There are so many web analytics tools out there, all geared at helping you see the big picture to get the best out of your website.
While some are great at crunching the numbers, they often lack the visual context of your website so you can better understand what to fix.
Others are great at offering session replays that recreate individual customer experiences, but struggle to quantify behaviours accurately across your website.
Visual analytics solves both by connecting the two together.
Visual analytics combines the power of traditional web analytics, with the visual context and interactivity provided from session replay and heatmapping tools.
Putting this side by side with accurate and scalable metrics from your website, empowers your team to make data-driven decisions quicker.
By joining together the quantitive and qualitative data, your key business metrics are embedded in your visual reports, which offers many benefits:
The most important thing to ensure your website’s success is to combine both quantitive and qualitative measures seamlessly, so you can spend less time trying to connect the dots, and more time making decisions.
Web analytics is the collection, reporting and analysis of website data. These tools traditionally track what you’ve planned for, and identify changes in key metrics to help you understand your users and improve their overall experience.
But they don’t have the scope to look beyond the things you haven’t planned for, and they don’t capture enough to show your website visually in front of you.
Understanding your customers with these tools can sometimes feel like triangulating an answer from a trail of clues
Session replays are used to visually explore how users navigate your website, so you can improve their user experience and drive more conversions.
The problem is, they only capture data for a handful of sampled users at a time, and often make you watch videos one by one.
This makes it hard to connect what you can see your users experiencing, back to the quantifiable numbers tracked in your web analytics tool, or to ask more granular questions about your audiences.
AB testing, also known as split testing, is a method of comparing two versions of a webpage against each other to determine which one performs better.
If you are looking to improve your website, this is a great way to determine how successful your website updates are, but it doesn’t focus on helping you understand your users better.
It can sometimes take a while to get useful results as well, depending on your traffic volumes and what you are choosing to test.
While this may seem like a great solution with rich information, it comes with a lot of obvious holes. It is both a time consuming and expensive process that only examines what people think they do.
People are generally poor at recognising factors that influence their behaviours, so their answers are generally not an accurate reflection of what happens in reality.
You shouldn’t have to go into your website with only one eye open. Whether you leverage Visual Analytics from multiple tools or a single tool like Insightech, it is a key component in combining both the quantitative and the qualitative to enable you to act faster, smarter, and with the full context of what your users are actually experiencing on your website.
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