Have you ever wondered why your campaigns attract hundreds of people onto your website, but only a few actually convert into tangible sales or leads? Or, perhaps, you noticed that customers go as far as adding products into their basket, without completing their purchase. Why is this?
More often than not, it has to do with a poor customer experience. In other words, something about your website drove the visitors away, whether it’s unconvincing copy or the loading speed. The only way to find out for sure is with the help of DXA tools – here’s our top 5.
Contentsquare
Contentsquare is a leading, all-in-one tool, offering a comprehensive view of user behaviour on your site. With a range of qualitative data analysis features, such as heatmaps, page comparison, form analysis, and session replay, you can understand how your visitors interact with your site. Not just that, Contentsquare allows you to create custom dashboards and KPI views for your individual needs (i.e. product-focused, marketing-focused, etc.). As such, the platform turns complex data into clear, actionable insights.
Google Analytics
Google analytics, specifically the latest GA4 version, is one of the most popular tools, particularly as a starting point. While it does require a specific technical and GDPR compliance set-up, GA4 is free to use, making it great for smaller businesses. The platform provides a variety of traffic analytics, such as visitor referral sources and demographics, as well as connects directly with your Google Ads account, helping you measure your campaign performance and conversions (purchases, sign-ups, downloads, form submissions and so on).
Adobe Analytics
For large-scale enterprises that require advanced analysis capabilities and data management, Adobe Analytics is an excellent choice, particularly for companies that already use Adobe Experience Cloud products in their digital operations. Its capabilities include marketing attribution modeling, A/B testing of different content variations or design choices, custom audience segmentation capabilities and other customer behaviour insights.
FullStory
Designed to help businesses optimize their DXA, FullStory’s goal is to detect potential problems or pain points as easily as possible. It uses such tools as error analysis (app crashes or JavaScript errors) as well as speed analysis (seeing how the speed of the website impacts visitor engagement). Additionally, the platform provides a handy AI summary, which simplifies and summarises complex data of issues found.
Optimizely
Last but not least, Optimizely is a DXA platform focused on different types of testing. Whenever a business wants to introduce new features or changes to their digital space, it’s always a good idea to perform various experiments to confirm their positive impact. For instance, a new smart banner can be tested on both desktop and mobile devices, making sure that the experience is good on both. Besides its specialised tools, Optimizely also provides AI-driven recommendations for further improvements.
Different tools for different needs
Each of these platforms offer a distinct set of DXA tools – some provide general analytics, while others focus on specific areas, like qualitative data analysis or error detection. The best tool for you will ultimately depend on the kind of issues you’re experiencing and the areas of user experience that you are looking to improve.
Lynn Martelli is an editor at Readability. She received her MFA in Creative Writing from Antioch University and has worked as an editor for over 10 years. Lynn has edited a wide variety of books, including fiction, non-fiction, memoirs, and more. In her free time, Lynn enjoys reading, writing, and spending time with her family and friends.
