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Combine Google Analytics with UsabilityTools 12 May 2015 | Piotr Kuźniewicz

In order to improve your website and adjust it to the needs of your users, you have to do the right research, and the right equals complex. Quantitative data is invaluable in this context, since it provides you with the analytical insight to the traffic on your page, i.e. numbers. Numbers are meaningful to stakeholders, because they do the math and decide whether you are worthy of their attention. But to achieve these numbers, not only do you have to know what the most attractive areas of your website are and which content people find the most enjoyable to explore, but you also have to be aware of the flaws on your page.

Of course, you can make predictions on the basis of the analyzed data and try to eliminate the drawbacks intuitively, but without the qualitative data, i.e. without interacting with your users, you can only take blind shots, which incorporates bigger risk. Qualitative data helps you understand the “why” behind numbers. In this article you will find out how to combine the two essential features, so that you can maximize the efficiency of your product and make it user-friendly.

Google Analytics – The emperor of quantitative data

80% of websites using any kind of analytics use Google Analytics. It tracks and reports website traffics. Thanks to this service, we can check how many people visited our site, how they got there, what their current location is, what device they use (whether it is on a mobile or PC) and which keywords they used while searching. All these factors can be checked in real-time as well. Let us see what we can achieve by using Google Analytics

Acquisition – where do our users come from?

One of the most valuable features of Google Analytics is checking the acquisition, i.e. where our users come from and, for example, what operating systems and web browser they use. If we notice that a huge chunk of the population on our website comes from a certain country, we may think about creating a version of our page or app that will fit the users’ language.

Should we wonder if the page we own is compatible with certain browsers, Google Analytics will lend us a hand by indicating which browser is mostly used for exploring our website. By checking the most frequently viewed subpages, we may verify the value of an article to determine what range of topics we should operate on; this, for instance, is a vital tool for bloggers.

Furthermore, GA gathers the source of web traffic; it helps admins tell the difference between new users and those who return to their pages. In addition, identifying the source of traffic gives us hints as to where we should emphasize our activities, e.g. social media, Google AdWords, etc. Having walked you through the advantages that Google Analytics provides you with, I would like to elaborate on engaging users in the development of your website. Let’s make a comparison of Google Analytics with UsabilityTools.

UsabilityTools – building better relationship with users

UsabilityTools enhances the interaction between a website and its users. It helps them get engaged in the activities undertaken by admins as well as exchanging the feedback that covers the site’s transparency and legibility. One of the UT’s components that will work perfectly with Google Analytics is Conversion Suite. It includes tools such as Click Tracking, Form Tester and Visitor Recording. Click Tracking provides you with a heatmap, which allows to discover, which areas on the page are frequently used and which are completely abandoned. It helps admins optimize their navigation to maximize the site’s capacity potential.

By using Form Tester, you will improve your webform’s performance. Check how much effort your users spend on a particular field and collect the metrics, thanks to which you will easily find out what causes the biggest trouble and which fields of your form need constant improvement. Visitor Recording, in turn, puts you in your users’ shoes. It allows to play back any activity of user on your page. By understanding how users act, you will easily identify where they encounter troubles and what they pay most of their attention to.

Combine Google Analytics with UT


Now that we know what features both products include, we can work on combining them in order to improve the traffic on our site and make our conversion rate better.

First of all, the index of new users and those who come back to our website. If we see that the percentage of new users is decreasing, this can mean two things: either your marketing strategies are not efficient, or your website is not comfortable to explore. Google Analytics gives us sheer statistics, while UsabilityTools provides us with right equipment to determine what makes these stats decreasing. Let’s say that you want to feel like one of your users and you want to know what moves he or she does on the website. What do you do? You use Visitor Recording and Click Tracking. UT will save you essential hours that you might have spent on marveling what particular areas of the site are not used correctly and which of them need to be moderated or even removed to improve the website’s legibility.

Secondly, try to combine the GA’s ability to track the source of web traffic with the UT opportunities for receiving real-time feedback. If a great deal of your users comes from the social media and are engaged in your Facebook and Twitter Channels, have them engaged in your website, too. Ask questions with Surveys and gather the metrics by setting tasks for your users. They will feel important not only on your fan page but they will also feel responsible for the development of the very website.

Thirdly, use GA to determine the bounce rate on your page. Then take the advantage of Click Tracking heatmap to be aware of how users really see the page; what is important for them and what they consider redundant. Should you lead an e-shop, try Form Tester to better understand the struggles your customers encounter while filling the necessary forms. Then return to GA, and see the bounce rate decreasing if not vanishing from your statistics. As a result, you will have your clients satisfied about the services you provide. Finally, not only will you enrich your knowledge, but you will also make your wallet weigh more than before.


Google Analytics is undoubtedly one of the greatest tools to gather quantitative metrics. It allows you to track the traffic on your website and to define the quality of your articles based on the number of views on them. It also provides you with the information on where to improve with your product. Usability Tools, in turn, helps you in better understanding of your users’ needs and answers the “why” behind statistics, so that you don’t waste your time marveling about the reasons of your stagnation.

Do you combine quantitative and qualitative data? Which tools do you use? Is Google Analytics the only tool you use to collect quantitative data? Let us know in the comment section.

Piotr Kuźniewicz

Written by Piotr Kuźniewicz

An armchair enthusiast turned gym freak with the passion for writing. In his free time he does stand-up comedy to show people what drives him mad. As a blogger and writing passionate, he fell in love with content marketing, for which he is responsible at UsabilityTools.

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