What are the best tools to get customer usability analytics for product managers?
February 25, 2019
February 25, 2019
Features come from a variety of channels for product managers and one of the most powerful and reliable channels can require tools to really get at the pain points. There are many existing product management tools available for capturing data points and analytics about customer interactions with a product to be able to define what features are needed to improve the product. Many product teams struggle to get customer feedback for a variety of reasons however by using a product management tool to see customer flows within your product, you can make logical conclusions on features needed.
Here are a number of product management tools you can roll out within your product team if you are looking for an additional channel to capture customer activity within your product to drive your product roadmap.
Crazy Egg: Often product managers focus on features that will drive customer growth. The reality is that the customer first impressions, on boarding experience, user interface and experience can make a bigger impact to the bottom line than a new feature. Crazy Egg offers product teams visibility into where a customer goes once in your product. You can see their mouse movement, navigation and clicks to see what you expected them to do and how they actually do it. Check it out here
Google Analytics: While Crazy Egg can visually show you the customer path within your product and on a specific page, Google can show you the pages they navigate to and the actions they take as well as your funnel creations using their analytics. The data is very powerful, and more metric based than visual that you would get with Crazy Egg but again, very useful in figuring out what and where your customers are going within your product. Check it out here
Full Story: This product goes really deep into showing you the customer journey within your product. Again, great data points are captured to show a product manager where a customer goes, what they interact with, how they click through your screens to help streamline your usability. Check it out here
HotJar: HotJar gives product managers a number of tools to help get a great sense of what customers do within their product. You can see the heatmaps of their journey within a screen and flows of your product. You can create conversion funnels to track dropoffs in usage and complete surveys/feedback loops as well which can get you additional insights in addition to the analytics based on your user interactions. Check it out here
Product managers need data points to drive their product roadmap. Data points can come as feedback loops with customers or team members. They can be increased support tickets in a certain area or reviews on websites about your product. An additional product management tool that should be in the toolbox for product managers is a way to track customer usage and analytics within your product so you can see specifically where a customer gets stuck or what the most popular or unused parts of your product are.
Again, these product management tools will provide you a channel for feedback about your product. From there, you can define features to improve the outcome of the data you see and build out a better product from there.