Analysis of website analytics data to determine overall performance, performance by segment, e.g. device, channel, user type, analysis of on-site behaviour or digging into the impact a specific element or piece of functionality has on performance and user experience.

Heat maps visualise on-site behaviour by representing clicks, hover and mouse movement with colours overlaid on a screenshot of the pages of a website. In general red indicates an area of high engagement (either clicks, hovers, or mouse movement) and blue indicates "cold" areas of low engagement. Heat maps are generated by a tool added into your website code. Heat map tools include Hotjar, Content Square and Full Story.

Session recording analysis involves watching recordings of real users interacting with the website, using a tool added into your website code. Recordings show the pages users view, where they scroll and click, and their mouse movements. It's also possible to see things like "rage clicks" where a user clicks on something multiple times in frustration.

A UX heuristic review in this context is a review of a website based on a set of guiding UX principles, with the aim to identify areas of potential UX friction (ultimately areas of the user experience that could be creating friction or barriers for users on that website). A UX Heuristic review can be conducted on any digital experience; from a full website or core user journey, through to a single page, a piece of functionality, or a design or prototype.

A customer survey sent out via email to your customers (ideally segmented by customer type, e.g. new customers, recently lapsed customers, VIPs, etc). Typically the goal of a customer survey is to understand customers perception of your product/service, to understand what problem/s your product/service solves for them and any improvement areas based on their experiences.

On-site polls are very short surveys that appear on your website for website users to answer. They are typically made up of 1-2 questions (since it is important not to disrupt the user journey). These can be open or closed questions, depending on the research objective. On-site polls can be run site wide or on specific pages, and can be triggered on a range of behaviours such as time on site / page, scroll depth and exit intent (on desktop).

Use a sample pool of participants who match your target audience. Watch and listen as they walk through your site and perform tasks set by you, designed to emulate your core user journey or area of focus. Tasks and questions are set up within an external tool, meaning participants complete the session independently in their own time, thinking out loud as they go. Once complete, the recording of their screen, voice over (and sometimes webcam image) will be accessible within the tool for analysis.