Learning Analytics for Better UX

Analytics allows businesses to analyze data and draw logical conclusions about user behavior. In the field of UX, analytics is used to drive user experience design.

Good UX is evidence-based. Qualitative evidence, such as user testing and field research, only gets you so far. To get the full picture of how users engage with your product, you’ll need quantitative evidence in the form of analytics.

As an app or website owner, you have access to crucial information about your users, such as their age, location, interests, or simply their behavior — how they use the app or website.

With this information, you can draw logical conclusions about your users and their needs — and when you know what they’re looking for, you can deliver it.

Analytics can be a mystery, and it requires a detective to unravel those mysteries. Throughout this UX Analytics Hub, we teach you how to unravel them.

We show you how to analyze data using various tools and methods, and find clues to help you make design decisions that boost conversions and improve UX.

The sections below map out our path for learning analytics, and UX analytics in particular. Our resources include books, videos and articles offering beginner guides for analytics, UX analytics tutorials and UX analytics tools and resources.

Understanding Analytics & UX

The Beginner section of our UX Analytics Hub introduces UX analytics, explaining what it is, why it’s important, and how to get started by diving into your own analytics data.

We introduce UX analytics, explaining why it matters, and what you can achieve with it. We also cover data-driven design myths, outline analytics pitfalls to avoid, and explore key performance indicators.

We teach you how to perform A/B testing, and step through an A/B test case study, showing how it can be used to boost conversions. We cover the difference between descriptive and diagnostic analytics, and show how to track JavaScript events and ecommerce transactions with Google Analytics.

We also link to books, other articles and resources for learning UX analytics, analytics and related UX topics.

UX Analytics Tutorials

The Tutorials section of this UX Analytics Hub teaches you practical skills that will help you become a UX analytics ninja.

We’ll teach you to use Google Analytics from a UX perspective, cover the basics of the tool, and common mistakes to avoid. Learn how to perform user research with Google Analytics to take an analytics-first approach to UX design.

Learn how to find underperforming areas of your website using Google Analytics, and dig into location demographics, looking at how to use Google Analytics to isolate data to certain regions.

We also walk through customer journey mapping, a technique that helps you better understand your users’ needs; take a deep dive into how analytics can explain your abandoned checkout; and explain how to use analytics to create targeted email campaigns.

UX Analytics Tools & Resources

The Tools section of this UX Analytics Hub teaches the tools and resources used to collect and understand the data needed to supercharge your UX design decisions.

We provide an introduction to Optimizely, a major A/B testing tool, and Google Optimize, another A/B testing tool that integrates with Google Analytics.

Our introduction to Crazy Egg explains the value of heatmaps, and our introduction to Hotjar outlines new, improved methods for conducting usability testing.

We also present the differences between quantitative data and qualitative research, explaining why both are important, and cover how to optimize bounce rates.

We also round up the best analytics tools for optimizing UX, and review a list of the best A/B testing tools for making data-driven design decisions.