Understanding Analytics & UX

This Beginner section of our UX Analytics Hub introduces UX analytics, explains what it is, why it’s important, and how to get up and running with UX analytics by diving into your own analytics data.

A great place to start is with our introduction to UX analytics, which explains what UX analytics is and why it matters. Author Luke Hay covers things you can do with analytics, the tools on offer, and the difference between UX analytics and UX theory.

We cover five myths about data-driven design, exposing misconceptions about UX analytics that lead developers to omit data-driven design from their workflow.

Next, we help you to establish good foundations for your UX analytics journey, by outlining five pitfalls to avoid when analysing your analytics data. The article explains the tools and mindset required to successfully unravel the mysteries of your users.

We then dive into an exploration of key performance indicators and vanity metrics, looking into the KPIs that designers should track to gain insights for improving UX, and explaining why some data is not as useful as it might seem.

An important part of UX analytics is A/B testing, which ensures that you’re not fixing the user experience for some users while breaking it for another demographic. Our article on A/B testing explains what it is, how to do it the right way, and the best tools for getting it done. We also walk through a real-life A/B test case study, showing how to use A/B testing to boost conversions exponentially.

In another article, we explain the difference between descriptive analytics and diagnostic analytics, so that you have a realistic expectation of what descriptive analytics can do, and what you’ll need to gain from descriptive analytics before you begin A/B testing and usability testing.

You will learn how to track JavaScript and Ajax events and ecommerce transactions with Google Analytics.

If you’d prefer to read these topics in a book, check out Researching UX: Analytics, which shows you, step by step, how you can use website and app analytics data to inform design choices and definitively improve user experience. By the end of this book, you’ll have a strong understanding of the important role analytics plays in the UX process. It will inspire you to take an “analytics first” approach to your UX projects.

Also check out the book version of this introductory section, UX Analytics: An Introduction.

Further Learning

Remember that this section of our UX Analytics Hub is just an introduction. We cover a whole lot more about Google Analytics, performing user research and more in the Tutorials section of this hub, and a range of tools and resources — such as Hotjar, Crazy Egg and Optimizely — in the Tools section.