UX Analytics Guide


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A/B testing

Also referred to as split testing, it is a marketing technique that involves comparing two versions of an internet page or a mobile application to see which performs better. These variations, known as A and B, are presented randomly to users. A portion of them will be directed to the first version, and the rest to the second. A statistical analysis of the results then determines which version, A or B, performed better, according to certain predefined indicators such as conversion rate.

App Onboarding

The onboarding process of any application is a user's first impression, and when designed correctly, increases the likelihood of successful adoption. The onboarding process reinforces your app's value and provides instructions that highlight key benefits and features. A strong onboarding process as per a case study, could increase your retention rate by as much as 50%.

When done well, app onboarding helps build strong relationships with customers. If done poorly (or ignored altogether), you risk users never understanding the way to use your app thus, having a negative experience and possibly abandoning your app permanently.

Audience Insights

The Audience insights is a UX professional's best friend. It is a comprehensive breakdown of who your user is? It provides details like, demographics, interests, location, which device they use, frequency or recency of the user, time of most engagement, etc. For instance, if a considerable number of users visit the website at night, one could opt for a Dark/Night time variation of the site or app.

Behavior Flow

Behaviour flow is an insight into the actual journey taken by users from the time they land on a website. It helps us identify the pages that bring the highest volume of the traffic. When you compare the behaviour flow with the time spent on site, it helps identify the pages that act as a 'bridge' and those that act as 'conversion hubs'. Thoroughly analyzing the behaviour flow will help a designer in optimizing the user's journey into meaningful, logical and easy steps that encourage them to fill a lead form, make a purchase, or read a blog in its entirety and then read more blogs on your website.

Bounce Rate

Bounce Rate can be defined as the percentage of users that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase.

Cohort Analysis

Cohort analysis shows you how to identify how well your users are being retained and the primary factors that drive growth for your app.

Conversion Rate Optimization

'CRO', is the process by which online companies optimize their digital assets in order to drive more visitors towards a desired action.

Design Audit

A Design Audit can help businesses answer compelling questions regarding their business and user satisfaction metrics. If we check the usability and viability of the user experience, it's important first to identify design bottlenecks that are hindering the cause. It can be anything that increases the cognitive load on the user and nudges them to bounce off the platform. What are users trying to look for, where are they getting stuck and at what point within the design interface do they leave without converting? A Design Audit can help you gather relevant answers to all of your process pain points. In 2020, audits will be the common diagnosis for most legacy businesses to optimize their online presence and increase their ROI.

Event Tracking

"Events are user interactions with content that can be measured independently from a web page or a screen load." --- Google Analytics. This comes in very handy when required to measure downloads, flash elements, video plays, ad clicks, pop-ups, etc. Depending upon the results, you can then iterate the design and test again.


It is a German word that refers to "whole", "pattern", or "form". Gestalt theory has been founded in the early 20th century by German psychologist Max Wertheimer. The Gestalt psychology is a school of thought which proposes that the whole of an object is more than its individual parts. That is, we cannot find meaning from breaking things down into parts. When elements are assembled together, they become whole. Thus, in perceiving objects which have many elements, we tend to apply certain methods and arrange the parts into a structured system, and our minds tend to create a global whole to acquire and maintain meaningful perceptions.

Goal Conversion Rate

Goal conversion Rate is an insight that you must keep track of, as it indicates whether users are performing the tasks or actions that you want them to. Some examples of goals are: a thank you page, confirmation of the order page. When you define and configure your goals properly, Analytics will provide critical insights such as how many conversions took place, what is the conversion rate, etc. This provides crucial information about how well your website is performing and cues about what UX changes you could make to better improve the conversions.

Combine goal conversion data with funnels, a path that you expect traffic to take, to get deeper insights into how users reached that goal. When steps are specified, Analytics can track where users enter from or exit in their journey towards the goal specified by you.

For example, when you gather from the flow that most users tend to exit the website from a specific page, you know there is a problem there that needs to be fixed. This is of great help for a UX professional.

KPIs (key performance indicators)

KPIs reflect the overall goals of your business- such as revenue growth, retention, or increased user numbers. Metrics are all the measurements that go towards quantifying these higher goals.

Page Views

Page views are an excellent insight into measuring user engagement. Generally, more page views would mean that more users are getting engaged with your website. But that is not always the case. If the page views are very high as compared to conversion rates, it could mean that although the user moves from one page to another, they are not able to find the information they need in order to convert. This could mean a confusing layout, multiple features laid out in a haphazard manner or a Call to Action that is not clearly visible to the user.

Session Recording

Live recording your visitors while they navigate your website is for sure a brilliant opportunity that lets your team to understand better their behavior and interactions. Using this tool, you'll put yourself in your visitors' shoes in the most natural and unbiased way.

Rage Taps

Rage Taps are moments when users perform repeated tapping on a mobile app, or any other digital experience because they're frustrated.They happen when an element's response is slow, broken or not responding.

UX metrics

UX metrics are a set of quantitative data points used to measure, compare, and track the user experience of a website or app over time. They are vitally important for ensuring UX design decisions are made and evaluated using fair evidence rather than opinions.