Google Analytics is an excellent general diagnostic tool for analyzing the status of a web property and user behavior throughout the conversion funnel. However, we must remember that digital analytics is comprised of several aspects, and one of them is UX Analytics, which has its own tools that help us better explain behavior detected by Google Analytics.
For example, let’s say we have a particular page whose design we’ve modified, and after regular traffic stabilization, we see that the page now has less time on page and a much higher bounce rate than the previous version. In our case, we’ll assume that an A/B test couldn’t be performed.
What Google Analytics can tell us about this particular page is limited, but it serves as a diagnostic tool for using page analytics tools. There are many tools that can do this, but I personally like to use Mouse Stats.
We can implement this tool through Google Tag Manager or directly on our site. We’ll take a more detailed look at its implementation and configuration another time.
Ultimately, what this tool provides us with are heat maps showing user interaction with page elements.
This is a very useful feature for understanding which elements in particular receive user interaction. Based on this analysis, we can define which blocks should be moved or optimized to help the user follow the conversion funnel.
With this, we already have a good idea of what’s happening on the site. However, this feature isn’t actually as great as the next one… Playbacks. This feature allows us to see a recording of what the user did when visiting our page or sequence of pages.
This feature is simply the dream of many user experience analysts. Seeing what the user did and their navigation throughout their visit allows us to see in detail what’s really happening with our website.
It’s important to note that the use of these tools requires user consent; generally, a clause must be included in the site’s terms of use indicating that these tools will be used.
These are just a few of the features that UX Analytics tools have, but they give us a good idea of what exists beyond Google Analytics.
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