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Behavioral analysis
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Behavioral analysis is the detailed study of user actions and interactions on a website. It uses advanced tools, such as session recordings, heatmaps and user paths, to understand how visitors navigate and interact with the site. Complementing traditional web analytics tools, this type of analysis offers an in-depth understanding of user behavior, revealing opportunities for optimizing the user experience.
As part of a conversion rate optimization (CRO) approach, behavioral analysis enriches A/B test results by examining actual user behavior. It helps identify friction points, areas of interest, and opportunities for improvement, facilitating the refinement of content and design strategies. This information is essential for iterating on tests and continuously improving learning, leading to more effective optimizations and an enriched user experience.
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Study of competitors' strategies, strengths and weaknesses in the context of CRO.
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Qualitative analysis
Qualitative analysis focuses on non-numerical data, such as customer verbatims, to understand users' motivations, behaviors and frustrations.
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The conversion tunnel is a series of specific stages in the customer journey that users go through on a website or application, from their arrival to the final conversion, such as a purchase, registration, or any other desired action.
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