User Analysis

Categories
Digital marketing Website usability

The days when designers and programmers who create websites focused exclusively on their sense of beauty and the aesthetic demands of the customer are long gone. Now, in the face of relentless competition, any website is built based on user needs analysis.

Today, analysis of user intent analysis has become a science at the intersection of psychology and Hi-Tec. In studying such aspects of website perception as user engagement analysis or user and task analysis for interface design, people and artificial intelligence are equally involved.

One of the most revealing examples of an integrated approach to website user behavior analysis is Reddit user analysis. This is a set of tools that allows, with only a username, to collect complete user engagement analysis statistics for his publications, using the last 1000 comments.

Creating a user needs analysis template lets you see WHAT an average visitor typically does on your website. However, without understanding that user interface design requires both analysis and design, it is impossible to answer WHY the visitor behaves this way and not otherwise.

This means that having received the user experience analysis report, it is necessary to use special tools for further research. This approach allows you to state certain actions of the visitor on your site and conduct a deep user intent analysis and find out the reasons for these actions. In turn, the correct conclusions and timely measures are taken to optimize the UX interface will significantly increase the conversion of your website.

Type of User Analysis

There are immense amounts of tools for user needs analysis. These tools provide a user engagement analysis and website optimization. The general purpose of such user interface analysis — is to shorten the visitor's path from the first click to the desired result as much as possible. This, in turn, leads to a high conversion of your landing pages and websites. 

As a reminder, the conversion rate is easy to calculate: the number of visitors to your site who performed the action you are prompting him to do is divided by the total number of visitors. The result obtained must be multiplied by 100%.

Below, we offer the most effective tools for website user behavior analysis.

Plerdy Heatmap

Heatmaps — one of the most significant elements of Plerdy, the platform for user journey analysis. This tool captures every click, every movement of the user's mouse on your website. The results of this user's behavior analysis are displayed in the special map. The visitor's activity is marked with color spots. It looks similar to the maps that help to inspect the thermal insulation of buildings. This appearance gave the name to the visual report of the user experience analysis.

Such a user and task analysis for interface design must allow you to find the most in-demand elements on the page and those areas, once visited, the visitor leaves the site. So, even if your website looks visually appealing, user experience analysis with Plerdy heatmaps reveals hidden problems and points out to fix them.

Plerdy Session replay

By observing the speed at which a visitor moves around your website, which spots he lingers on, and which places he scrolls without reading, you get invaluable data on the state of the UX design and user analysis example. By putting these examples together and examining them with a dedicated tool, you have a comprehensive user and task analysis for interface design. And the correct application of the obtained data in practice guarantees a sharp increase in the conversion of your website or landing page literally within one or two days.

Starting with user personas

An amazingly powerful tool for deep and accurate your website's user analysis. Thanks to this approach, you can compose the complete portrait of your site visitor. Then, as a result of a comprehensive user experience analysis, you get accurate data about your target audience. If in a sequence of using this user experience analysis tool, you find that your calls are not reaching your chosen target audience, this solution will help you fine-tune your targeting.

The essence of this web user behavior analysis method is to conduct short surveys on your page and summarize the results. This approach provides a Net Promoter Score (NPS) rise up to 75% or more for all its apparent simplicity. Net Promoter Score shows the level of user loyalty to your offers. In brief, this user experience analysis method shows with what degree of probability a visitor to your site will recommend your web resource, product, or service to his friends. The scale from 0 to 10 allows seeing the exact level of satisfaction.

Market research

It is customary to think of marketing research in the context of broad market investigation rather than as an integral part of user needs analysis. Nevertheless, professionally conducted market research allows you to clearly define the needs and desires of your audience and satisfy them as fully as possible. Most importantly, this method allows you to avoid the mistakes of your main competitors, bypassing the pitfalls that they stumbled upon.

This type of user analysis, unlike the previous one, involves direct close communication with your current or potential audience. The main elements of marketing research are as follows.

  • Interview. In the current conditions, personal communication may be replaced by a remote connection. However, your interlocutor must fit into the frame, at least up to the waist. Keep in mind that for a full-fledged user behavior analysis, not only his words are important, but also non-verbal reactions.
  • Focus groups. The effectiveness of the results obtained during the website user behavior analysis conducted in a focus group cannot be overestimated. The correct selection of participants needs to turn to professionals — psychologists and sociologists.
  • Study of products and services. This refers not only to your products but also to the products of your closest competitors. Particular attention should be paid to the level of NPS demonstrated by your current or potential users in the process of user experience analysis.
  • Researching your brand awareness. The user experience analysis report obtained during this research stage will give you an idea of ​​how much the user associates your brand with your product or service.

Of course, serious marketing research is far from being limited to the listed methods of user analysis. However, if your budget is tight, they should be chosen first.

Usability testing

The complete list of user and task analyses for interface design elements includes 210 items. Do not be alarmed: almost all of these studies can be automated using the algorithms of the Plerdy platform. At the same time, it must be remembered that neglecting at least part of this list in the process of user engagement analysis can lead to distorted results in general. The result can be the lack of a positive result and even a decrease in the conversion rate. However, Plerdy tools provide a 100% guarantee of success.

This impressive list allows you to conduct user and task analysis for interface design in 15 sections, each of which includes from 5 to 32 parameters.

User analysis of the website is researched in the following categories:

  • General recommendations. Since there are no trifles in a successful website with high conversions, this section checks everything: the presence of a unique favicon, certificates, brand history, and your contacts in the right place of the page.
  • Product. This section checks for comprehensive information about the product you offer.
  • Product segmentation. At this stage of the user needs analysis, you check how smoothly the product selection filters interact according to chosen characteristics.
  • Registration. In this section, it will be found out whether it is possible to shorten the fields in the registration form, how easy it is to fix an error when filling out the form, whether autocomplete works, etc.
  • Purchase. The checklist here contains points for checking such important options for a comfortable purchase as currency conversion, an intuitive way to add an item to the cart, instant shipping cost calculation, payment confirmation, and so on. 
  • Feedback. This section of Plerdy's user behavior analysis focuses on landing page elements such as FAQ, 24/7 live chat, quick response to user questions, and other similar points.
  • Structure. You should check here the Visual hierarchy of headings, Block on the website with links to products, as well as the absence of horizontal scrolling, ease of access to the main menu from any spot on the page, etc.
  • Design. This section is entirely devoted to the user and task analysis for interface design. You have to check all the graphic elements — from the attractive and original design of the 404 page to the absence of annoyingly colorful animation and the optimal size of buttons and banners.
  • Call-to-action. A call to action is a springboard that takes the customer straight to checkout. Clear, unambiguous CTA on your website is the topic that all questions in this section are devoted.
  • Content. In this part of the user interface analysis and design, you will ensure that the text is clear and persuasive in an easy-to-read font and other visual and textual issues. 
  • Technical. By checking the boxes in this section of the Plerdy checklist, you have to ensure that the page works equally well on any device and is displayed adequately in any browser. You will also need to figure out how quickly the page opens, if the transitions work smoothly, if unnecessary scrollbars disappear, etc.
  • Cart. You need to check whether the confirmation that the product has been placed in the cart is working. And that the customer has been provided with comprehensive information about his order and that nothing distracts him from making the purchase.
  • Website search box. Check how easy it is for a user to find the product he needs on your site, whether you have an advanced search option, will he receive efficient help, if he doesn't find what he was looking for?
  • Backlinks. Check again how user-friendly your backlinks are, whether they return the user to the exact place he went to the page or section, and so on.

User and customer feedback

Only the analysis of end-user security behaviors obtained from personal communication with your website user allows you not to miss a single really important nuance.

To simplify and objectify this process, the Plerdy platform has a special tool — pop-up software forms.

In a comprehensive user engagement analysis, the individual elements of this multi-level tool allow you to perform different tasks and obtain segmented results. In particular, calculating the net promoter score (NPS) makes it possible to find out exactly what forms of your interaction with him the visitor accepts, and which ones seem inconvenient or even unacceptable to him.

Here's a shortlist of the tasks that Plerdy Pop-Up Forms can accomplish:

  • Talk to cart abandoners
  • Offer discounts to potential customers
  • Launch quick website surveys
  • Create forms for events, webinars, or conferences
  • Record interactions with forms for Google Ads remarketing

As a result of the specific and targeted use of these capabilities, you will receive the following benefits:

Conclusions

The user analysis is a complex process that simultaneously requires high-tech tools, the availability of specialists both in the field of computers and working with Big Data, as well as experts with experience in field sociological research. Moreover, if, in some other areas of Quality Assurance, the behavior of people — future users of the tested product — can be modeled using computer programs, then concerning the UX interface, the significance of the human factor is extremely high.

Fortunately, there are such multifunctional platforms as Plerdy that allow you to unify user behavior analysis while preserving the scientific accuracy of the results and the automation of processing and organizing subjective data with all the variety of approaches. This combined approach is the key to successful website optimization and a guaranteed increase in the conversion of landing pages.

Article by:
CEO Andrew Chornyy

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