Analytics

Analytics tools track how users interact with digital products, collecting data about their actual behavior. Imagine having a detailed map of every path users take through your product. For instance, analytics can show that 70% of users who visit your e-commerce site immediately use the search bar rather than browsing categories, or that most users abandon their shopping cart when they reach the shipping information page.

A/B testing works like a digital experiment where you show two different versions of a design to different groups of users. Version A might be your current "Add to Cart" button in blue, while Version B shows the same button in green. The analytics tool tracks which version leads to more purchases. For example, if the green button (Version B) results in 100 purchases while the blue button (Version A) leads to 80 purchases from similar-sized user groups, you have concrete evidence that the green button performs better.

Visualization tools help make sense of user behavior data. Heat maps show where users click most frequently on your pages using colors — red areas indicate many clicks, blue areas fewer clicks. Session recordings work like a DVR for user visits, showing exactly how people move through your site. Funnel analysis tracks user progress through important tasks, like purchasing a product, showing where users drop off. For instance, you might see that out of 1000 users who add items to cart, 700 begin checkout, but only 300 complete their purchase, helping you identify where to focus improvements.