Data in the development of a UX strategy

Having become essential today, it makes it possible to understand the overall navigation of users, to interpret the areas clicked, in particular…How are the elements of your site consumed by your users? Which pages are performing well? How can you optimize traffic? So many questions, which your analysis tool should allow you to answer.

Several competing and complementary tools

Many analytical tools exist on the market such as Google Analytics, Adobe, AT Internet, for example. Their strength lies in the exhaustiveness of the possibilities in terms of analysis.
For its part, ContentSquare has become the fashionable tool in the UX / analytics sphere thanks to data visualization, accessible to all trades. The French startup created in 2012 by Jonathan Cherki is used in various sectors of activity: retail, banking insurance, luxury, tourism, mass distribution, etc.
This solution offers an innovative approach for the analysis of user journeys thanks to a panel of modules that couple data to the user experience.

A modular tool

One of ContentSquare's differentiating axes is its modular approach. Review of three very useful bricks in data management.

The sunburst

This module allows you to visualize the navigation of your site in an optimized and graphic way, via a “sunburst” which traces in percentage the main routes taken. A small revolution in data visualization. You can even observe the different paths taken by your users after a specific page. In a few minutes, a first draft solution is provided to questions such as: At what point in their navigation do my users leave? or: What do my users do after seeing a product sheet? Quite intuitive and manageable!
Know that the success of sunburst attracts other tools on the market: AT Internet will launch its first beta version in a few weeks.

Heat maps

A no-brainer in UX analysis: heat maps! This module allows you to analyze the scroll rate of your page and know where your users stop, the time spent per line of pixels and the volume of hovering over an area of ​​your site. The maps quickly identify the gray areas of your pages and those that are intuitively highlighted by the user.

Zone data

ContentSquare goes even further and displays metrics like time to first click, time to hesitation, or time to consume an element on your page in its area data module. Did your users understand the offer? What do they stop at? This report will allow you to understand if your page is optimized.
These three associated modules will help you carry out relevant analyzes and guide your UX strategy.

Added values

A user-friendly software that speaks to businesses outside of data: the various reports of the tool are very visual and intuitive, which gives you a clear overview of user behavior. Getting started is fairly quick and accessible thanks to the support of a support team.
Little extras: for having used it, their internal ticketing tool will make your technical teams dream. The implementation only requires the installation of a single tag for the simplest sites. Count an additional tag if your activity includes an ecommerce, or pop-ups that you want to track.

Limits

ContentSquare is not yet deployed to apps. However, the solution is in the process of being created and the tool is already delivering its first beta versions.
At present, the tool samples the analysis of your traffic at 20%. But this is not a significant limit for its use in the sense that the added value lies in the overall study of navigation, and not the course of a single user.

TAKE AWAY

ContentSquare is truly dedicated to UX. If you want to rely on both quantitative and qualitative methods, the tool meets your needs very well. ContentSquare is growing and developing its offer more and more. A tool full of promise, to follow in our professions!
UX-Republic
 

FOR FURTHER

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UX-CERTIFIED®
by Nielsen Norman Group

From 12 to 16 November 2018
UX-Republic – Paris Saint-Lazare

5 Days | 5 Course | 5 Certificates | 1 International Diploma
For the first time in France, UX-Republic Digital Training Center offers you, in its premises in Paris, a new training in collaboration with Nielsen Norman Group.
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