In many markets, user experience determines the winners and losers to an extreme degree; product features, cost, sales technique, all of it pales in comparison to the impact of UX. In other markets, UX may not be quite as crucial, but bad UX will nonetheless undermine the success of an otherwise excellent product. That’s why establishing a thorough understanding of your customers and their expectations is crucial. Fortunately, it’s also easier than ever before, with the rise of big data solutions for user experience analysis.
Advertised as an all-in-one suite for analyzing the way users interact with your site, Hotjar delivers a little bit of everything in easily-digested forms. With visual representation of user interest points courtesy of a heatmap system, recordings of actual users moving around your site, analytics tools for going over your conversion funnel and forms, and tools for directly surveying users, it’s a great tool for seeing what’s right about your user experience and what’s wrong.
More importantly, it can help your team overcome misconceptions—a link that’s frequently hovered over but not clicked is very different from a link never looked at or clicked, but many analytics solutions would present them as identical user actions.
If you’ve been paying attention to the UX decisions of the major players online, you already know how giants like Facebook and YouTube have taken their observation of video viewing data to new heights. By hosting your video content with Wistia, you can get a similar degree of control and data available at your fingertips—a massive benefit to any site integrating video, as video marketing becomes increasingly popular and crucial to a successful user experience.
With videos hosted on Wistia, you get basic building blocks for video SEO, user timelines, and marketing automation alongside the mandatory tools for modern video management, 360 videos, and player embedding. It’s a great tool to supplement your general analysis of your website.
Developed by the inbound marketing gurus at HubSpot, Leadin allows you to collect data from your users in an essentially pain-free manner—a positive user experience for you and your customers, which can in turn help you improve UX throughout the rest of your site. The tool can add capture forms to any location on your website, scrape data from your existing forms, and provides all the tools you’ll need to analyze and utilize the information you collect.
As with most aspects of your business, understanding your users with big data solutions looks to be integral moving forward. For the vast majority of companies, proper understanding of your users will allow you to create effective UX without detours.
Even if you want to tread the path of the trend-setter with features and experience elements your customers haven’t imagined, it’s nonetheless important to understand what users currently want and dislike before you begin developing in unusual directions.