We've all been there: after a painstaking (and often expensive) acquisition process, users bounce back without buying the Sudoku toilet paper or taking out a new mobile subscription. It can't be the website's fault - after all, a lot of money was spent on it and it looks really smart ...

... but do your users see it the same way?
A convincing user experience (UX) is crucial for success in the digital world. The maths is simple: good UX = satisfied users = more sales, leads or subscriptions. But how can you ensure that your UX meets your users' expectations?

Data-based UX optimisation with Contentsquare and Google Analytics (GA4) helps you to better understand your users' behaviour.

Contentsquare: X-ray vision for UX insights

Contentsquare provides you with detailed insights into the behaviour of your users - anonymised and without pre-definitions. The most important features:

  • User journey analysis: Recognise how users move through your website or app and where they drop off. Get a visual representation of typical paths through your website.
  • Heatmaps and zoning: Understand which areas of your site receive the most attention, or which elements have what effect on the user journey or conversions.
  • Session replays: Observe how users actually use your site - almost like being there live. Discover recurring stumbling blocks or unusual behaviour.
  • Frustration signals: Identify rage clicks, repeated entries in forms or inefficient page elements that cause frustration.

With this data, you can make targeted changes before negative effects such as falling conversions or high bounce rates jeopardise your goals

GA4: The complete package for analysis and marketing

Google Analytics 4 (GA4) is the ideal tool for understanding the overall context of your website performance and marketing measures. While Contentsquare focuses on user behaviour within your website, GA4 complements these insights with a broader perspective:

  • Are high abandonment rates in certain funnels due to specific traffic channels?
  • Which target groups are particularly prone to drop-offs?

GA4 also offers advanced functions such as attribution modelling and custom audiences, which help you to use marketing budgets in a targeted manner and address target groups even better. This allows you not only to optimise performance, but also to improve the context of your UX - for example, by ensuring that the right users are picked up with the right content.

Note: What applies to Google Analytics can also be transferred to other platforms such as Adobe Analytics or Piwik - the principles remain similar.

For the perfect picture: Contentsquare & Google Analytics

Together,Contentsquare and Google Analytics are unbeatable when it comes to improving the user experience based on data. While Contentsquare dives deep into interactions and uncovers the "why" behind user behaviour, GA4 gives the broader context by explaining the "what" and "where from".

A practical example:

  • GA4 shows that many users abandon the checkout - and that these abandonments come primarily from paid ads.
  • Contentsquare reveals that the form design or a lack of visual guidance in the checkout area causes frustration.

This combination gives you the opportunity to specifically address weaknesses - in UX and marketing.

UX does not end at the website

A positive user experience does not stop at the website. Aspects such as product quality, delivery experience, returns policy and customer service also play a decisive role in the long-term satisfaction of your customers.

Example: An optimised checkout process is useless if delivery times are disappointing or customer service is unavailable. A seamless customer journey - from initial contact through to purchase and aftercare - ensures loyal customers and recommendations.

Conclusion: Data-based UX optimisation as a process

The digital world is constantly evolving, as are the needs of your users. Continuous optimisation of your UX is therefore crucial.

With Contentsquare and Google Analytics, you have two powerful tools at your disposal to make data-based decisions and sustainably improve your website or app.

We are happy to support you

As an experienced and certified Contentsquare and Google Marketing Platform agency, we can help you to fully utilise the potential of your data. Contact us for a no-obligation consultation - together we can optimise your UX and increase your success.