Improving your websites user experience used to be based largely on speculation around user preferences coupled with some cursory research. You could create a hypothesis, but confirming your hunches required extensive, time-consuming and inefficient testing. And what users told you about their own behavior wasnt always inaccurate. In other words, effective optimization was hard.
Thats all changed. Today, you have far more efficient methods of understanding customer behavior available to you as a marketer. By collecting behavioral data for every visitor on your website, you can begin to understand where they are struggling, and use data-driven insights to improve the user experience.
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