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Ever Wonder What Your Customers Are Really Doing on Your Site?

Nate Antetomaso

By Nate Antetomaso , Project Manager

October 10, 2018

Ecommerce Consumers

In today’s world there are all types of buzzwords surrounding data: Big Data, Actionable Data, Unique Insights, Proprietary Data, and Data-Driven, just to name a few. While we all understand the importance of gleaning information from data in the digital world, it’s much tougher to figure out how to actually interpret valuable info without hiring a whole analytics department.

In the ecommerce world, data is more important than ever. Retailers need to know how consumers are interacting with the site, what they’re thinking, what drives them to make a purchase, what their journeys are to making a purchase, and where they may lapse along those journeys. To help simplify this critical need, we’ve put together this list of user monitoring tools to get the most out of your online site:


At Elevate, we use HotJar all the time. It’s is a super simple product that provides all kinds of valuable analytics, like conversion funnels and form analysis, but perhaps the coolest feature (and the product’s namesake) is the heatmap creation. As users visit your site, move their cursor, and click around, heatmaps are generated to show exactly how users interact with the interface, clearly and visibly identifying what works, what doesn’t, and what needs improvement.

Heap Analytics

Heap Analytics is a powerful tool that allows for automatic user analytic captures at scale. With zero code required, Heap Analytics allows sites to track “virtual events” in customer journeys. Heap’s event tracking adjusts with site updates and changes, allowing for retroactive applies data analysis and consistent, trustworthy analytics even across multiple website versions.

Google Analytics

This one doesn’t need much explaining. Google Analytics is a free-to-use, extremely robust tracking platform that can provide all kinds of data on visitors and their interactions with the site. With such wide and impactful findings it’s no surprise that Google Analytics is an extremely popular solution, used by Elevate and more.


Validately is a great tool if you’re looking for depth and quality instead of quantity. Elevate uses it a lot as well, and for good reason. With this tool we’re able to actually watch and listen in as test users interact with a site: we can see their cursor movement, watch their facial reactions, and hear them narrate their journey through a site’s UI. There’s never been a deeper knowledge of consumer interaction. Plus, it works on mobile as well.

These are just some of the many tools on the market to get valuable insights into consumers’ experiences with your site. Elevate uses these tools and more to create valuable knowledge for our clients as we build and audit their websites. Do you have a favorite we didn’t mention?

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