If you run or manage a website, you probably have experience with a web analytics package (like Google Analytics). These tools are great at answering the quantitative questions, the “what?” questions that every good webmaster should ask themselves. Questions like, “How many visitors did I have last month?”, “How many conversions?” and so on. However, they aren’t so great at giving you qualitative insight, the “why?” questions that are just as important. Questions like, “Why is my bounce rate so high?” and “Why are conversion rates so low?”.
The list below represents a compilation of some of the best qualitative tools out there, all of which you can start using to improve your website today. These tools will help you understand how users interact with your site and, most importantly, why they act the way that they do.