One more time, for the people in the back: to get a fuller, richer picture of why users behave the way they do—and how you can improve their experience in your product—look beyond numbers and percentages.
Approached as a starting point, rather than an end metric, conversion rate can inspire product teams to go further and discover what users are actually thinking, feeling, living, and breathing when using your site or features.
It’s simple: when the conversion rate changes, ask yourself why.
Better yet: ask your users.
For user-driven product solutions, build a culture that puts the customer at the heart of everything you do—and give your product team a way to connect with the user experience. This is where more sophisticated behavior analytics and product experience insights come in.
With product experience insights software like Hotjar (hi there 👋 ), you can learn:
- Which page elements or features cause frustration or derail the customer journey—and why
- Which page elements or features engage users to continue along the customer journey or purchasing funnel—and why
- What your users are thinking, feeling, or hoping for when they interact with your website or app—and why
You get the picture. Product teams only arrive at the why of user behavior by collecting a broad range of qualitative and quantitative evidence. And conversion rate is just one piece of the puzzle.
Your user-centric toolkit should include:
- Quantitative tools for an overview of what users are doing, and
- Qualitative tools for an inside view on the why of user behavior