PwC reports that 32% of customers would abandon a brand if they had a bad experience. Esteban Kolsky, a customer experience expert, reports that poor user experiences are responsible for 67% of customer turnover. Behavior analytics tools can be used by product teams to analyze how users interact with your website or product. This will allow them to design the best possible experience for your customers.
This data shows that no matter how powerful your product features, how many leads your funnels contain, or how efficient your marketing and sales operations are, it doesn’t really matter what they are. Companies and their products will not reach their full potential if they don’t provide a simple, intuitive user experience and customer journey.
To retain and engage customers once they have been won, you must first create a compelling and engaging user experience. You can improve user experience by understanding how your customers interact with your product and its features.
What is a Behavior Analytics tool?
Behavior analytics tools allow you to collect and analyze user data in order to understand how people interact with your resources (your website, products, landing pages, downloadable resources, etc.).
The first step in behavior analytics is to ask several questions such as:
- Which elements are most interacted with by users?
- What features are they ignoring and rarely interacting with?
- What pages do they visit most often and what pages?
- What are their actions before they leave your site or application?
- Which areas do they have difficulty with? Are they more focused on a page or less responsive when using your product or website?
Behavior analytics tools are designed to reduce friction, increase user retention and drive conversions. To do this, you must study the user interfaces of your online assets to determine how to improve them.
Features of Behavior Analytics Tools
A behavior analytics tool observes how Individual users interact with your online resources so you can figure out how to:
- To make your elements work more efficiently, optimize them.
- Offer a better user experience.
- Your offer can be localized for certain regions and geographies – depending on the location of users, their use of elements, and their conversion likelihood.
Behavior analytics tools are used to collect user experience and product acceptance metrics. These measures show how people interact with your online assets.
1. Activity maps
An activity map records the locations where users visit your website or products and then segments this data into countries, regions, and cities. This data can be used in many ways to improve the user experience:
- Consider localizing your website and product if you have many users from a multilingual country.
- Make offers that are specific to users living in specific locations.
- You can restrict IP addresses to certain regions from which your website has been attacked.
- Support in local languages for specific regions.
- Activity maps track signups and usage and incident data so that businesses can better serve international customers and localize their services.
2. Flow maps
User flow Maps show the sequence of events that users do after they visit your site, sign in to your product, and log into your application. You can track the user experience to determine which elements you should improve, keep as-is or eliminate.
- What is the end of most user sessions? It’s important to make this element visible so it is easy to find.
- Are users from a certain region more likely to end their user journeys on the same page? Make a local version
- of your website and highlight the function or feature.
- To find the most-used features, users don’t have to go through all of the hoops.
Flow maps visualize your customer journey to help determine where you can improve the user experience.
3. Funnel analytics
Funnel analytics monitors how users move through the various conversion stages. You can be a marketer or a content creator. A growth engineer trying to decrease time to value (TTV), conversion rates, or simplify your user-onboarding experience. Understanding where visitors and users end up with your product is key.
- You can track which section of the funnel users are dropping off.
- You can increase your quality of visitors by identifying their source.
- You can find your high-traffic pages with high exits where you can
Funnel analytics allows you to see why or not your users convert and how you can optimize the product marketing process so you offer more value.
Heatmaps are used to track which elements users use the most and least. They can be used with colors on a scale from red to blue. Heatmaps allow you to aggregate user experience data from multiple sessions and track the average user experience.
- How users perceive useful elements on pages and whether they are distracted by non-clickable content.
- How far users must scroll or navigate in order to locate resources.
- Any problems users may be having with their devices.
It’s unlikely that a single customer will be focusing on CTAs, links, and other elements on your pages. Heatmaps allow you to collect thousands or hundreds of these data so that you can identify patterns in your user experience.
5. A/B Testing
A/B testing is a comparison of two versions of a product or landing page against each other in order to determine which version is better. Split testing is a method to measure how users react to CTAs and design patterns on your website or products.
Top 10 Behavior Analytics Tools for 2023
We have researched many of the most effective behavior analytics tools to help you market, product development, conversion rates optimization (CRO), and gain a better understanding of your customers and users.
These are the top eleven behavior analytics software. We have broken down each product’s features and explained how to use them to improve your website and product’s user experience.
Whatfix is a Digital Adoption Platform (DAP), and Product Analytics Platform that empowers product managers with a no-code platform to build app-guided experiences, analyze user behavior and how they interact using your product, and capture event analysis.
Organizations can use behavioral data to understand how users navigate and use the software in their day to make data-driven decisions about what in-app elements to add and which user flows to improve. Whatfix empowers product teams to create in-app guidance, such as tooltips, nudges, and step-by-step walks, and a library of support content to guide new and returning users about how to use and adopt the software.
Whatfix Analytics empowers product teams to track user behavior through their apps, which allows them to see how users interact with their product, and how their in-app content is performing. This will allow them to reach their product adoption goals.
Mixpanel provides behavior analytics to aid product teams in tracking user interactions across the web and mobile resources.
It provides cohort segmentation and integrations with your product or data stack. Engagement metrics are rendered in interactive reports, and engaging dashboards, and you can track metrics in real-time.
Mixpanel’s challenge is that product managers and growth marketers (or anyone who needs to use it) must create rules to determine the behavior metrics they want to track and then rely upon engineering support to develop, manage and update a code-based solution.
This is explicit event tracking, and it allows organizations to set up custom event tracking parameters. This reliance on engineering support makes it not an ideal solution for agile teams or teams that do not have the technical support required to fully take advantage of Mixpanel.
3. Amplitude Analytics
Amplitude provides product analytics that collects user behavior data. This allows product managers to make data-driven decisions to drive product signups and adoption. It was designed for marketing and product teams who want to:
- Find out how users interact with their online properties.
- To monitor goals and conversions, test different versions of the asset.
- Recommend useful resources that are specific to each user.
- Segment users to target them with relevant offers.
Amplitude is compatible with both mobile and web resources (landing pages, applications, etc.). Amplitude, like Mixpanel, is an explicit event tracker tool. It requires significant engineering support.
Also read: Top 10 Market Research Tools
Fullstory is a Digital Experience Platform (DXP) for product developers and marketers who want to:
- Get deeper insight into the user experience on their websites.
- Document and capture the entire customer journey.
- Follow customers through the funnel and track their frustrations.
- You can replay individual sessions or combine them to create heat maps.
On the downside, Fullstory can be quite costly. Prices go up only if you need to monitor more sessions. Fullstory Sometimes the product can be very slow When you begin capturing live sessions — The more you capture.
When Hotjar is first introduced to you, you assume it’s a heatmap product that shows how users interact with specific webpages. Hotjar offers a complete customer experience suite that product and marketing teams can use.
- Surveys are a great way to get user feedback.
- To track customer behavior in real-time, record live sessions.
- Combine multiple sessions to create heat maps.
A customer may, for example, rate and leave feedback on pages. Marketers can replay their feedback session and review it again to get the best idea. Find out what their experience was and how you can improve it.
6. Crazy Egg
Crazy Egg an analytics platform is more for marketers. It offers behavior analytics platforms that the following features:
- You can access heatmaps and scroll maps as well as confetti reports to help you decide where CTAs should be placed, what elements users interact with, and how to unclutter your website, product pages, and other information.
- Segment your traffic by OS and region.
- To find the best page, record individual sessions and then test it again.
- Live tracking of errors users make
Crazy Egg is more of a marketing insight platform. It may not be suitable for your needs if you are a product team that wants to track user behavior and get actionable insights to help improve your metrics.
Pendo is a daunting tool for product managers or marketers who want to track user engagement with the digital adoption platform. It does everything, from user onboarding to product personalization and analytics to road mapping.
Pendo is a tool that can be used by product and marketing teams.
- Segment and track user behavior across web, mobile, and internal apps.
- For customers and internal product designers, create better product roadmaps.
- Connect Pendo’s behavioral analytics tools to the rest of its marketing strategy and product stack.
- To track product usage, you can determine how resources should be allocated to product features.
Pendo’s many features can get in the way depending on how big your team is and where they are at their product’s development.
CleverTap customer retention and engagement platform that marketers can use for combining analytics to create one source of truth.
- Segment users based on how they interact with their assets and target them with relevant campaigns
- Analyze specific campaigns to determine how they affected conversions and engagement
- You can track actions and find out which actions are being taken by users
CleverTap is difficult to use. It attempts to do too much — messaging across Whatsapp and email, push notifications and popups; campaign optimization, user journey mapping; segmentation, and individualization for better targeting.
All of these can be nice, but it can become overwhelming if you only need a behavior analytics platform instead of all the CleverTap enhancements.
like its peers on this list, Smartlook combines A/B and heatmaps with cohort analysis and funnel analysis to create a behavior analytics platform that you can use for improving conversion on your mobile apps and web assets such as your landing pages and e-commerce product page pages.
- Record individual sessions and play them back — or skip to the highlights.
- Keep track of which actions users take and how often.
- Analyze the reasons users leave the funnel.
- Heatmaps can be used to determine the most important elements of your pages.
Smartlook provides free analytics for both mobile and web. Most of its competitors focus only on the mobile web.
LogRocket provides a front-end monitoring platform and product analytics platform to product teams that ship mobile and web assets. It offers session replay, performance monitoring, and product analytics across all funnels, events, flows, and user flows.
Like Hotjar or Pendo, LogRocket doesn’t concentrate on behavior analytics. It covers performance tracking and issue management. This combination can prove to be quite cumbersome if you only want to observe user actions and figure out ways to increase completions.