Now that you have the main events you need for you analysis, it is time to get some insights about your visitors’ behavior.
This research process helps you understand how visitors experience your website, so you can prioritize decisions about how to improve the experience and make it as frictionless and intuitive as possible. In doing so, you can increase conversion rates and traffic.
A process that needs intuition
Data analysis is a vital part of both qualitative and quantitative research that helps you make informed, data-driven decisions that improve the user experience.
Qualitative data is gathered through research: observing people to understand why they do certain things. Quantitative data is garnered through analytics: identifying what actions users take when they come to a page, and how many users take those actions. Both types are crucial for carrying out an effective UX analysis.
But data, and the insights it provides, are no substitute for design intuition. Data can inform that intuition but ultimately, it’s up to you to draw conclusions and make business decisions based on your own experience and knowledge of the end user. Therein lies the benefit of UX analytics.
Ask the right Questions
Data analysis is only as good as the questions you ask, but the primary question you should be looking to answer during the analysis process is: why? Ignoring this question can result in misleading findings that lead your whole team down the path of solving the wrong problem.
Confirmation bias can be a barrier for analysts, that leads them away from asking that primary why question.
Once that you have gathered your raw data, it’s time to dig into that mass of data and look for meaningful, actionable insights.
To have a successful analysis, there are certain steps you should follow.
Here are the 5 key steps of data analysis:
1- Define your analysis objectives
The analysis objectives should be set with your business goal in mind. After all, meeting that goal is the reason you are conducting analysis in the first place.
When you are setting your analysis objectives, ask yourself: What is it exactly that I want to learn from the analysis, and how will that learning help achieve my business goal?
2- Define the Events that you need for your analysis
To create a meaningful analysis, it is important to define the events that are the key steps of your micro-conversions. (as we mentioned in the previous article – https://help.scalefast.com/configure-events-before-starting-analysis )
Defining and creating events allows you to collect relevant data and discover friction points or opportunities on each step of the user journey. Defining events allows you to know where to look and improve in your website by:
1) Creating conversion funnels to identify customer drop-off points
2) Discovering user navigation with user journey chart
3) Segmenting users based on their behavior
4) Exploring data to generate insights for improvement.
Organize your data and events in a way that is quick and easy for you to see so you can efficiently identify recurring themes and trends.
3- Mine the data
Identifying salient themes, patterns and recurring journeys is probably the most intellectually challenging part of the analysis — but it can make or break the entire endeavor. In order to be able to interpret and come up with insights, you have to know what to observe during analysis.
Always start mining data from a macro view point. Once you have collected different finding, you can narrow down your investigation. This helps you stay focused on what is most impactful for your business.
4- Categorize your findings and validate hypothesis to get insights and recommendations
Once you have identified major friction points, or hidden areas of opportunity, you will want to categorize your findings so you can prioritize and take action.
For user experience (UX) friction points, you can build hypotheses about what the user intended to do but didn’t or couldn’t. You can then alter or implement website elements to test your hypothesis and fix the friction point.
To validate your hypothesis, narrow down your investigation with on-page analytics features like session replays, or our on-page analytics chrome extension.
When analyzing UX data, you have to be open-minded so you don’t miss important findings that help you come up with actionable insights.
Don’t stop when you’ve completed your analysis! Create recommendations that will have a direct impact on your conversion rate.
Create a dashboard with the most relevant metrics or data charts so you can track the performance of your changes and recommendations.
To sum up
UX analysis helps you identify issues and make changes to your web design to increase conversion rates. Following the five steps of data analysis will ensure consistent evaluation that yields actionable results.