Demographics : age, gender, interests Demographic and geographic of users. This is useful data for more precise targeting and personalization of UX.
Geography , user location: cities, regions, countries from which traffic and bounces come. All this can affect the localization of content and interfaces, and the adoption of other marketing decisions.
Target metrics
Goals in Google Analytics or Yandex Metrica , for hr directors email lists example, reaching the thank you page after a purchase.
Key performance indicators (KPIs). The goal of the project, for example, may be to increase sales or registrations, improve retention, etc.
Now Yandex Metrica reports show how the bounce rate compares with competitors, “hospital average”.
Interviews and surveys
Interviews and surveys allow you to collect qualitative data directly from users:
- UX interviews (deep interviews). These are conversational studies that identify users’ needs, expectations, behavior, and local seo tips for plumbers problems in order to make the product more convenient, intuitive, and useful;
- UX audit focus groups are a research method that involves moderated discussions with a small group of users to assess their experience with a product, identify problems, and gather ideas for improving the user interface and functionality;
- ethnographic research for UX audit. In this case, researchers observe and analyze the behavior and psychology of users in a natural environment to deeply understand their interaction with the product.
There are many services that make interviewing easier, but we won’t recommend any specific ones.
Usability testing
Usability testing is a method of testing the ease of use of a product, which has several formats:
- face-to-face usability testing , in which a group of 10-15 representatives of your target audience tests the product in the vietnam data presence of a researcher, performing tasks according to a pre-written scenario. The researcher’s task is to record all situations in which users encountered difficulties.
- Remote usability testing . It allows you to understand how the product is used in real conditions.
- verification usability testing . Conducted in conditions as close to real as possible to identify problems in UX/UI design.
Expert usability assessment
They analyze the resource and make a conclusion about its usability and possible problems.
A/B testing
For example, two versions of a page are created with different colors of the “Buy” button. Half of the users see one version, the other half see the modified version. After analyzing the data, a winner is chosen.
First Click Test
First-click Test is similar to A/B testing, but it has its own analysis methodology.
The method is also used to test hypotheses and compare different screens. It can be done via Yandex Metrica and code, or using specialized services.