5 things UX testing can do that Google Analytics can’t

Confused People

Google Analytics (GA) data can tell you “what’s happening”, but not “why” – and exactly what you need to change to improve. UX testing adds quality, clarity and meaning to all those nameless numbers – simply by revealing the human motivations behind data.

Here are 5 things UX testing can do that Google Analytics can’t.

 1. Help you make fewer guesses and better decisions

GA will tell you how many, where, what time of day and on what devices. But it can’t tell you why. Meaning you guess at…

Why your bounce rate is so high.

Why customers abandon your basket.

But UX Testing tells you why because you can see real people using your site and understand the reasons behind the numbers that GA is reporting. So you can improve, not just report on, your site metrics.

2. Convince colleagues to take action

Your Senior Management are overwhelmed with dashboards and charts.

Your Developers favour beautiful code over life itself.

Your Web Design Agency want to win an award.

… and armed with a chart from GA, you can’t convince them to take action.

Rather than present a report based on your GA metrics, send them all a clip of a real person using your site – share your customers’ frustrations with the people that can make a difference.

It’s so compelling (the customer is always right aren’t they?) that seemingly intransigent colleagues spring into action.

 Barend Faber, our senior customer success manager, explains 5 things UX testing can do that Google Analytics can’t

3. Bullet-proof your next launch

GA can’t give you insight on your prototype or staging site, but UX Testing can.

UX Testing with real users, even at very early design stages, can save you from an unsuccessful launch (as well as saving your design and development team backtracking when problems are reported in the wild).

4. Discover competitor weaknesses (and strengths)

Your competitors won’t grant you access to their GA accounts, but you can UX Test their sites with real customers and benchmark them against yours.

Identify why customers would choose them over you and identify what to do about it.

5. Get promoted, higher, faster!

With every organisation wanting to become more customer-centred, it’s “user-whisperers” (people that understand customers) that will rise to the top faster. UX Testing gets you closer to customers meaning that new VP of Customer Experience position is practically yours!

Our UX blog is on the move...

We're now publishing all of our brand new content on the UserZoom UX blog. All of our previously published articles will also be migrating to UserZoom over the coming months.

Don't worry, we'll still be just as accessible, interesting, helpful and entertaning as ever. We just have a different name and an owl instead of a question mark for a logo.

Come say hello!

Lee Duddell

Lee Duddell is the founder of WhatUsersDo.

During 20+ years of working in digital, Lee became increasingly frustrated with the amateurish way that companies were making important design decisions. Personal opinions, hunches and incomplete data were driving experience design. And not user insight.

Lee started WhatUsersDo to fix this by making user research and UX Testing business as usual.

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