Digital experience analytics is a richer, more comprehensive approach to web analytics that examines a customer’s digital experience to draw conclusions about customer behavior that can be used to drive growth.
With digital experience analytics, the legacy basic layer of business metrics is now being supplemented with intelligent analytics that can provide much deeper, real-time insights.
One example of digital experience analytics is heat mapping. Heat mapping is a tool that tracks and displays the actions taken on a website page by an individual user. This provides insights that business leaders can grasp and use to improve or redesign their website. For example, if your heat mapping tool shows you that only 10% of website users are scrolling to the bottom of a page, and you currently have important content at the bottom of that page, you can use this information to then redesign the page, moving the important content closer to the top where more users will see it.