Good UX is not only about design decisions. It is also about understanding how real users behave on your website. Analytics tools can show you what is working, where users are dropping off, and which parts of the journey need improvement.
Why analytics matters
Without analytics, it is easy to make assumptions about how users are interacting with your site.
Analytics helps you answer questions such as:
which buttons are being clicked
how far users scroll down the page
where users drop off in the registration process
whether key content is being seen
which journeys are converting best
This makes it easier to improve the website based on evidence rather than guesswork.
Using Microsoft Clarity
The webinar highlighted Microsoft Clarity as a useful tool for reviewing UX performance.
Clarity can help you identify:
heatmaps
high-interaction areas
low-interaction areas
scroll depth
rage clicks
session recordings
This kind of insight is useful when reviewing how people actually move through pages and where frustration may be happening.
What Clarity can reveal
Examples of useful Clarity insights include:
whether users are clicking important CTAs
whether they are reaching the middle or bottom of the page
whether there are dead links or broken interactions
whether important content needs moving higher
This helps you refine the page layout and prioritise the content that matters most.
Using Google Analytics
The session also covered Google Analytics, particularly for reviewing conversion journeys.
Google Analytics can help you track:
registration paths
ticket purchase journeys
drop-off between pages
behaviour through multi-step processes
One of the examples shared in the webinar involved identifying an 80% drop-off at a specific point in a ticket purchase journey. That kind of issue may not be visible without analytics data.
Start with funnel exploration
The webinar recommended starting with the Funnel Exploration report in Google Analytics.
This report can help you review:
the path from landing page to conversion
which steps users complete
where the biggest drop-offs happen
For event websites, this is especially useful during registration and ticketing periods.
Use data to improve UX
Once you know where users are dropping off, you can focus your improvements more effectively.
For example, analytics may suggest that you need to:
improve a page layout
make a CTA more visible
shorten a form
move important content higher up
simplify the registration journey
This makes optimisation more targeted and more useful.
Summary
Analytics helps you understand what users actually do, not just what you expect them to do. By using tools such as Microsoft Clarity and Google Analytics, you can identify friction points, improve page performance, and support stronger conversion rates.
For ShowOff event websites, analytics should be part of ongoing UX improvement, not just a one-off review.
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