User behavior analytics (UBA) is a method for collecting, combining, and analyzing quantitative and qualitative user data to understand how users interact with a product or website, and why.
Note: UBA is sometimes confused with UEBA (user and entity behavior analytics), which focuses more on cybersecurity and data protection than conversion optimization; and behavior analytics is sometimes confused with behavioral analytics, which focuses more on predicting user behavior than improving the user experience (UX).
When you want an answer to pressing business questions such as “Why are people coming to my website?” or “Why are they leaving?,” traditional analytics alone can tell you that quantitative activity is happening, but can’t give you any of the ‘whys’. That's where user behavior analytics comes in, with tools that help you get a full picture of user behavior:
- Session recordings are renderings of real user engagement that happens on your website such as clicks, taps, and scrolling, which you can review to learn how people actually interact with different pages during the customer journey.