heatmaps don’t show dynamic elements like the drop-down menu bar, cookies bar or pop-ups. It’s a static snapshot of the default state of a specific page. That’s why on visual overlay you can see floating stains.

To avoid reading the tea leaves, CUX generates the list of the top interactive elements. You can check what your users tap even if it is a dynamic element. The list can be filtered by XPath of a chosen element. 

### Clicking is not always a good indicator
If your overlay shows big colorful stains it means users tap, but don't automatically assume that they enjoy it. Those might be rage taps. In a short period of time, users intuitively tap one element several times without receiving any response from the smartphone.

If you want to get the lowdown on how to read the heatmap check out Kamila’s articles. Once you've read them, you'll have a different point of view about mobile heatmaps.

[How to read Heatmap. Part 1](https://cux.io/blog/how-to-read-a-heatmap-part-1/)
[How to read Heatmap. Part 2](https://cux.io/blog/how-to-read-a-heatmap-part-2/)

## Mobile heatmaps are a must-have for profitable business {#mobile-heatmaps-are-a-must-have-for-profitable-business}
Almost 86% of the population owns a cell phone. The current number of mobile phone users around the globe is 6.92 billion. 

![Stats about current number of smartphone.png](/uploads/Stats_about_current_number_of_smartphone_050feb4ab0.png)

Right now people rather purchase from desktops than mobile devices, but they go through the first 3 stages of the sales funnel (Awareness, Interest, Desire) through their mobile screens.

You can feel overwhelmed by the number of new technologies, especially now when you have to think not only about desktop but mobile too but let’s crouch over it.

From which business would customers rather buy goods? The one with a good mobile app interface or the one that gives them the creeps from mobile app usability?

Obviously, users would choose the first one.

Mobile and website navigation are very different from each other. You shouldn't assume when something works on a desktop it would also work on a mobile. Keep an eye on mobile analytics but also on all of the other resolutions that your users use.
Below you will find a list of 3 main benefits that you can gain from using this essential tool.

### To increase conversions
Heatmap analysis is a great way to decrease the number of problems that your users are facing. For example, you won't get a high conversion rate if your call-to-action (CTA) has a broken link or doesn’t contain it all (dead links).

CUX fends you from such a missed opportunity. By having mobile heatmaps and linkmaps and comparing one to the other you’ll be able to find non-tappable elements that your customer may tap.

Read those little colorful stains correctly, because they can point you to missed opportunities to have links (dead links). 

![Graphic presenting two different kinds of heatmaps](/uploads/Heatmaps_Linkmaps_1560831f0e.png)

### To improve user experience (UX)
Keep in mind that a poor user experience often comes together with a low conversion rate. It's not the result of an error in the check-out process itself, but the overall customers’ experience that they fell at previous stages of a market leader.

You can decrease user frustration by filtering your mobile heatmaps through experience metrics. You can determine which elements in your app annoy your users, and what are the reasons your users leave.

Select a specific heatmap and filter it by a certain event like a rage click or refreshing. Look for elements that contain one of these behavioral patterns. You can easily increase customer motivation, improve their experience, and ultimately increase sales without large and resource-consuming changes.

![Mobile-Heatmaps-Track-User-Behaviour.png](/uploads/Mobile_Heatmaps_Track_User_Behaviour_ced7cf762f.png)

### To predict your user behavior
Just like a fortune-teller can predict your future from cards, CUX mobile heatmaps can [analyze user behavior](https://cux.io/blog/5-ways-to-achieve-good-user-behavior-analysis-using-visits-recordings/) through their gestures.

For example, if a colorful stain is generated on a block of text, that doesn’t contain a link. It means your users are highlighting it.

What is great about CUX mobile heatmaps is the fact that you don't have to take screenshots of each screen for CUX to get a visual context for what your mobile app heatmap shows.

The intensity can be increased to see exact click points, the spread can be adjusted to focus on single areas, or the opacity can be altered to have a better view. 

![Image source: cux.io app](/uploads/Mobile_Heamtaps_Layer_d1e3df2b78.png)

## Wrapping up {#wrapping-up}
Whether you analyze products, websites or mobile apps, heatmaps are always first to come to the rescue. They provide a primary overview of the usual user’s behavior.

That’s why heatmaps are a good starting point for every business to get actionable insights.

Seeing which elements are engaging and which aren't will help you improve your user experience and interface, which will lead to higher conversion rates.

But don’t be dazed by all those colorful stains. You should keep in mind that heatmaps, even the ones for mobile apps also have some serious limitations.

[![Smarter analytics, drop a line at team@cux.io](/uploads/CUX_drop_a_line_d0e23e8165.png)](mailto:team@cux.io)








Heatmaps on Mobile Devices-09.png

“Mirror, mirror on the wall, tell me why my conversion rate doesn’t grow on mobile devices?” If only there were a mirror like this, the conversion rate optimization process would be much easier.

“Mirror, mirror on the wall, tell me why my conversion rate doesn’t grow on mobile devices?” If only there were a mirror like this, the [conversion rate optimization](https://cux.io/conversion-rate-optimization-tools/) process would be much easier.



Heatmaps on mobile devices and practical ways you can use them

## Web Content Management System {#web-content-management-system}

While we obsess with A/B testing, messaging, content creation, and page design, an often overlooked factor in the drive for improving conversion rates is the underlying content management system (CMS platform). This guest post from Alan Gleeson, the CEO, and Co-Founder of [Contento.io](https://www.contento.io/){.do-follow} a Headless CMS for B2B and SaaS companies outlines what you need to be aware of. 

## The Context {#the-context}

For anyone working in B2B SaaS, lead generation is a primary concern for the sales and marketing function. The [conversion rate](https://cux.io/blog/how-to-boost-your-conversion-rate-using-analytics-as-a-daily-routine-the-t-mobile-case/) on a webpage will depend on several factors, including the number of visitors, the quality of these visitors (in terms of how aligned with your Ideal Customer Profile they are), and then the on-page elements (ranging from the value proposition to the messaging to the Call to Action).

## Web Pages {#web-pages}

The key pages for conversions on most B2B sites tend to be the following:
1. Home Page
2. Pricing Page 
3. Product Page
4. Landing Page(s) for paid acquisition

A primary goal is to get more traffic to these pages. But it can’t be any old traffic. Ideally, your marketing strategy means that you are building awareness and profile on sites related to your core proposition (or at the very least sites where your Ideal Customer Profiles (ICPs) /Personas are present.

Similarly, your content strategy should be aligned with relevant and structured content  that help your ICP’s do a better job in their day-to-day lives. Again a tight digital content strategy can also help attract the right types of eyeballs.

It is then a case of ensuring that you have well-designed landing pages and [core site pages](https://cux.io/blog/increase-user-engagement/) where your messaging is compelling and that you are offering value as well as access to your core offering. This primary Call to Action (CTA) will usually be to either “Sign up” for a Demo or to get access to an application in the form of “Get Started”.

Most marketing leaders will be measuring the conversion rates on these web pages. Alongside the raw conversion data, it is important to have a quality measure to ensure that conversions are the right types - this could include a target % of leads that the sales team has a positive discovery call with.

![Conversion rate formula.png](/uploads/Conversion_rate_formula_e96b10eb20.png)

Improving conversions on the acquisition side is a typical goal for most SaaS companies and a common route to achieve this is to:
- create a duplicate landing page, 
- change some elements, 
- and to [A/B test](https://cux.io/blog/a-b-testing-tools/) it. 

However, I believe there is a missing piece here. 

The challenges with this approach are as follows:

- Many B2B / SaaS companies have low traffic volumes so it can be very difficult to be confident (in terms of statistical significance) with results in a short period of time;
- Many marketing functions consist of generalists (particularly early-stage ones) and thus experience in crafting a rigorous A/B test is suspect, to say the least;
- It can also be expensive as you may need to boost eyeballs using paid acquisition e.g. Google search engines so the cost to run the tests can add up. 

NB I am making an assumption here of a compelling value proposition, with clearly differentiated messaging. After all, if people land on the site and find the value proposition in digital content is weak or the offering is unclear, the ability to move the conversion rate needle is severely hampered.

### The Missing Piece
But the key piece missing here is that there may be an issue missing in plain sight that could be worth exploring first. 

The page speed of the 4 key pages listed above.

There are several page speed tests that can be done using tools like Pingdom, and PageSpeed Insights (Google) which you can use to test the speed of your core pages.

With the likes of Pingdom it is also important to test the site speed using servers in your core geographies and not just the web server from where you are located. So if you are based in London, but the bulk of your target audience are in the US you should test on US servers.

What I have found on numerous occasions running tests like these is that the results can be painfully slow overseas. The in-office experience is not representative of the experience of your ICP’s (your site may be cached and the server located close by).

In short, slow sites mean one thing - depressed conversion rates.

Historically, for many marketing teams the first port of call is to try and identify which ‘on-page’ elements are slowing down the site. However, as I argue below there may be a bigger underlying issue to consider first. 
What site speed should you be looking for?

![Average load time for website is 3.21 seconds](/uploads/Average_loda_time_for_website_4f707784fd.png)

According to Google: The probability of bounce increases 32% as page load time goes from 1 second to 3 seconds, 1s to 5s the probability if bounce increases to 90%.

Based on this data I’d be looking **to target a page load time of under 1 second.**

Can this be achieved on a traditional CMS like WordPress based site?
 
I don’t think so.
 
However, I go back to a key point - blazingly fast website speed is of utmost importance for high traffic sites, with significant daily basket spend or ones where moving the needle on conversion rates is paramount.
 
If you are running a simple consultancy website the math on eeking out conversion gains on the back of an not insignificant investment simply won’t work. For those where marginal gains will likely make a difference, the focus should thus be on the Content Management System (CMS) initially to ensure there are no structural issues to rectify first.

## Content Management Systems (CMS) {#content-management-systems-(cms)}
A primary cause of slow sites is the underlying Content Management System or CMS software.

For those using popular content management systems like WordPress, the results can be painfully slow. Over time members of the marketing team may have added more and more WordPress PlugIns, and images that were not compressed and the page load time can be really poor. It is one of the reasons the category of Headless CMS is taking off.
 
### What is a Headless CMS and Why Are They Popular?

A Headless CMS is an approach to website building that separates the front end and the back end. Traditional (legacy CMSs)  have usually blended everything together as one stop solutions.
 
This makes perfect sense for many categories of users including those looking to create a simple personal website or blog at low cost. However, when it comes to enterprise or B2B sites, performance is all important.

### How does a content management system impact conversion rate?
 
Separating the front end and back end and connecting everything via API offers a more secure approach where front end developers can design a beautiful website using their tech stack of choice, while marketing can work in parallel preparing content in a back end content platform or repository.
 
This separation of duties offers significant benefits which account for the growing popularity of Headless CMS’s added to the security benefits, the greater efficiency and the exceptionally quick websites that result. This last factor is crucial for those looking to optimize performance be that in the form of form completion rates, [conversion rates](https://cux.io/blog/conversion-rate/) and shopping basket conversions.

### Why a Headless CMS Helps Conversions?

Developers recognize the benefits of a highly performant site and have realized that migrating off platforms like WordPress to new Headless CMS platforms like Contento.io brings numerous benefits not least in performance. Speed and search engine optimization (SEO go hand in hand. Google uses three metrics to measure your Core Web Vitals:
1. Largest Contentful Paint (LCP), 
2. First Input Delay (FID), and 
3. Cumulative Layout Shift (CLS).
 
Slow sites get penalized from an SEO perspective but also negatively impact your conversion rates.

It is thus worth ensuring that your content management system is fit-for-purpose, and this is where modern deployments like a Headless CMS will ensure the foundations are solid and that the main factors influencing site speed are dealt with first rather than tinkering around with image compression, and stripping back code on pages.

Popular Headless Content Management Systems include Prismic, Storyblok, Contento.io, Strapi and Contentstack. These solutions will enable your marketing team to focus on managing digital content, whereas the developers can worry about the front end, web servers and web hosting so a real separation of responsibilities and excellent alignment with core skills.

## Summary {#summary}
In short, if tasked with improving your conversion rates on your website, it is important to first check your site speed and to consider if a CMS upgrade would be more beneficial than tinkering around the edges trying to manage content by [A/B some pages](https://cux.io/blog/how-do-a-b-tests-work/). Maybe the real needle mover is upgrading the site speed via a CMS upgrade.
 
Finally, it is worth flagging that a CMS replatform is not an insignificant undertaking, and thus it is much easier to kick the main issue ‘down the road’. At the very least running the site speed tests gives you enough ammunition to make the case for a new content management system. If you go down this route, adding in visual identity enhancements and messaging upgrades can also help improve your odds of dramatically moving the needle on conversion rates. 





How CMS can impact conversion rates__1-07

How CMS can impact conversion rates__1-07.png

While we obsess with A/B testing, messaging, content creation, and page design, an often overlooked factor in the drive for improving conversion rates is the underlying content management system (CMS platform).

How Your Choice of Content Management System Can Impact Your Conversion Rates?

We'll be diving into this concept known as Digital Customer Experience (DCX) and explore the different elements that make up a good DCX. We'll also discuss the importance of digital transformation in enhancing customer experience and explain what DXP stands for and how it works. 

Whether you're just starting out or looking to improve your existing digital strategy, this guide is for you. Let's get started!

## What is Digital Customer Experience (DCX) and what does it mean? {#what-is-digital-customer-experience-(dcx)-and-what-does-it-mean}

The digital customer experience (DCX) also known as the digital customer journey refers to the online interactions a customer has with a company and the resulting impressions they walk away with, such as on a website or app. This is different from Customer Experience (CX), which refers to all interactions a customer has with a company and does not need to be online. Today, we will focus on the digital aspect of the customer experience. 

![Customer Journey Digital Touchpoints](/uploads/Digital_Customer_Expeirence_f248e96f30.png)
## Why is Digital Customer Experience so important? {#why-is-digital-customer-experience-so-important} 

The importance of providing a positive digital customer experience is growing as technology advances, and customer expectations change. In e-commerce, a positive customer experience can lead to three times more customer visits. However, a single bad experience can cause 32% of customers to leave their favourite brand, this highlights the importance of understanding the customer journey. Here are a few reasons why DCX is crucial for your brand.

### 1. Multi-channel availability 
One of the main reasons why it is so important is that it allows you to engage with customers on their own terms, wherever and whenever the customer chooses. This means that brands need to be available across all digital channels. A multi-channel approach  (web, social, mobile, email) can help build trust with customers who are more likely to become loyal customers.

### 2. The Power of Personalisation
Creating a personalised experience is important as today's customers expect brands to know what they are thinking and what they want before they do. This can include anything from personalised products, recommendations, tailored content or custom offers. This can be done by [mapping the customer's journey](https://cux.io/solutions/customer-journey-analytics/) and using the customer data to create more personalised experiences. This can lead to the customer feeling understood and valued and, more importantly, make the purchasing process more efficient. When customers feel valued, they are more likely to become repeat customers and brand advocates. In the end, the power of personalisation lies in the ability to create a deeper connection with the customer. 

### 2. Using analytics and data

As technology advances, it becomes increasingly important for businesses to stay ahead of the curve to understand their customers' digital journeys. This requires assembling a large amount of data. Still, it is crucial to focus on data that is relevant to your business goals, it's no good focusing on purchase value if your goal is to build out your email list.

One effective way for brands to gain insights into customer behaviour and preferences is through the use of analytics tools and data gathering. Brands can build [conversion funnels](https://cux.io/features/conversion-waterfalls/) to track these events and see where customers convert or drop out.

By pairing this data with [heatmaps](https://cux.io/features/heatmaps/), businesses can identify the most significant actions on their pages and find opportunities to increase conversions rather than relying on intuition. Ultimately, by collecting data on customer behaviour and preferences, brands can gain valuable insights into what customers want and how they interact with the brand.

![Graphic presenting two different kinds of heatmaps](/uploads/Heatmaps_Linkmaps_1560831f0e.png)

## What makes good Digital Customer Experience? {#what-makes-good-digital-customer-experience}
It's more than just a well-designed website or fast loading speed. We have listed what we believe to be the three starting points to include in your digital strategy to ensure your customer has a 10/10 digital experience with your brand.

1. Make sure your website or app is easy to navigate with clear calls to action so it's simple for customers to find the info they need and complete what they want to do.

2. Adding a chatbot or live chat feature to give instant help and support to customers as they use your digital services.

3. Using personalised and targeted marketing efforts to give customers relevant and valuable content throughout their journey with your brand.

Overall, a good digital customer experience is about understanding what customers want and need and meeting those needs efficiently, personally, and in a user-friendly way. A well-crafted digital strategy centred around customer experience will help businesses achieve these goals and provide a positive Customer Satisfaction and customer loyalty.

## What is Digital Transformation? {#what-is-digital-transformation}
Many brands are starting to catch on to the idea of "Digital Transformation" these days. But what does it actually mean, and how does it relate to the digital customer experience?

Basically, it's about using technology to make all aspects of a business run smoothly. Think about it like giving your company a digital makeover. It's not just about updating hardware and software, though. Digital transformation is about rethinking how a business operates from the ground up. It means looking at every step of the customer journey and figuring out how technology can improve it. 

Amazon is one example of a brand that is truly embracing digital transformation, They have taken what was essentially a retail business and turned it into a tech powerhouse, offering lots of new services like cloud computing and advertising + using automation and AI to streamline the customer and internal process ([Source](https://whatfix.com/blog/digital-transformation-examples/)).

Digital transformation and its impact on the customer journey aren't limited to just big businesses. Here are some examples of how a small business like a restaurant can utilise digital transformation to enhance the digital customer journey.

**1. Online Ordering:** 
Creating an order and payment platform on their website to track and streamline the ordering process for customers and manage them internally with ease.

**2. Mobile Apps:**
 The exact process for web orders can be done with an app, along with adding a menu and any other features that could benefit your audience.
 
**3. Social Media:**
Creating social media accounts on platforms where your customers are and adding features so they can connect with you around the clock, this is also a great channel to collect customer feedback.

**4. Data analytics:** 
By tracking customer data with a [customer journey mapping tool](https://cux.io/customer-journey-mapping-tools/), the restaurant could analyse customer behaviour, preferences, and feedback to make informed decisions about menu options, pricing, and marketing strategies.

Digital transformation is the driving force behind good digital customer experience. The end goal of digital transformation is to create a more seamless and efficient experience for customers while also streamlining internal processes within the company. 

## What does DXP stand for and how does it work? {#what-does-DXP-stand-for-and-how-does-it-work}
With a clear understanding of digital customer experience and digital transformation, you may wonder how to apply it to your brand and what digital tools are available to assist you. This is where a Digital Experience Platform (DXP) comes in. Now you might wonder, "What exactly is a Digital Experience Platform and what does it do?"

The short answer is that digital experience platforms provide a software solution that helps brands create & manage personalised digital experiences of the entire customer journey across multiple channels and devices. A DXP typically includes content management systems, analytics tools powered by machine learning or artificial intelligence. Integrating data from different systems such as [CRM](https://capsulecrm.com/free-crm/){do-follow}, analytics and e-commerce, a DXP can deliver personalised and relevant experiences to give brands a competitive advantage.

![DXP.png](/uploads/DXP_bc4ffe544b.png)

So, if you're a business looking to improve your digital customer experience, a DXP could be a game-changer for you. There are a variety of DXP providers out there, so it's worth researching to find the right one for your business needs.

## Conclusion {#conclusion}
We've covered a lot of ground. In summary, digital customer experience is becoming increasingly important as technology evolves and customer expectations change. A positive DCX can lead to more business, but a negative one can drive customers away. It's not just for big businesses either – even small businesses can benefit from implementing a digital strategy that focuses on the digital customer journey.

[![Customer Journey Checklist.png](/uploads/Picture_1_5d88624aeb.png)](https://cux.io/download-free-customer-journey-checklist/)




















What is Digital Customer Experience_-06 (1).png

You know the saying, 'first impressions are everything'? Yeah, not so much anymore. Thanks to technology, customers have evolved, and they expect the best.

You know the saying, 'first impressions are everything'? Yeah, not so much anymore. Thanks to technology, customers have evolved, and they expect the best. From the moment they interact with your brand to the final goodbye, a positive experience is a must. Anything less, and they'll be out the door faster than you can say 'bad customer service'.

What is Digital Customer Experience? [FREE CHECKLIST]

<center><iframe src="https://giphy.com/embed/3o6Mbj2w67HnPQKgcE" width="480" height="366" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/season-9-the-simpsons-9x8-3o6Mbj2w67HnPQKgcE">via GIPHY</a></p></center>

In this article, we’ll explain how you can improve your sales results by finding bottlenecks in your sales funnel and remedying them.

To be sure we’re on the same page, let's have a quick review of what a sales funnel is, and why you should optimize it – regardless of whether you sell products or services.

Let’s get started!

## What is a sales funnel? {#what-is-a-sales-funnel}

A sales funnel is a graphic visualization that represents the customer journey potential customers need to go through in order to make a purchase and become paying customers.

Marketing and sales teams commonly use the sales funnel to understand customers' needs, find pain points, optimize the customer journey and push potential customers through the next stages of the sales funnel.

It’s not an easy job, but achievable! You just require a little help from an external tool. Later in this article, I’ll show you ways to accomplish it.
 
### Different kinds of sales funnel 
On the market, there are a fair number of sales funnels – AIDA, the 3-, 5- or even 6-stage sales funnels. You probably wonder which one is worth choosing. Or which one can be easily applied to your business and will bring more profit?

Below you can find a list and short description of the 3 most popular funnels.
 
#### AIDA
It’s a sales funnel that consists of 4 different stages:
- **Awareness** – it’s the very first moment when a potential customer realizes he has a problem.
- **Interest**– in this stage lead searches for a solution for their problem. This stage covers all actions related to marketing like reading blog posts or signing up for a newsletter, etc. 
- **Decision** – at this stage, the potential customer considers your product or service as a solution to their issue and is willing to buy it. But they are also aware of competitors.  
- **Action** – the final stage of the sales funnel. It’s the moment when a potential customer does a desired action and becomes a paying one. 

#### TOFU -MOFU -BOFU 
This sales funnel consists of 3 stages:
- **Top of the Funnel (TOFU)** – through non-promotional content such as blog posts, you educate your potential customer and give answers to their questions. 
- **Middle of the Funnel (MOFU)** – through valuable content, guide your lead through sales funnel and increase the need for possession.
- **Bottom of the Funnel (BOFU)** – this is the point where your lead is ready to make a purchase. It’s a perfect moment to explain why your business is better than the competition and how you solve their problems. 

#### 5 STAGE SALES-MARKETING FUNNEL
This sales funnel is more advanced than the previous one. It has more steps that also involve existing customers. The last stage of this funnel is “retention”. The main purpose is to increase customer lifetime value (CLV) through building loyalty, retention and upselling.

![Marketing Funnel.png](/uploads/Marketing_Funnel_ebdea5c248.png)

### Why is the sales funnel important and why do you need to optimize it?
A sales funnel allows an understanding of what steps potential customers need to make to achieve a desired action. 

By analyzing your sales funnel, you'll figure out which stages are performing well and which need some [tuning](https://cux.io/solutions/conversion-optimization/), or where major conversion drops are occurring.

## What is a sales funnel conversion rate? {#what-is-a-sales-funnel-conversion-rate}
A sales funnel conversion rate is the percentage of customers who enter a sales funnel and go through each stage and accomplish it in a specific time period.

It’s easy-peasy to calculate it. All you have to know is how many potential customers entered your sales funnel and how many converted. Remember that your conversion doesn’t have to be necessarily a purchase. 

![Sales funnel conversion rate formula](/uploads/Sales_Funnel_Conversion_Rate_Formula_354a9bf3e9.png)

Conversion may take other forms, such as:
- filling a form,
- signing up for a free trial version,
- downloading a lead magnet,
- signing up for a newsletter. 

Here’s a brick-and-mortar example of how to calculate the sales funnel conversion rate.

Assume you want to calculate the sales funnel conversion rate from a paid campaign in your e-Commerce store for the last month. 

The first stage of a sales funnel is a product page. Right now, you need to find the total number of customers that entered the top of the funnel in a specific period of time. For calculation purposes, let’s say 100 potential customers visit your product page.

Afterward, find the number of customers who purchased. In the last month, 12 products were bought. Divide 12 by 100 and multiply the result by 100%.  

In this case, your sales funnel conversion is 12%

## Isn't mobile's conversion rate lower? {#isn't-mobile's-conversion-rate-lower}
Without any doubt, people convert more via desktop or tablet rather than mobile. According to [Statista](https://www.statista.com/statistics/234884/us-online-shopper-conversion-rate-by-device/), the average mobile conversion rate is 1.53%, while the average desktop conversion rate is 4.14%.

![The-average-conversion-rate-on-mobile.png](/uploads/The_average_conversion_rate_on_mobile_7541fcb8ef.png)

Does this mean that you should focus only on desktop users? Hell no! People spend more and more time on mobile. It’s just a matter of time before those numbers will go into reverse.

Making your website responsive is key to preparing your business for m-Commerce (purchasing and selling goods and services with mobile devices) and increasing your conversion rates via mobile. 

Every additional minute lowers the chances of purchasing.

## How to find sales funnel drop-offs {#how-to-find-sales-funnel-drop-offs}

The next step is to track the effectiveness of your sales funnel. It’s the moment when analytics tools come in. Although there are plenty of fish in the pond, we will focus only on one – cux.io. 

CUX is the first UX and Analytics Automation tool that reveals what kills your sales by representing your customers' experience and journey on your site in the most accurate and robust way.

<button> [Start the free trial](https://app.cux.io/register)</button>

One of CUX's primary features is Conversion Waterfall, which represents how your prospects progress through the sales process and determines whether they succeed or fail at each stage.

Through Conversion Waterfall you easily track how many leads entered the top of the funnel, pass to the next step and accomplish the sales process. For example, if 500 people begin the customer journey but only 12% of them end up converting, it means that leads don't find your solution as the right answer to their problem, and it’s preventing them from completing the purchase. 

Take a look at where the biggest drop-offs are and run the optimization process.

![A graphic depicting Conversion Waterfall](/uploads/Conversion_Waterfall_6efaec2312.png)

## How to locate bottlenecks and improve the conversion rate on mobile devices? {#how-to-locate-bottlenecks-and-improve-the-conversion-rate-on-mobile-devices}
Not exactly as clear as crystals call to action? Blog post a little too succinct? Price too high? Or is customer experience not on point? What might stand behind those drop-offs on mobile, my dear Watson?

In this paragraph, you will learn how to locate bottlenecks that withhold your leads from converting.

By using CUX's Conversion Waterfall, you can identify where customers experience the most pain during the specific phases of their journey. You can discover their frustrations and bottlenecks.

The easiest way to do this is by watching Visit Recordings where conversion drop occurred. Replay those visits by pressing the “View” call to action below the chosen stage. Don’t forget to filter lists of Visits Recordings by device. 

After watching a few recordings of the mobile visits, you will be able to draw conclusions, spot behavioral patterns and find spots for improvements. 

[You don’t need to show us your website to tell you how to make it more enjoyable](https://cux.io/blog/show-me-your-website/). All you need is CUX. 

![Graphic depicting CUX’s Visit Recording dashboard.](/uploads/Visits_Recordings_CUX_8501819172.png)

## How to optimize a conversion funnel on mobile? {#how-to-optimize-a-conversion-funnel-on-mobile}
Every stage of the sales funnel is different and requires different actions to be taken to optimize it. Below you will find 3 solutions on how to optimize your conversion rate for particular behavioral patterns. 

- **Zooming** – usually occurs when the user cannot view text or images comfortably. 
 
Solution: Increase marketing efforts by investing in high-quality product graphics and videos.


- **[Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/) and rage presses** – they reveal spots where visitors get frustrated when interacting with your website. 

Solution: Rage clicks are frequently caused by non-clickable elements like call to action or graphics. Compare heatmaps with linkmaps to find those places.
 
- **Refreshing** – caused by page load errors and display issues.

Solution: It’s a common thing that pages don't load exactly the way they were designed on different browsers. In CUX you can filter the list of Visits by behavioral patterns and check on which browser refreshing occurs. 

![Graphic presenting experience metrics in cux.io app](/uploads/Experience_metrics_cux_b83e5ff3a3_26120839f2.png)

As soon as you eliminate the causes of these behaviors, your funnel will become more effective, which allows your customers to experience a smooth journey and purchase.

## Final thoughts {#final-thoughts}
Without a doubt, tracking and optimizing your sales funnel conversion rate is incredibly important to run a profitable business.

Drop-offs can occur at different sales funnel stages, even in the awareness stage. It’s significant to not focus only on the last stages of the sales funnel but take a look at the whole picture.

Now it’s time to pick up the slack and optimize your sales funnel. 

CUX offers a free trial version that doesn't vary from a paid one. E-Commerce is not a world where it is common to test before purchase, so don’t miss this opportunity. 

You can [request a demo](https://cux.io/request-demo/) or [start a free trial of CUX](https://app.cux.io/register) with just one click, so click away! 

[![Optimization on mobile devices.png](/uploads/Optimization_on_mobile_devices_2fad860d5a.png)](https://cux.io/download-free-10-golden-rules-ecommerce-optimization-on-mobile-devices/)



How to improve the sales funnel conversion rate on mobile

How to improve the sales funnel conversion rate on mobile.png

Looking for ways to improve your conversion rate? Let’s take a closer look at the sales funnel!

Looking for ways to improve your [conversion rate](https://cux.io/blog/conversion-rate/)? Let’s take a closer look at the sales funnel!

How to improve and optimize the sales funnel conversion rate on mobile? [FREE CHECKLIST]

Manual analysis, which is the sole reason behind many people feeling somewhat discouraged from getting involved with data analysis, is a thing of the past. 

Employing automatic data analysis is what can transform your level of data utilization, bringing significant benefits to your business. Let's not waste any more of your time on redundant data analysis and dig into some details!

<center><iframe src="https://giphy.com/embed/ClXes8MSwiD8rypn3N" width="480" height="270" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/onechicago-ClXes8MSwiD8rypn3N">via GIPHY</a></p></center>

## What is data analytics automation? {#what-is-data-analytics-automation}

Data analytics is a part of [business intelligence processes](https://www.luzmo.com/blog/embedded-business-intelligence-guide){do-follow} and is used to analyze data sets, in order to extract the most important insights, such as trends and patterns.

Thanks to advanced AI and Machine Learning technologies, data analytics automation takes the process to another level, by making it quicker, cheaper, and less error-ridden.

Using data analytics automation software is highly beneficial for the overall productivity of the business. Such software is capable of capturing and analyzing relevant data in near real-time and returning the teams with highly accurate insights.

## What is the importance of automation in data analysis? {#what-is-the-importance-of-automation-in-data-analysis}

Automated analytics are extremely important to businesses as they provide insights that may have otherwise been left unexplored. Data analysis holds no mystery for data analysts and data scientists, yet the task may prove an insurmountable obstacle for data analysis amateurs or teams who are only getting started with data.

If you want your business to become a data-driven powerhouse but lack the means for a team of data analysts, automating the analysis of crucial business data is your ticket to victory.

### Manual versus automated data analytics

Automated data analysis helps to manage big data and can be used in many ways, including discovery, preparation, data replication, and storage management.
 
The possibilities of [manual analysis](https://cux.io/blog/advantage-of-automation-and-ai/) are simply incomparable to the operating capacity of data analytics automation software in case of large amounts of data. Data analytics automation software powered by Artificial Intelligence and machine learning has become the only viable method of handling big data for enterprises and large companies.

## You too can automate your data analytics! {#you-too-can-automate-your-data-analytics!}

The good news is, data analytics automation is more accessible than you imagine, it's basically at your fingertips – quite literally.

All there is to start implementing data analytics automation for your online business is to find a data analysis automation software, which can do the heavy lifting for you.

Although the searching part may feel somewhat overwhelming, the rule of thumb is to look at what software is performing the highest according to the users themselves.

[![Graphic presenting CUX review from G2](/uploads/CUX_Review_5_a28ca5070a.png)](https://www.g2.com/products/cux-io/reviews)

## Automating data analysis with CUX {#automating-data-analysis-with-cux}
CUX is the only UX and Analysis automation tool, allowing you to harness the power of data analytics to the fullest. 

The most important aspect of CUX is the tools ability to combine both the quantitative data (answering the “HOW MUCH? HOW MANY?” questions), and the qualitative data (answering the “WHY IS THIS HAPPENING?” questions), painting a full picture of what exactly is going on on your website!

## CUX simplifies working with data on a daily basis {#cux-simplifies-working-with-data-on-a-daily-basis}

A truly data-driven business must keep its hand on the pulse at all times, which means keeping track of your data daily.

CUX makes collecting, tracking, and understanding data about your customers easier than ever, with an array of AI-powered features.

### Heatmaps
A [heatmap](https://cux.io/blog/4-ways-to-increase-conversion-with-heatmaps/) is a visual representation of the most impactful actions a user takes on your website. CUX’s Heatmaps gather the data about your user's behaviors – mouse clicks, chaotic movements, scrolls – and automatically generate a simple visualization of the areas on your website where user activity is the most intense.

![A graphic depicting the Heatmaps feature in cux.io.](/uploads/Heatmap_dfd1c02d91.png)

### Experience Metrics
CUX’s Experience Metrics give a new depth to your user data analytics. [Rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), chaotic movements, rage key presses – those are all incredibly significant user behaviors, that when properly tracked and analyzed, will point you in the direction of optimization opportunities.

CUX tracks these behaviors automatically, allowing you to see whether your users are absolutely delighted with their experience on your website, or if there is still room for improvement.

![Graphic presenting experience metrics in cux.io app](/uploads/Experience_metrics_cux_b83e5ff3a3_26120839f2.png)

### Conversion Waterfalls
CUX [Conversion Waterfalls](https://cux.io/blog/conversion-waterfall-the-new-quality-of-measuring-the-conversion-rate/) allow you to track visitor behavior across different customer journeys, simultaneously! You can easily visualize the customers’ journey, track its effectiveness and spot steps in the funnel where the customer dropout rates are the most significant, without crunching the numbers in five different excel sheets.

![A graphic depicting Conversion Waterfall](/uploads/Conversion_Waterfall_6efaec2312.png)

### All data in one place – CUX’s Dashboard
Most importantly, CUX ensures you can get a full view of your data at one glance!

All of the most important and relevant insights about your customers’ behavior is compiled on one page, and presented in a way that enables even a complete data analytics rookie to understand what is going on.

With CUX’s dashboard, anyone on your team can easily visualize trends in data, enabling you to make data-driven decisions quickly and effectively, without time-consuming manual analyses.

![A graphic depicting CUX dashboard](/uploads/CUX_Dashboard_with_Segments_3850f94e99.png)

## Start automating your data with CUX today {#start-automating-your-data-with-cux-today}
Data analytics automation is the future of building sustainable [data-driven businesses](https://cux.io/blog/2022-trends-data-driven-business/). With an ever-increasing number of companies realizing the advantages of automated data analytics, the competition is becoming more fierce than you can imagine.
 
Beat your competitors to the punch and automate data analytics for your business today, by starting a free trial of cux.io. See what data analytics automation can do for you!

[![5 golden data analytics tips.png](/uploads/5_golden_data_analytics_tips_514e626398.png)](https://cux.io/download-free-5-golden-tips-to-take-your-data-analytics-to-the-next-level/)

Automating Data Analysis with CUX-04.png

Did you know that there is a much better and easier way to perform data analysis? Yes, it's not fake news!

Automating analytics – stop wasting time on redundant data analysis – automation with CUX [FREE CHECKLIST]

Will the customer feel captivated by a well-thought-out design of the page, attention to detail of their experience, and complete the path to conversion?

Or will they take one look at what your e-commerce page has to offer, and jump right to your competitor's website, never to be seen again?

This will be determined by how well you can optimize your product page to suit your customers’ needs and expectations. Read on to make sure you know what to do and what to avoid when working on product page optimization.

## What is a product page {#what-is-a-product-page}

Product page is a page of the eCommerce store that provides a customer with information about a particular item. A product page will normally contain all crucial product details, customization options, and a call to action.

Contrary to a traditional point-of-sale, such as that in a physical store, customers of an eCommerce store cannot touch the product or seek the immediate assistance of a store clerk.

Therefore, the product page is the main point of contact, and its job is to provide the customers with enough information and to persuade them to proceed with a purchase.

![Oceansapart-ecommerce-product-page.png](/uploads/Oceansapart_ecommerce_product_page_26398d3321.png)

Source: [Oceansapart](https://www.oceansapart.com/en/)

### The 5 necessary elements of every product pages

As we mentioned a few paragraphs earlier, there are some crucial product details that every product page should consist of. Let’s have a quick look at them. 

#### The product itself

Product is obviously the centerpiece since this is its first chance to shine, so it’s crucial how it’s presented and what questions your customers have before they can commit to buying. 

In this part, it’s critical to demonstrate how your product is different (if it’s possible) from your competition. But you can also take advantage of your e-commerce business. If you offer free delivery or different payment methods don’t hesitate to highlight this information. 

#### Product presentation
People are visual creatures which means they buy products with their eyes. Use high-quality product images to stand out from your competitors. Or go even further and present your offer by showing product videos.

If you don’t have a professional camera to provide such content, ask your provider or product owner to deliver high-quality images. I’m sure it’s just a matter of a few emails and can increase conversion rates easily.

#### Your copywriting

Copywriting is extremely important for your product page. The way you convey information about your product will heavily influence your potential customers. 

Good copywriting will make the customers feel well-informed and reassured. Bad copywriting may make the customers feel confused, and detract them from making a purchase altogether which automatically lowers conversion rates.

#### Your user experience

The user experience (UX) on the product page of your online store has arguably the biggest impact on your [conversion rate](https://cux.io/blog/conversion-rate/). Offering highly desired products at bargain prices it’s no longer enough. 

Now more than ever customers pay attention to the experience that e-commerce offers them. [UX can be influenced by anything from a SEO](https://cux.io/blog/how-does-ux-affect-seo/), load time, to quality of product images and amount of customer reviews.

Here, you can read an article [how to optimize your e-commerce in 6 simply ways.](https://cux.io/blog/6-ways-to-optimize-e-commerce-ux/)

![86% of buyers will pay more for a great customer experience](/uploads/Customer_experience_statitics_33ffa87f81.png)

#### The brand
Your brand is what makes your products special. It gives your products additional sparkle. 

In the end, it's the brand that creates emotional bond  between you and your customers and allows you to develop a meaningful relationship in the long run.

## What is product page optimization and why is it important? {#what-is-product-page-optimization-and-why-is-it-important}

The reason why an e-commerce product page needs to be optimized is very simple; your customer's first encounter with your product page is like a first date.

You want to make a very good first impression, otherwise, you are likely to never see each other ever again. Just like that. Plenty of other fish in the sea for your potential customers to choose from.

This is also known as the “Halo Effect”. Based on the very first impression, customers can draw overall conclusions about your brand.

![Cognitive Biases- Halo Effect vs. Horn Effect | by Setumo Raphela | Medium](/uploads/Halo_effect_cognitive_bias_0f3e9a548d.png)

That’s why your product page's design, usability, and navigability must be at the forefront of your mind – without it, your conversion rate will never reach its true potential.

## How do I optimize my e-commerce product page? {#how-do-i-optimize-my-e-commerce-product-page}

<center><iframe src="https://giphy.com/embed/3o6MbtRx8nFU2n5wZO" width="480" height="362" frameBorder="0" class="giphy-embed" allowFullScreen></iframe><p><a href="https://giphy.com/gifs/season-16-the-simpsons-16x19-3o6MbtRx8nFU2n5wZO">via GIPHY</a></p></center>

You want your product page to make your customers think just like Homer Simpson. But the road to crafting irresistible product pages is not a short one, nor a simple one – but it’s so worth it in the long run.

What it will take for your product page to drive conversions you can be proud of, is consistently and attentively following a number of simple principles necessary to optimize your product pages.

Below you will find 6 ways to optimize your product pages, so let’s dive in! 

### 1. Understand your customers’ needs and frustrations

Understanding your customer's needs and frustrations is the first step to kicking off any optimization process, and it certainly applies to improving the customer experience on your eCommerce product pages.

In order to do that, you must be able to analyze the user behavior on your eCommerce site. Track indicators like experience metrics that point out user frustration through user behavioral patterns like zooming, chaotic movement, [rage clicks](https://cux.io/blog/what-is-a-rage-clicks/), rage key presses and refreshing.

![Graphic presenting experience metrics in cux.io app](/uploads/Experience_metrics_cux_b83e5ff3a3_26120839f2.png)

### 2. Provide social proof and reviews

Product reviews are incredibly important for any eCommerce business. Your potential customers will seek out previous customers' reviews to support their own decision-making process. And if they find none? The alarm bells will start ringing in their mind!

An average visitor needs reassurance when making a purchase in a newly discovered eCommerce store, so make sure they feel as much at ease as possible. 
Customer reviews do a fantastic job in convincing your potential customers that they are indeed right when making a purchase decision.

[![Graphic presenting CUX review from G2](/uploads/CUX_Review_5_a28ca5070a.png)](https://www.g2.com/products/cux-io/reviews)

### 3. Product page SEO

Your search results should always be on point. Why? Inaccurate product descriptions are not only unprofessional but actively hinder product discovery for your potential customers. Organic search engines are like bread to butter for your eCommerce sites. 

According to statistics, 81% of consumers conduct online research before shopping online.

That’s why you should consider Search Engine Optimization (SEO) as one of your closest friends. Pay attention not only to product descriptions but also headliners, images description, meta descriptions, meta titles and structured data.   

### 4. Gamble on a clear call to action

Calls to action (CTA) must be clearly noticeable, as it is a core element of the customer journey. In e-commerce interfaces, CTAs are the core factor of effective interaction with the product.

![Lego-ecommerce-product-page.png](/uploads/Lego_ecommerce_product_page_d2e4b37886.png)

Source: [Lego](https://www.lego.com/)

Without clear instructions on what should be the next move customers feel distracted. They are lost and decide to abandon your online store. In this case, optimize your product pages by checking heatmaps and watching visit recordings.
 
They might give you hints for optimizing your product page. Look for indicators like chaotic movement or rage clicks that clearly point out user frustration.

### 5. Is your product page mobile responsive?

Consider thinking twice before answering this question. Even if you think that your eCommerce shop is fully mobile responsive, just because the design adjusts itself to mobile devices, there may be some hiccups that you have yet to notice.

#### 3 things that often hinder the mobile experience of product pages include:

**Too small text or images** – this forces customers to zoom in on the content of the product page, as they are unable to view it correctly in its original size.

**Unclickable elements** – it’s one of the customers’ nightmares. They put a lot of effort, and frustration into making those elements clickable by pressing them numerously in a concise period of time.

**Too slow web load time** – more than 70% of online customers admit that the product page speed impacts their willingness to purchase.

![Average load time for website is 3.21 seconds](/uploads/Average_loda_time_for_website_4f707784fd.png)

### 6. Focus on easy navigation and effortless searching

It's common to look for customer leaks in the last stages of funnel sales. Checking forms with too many fields or too small checkboxes are the first reasons why customers are leaving.

But the reason why they abandon the purchase process might appear way earlier. Our customer, a [polish jewelry brand Ania Kruk](https://cux.io/blog/valentines-campaign-analysis-aniakruk-case/), became convinced of it.

Not only do potential buyers require a flawless ending, but they also want to easily find products on your website. That’s why you should keep your search function specific and intuitive.

Instead of using the scrollbar to define price range, make use of checkboxes. Not only it’s easier to choose desirable prices but mobile users will also find it more friendly. 

## Cut product page optimization to the chase {#cut-product-page-optimization-to-the-chase}

Although product page optimization may seem like a heavy task, not taking it up will result in an unsatisfactory customer experience, and thus, business loss.

You don’t need to redesign your website to improve your product pages. Rather than that, you should take advantage of a user behavior analytics tool. It’s the best and most efficient way for optimization.

There are several analytic tools on the market that offer free trial subscriptions, so why not try them?

### Optimize product pages with CUX

Start the product page optimization process by finding bottlenecks that have a negative influence on conversion rates.

Go to [Visit Recordings](https://cux.io/features/visit-recordings/), and filter your list by product page URL address. Watch a few visit recordings to find out what the real customer journey looks like and map it. Next, use [Conversion Waterfall](https://cux.io/blog/conversion-waterfall-the-new-quality-of-measuring-the-conversion-rate/) to build some sort of sales funnel. On every step of your Conversion Waterfall will appear the number of visitors who decided to drop off.

![Graphic depicting CUX’s Conversion Waterfall.](/uploads/3_steps_conversion_waterfall_73ba05e0cb.png)

Click view to see a list of visits recordings of visitors who abandoned the site. Analyze them to see what was the cause and implement changes.

## What makes a great product page? {#what-makes-a-great-product-page}

There is no doubt that the product page optimization process is a real game changer. Especially when we apply it to such a business as e-commerce.

To not get confused with all the valuable information provided in this article we decided to prepare a short checklist you should always keep in mind, whenever you improve your product pages.

**What good e-commerce product page should contain:**
- flawless navigation,
- clear call-to-action,
- SEO-friendly product description,
- high-quality images of the product
- fast web load time,
- social proof and reviews,
- high-quality content that flatters your product, 
- shipping information especially if you provide a free shipping option,
- information about payment methods, 
- the possibility of upselling and cross-selling.

And that's how you make online shopping great again!

[![Contact with CUX.png](/uploads/Contact_with_CUX_606b8b7791.png)](mailto:team@cux.io)






A product page of an e-commerce store is where the customer first comes in contact with the product offer. It’s the product page where the entire purchase decision-making process takes place.