Providing a relevant and meaningful user experience is essential for any website, but defining what makes up a good user experience can be challenging. Figuring out what product features draw or repel users is easier said than done. Luckily, the UX analytics tool helps you find the answer to this question and understand user behavior. 

We created FullSession, our web analytics tool, after thorough research of other UX tools on the market. Our solution best fits the needs of UX designers, project managers, and product managers. It helps them collect valuable feedback to improve the user journey and overall product performance.

FullSession provides you actionable insights with tools such as interactive heatmaps, session recordings and replays, and customer feedback forms. It helps you learn how visitors interact with your website, gather data, analyze user actions, conduct sentiment analysis and improve your products accordingly. If you want to start testing FullSession, sign up for the 14-day free trial today.

With this article, we will help you learn more about UX analytics and show you 11 ways you can use UX analytics tools to reach your goals. But first, let’s cover the basics.

What is a UX analytics tool?

ux analytics tools

UX analytics tool gathers data on user activity, analyzes that data, and provides reports to help you understand the user experience better. It enables you to optimize your products following their evolving needs.

It also helps product teams identify what works and doesn’t, providing clear indicators and benchmark results. These insights can be great for determining the effectiveness of a specific design or feature modification before the final implementation.

A UX analytics tool will help you answer essential questions about product use, such as:

  1. What are the user motivations? 
  2. Can they achieve their desired goal? 
  3. Does it relate to their values?
  4. What can your product do? 
  5. What can users do with it?
  6. How accessible or intuitive is the product? 
  7. Can you improve it in the future?
  8. What are the most significant issues users encounter, and how can you solve them?

What are the most common UX analytics tools?

There are many different types of UX analytics tools available. You can choose the one that best suits your needs and goals. 

Combining different tools is the way to go for a comprehensive analysis. Also, integrations can be pretty helpful. You can centralize results and conduct data analysis from various sources. On the other hand, some solutions, such as FullSession, provide all the necessary features you can use for the UX analysis in one place. 

Let’s explore the most common types of UX analytics tools.

Real-time analytics

Real-time analytics gathers and measures real-time user data. It provides insights into user interactions with your website. For example, a real-time analytics tool shows how many site visitors you have at a given moment. This rapid process lets designers and developers react on the spot and solve problems before or as they occur or recognize opportunities for further improvements.

User flow maps

User flow maps

Image source: CareerFoundry

User flow maps depict user journeys on your site or mobile app. A flow map illustrates the user path from start to finish and helps you understand the quality of their individual experiences. 

With these maps, you will see how users navigate your website and find out if they reach their goals.  An example of such a goal is making a purchase. User flow maps are essential in creating the experience you want your users to have.

They are also valuable for:

  1. Creating an intuitive user interface
  2. Evaluating and modifying user interface elements

Funnel analytics

Funnel analytics

Image source: Wikipedia

Funnel analytics provides the information you need to analyze your conversion rates at any given point in your sales or marketing funnel.  With funnel analytics, you can determine which steps in the flow are effective and cause users to drop off, decreasing your conversion rates.

Website usage analytics

Web analytics collects, measures, and analyzes data from website users’ actions. It compiles data into reports that help you understand how visitors use your website. You can monitor web traffic or conduct more complex analyses for market research and website optimization.

Web analytics tools, such as FullSession, provide you with resources for understanding user behavior and help you make informed decisions. With web analytics, you can increase customer retention rate, attract new prospects, improve your sales funnel and increase your ROI.

Heatmap analytics


Heatmap tools, which you can use with FullSession, show you pages with the highest user activity on your website. You see what parts of your site users are interacting with the most, usually by a heat gradient that shows click, scroll, or mouse movement activity.

Heatmap analytics can help you conduct funnel analysis and monitor user behavior. It also provides insights on increasing user engagement. You can observe your A/B tests performance, group your web traffic into segments and evaluate your conversion paths to make necessary improvements.

Session recording tools

FullSession Heatmap

With session recording tools, such as FullSession, you can record user sessions and play them back to observe online behavior. 

This qualitative analytics solution helps you understand:

  1. The user experience on different devices
  2. What parts of your site or web pages attract them the most
  3. Their mouse movement patterns
  4. Where they click the most or stop scrolling on your pages

With this data, you can set up strategies that meet user needs and ultimately improve user experience.

What are the benefits of using a UX analytics tool?

UX analytics is essential to any business because it provides data on the overall user experience on your website, web app, landing page or mobile app. A failure to recognize users’ changing needs and adapt to those changes will lead to poorly designed products and reduced user satisfaction. 

Here are some other advantages of using UX analytics tools.

UX analytics provides you with facts

You can’t argue with data obtained from the UX analytics tool. There is very little room for errors or misinterpretations. UX analytics gathers quantitative data based on statistics and presents accurate information.

Analytics is the measurement of performance. For example, it’s easy to calculate differences and measure effectiveness if you implement a solution. Thus, the value of your work becomes more apparent. 

Analytics generates faster results

With various tools available to analyze data, questions about improving user experience are answered almost immediately. You can get real-time information when you need them, from conversion rates to customer feedback. 

Compared to other methods, UX analytics is a great way to discover what your visitors think without lengthy processes. With a few clicks in your UX analytics tool, you can get data and use it to improve your design, content, or layout so users don’t drop off your funnel. 

It gives a unique insight into website performance

With analytics, you can understand how well your website is performing. It includes your website usage, what aspects don’t provide results, where you need to make improvements, etc. 

UX analytics gives you access to more website data than any other analysis method to ensure your website is at optimal performance.

Analytics supports integration with other solutions

When choosing a UX analytics tool, one factor you should always consider is integration. This aspect covers how well you can combine UX analytics tools with other solutions or if they are stand-alone tools. Thanks to these integrations, you can utilize gathered data at any step of the UX design process and use it for multiple use cases.

UX analytics data is easily presentable

Data can often be challenging to explain to laypersons. However, with UX analytics, presenting data on UX-related processes doesn’t require your audience to have expert knowledge. Instead, anyone can easily understand generated reports.

This ease in the presentation comes in handy when defending your work to higher-ups. UX tools provide visual reports that are easy to comprehend. UX designers can comfortably show the effect of implemented changes to a feature and not worry about any technical jargon. 

After discussing how beneficial UX analytics can be, let’s cover how to use UX tools. 

How to use a UX analytics tool to optimize your website

We’ve covered the basics of UX analytics, so we can further discuss the implementation. To create a compelling user experience with the help of a UX analytics tool, it needs to have certain features – most of which we’ve already covered:

  • Heatmaps use the graphic illustration (gradients or colors) to show user activity and engagement on your web pages. Recorded data typically includes clicks, scrolling, taps, and insights showing what users most enjoy on your site.
  • Session recordings and replays record user behavior on your website, letting you replay and observe their activity. By understanding what users spend time on, you can improve your site pages for better engagement.
  • Funnel analysis provides data on the areas of your site where users are most likely to leave, so you can use this information to improve the stages in your funnel that have a lower conversion rate.
  • Feedback from polls and surveys: provide customer feedback based on questions you ask in polls and surveys. This information pinpoints what’s wrong with your website and what works well.
  • Detailed insights on user behavior show data on user engagement with your website and their individual preferences. You can use it to map out customer patterns and user group segmentation.

Now that you know everything about UX analytics tools, let’s explore the 11 best ways you can use them to optimize your website performance and increase user satisfaction.

  1. Collect data

Your first step is to know your audience, and the best way to do this is by collecting data. The data collected with UX tools can help identify problems with usability and functionality, creating space for improvements.

UX tools can either be quantitative or qualitative. Qualitative insight is opinion-based information that you can gather in a survey or poll, while quantitative insight provides fact-based, numerical data. For purposes involving user behavior, combining both is most effective.

  1. Get the big picture

This follow-up step involves grasping the main idea behind the website and assessing your current results. Why you created it, who it is for, and how it will meet the users’ needs are the questions you need to answer.

UX analytics tool helps you get a bird’s eye view of your website performance and get the big picture for further improvements. 

To assess your results, ask the following questions:

  • What steps have been taken before?
  • What is the team trying to achieve?
  • Which information do we need to collect?
  • What is the timeframe for accomplishing all goals?

     3. Track website traffic

A sure way to measure your user experience is to monitor website traffic. Web traffic tracking is essential because it reports your site’s overall performance. You get to find what parts of your website resonate with users the most and which ones seem to repel them. You can make modifications as required to achieve your goals.  

    4. Identify user groups

The next important step is to identify user groups. User groups help define your target audience. If you know who uses your product, you can create a user experience that satisfies their needs. You can segment user groups by different characteristics such as devices or browsers they use, location, language, and similar.

   5. Track your audience’s behavior 

The next phase in this process is to monitor user behavior. You can identify what would most likely attract and appeal to them and what they would ignore completely. It’s an effective way to boost conversion rates. For example, with insight into how users move through conversion funnels to reach checkout or form submission, you can figure out what puts them off or causes them to drop off the process. 

   6. Optimize your calls-to-action

The call-to-action button is your golden ticket to driving conversions, but only if it is well designed. As the name implies, it encourages users to take action on your site, whether making a purchase or subscribing to an offer.

The UX analytics tool can help identify two issues – why visitors can’t find what they’re looking for and why they leave the landing page without converting. In most cases, you will see that the reason behind a high bounce rate is poor CTA placement.

   7. Improve design, layout, or content

Data will help you understand the user’s needs, behavior, and content requirements. Make sure your design is intuitive and that the layout allows easy navigation. Additionally, invest in your content so it resonates with your target audience. The more conversational – the better!  

     8. Measure user engagement

This step entails measuring the overall user activity on your website. Key metrics on user engagement to look out for include: 

  • Clicks
  • Taps
  • Scrolls
  • Screen views
  • Pageviews
  • Video views
  • Time spent on the website
  • Comments and shares on blog posts
  • Sign-ups
  • Form submissions

     9. Increase conversion rates

You can improve the conversion rates on your website by improving your site speed, eliminating friction points, and designing actionable CTAs. Alternatively, you can use conversion rate optimization toolsfor diving into details and making faster improvements.  

    10. Reduce bounce rates

UX analytics tools will provide data on your site performance. Using this information, you can take measures to reduce the number of people that leave your website without completing their user journeys. These measures include:

  • Monitoring your conversion rates
  • Constantly improving UI design to meet user needs and requirements
  • Optimizing site speed and CTAs

    11. Increase time spent on site

Still drawing on reducing bounce rates, it would be vital if you could keep users on your website longer by eliminating negative experiences, such as slow load times, broken links, unresponsive layouts, and non-clickable items. A clean design, interactive experience using videos and photos, high readability, and internal linking are some of the practical techniques.

Using FullSession as a UX analytics tool

session replay

FullSession is a web analytics software designed to assist businesses in monitoring, measuring, and analyzing the effectiveness of their websites or landing pages. Our software includes session recordings and replays, interactive heatmaps, and customer feedback forms, which help business owners make better decisions by understanding behavior data.

With FullSession, you can track engagement data and compare it across channels, devices, and periods to identify what type of content or website elements perform best or need further improvement.

Here are the steps you need to take to start using FullSession and the tools you can use to optimize your website performance.

Install FullSession on your website to monitor user behavior

On the FullSession site, take a look at the right side of the primary menu. You can create your account by clicking on the ‘Sign Up Free’ button.

fullsession sign up

Add your email address and password or sign up using your Google Account. Then click on the Sign Up for Free button to continue.

sign up fullsession

Now that you’ve signed up for FullSession, you should check your inbox or spam folder for a confirmation email. Verify your account and sign in to your dashboard.

fullsession sign up

To start with FullSession implementation, go to Settings, and select FullSession Setup, as seen below.

fullsession sign up

On your setup page, you will see a FullSession code you can copy to add to your website.

fullsession sign up

On each website page, you want FullSession to track, paste the code below the < head >. 

Watch session recordings and replays

To watch session recordings, click on any of the entries on the Session Playlist. Session Recordings is a tool you can use to log and watch users’ actions, such as clicks, taps, or mouse movements, in real-time. It gives insight into your users’ journey and helps you solve problems more quickly and effectively.

session replay

The recordings will automatically play, and then you can see your users’ activity.

session replay fullsession

When you replay a session, you’ll be able to see:

  • Visit source
  • Users’ locations (country and IP address)
  • Pages viewed, and URLs visited by your users
  • The average time a user spends on a page
  • The total time a user spends on pages
  • Session list
  • The session event data
  • Screen resolutions of your users’ devices

Analyze website heatmaps

FullSession Tool

You can use the heatmaps to analyze hotbeds of high user activity on your website. The heatmap feature will also show you what areas on your website disrupt the user experience. It typically captures clicks, mouse movements, and page scrolls.

FullSession heatmaps are interactive and provide real-time insights. Real-time data creates the opportunity for immediate action, and businesses can be proactive, preventing issues or taking charge of opportunities. On the other hand, aggregated data relies on reports, which could take longer to appear.

Gather customer feedback

customer feedback

It is essential because it provides user feedback in real-time, and helps you understand what they’re having trouble with, so you can provide solutions. Also, it helps you optimize your marketing or sales efforts.

fullsession feedback

7 steps in gathering customer feedback with FullSession

Locate the ‘New Feedback’ widget. You’ll find it at the top-right corner of the page.

incoming feedback

Add a name and description to the form. It makes it easier to find your form later.

name adding step

Next, choose how you want the form to look. You can adjust the language, reactions, colors, and form position. You can also preview the form before publishing. If you’re not satisfied with the form design, there is a reset button you can use to start redesigning your form.

appearance step

Now, set up the feedback form’s flow. Your can ask how the user feels or request contact details. It’s all up to you.

feedback steps

Target the form’s audience by the devices they use.  The FullSession tracking code lets you choose to collect feedback from all pages or a single one.

feedback targeting

Choose how you would like to receive the feedback. You can choose your email inbox, but remember there is a daily limit on the number of responses you can receive.

forward feedback

Review all your steps. You can activate the feedback form and start receiving customer feedback if you are satisfied.

review feedback

Know your customers with insights


FullSession helps you find and fix problems on your site by collecting data on user and event properties. To review this data, click on the Insights tab in the menu.

Now you’ll see a new panel with three sections on your dashboard. You can select a specific time range to get insights for up to one year.

You get to see data on:

  • % of Users to Error Click
  • % of Sessions w/ Page Loads
  • Top Rage Click Pages
  • Median scroll depth by device
  • Page load speed by browser
  • Total count of dead clicks
  • % of Sessions on Mobile devices
  • Avg Page Load Speed
  • Total Console Errors

You can use data to build a website tailored to your customers’ needs and create the best experiences.

Why should you choose FullSession?

FullSession is your best solution for boosting conversions, increasing site value, and improving user experience and satisfaction. Easy to install and use, FullSession should be your top choice because:

  1. FullSession comprehensively analyzes website visitor behavior and friction points through broader analytics tools.
  2. FullSession insights let you know what issues might lead to funnel dropouts and affect conversion rates.
  3. FullSession has advanced filtering options to understand visitor experience better and identify sessions that seem unusual.
  4. FullSession helps identify significant events inside a session to save time and focus on the most critical issues. 
  5. FullSession provides behavior and activity tracking to optimize conversion rates better.

How FullSession compares to other UX analytics tools

How does FullSession fare against competitors? Here is a quick overview.




FullSessionShopify, Big Commerce, Wix, and WordPressEmail, knowledge base, live chat, user guides, documentationYesBegins at $39/month 
HotjarSlack, Segment, Hubspot, Google Optimize, Omniconvert, Optimizely, and ZapierUser guides, documentation, knowledge base, submit a complaint ticketYesBegins at $39/month
Lucky OrangeGoogle Analytics, Adobe DTM, and Hubspot CRMEmail, live chat, phone support, help centreYes

Starts at


MixpanelGoogle Analytics, Zoho, Meya, FullStory and many othersSubmit a request, help center, documentationYes

Starts at


FullStoryMore than 50 integration optionsKnowledge base or emailYesN/A
LogRocketZendesk, Jira, Intercom, Datadog, Pendo, Sentry, and StockpileDocumentation, email, or live chatYes

Starts at


UX analytics tool: Final words

There are numerous benefits to improving your website performance, such as generating more revenue for your business through higher conversion rates. You can also make your user experience more enjoyable. Using a UX analytics tool is the most guaranteed way to achieve this. 

We recommend you start FullSession as your go-to UX analytics tool. With our heat maps, detailed reports, session recordings, and customer feedback tools, you can optimize your website to improve customer satisfaction and create a website aligned with their needs. Sign up today, and connect FullSession with your website to begin.

FAQs About UX Analytics

What is UX analytics?

UX analytics collects user behavior data during website or mobile app usage. It provides you insight into how your product meets the current or evolving needs of the end-user.

What are UX tools?

A user experience tool aids designers and developers in a product’s design process. In a nutshell, they help product teams bring concepts like user flow and information architecture to life.

What is the best UX design tool?

Several tools make UX design efficient, and picking one as the best is impossible. One UX design tool that no UX designer should work without is Figma.

How do you analyze data in UX?

Using a UX analytics tool is the best method of data analysis. It is relatively fast, automated, and provides in-depth insight. You can use reports to implement the UX design changes.

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