Google Analytics is one of the best, free tools you can have for research. It is primarily for marketing research and has several different paid suites, but a free account is more than enough for UX research.
Conversion rates remain the top priority for any website. Being a UX researcher/designer, you have to be interested in knowing what users are doing on your website, where they are coming from, how long they get engaged, and the ways you can improve conversion.
Google Analytics will help you do almost everything I just mentioned. It collects your website usage data and help you see the result in easy to digest visual manner.
If you would like to see the Google Analytics in action and follow the steps mentioned in the article, you can use the demo Google Analytics account. Filter the date range Mar, 01, 2018 to Mar, 07, 2018. It will help you match all the snapshots given in this article.
01. Setup and basics
02. Getting started with Pageview tracking
03. Traffic analysis
04. Behaviour analysis
05. Goal creation and analysis
06. How to create goals and funnels
07. How to analyise the goal report
08. Funnel creation and analysis
09. How to create funnels
10. How to analyse the goal funnel report
12. Events report
13. Timing and conversion
14. How to track user timing events
Check this ultimate guide to Google Analytics for UX designers
10 Google Analytics reports
that tell you where your site is leaking money
Whenever you hear someone ask “what should I test first?,” you know you’re dealing with an amateur. They have a lot to learn. You can tell them that they should start by identifying where the leaks are.
The first step toward plugging the leaks is identifying where the leaks are. Which funnel steps, which layers of your site, which specific pages are leaking money? Google Analytics can provide answers.
Read full article: 10 Google Analytics reports that tell you where your site is leaking money