- Research Methods
Analytics is a core quantitative tool that informs other UX research methods. Specifically UX or Experience Analytics. UX Analytics measures user activity with a focus on analyzing the user journey over marketing focused metrics.
Analytics is an important part of complete mixed methods research (quantitative + qualitative) and informed product strategies. Analytics helps provide insight into what your users are doing.
Useful metrics/features from analytics tools are: Goals, user flows, session length and frequency, goal conversions, page views, time on view, events (clicks/taps, video watches, scrolling, submissions), timings.
Benefits of UX Analytics for Research
- Provides evidence around user behavior.
- Numerical and measurable data for UX efforts and support for qualitative research.
- Relatively passive after setup, gathers data 24/7.
- Provides fast results. Depending on usage, you may be able to get insights from existing data, or setup, run, and complete tests within hours.
- Effective for supporting qualitative research and when reporting research insights.
Metrics for UX Analytics
- Form Analysis: Form completion, time to completion.
- User Flow Analysis: Order of a user's journey through the application.
- Event Analytics: User actions taken in the application, like scrolling, video watches, and feature use.
- Goal success and drop-off rates.
- Pogo-sticking: Quick back and forth behavior between views.
Frameworks for UX Analytics and Metrics
- HEART: Happiness, Engagement, Adoption, Retention, Task Success
- CX Index: Customer Experience Index
- AARRR: Acquisition, Activation, Retention, Referral, Revenue
- RARRA: Retention, Activation, Referral, Revenue, Acquisition