3 UX Tools to Measure and Improve Customer Retention

UX Tools Blog

When it comes to customer retention, user experience plays a critical role. But with so many variables to consider, understanding how your visitors are using your website can enhance your digital strategy considerably.

Fundamentally, UX focuses on the relationship your customers have with your site and products, and that’s closely connected with the likelihood of them returning in the future. So, if you want to improve your customer retention, you should be keenly aware of their experience with your website.

Luckily, there are several tools that can help you track and assess user behaviour online, so you can be sure you’re making improvements in the right areas. In this article, we’ve listed three of our favourite tools for measuring a range of UX metrics for our clients.


Hotjar is an all-in-one analytics software that provides a broad range of tools to help you measure engagement and the online experiences of your users, from heatmaps and click tracking to survey engagement. It’sscalable software that analyses every stage of your sales funnel so you can make each step more efficient and effective.

If you’re interested in improving customer retention, you need to understand where visitors are spending time on your site (and equally where they’re not).  The tools within Hotjar make gathering that information simpler, so you can improve the elements that aren’t engaging your users and implement more of what’s working well.

By use of heatmaps and recordings, Hotjar makes it easy to track every step of the user journey, as well as understand how visitors are navigating around the site. It removes a lot of the guesswork, allowing you to focus on making the right changes on your site to improve customer retention.

Google Optimize

 Google Optimize is a split-testing tool that plugs into your website to allow you to experiment with different layouts and content delivery methods to see which is more effective. There are several forms of testing within Optimize – A/B testing, multivariate testing and redirect tests being the most popular. It’s a tool that’s widely used for conversion rate optimisation, enabling you to maximise the traffic to your site.

Optimize is a popular testing tool because it offers the opportunity to evaluate results quickly and deploy the winning variant on your site for better results. You can test different hypotheses and customise the tests as much as you like. There’s a wide range of experiments to test with Optimize, from colour changes for CTA buttons to text and image changes, page redesigns and reordering specific elements, to name just a few.

In terms of customer retention and user experience, Optimize enables you to test improvements to your site without making permanent changes, so you can be confident that the variant you ultimately implement is going to be successful.

Google Analytics

Google Analytics is one of the best tools for UX research and allows you to measure the performance of your website. There are numerous metrics that you can use to determine the behaviour of a user, from the moment they visit your site to the moment they leave. The insights Google Analytics provides you with will enable you to optimise your site for the best possible user journey and boosted sales.

One of the most useful reports for improving customer retention is the Behaviour Report, which identifies pain points and helps you understand a range of factors, from where visitors land on your site and what they do before and after landing on a page. Are there pages that have particularly high bounce or exit rates? Are visitors taking unnecessary steps before converting? These are questions that Analytics can help you answer.

Instinct only takes you so far when it comes to improving UX and customer retention – for the best results, you need a data-driven approach. These UX tools can help you bridge the gap between meeting the expectations of your visitors and achieving your business goals.

Artemis are specialists in conversion rate optimisation and can offer expert guidance on how you can improve customer retention for your business. Call us today to learn more about the services we offer.