UX Tools Blog

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.

How You Can Use SEO To Grow Your Ecommerce Store

If there is one industry that is more affected by Google and search engine optimisation than any other, it is eCommerce. The fact is that eCommerce businesses live and die on how they are perceived by search engines. If they rank poorly, they don’t get organic traffic. And if they don’t get organic traffic, they can’t make sales.

While PPC and a strong social media presence are key components of increasing your brand’s online visibility, if your eCommerce site is looking to dominate the organic search results then SEO is key.

That means that if you are looking to grow your eCommerce store, you need to invest in SEO. Optimising your site in the way that Google likes is not only a way to perform better in the rankings, but it is also a route to success more generally. Google’s algorithm is specifically designed to promote eCommerce sites that provide a good experience to users. So, following Google’s rules for optimisation can be the perfect way to boost your business.

Here we look at some key tips for using SEO strategies to grow your eCommerce store.

Provide the Best Content

High-quality content remains one of the most important aspects of good SEO. Content serves the purpose of providing information to help customers make buying decisions and also helps to make customers more likely to buy. From an SEO perspective, a site that provides great content to its users is one that builds trust and authority.

There are two types of content that eCommerce sites need to focus on to provide their SEO and their rankings:

  • Product content – the worst thing that you can put on your product pages is text that has been copied from the manufacturer’s or (worse) a competitor’s site. Your product content should be unique, informative and better than any other company offers for similar products.
  • Informative content – great quality product content can help pages rank higher and encourage sales, but amazing informative content can attract interest a little earlier in the customer journey. Create useful guides, tools and how-to pages and provide them to anyone who is interested. Useful informative content that users love helps Google to see that your site offers expertise in your industry.

Focus on Page Loading Time

Page speed is an increasingly important factor in eCommerce SEO. This was highlighted this year with the launch of Google’s Core Web Vitals. These are three metrics relating to page loading that are considered important ranking factors. One of the metrics is Longest Contentful Paint (LCP), and it specifically looks at how long it takes for the largest element on the page to load up – anything longer than 4 seconds is considered slow.

But Google is also looking at the other metrics, First Input Delay (FID) which measures how long it takes for users to be able to interact with the page, and Cumulative Layout Shift (CLS), which looks at how much the page moves around after it has initially loaded.

These metrics can be improved by optimising your images, improving server response time and implementing lazy loading – a process that ensures that larger resources are only loaded when they are needed.

Keywords Matter

Keywords are an integral part of SEO for eCommerce sites. Abusing them in your content, however, will have a detrimental impact on your site. On the flip side, naturally incorporating relevant terms into your content not only helps customers find your products but also signals to Google what your site is offering.

You need to take some time to do in-depth keyword research, not only to understand the number of searches and competitiveness of the term, but also the intent behind the search term. There’s no use optimising a key page for a term with a high number of searches if those searches are looking for something different than your website provides.


Artemis are specialists in all aspects of SEO – we have years of experience working with eCommerce sites and we would be delighted to help you. If you are interested in learning more, get in contact with our experienced team today.