Core conversion optimization process

1) Identify where and why conversion drops — find bottlenecks in the user journey.
Methods:

• Quantitative — e.g., Google Analytics for quick, directional signals.
• Qualitative — usability tests, heatmaps, session recordings, rage-clicks.

2) Form hypotheses — what to change to lift conversion (e.g., product page redesign). Prioritize opportunities by impact and confidence.
Aim for strong hypotheses: tie a real, observed problem to a plausible cause and a specific fix.

3) Validate hypotheses — test in practice:

• Quantitatively — A/B and multivariate tests.
• Qualitatively — moderated/unmoderated user tests.

Screenshot: YouTube – https://www.youtube.com/watch?v=zbVEPcKAuuQ

Why analytics matters for UX

1) Issue indication

• Macro conversions — key actions tied to business value; reflect system-level effectiveness.
• Micro conversions — smaller steps that lead to macro goals (e.g., funnel progression).
• Behavior metrics — reveal patterns early, before KPIs tank.

2) Investigation
Common problem areas: Traffic, Content, Navigation, Technical issues, Visual design.

3) Triangulation
Cross-check qualitative findings with quantitative data (multiple-source validation) to strengthen conclusions.

Takeaway: working across these three levels enables data-driven design decisions and improves product outcomes.

Categories (how they complement each other)

• Traffic & behavior analytics — shows what and where breaks (e.g., GA4 flags a checkout step drop).
• Heatmaps & session recordings — shows how users behave (e.g., clicks on non-interactive UI).
• Qualitative research — explains why it happens.
• A/B testing & experiments — picks the winning solution.
• Surveys — fast, scalable feedback.

Rule of thumb: compare key metrics to benchmarks; if a metric is already “normal,” it’s not an immediate priority.

Tools with brief descriptions and links

I. Traffic & behavior analytics

• Google Analytics 4 (GA4) — free, event-based web/app analytics. https://analytics.google.com/
• Mixpanel — product analytics for funnels, retention, and cohorts. https://mixpanel.com/
• Adobe Analytics — enterprise multi-channel digital analytics. https://business.adobe.com/products/analytics/
• Amplitude — product analytics with experimentation and session replay. https://amplitude.com/
• Quantum Metric — experience analytics with friction detection and replay. https://www.quantummetric.com/
• VWO Insights (Analytics) — behavioral analytics: recordings, heatmaps, surveys, funnels. https://vwo.com/insights/

II. Heatmaps & session recordings

• Hotjar — heatmaps, recordings, and lightweight user feedback. https://www.hotjar.com/
• Crazy Egg — heatmaps and recordings with simple change testing. https://www.crazyegg.com/
• Mouseflow — session replay, heatmaps, and friction detection. https://mouseflow.com/
• Microsoft Clarity — free heatmaps and session recordings. https://clarity.microsoft.com/
• Heap — auto-captured events with journey/behavior analysis. https://heap.io/
• Datadog RUM & Session Replay — correlates UX with performance and errors. https://www.datadoghq.com/
• FullStory — behavioral data plus session replay for experience diagnosis. https://www.fullstory.com/
• UXCam — session replay and analytics focused on mobile apps (and web). https://uxcam.com/

III. A/B testing & experimentation

• AB Tasty — web/app experimentation and personalization. https://www.abtasty.com/
• VWO Testing — A/B, MVT, and split URL with a visual editor. https://vwo.com/testing/
• Optimizely Web Experimentation — A/B/MVT across devices and channels. https://www.optimizely.com/
• Convert Experiences — A/B testing with performance and technical flexibility. https://www.convert.com/
• Crazy Egg – A/B Testing — simple variant editor and traffic allocation. https://www.crazyegg.com/ab-testing
• Amplitude Experiment — feature-flag-based experimentation integrated with analytics. https://amplitude.com/experiment

IV. Qualitative research (running & recording sessions)

• Lookback — moderated/unmoderated tests with stakeholder observation. https://www.lookback.com/
• UserTesting — remote studies with access to participant panels. https://www.usertesting.com/
• Zoom — video calls for interviews and usability tests. https://zoom.us/
• Google Meet — browser-based video calls integrated with Workspace. https://meet.google.com/

V. Qual analysis & research repositories

• Dovetail — transcripts, tagging, and shareable insights in one repo. https://dovetail.com/
• Condens — qualitative analysis and collaboration in a central repository. https://condens.io/

VI. Surveys

• SurveyMonkey — survey builder with templates and reporting. https://www.surveymonkey.com/
• Survicate — in-app, website, and email surveys for product feedback. https://survicate.com/
• Zoho Survey — surveys, quizzes, and forms with analytics. https://www.zoho.com/survey/
• Qualtrics — advanced research and experience management. https://www.qualtrics.com/
• HubSpot – Feedback Surveys — NPS/CSAT surveys tied to CRM and automation. https://www.hubspot.com/products/service/customer-feedback
• Typeform — conversational forms and surveys optimized for completion. https://www.typeform.com/
• Google Forms — simple, free forms and surveys in Google’s ecosystem. https://www.google.com/forms/about/

Pro tip (order of operations):

1. Analytics (GA4/product analytics) → 2) Heatmaps/recordings → 3) Qual research → 4) A/B tests.
   Iterate, document findings, and prioritize by expected impact on macro goals.