Cohort analysis studies the behavior of specific

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Net Promoter Score (NPS) measures how likely users are to recommend your product. It is an indicator of satisfaction and loyalty. Users are asked, “How likely are you to recommend our product?” The answers are divided into three groups: promoters (scores 9-10), neutrals (7-8), and detractors (0-6). NPS is calculated as the difference between the percentage of promoters and detractors. For example, if 70% are promoters and 10% are detractors, the NPS will be 60.

Product Metrics: Calculating Key Success Indicators
Product Metrics: Calculating Key Success Indicators
Methods of user behavior analysis
Web analytics: Google Analytics and Yandex.Metrica
These are tools for collecting, analyzing, and interpreting data about user actions on a website. They help evaluate the effectiveness of pages, find bottlenecks, and make decisions to improve conversions.

Using Google Analytics and Yandex.Metrica you can track:

transitions between pages;
traffic sources;
behavior by segments (new and returning users);
events: clicks, form submissions, adding to cart.
For example, you may notice in your reports that most of your traffic is coming to a promotion page, but there are no conversions. In Google Analytics, you can set up event tracking to understand where users are clicking. If it turns out that they are trying to click on a broken link, the problem is solved instantly.

Heatmaps and Scrollmaps
Show where users click, move their cursor, or spend the most time. Scroll maps show how far visitors scroll on a page. This helps assess how visible and effective page elements are.

For example, a heat map will show that users click on a headline, expecting a transition, although it is just text. You add a link or a button. A scroll map shows that an important block with a CTA is placed too low. You move it higher, increasing visibility and conversions.

Recording user sessions
This method allows you to see user actions in real time. Tools like Hotjar list of france cell phone number or Smartlook record how a person moves around the site: clicks, scrolls, delays on elements.

A simple example: analysis of records showed that users abandon the cart after adding a product. When viewing, it is clear that they are confused by the complex payment form. Simplify the process, reduce the number of fields, and conversion increases.

A/B testing
A/B testing compares two or more versions of an item to see which performs better. This method helps you make decisions based on data rather than gut instinct.

For example, you can test two versions of a feedback form: with a different number of fields. The test shows that the shorter form has a higher conversion rate. You leave this version.

Usability testing
A method in which users interact with a product and their actions are recorded and analyzed. It helps to find problems in the interface and understand what causes difficulties.