userpilot.com Open in urlscan Pro
2600:9000:225a:de00:1b:ae42:a40:93a1  Public Scan

Form analysis
5 forms found in the DOM

GET https://userpilot.com/blog/

<form id="form" action="https://userpilot.com/blog/" method="get" data-hs-cf-bound="true">
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---

POST #

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  <div class="draggable resizable moved ui-selecting"
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    tabindex="152" data-z-index="4" data-editor-id="27" aria-label="Get The Product Adoption School&nbsp;
Straight to Your Inbox">
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          <p style="cursor: auto !important;"><span style="font-family: Poppins !important; font-size: 24px !important; cursor: auto !important;"><strong style="">Get The Product Adoption School&nbsp;</strong></span><br><span
              style="font-family: Poppins !important; font-size: 24px !important; cursor: auto !important;"><strong style="">Straight to Your Inbox</strong></span></p>
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      <p style="cursor: pointer !important;"><strong style="cursor: pointer !important;"><span style="font-size: 14px !important; font-family: Poppins !important; cursor: pointer !important; color: rgb(255, 255, 255) !important;">Get Access
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          <p style="cursor: auto !important;"><span style="font-family: Poppins !important; cursor: auto !important;"><span style="font-size: 16px !important; cursor: auto !important; color: rgb(86, 91, 140) !important;">Everything you need to know
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 * What exactly is user behavior analysis?
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Product Experience


QUANTIFYING EMOTIONS, OR, HOW TO AUTOMATE THE USER BEHAVIOR ANALYSIS

Adina Timar
December 16, 2021

4 min read




CONTENTS

 * What exactly is user behavior analysis?
 * Why do you need to analyze user behavior?
 * How to automate user behavior analysis?
 * Author

Recognizing user behavioral patterns and introducing UX behavior-based
improvements is the future of all “user-friendly” activities.

Fortunately, we can improve and automate analytical processes to maximize their
efficiency and minimize their time consumption.

However, to fully understand this breakthrough, we first need to answer one
question.


WHAT EXACTLY IS USER BEHAVIOR ANALYSIS?

The analysis of behavioral patterns is nothing more than extracting the essence
of how our customers operate – or feel – while in contact with our digital
product.

While observing their emotions and experiences, we look for repeatability.

These patterns allow us to predict where they will drop their purchase intention
like a hot potato, abandon the almost-full cart, or exit the website.

And since there is repeatability, there is a place for its automation.

In an online world, it’s a real bed of roses.

We can employ many analytical tools to accompany users along the way of
interacting with the product. These observations allow algorithms to be trained
to look for a specific type of repetitive behavior.

Experience Metrics shows the percentage of visits in which the tool detected one
of the problematic user behaviors – content zooming, rage clicks, or rage key
presses /source: cux.io

UX automation is based on classic research explaining the correlations of users’
emotions with their purchasing decisions.

By translating this knowledge into the digital world, we can increasingly use
automation tools, and thus – optimize analytical processes to make working with
data more efficient.

By “handing over” parts of the analytics to automation tools, we’ll be able to
focus on the websites’ bottlenecks.

Instead of browsing through all the available data, we’ll look for potential
problems in the right places. Instead of analyzing each visit, we will only
consider those directly related to the conversion.


WHY DO YOU NEED TO ANALYZE USER BEHAVIOR?

The most obvious answer: to build a market advantage by responding directly to
the needs of your target group.

The analysis of behavior patterns allows mapping the REAL customer journey.

Why use REAL?

Because often in the customer journey mapping process, our projects resemble, to
say the very least, wishful thinking.

We want customers to follow a specific path designed for them, forgetting that
most purchasing processes – if they end up selling at all – are quite chaotic.

Expectations vs reality in the customer journey

Customer journey mapping should always be preceded by an analysis of user
behavior. Only this way can we create paths that match real consumers’
experiences.

Working with qualitative data comes down to optimizing a natural customer path –
not the one we’ve pictured when creating our product.

Thanks to the conclusions drawn from behavioral patterns, you can improve your
customers’ journeys on 3 levels: marketing, product, and conversion.

3 levels of optimization: marketing, product, and conversion

To properly optimize marketing activities, we need to know exactly what is
happening to our users along their entire journey.

Where they land, what they see, how they react.

So we optimize based on observations.

Product optimization is everything that concerns our product. Changes in forms,
more encouraging CTAs, redesigning the product page, facilitating the path to
the checkout, etc.

How do we go about optimizing the customer journey in the context of the
product?

We shorten it! Why?

Customers – those online in particular – do not always have a strong purchasing
incentive. It is not uncommon for them to be driven to your product or service
by impulse.

The longer the journey to convert, the more time for the user to change their
mind!

Conversion optimization does not only consist of the last steps of the sales
funnel (cart, checkout).

For improvements to make sense, you need to take a few steps back and look at
the entire customer journey – from marketing communication to product
interactions.


HOW TO AUTOMATE USER BEHAVIOR ANALYSIS?


RECOGNITION OF BEHAVIORAL PATTERNS

By recognizing specific user behavior patterns, we can “teach” analytical tools
to detect and define them.

The information filtered through the prism of user experience allows focusing
only on the data – customer journeys, recordings, heatmaps – which are relevant
to your product or service.

This is the ultimate way to finally get answers to the question “why do users
get stuck/drop out/are not converting?” etc.

Tools such as CUX recognize signals that, based on historical data, may indicate
a customer’s loss of purchasing intention


SCALE

For years, UX experts have dealt with the lack of “statistical significance” in
the presented results of qualitative research.

Attempts to quantify UX make it easier and more effective to monitor introduced
changes. In addition, we eliminate the chronic problem – how to convince
stakeholders to UX research?

Thanks to the scale of behavioral patterns and the trends we observe, we can
finally see if the implemented changes eliminate a given frustration.

This allows us to check whether certain events result from temporary errors and
downtimes, e.g., with the connection speed, or whether they relate to permanent
issues with the product’s usability.


GOAL

Focusing analytical activities – especially automated ones – on a specific
business goal allows for a quick diagnosis of issues and immediate
recommendations for improvements.

With a clearly defined goal, you do not waste time watching all visits
recordings or going through individual sessions.

Automating behavioral analysis allows you to focus on those customer journeys
(and their experiences!) that directly affect your business.


AUTHOR

Kamila Kotowska

Head of marketing at cux.io

For years associated with the creative industry. Conducts classes with students
and training in effective communication. At work, she focuses the most on an
unconventional approach to solving communication problems and building creative
strategies. She calls herself a Creative MacGyver.

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