UX Analytics

Behavioral Analytics: The process of observing, collecting and analyzing user interactions with a product, site or service, with the aim ofimproving the user experience (UX) andoptimizing conversions. In a CRO (Conversion Rate Optimization) approach, it enables us to understand how users navigate, interact, block or abandon, in order to identify concrete optimization opportunities.

Types of visualizations used :

• Heatmaps: areas of clicks, scrolls or mouse movements.
• Session recordings: anonymized replays of user paths.
• Funnels: rate of passage from one stage to the next.
• User flows: visualize the paths taken through the site or app.
• Form analytics: abandonment rates or errors on form fields.

Examples of obtainable insights :

• Identify a friction zone on a key page (e.g.: invisible or ignored button).
• Understand why an A/B variation fails to perform despite solid assumptions.
• Detect a break in the mobile vs. desktop journey.
• Spot a form abandoned because of a useless or misunderstood field.

🧰 Commonly used tools :

• Hotjar, Clarity, Crazy Egg (quick and easy behavioral visualization),
• Contentsquare, FullStory, Smartlook (advanced behavioral analysis),
• Mixpanel, Heap, Plausible (event behavior and product analytics),
• Additional analysis possible via GA4 + BigQuery for customized dataviz.

Behavioral analysis is often used upstream of A/B tests to formulate relevant hypotheses, or downstream to explain differences in performance between variants. It is an essential pillar of data-driven CRO, linking quantitative data to actual user behavior.

‍