This article aims to explain the main differences between web and user experience analytics, and how the combination of both will help you make better, data driven decisions.

You know the power that data and analytics have to impact your business’ bottom line. You want to know everything you can about your website visitors and how they behave so you can optimize your site for user experience and conversions.

As you already know Air360 is a user experience analytics solution that allows you to understand what your traffic and users are doing on your website.

There are many other analytics tools and solutions in the market so in order to get the most out of them it is important to understand the difference between each type.

This article aims to explain the main differences between web and user experience analytics, and how the combination of both will help you make better, data driven decisions.

Website analytics:

This type of solution tells you what happens ​on your website​, so you can get findings like:

How many users visit my site?​

Where do they come from?​

What is my campaign’s performance?​

User Experience analytics:

On the complementary side of things, a user analytics solution will tell you how and why ​something is happening on your website. So you will be able to respond to questions like:

How are users behaving?​

Where do they get frustrated?​

Why are they dropping off?​

How can I encourage them to convert?

Web analytics focuses on the big picture while user experience analytics gives you details about how and why people are interacting with your site. Layering Air360 with an analytics solution like Google Analytics, gives you actionable insights. A dashboard summary of your pages can analyze a host of CX and UX metrics, such as content read rate, frustration level, attributed sales, and clicks per content element. These data points offer clarity on what pages or page elements are bringing the most value.

That’s why we say that a traditional web analytics tool is not enough.