UX Analytics Tutorials

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

We first walk you through using Google Analytics from a UX perspective, covering the basics of how to use this popular tool and some of the common pitfalls to avoid. The article teaches UX designers how to embrace data-driven design, explaining the huge advantages it offers over simply relying on conventional ideas about user psychology.

Knowing who your users are is crucial to any design process, and user research plays a vital role in that. We dig into how to perform user research with Google Analytics, showing how to take an analytics-first approach to UX design, using data from Google Analytics as a starting point for the research process.

Finding out what users are doing on your website can tell you where UX may be falling short, and an analytics-first approach to UX design will show you where to start. So next up, we show you where to look for underperforming areas of your website using Google Analytics. The article covers page-level issues such as bounce and exit rates, page value, user journeys, conversion funnels, segmenting and more.

Our next tutorial digs into the tricky issue of location demographics, looking at how to use Google Analytics to isolate data to certain regions. We then go on to explore why users in certain regions might be having trouble with your website or app — because of cultural or other issues — and what you can do to help them.

We also walk you through customer journey mapping, a technique that helps you better understand your users’ needs. By mapping the user journey of a product or service across all its touchpoints, you can learn not only where your UX is falling short, but how you can optimize these journeys for more conversions — usually by removing friction.

We also look at how analytics can explain your abandoned checkout, digging into what your analytics data is telling you about user interaction with your shopping carts, and showing how you can easily recover 5–10% of your abandoned carts.

Another article digs into how to use analytics to create targeted email campaigns, focusing on targeted user experiences — the careful art of finding out what users want, and delivering it.

Further Learning

This tutorials section contains more related articles on UX analytics and UX in general, along with a number of books including the articles mentioned above in book form.

And don’t forget that our UX Analytics Hub also has a range of beginner resources for those getting started with UX analytics, as well as a Tools section that covers a range of tools and resources such as Hotjar, Crazy Egg and Optimizely.