Educational insights for a deeper understanding of digital analytics

Learn how to analyze qualitative data. We show examples of how to collect, organize, and analyze qualitative data to gain insights.

Qualitative and quantitative data differ on what they emphasize—qualitative focuses on meaning, and quantitative emphasizes statistical analysis.

Categorical & quantitative variables both provide vital info about a data set. But each is important for different reasons and has its own pros/cons.

Quantitative data is used for calculations or obtaining numerical results. Learn about the different types of quantitative data uses cases and more.

Heatmaps can provide rich information about your website. Here, we explore examples of 8 great heatmaps and use them as inspiration for web strategy.

Heatmaps visualize aggregate user behaviors (clicks, mouse movements) on a website/app using color. Learn how heat map tools work—and how they don't.

Metrics can be hugely helpful when trying to get a handle on user behavior. Unfortunately, many businesses don’t leverage that power and instead make decisions based on incomplete data.

A comprehensive guide to product analysis and analytics platforms, how important they are, and why they’re a valuable asset for your bottom line.

Marketing analytics is a way of using data to benefit your marketing communications. It’s about looking at the data behind your marketing to figure out what your customers want. That way you'll know what's working and what isn’t.

Map out how your customers navigate your website or app—and determine where you need to improve.

What is a customer journey map, how does it relate to product and marketing teams, and where can empathy help? Let's find out.

DX pros from Google, Optimizely, and FullStory offered tips for building a robust, data-led experimentation strategy that boosts your bottom line.

A high bounce rate is a sign that your website is ineffective. Learn about what a good bounce rate is, and how to make your website more engaging.

We’ve compiled all the best UI design tools so you can create better designs. Learn the different types, why you need UI design tools, and how to choose the right one.

What bad web design drives frustrating user experiences? Go to school on the 7 primary drivers of bad UX.

There are many ways execute of a user retention strategy, but it won't mean much unless you know which metrics to track.

We break down some of the conversion rate optimization best practices that will help you scale.

A guide on how to research and analyze user sessions in FullStory for smarter conversion rate optimization (CRO).

A complete, modern analytics solution should harness both instrumented events and unstructured data.

FullStory co-founder Joel Webber dissects product analytics by way of the scientific method, and explains why autocapture is a must.

Learn how to optimize your conversion funnel. This infographic gives you actionable tips, so you can make your next product launch better.