Analytics is a core quantitative tool that informs other UX research methods. Specifically UX or Experience Analytics. UX Analytics measures user activity with a focus on analyzing the user journey over marketing focused metrics.

Analytics is an important part of complete mixed methods research (quantitative + qualitative) and informed product strategies. Analytics helps provide insight into what your users are doing.

Useful metrics/features from analytics tools are: Goals, user flows, session length and frequency, goal conversions, page views, time on view, events (clicks/taps, video watches, scrolling, submissions), timings.

Benefits of UX Analytics for Research

• Provides evidence around user behavior.
• Numerical and measurable data for UX efforts and support for qualitative research.
• Relatively passive after setup, gathers data 24/7.
• Provides fast results. Depending on usage, you may be able to get insights from existing data, or setup, run, and complete tests within hours.
• Effective for supporting qualitative research and when reporting research insights.

Metrics for UX Analytics

• Form Analysis: Form completion, time to completion.
• User Flow Analysis: Order of a user's journey through the application.
• Event Analytics: User actions taken in the application, like scrolling, video watches, and feature use.
• Goal success and drop-off rates.
• Pogo-sticking: Quick back and forth behavior between views.

Frameworks for UX Analytics and Metrics

• HEART: Happiness, Engagement, Adoption, Retention, Task Success
• CX Index: Customer Experience Index
• AARRR: Acquisition, Activation, Retention, Referral, Revenue
• RARRA: Retention, Activation, Referral, Revenue, Acquisition