Website analytics tools are very important to find out what’s really working and what’s not on your website. It’s more important for any Ecommerce brand as they have to need to keep their eyes on conversion rate. Website analytics tools allow you to see your user feedbacks via user’s actual clicks and movements on site. This is essential for improving your website’s user experience(UX) and turn that into conversions.

It’s very difficult to name a specific tool when it comes to improving user experiences; to be honest, there is no specific tool that I would suggest. It’s like saying, “Which recipe I should use to make a delicious dish?” In terms of conversions Rate Optimisation and UX, there is no single answer, and there are many great tools that you can choose from to help you analyze the user experience and increase your conversions rate.

It often requires a combination of tools; in this article, I will show you the best analytics tools to help you analyze and optimize your user experiences and drive conversions.

I will try to show how to use those tools so that you can get started and take actions immediately.

In this article, we will talk about

  • Website Analytics
  • Heatmap Analytics
  • Real-Time Analytics
  • Advanced Customer Analytics

Website Analytics Tools

Let’s start with web analytics cause these tools are most effective for measuring key metrics on a website such as conversion rates, bounce rates, user demographics data, user behavior on site, most visited pages and setting up a conversion funnel. As a user experience developer and marketer, we use this kind of tools to identify the poor areas on the website with poor user experience(UX), but we can also use this to dive deep into usability testing and create A/B test on that.

1. Google Analytics

Google analytics - website analytics tools for ux optimisation

Google Analytics is one of the oldest analytics tools when it comes to monitoring and evaluating user’s behavior on your site. From bounce rate to exit rate, from average conversion rate to conversion value, You can see, filter, and slice more than hundreds of data points. Google Analytics also give you the opportunity to integrate with your funnel, helps you to identify the loops, drop-offs,

and critical user experience(UX) flow.

Not only that it’s also come on handy when you want to run user research, but it also helps you to identify who is your users and why they’re interested and as well as from where they are. It’s a fantastic tool to start with analytics, especially its free.

2. Adobe Analytics

Adobe analytics - analytics tools for optimising ux

Though nothing compares to Google Analytics in terms of the number of users and ease of use, Adobe Analytics is also a great choice amongst website and app analysis tools. Adobe Analytics allows you to dig deep into the data; it offers real-time analysis rules, marketing analytics, and host of dashboards. It’s a great tool for understanding what’s going on your website, and its user interface is much less intimidating than Google Analytics.

Heatmap Analytics Tools

Heatmap analytics tools display an overview of visitor movement on your website and app by measuring users mouse movements and clicks. This type of analytics tools offers insight into whether visitors are noticing important things such as CTA, headlines, etc. or whether your forms and navigation are working effectively. With Heatmap analytics tools, you will know which part of your website is doing great and which part is not performing well and need improvements.

3. Hotjar

Hotjar - heatmap analytics tools for optimisng ux

Hotjar is a Heatmap Analytics tool that reveals the behavior and voice of your users. Hotjar gives you the “big picture” of how to improve your website’s user experience and conversion rate by combining both Heatmap Analysis and Feedback tools.

Hotjar uses heat maps to help you visualize how users are navigating on your website, shows you what they click on exactly, shows you how effective are your funnels. It’s being popular and mainstream choice for usability testing. Hotjar can also take screen recordings of your visitors and allows you to see how your visitors are navigating through your website.

FullStory is a similar alternative to Hotjar. You may check their “Rage Grade” features that detect when users have movements of rage clicking.

4. Crazy Egg

Crazy egg - heatmap analytics tools for optiming ux & conversion rate

Crazy Egg is another popular Heatmap Analytics tool. Like Hotjar, Crazy Egg also gives you a visual representation of how your website visitors are interacting with your site and how they are behaving with that. It’s a terrific way to make your usability tests by more data-driven and actionable with Crazy Egg ‘s Heatmaps, click maps, scroll maps, and A/B testing features combined with traditional analytics tools. If usability testing is about identifying exactly what’s going wrong, then A/B testing would allow you to implement multiple solutions side by side. And the great thing about Crazy Egg is it offers all of the mentioned features in a single app.

Real-time Analytics & Real-time Analytics Tools

So what is real-time analytics? Haven’t we covered the web analytics thing? Ok! Real-time analytics focused on life insights into website performance as the name says it all about. One of the major benefits of real-time analytics is that real-time analytics can help you catch bugs. As you know bugs hinder the user experience and they won’t stick around a while when you fix them, it’s better to catch bugs and early and fix them, so there is no decline in conversion.

5. Clicky

Clicky - analytics tools for optimisng ux & conversions

Clicky is a real-time analytics tool which professional, intuitive, and user-friendly interface will make you use the tool again and again for advanced analyzing your website. It’s a hybrid of Google Analytics, Adobe Analytics, and Hotjar. Clicky allows you to see what’s happening on your website in real-time. As I mentioned, it’s a hybrid of all the analytics and Heatmap tools, and it offers Heatmaps, click maps, traffic reports, and more. As it’s focusing on what’s going on right now so that you can react quickly to spikes in traffics or a sudden drop in conversion. It’s a great tool to optimize the user experience.

6. Chartbeat

Chartbeat - advanced analytics tools for optimsing ux & conversions

If content marketing is the focus point, then Chartbeat is a must have tool for you. Chartbeat focuses heavily on content analysis by enabling you to make a deep dive into what your users want, what they want to read, what products they want to buy, what videos are making the most interest, and help you to optimize your website’s user experience for more engagement. Chartbeat can help you to filter out friction like navigating, searching, and filtering, by showing you what you should put on the frontline.

Advanced Customer Analytics

Advanced customer analytics tools help you to make a little deeper dive into your statistics, segmenting online activity on an individual customer level. And in some cases it also allows you to trigger automated actions based on site activity. If you want to map out and track your marketing funnel in greater detail, then this kind of analytics tools would super helpful for you.

7. Kissmetrics

Kissmetrics - advanced analytics to optimise ux and maximize conversions

Kissmetrics is one of the best Advanced Customer Analytics tools. It’s a fantastic tool for combining your customer data. It allows you to monitor your key performance indicators (KPIs), finds leaks funnels, tracks any or all activity on a particular page or product, runs A/B tests and a large number of other customer analysis tools. Kissmetrics also integrate with your email marketing software to help you improve your email marketing campaigns significantly. Though its a quite advanced, it works well for big organizations.


If you want to optimize your website’s User Experience as well as marketing efforts for maximum conversions, then you need to know about your customers, how your website is being used and by whom. The matter of sorrow is there is no all in one or one-size-fits-all tool that does that all. You need to use a collection of KPIs tracking, heatmap, real-time, and advanced customers analytics tools to identify what’s really going wrong on your website. By bringing these tools together and combined them, you can get a full picture of what’s really happening on the site, and make a data-driven decision based on that to overcome the UX Flaws. All of these analytics tools make it easier to do the measurement and help you to get out of your bad days.