Data analysis

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

This analysis makes it possible to break down user journeys into distinct steps, in order to:

• identify friction points or drop-off,
• detect unexpected or underperforming behaviors,
• validate or generate optimization hypotheses to feed A/B tests,
• and guide UX or marketing decisions 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…
• 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 makes it possible to move from raw observation to actionable understanding, by highlighting levers invisible in overall KPIs. It feeds both CRO audits and the prioritization of A/B tests, within a continuous improvement approach focused on users and performance.