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Website’s user experience – These 3 tools can help you improve

Delivering an optimal user experience is key to a successful website. But how to know your user behaviour? A few platforms can help you identify what needs to be improved on your website.

User experience (UX)

How to improve your website’s user experience? Users are getting more and more demanding on how simple and easy should be to find information online. Platforms like Facebook, Amazon, Twitter, Youtube, Google, Netflix make a very good use of behavioral big data and implement daily updates to improve their user experience. Regardless if you are a B2C or a B2B company the scenario has raised the bar for all the digital platforms. (You can read more about A/B testing and the use of behavioral data On the article: Analyzing Behavioral Big Data: Methodological, practical, ethical, and moral issues (p. 66)). 

The user experience (UX) term is getting more and more trendy and is directly connected with the efficiency of the system. It involves understanding what your user needs and building up or adapting the system to simplify it.


Conversion rate

How to measure if your website is successful?

Your website and every page it contains should have a clear goal. Once the user achieves the goal you can count it as a conversion. Let’s say your website goal is to generate leads by forms, email or phone calls. Ideally your website would have elements on a page or on several pages that makes it very easy for the user to get in touch with you. Successful conversions would be every time a customer would either submit a form, write you an email, or call the phone they see on your website.

Sounds easy but in fact it isn’t. It’s very common to end up with a website that lacks clear goals and ends up reflecting the inside out structure of your company. So instead of a clear road you lead your user to a labyrinth. So how to make sure your user is accomplishing the goal you designed your website for?

Here again you need to focus on your goal and how you can get hold of the numbers that will tell you if people are clicking on where you intend. Google Analytics is a great tool for that type of numeric metric. But today there are other tools available that can help you understand in detail what your user is doing and the pitfalls or barriers of your design.

Here are 3 reviews over tools you can use to improve your website’s user experience:


How to improve your website’s user experience?

#1 Use a feedback tool

How many times have you asked yourself: how nice would it be to know exactly how users are navigating on your pages? 

Hotjar Recordings, website's user experience

With the tool Hotjar you can record your users visit on your website to see the path he/she does and how to improve it.  It’s recommended that you start with one page otherwise the volume of the recordings can be too high for you to get good insights. After understanding what has to be improved you should apply the changes and check the results with new recordings. Can sound time consuming, but this tool can guide you to strike your user needs.

Hotjar also includes other features like pop-up surveys that can be triggered after the user clicks in one button, or stays in a page for too long. The fields are customizable so you can ask any type of question but good examples would be: “Did you find what you were looking for?” “From 1 to 10 how would you rate this page?”.

Last but not least the tool also has heat maps that allow you to see exactly where on a page the users are focusing their attention on (by their cursor movements).

Easy to install?  Yes, simple script that needs to be added.



How to improve your website’s user experience?

#2 Use real time connection

You might have already seen and/or experienced the pop-up bot that starts chatting with you on a website. “Hey there! How can I help you?”Drift Chatbot; website's user experience

Chats that start the conversation with a bot (chatbots) are becoming more usual due to the fact that users enjoy connecting with the company in real time. The content of the bot is decided by you but the goal here is to make it easier for the user to connect to you.

Drift is a tool that allows you to create the questions and answers (playbooks) to guide your customer. It shortens the path that would take for example fill in a form. Another good example would be to use the bot to set a “call me back” function. Hi! Would you like our sale representative to call you back? Yes/No. Yes > Which number? What time?.

The tool also allows you to “jump” into a conversation and assume the control from the bot. On the adm panel you can start chatting in real time with your user.

Easy to install? Yes, simple script that needs to be added.



How to improve your website’s user experience?

#3 Use internal search

Do you know what your users search inside your website?

When we talk about search we instantly think about Google (and SEO should be big part of your web strategy). But do you also follow the trends of your internal search on your website? The keywords typed in there can give you great insights over which content you are missing, or information your users are not finding.

Your content management tool might already have a plugin for the internal search feature. Later what you can do is to check how you can start analyzing the data it will provide to you. Google analytics allow you to connect the internal search data to your console, making it easier to follow the metrics in one place.

Easy to install? Yes, usually the content management systems already have a plugin to be added to your website.


From the article “Social media brand building strategies in B2B companies” (p. 771) the authors state that B2B organizations need to consider the potential of social media for their business and suggest 4 actions to do:

  • experiment
  • evaluate
  • embed
  • engage


These steps / framework could also be valuable if used as a web strategy to improve the user experience of B2B websites.

An important remark here is that there will be a change on the Global Data Protection Legislation – GDPR starting from 25 May 2018. This could impact the way you manage the information of the users that navigate on your website. You can check more about it here.

We hope this blog post was useful to you and could give you ideas over how to improve your website’s user experience.


Other blog posts recommended for you:



Timothy Cawsey, Jennifer Rowley, (2016) “Social media brand building strategies in B2B companies”, Marketing Intelligence & Planning, Vol. 34 Issue: 6, pp.754-776,

Galit Shmueli (2017) Analyzing Behavioral Big Data: Methodological, practical, ethical, and moral issues, Quality Engineering, 29:1, 57-74, DOI: 10.1080/08982112.2016.1210979



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