Data analysis

Process of in-depth examination of data collected on visitor interactions with a website or application, with the aim ofidentifying concrete optimization opportunities. It relies on the use ofquantitative and qualitative analytical tools to explore actual user behavior: navigation, clicks, scrolls, abandonment, recurrence, conversion...

This analysis enables us to break down user journeys into distinct stages, in order to :

• identify areas of friction or abandonment,
• detect unexpected or under-performing behavior,
• validate or generate optimization hypotheses to feed A/B tests,
• and guide UX or marketing choices based on empirical data.

Tools and data used :

• Quantitative analytical tools: GA4, Matomo, Piwik PRO, Amplitude, Mixpanel...
• Behavioral tools: heatmaps, session recordings, funnel analysis (Hotjar, Clarity, Contentsquare...)
• Data segmentation: by channel, device, visit frequency, customer profile, etc.
• Big Data exploration: via BigQuery or Data Studio to cross-reference complex sources (CRO + CRM + product...).

Role in CRO :

Behavioral analysis is a fundamental pillar of any conversion rate optimization strategy. It enables us to move from raw observation to actionable understanding, highlighting levers that are invisible in global KPIs. It feeds both CRO audits and A/B test prioritization, as part of a user- and performance-oriented approach to continuous improvement.

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