[{"data":1,"prerenderedAt":143},["Reactive",2],{"/wp-json/sonar/v1/whats-new/analytics-show-where-you-lose-customers-user-testing-shows-you-how-to-keep-them":3},{"ID":4,"title":5,"slug":6,"status":7,"seo":8,"date":13,"author":14,"image":15,"image_src":16,"image_alt":17,"acf":18,"blocks":20,"related":27,"form":73},2231,"Analytics Show Where You Lose Customers. User Testing Shows You How to Keep Them","analytics-show-where-you-lose-customers-user-testing-shows-you-how-to-keep-them/","publish",{"title":5,"description":9,"ogUrl":10,"ogTitle":10,"ogDescription":10,"ogImage":10,"ogType":10,"ogLocale":10,"twitterCard":11,"twitterTitle":12,"twitterDescription":12,"twitterImage":12},"Analytics tell you what users are doing, where they click, scroll, and drop of. User testing tells you why.",null,"summary_large_image","","Oct 2026","Angus Gawn",2237,"https://sonargroup.com.au/app/uploads/2026/10/sonar-user-testing-hero.webp","sonar-user-testing-hero",{"read_time":19},"2-min",[21,24],{"block":22,"content":23},"complex-copy","<h3 style=\"text-align: left;\">Analytics tell you what users are doing, where they click, scroll, and drop of. User testing tells you why. Bringing the two together replaces guesswork with clear evidence, so you stop wasting budget on the wrong fixes and start making updates that actually drive revenue</h3>\r\n<h2>We have more data about our customers than ever before.</h2>\r\n<p>Analytics can tell us which pages people visit, where they leave and which journeys lead to a conversion. Heatmaps and session recordings can show us where people click, scroll, hesitate or go backwards.<br />\r\nAll of that information is incredibly valuable.<br />\r\nBut there's one question that can still be surprisingly difficult to answer:</p>\r\n<h2><strong>Why?</strong></h2>\r\n<p><span style=\"font-weight: 400;\">Why did someone leave that page? Why didn't they click the CTA? Why couldn't they find something that, from our perspective, was right in front of them?</span></p>\r\n<p><span style=\"font-weight: 400;\">This is where user testing can add another layer to the picture.</span></p>\r\n<h2><b>Data can show you the problem. It can't always explain it.</b></h2>\r\n<p><span style=\"font-weight: 400;\">Imagine your analytics show a significant drop-off at an important point in a customer journey.</span></p>\r\n<p><span style=\"font-weight: 400;\">You know something isn't working.</span></p>\r\n<p><span style=\"font-weight: 400;\">A session recording might give you another clue. Perhaps people are scrolling repeatedly, going backwards or spending longer than expected on a particular page.</span></p>\r\n<p><span style=\"font-weight: 400;\">But we're still interpreting behaviour.</span></p>\r\n<p><span style=\"font-weight: 400;\">Maybe the content isn't clear. Maybe people can't find the information they need. Maybe the CTA doesn't mean what we think it means. Or perhaps the journey simply doesn't match what the customer expected to happen next.</span></p>\r\n<p><span style=\"font-weight: 400;\">Without speaking to users, we're often still making assumptions.</span></p>\r\n<p><span style=\"font-weight: 400;\">One thing we've learned through user testing is that </span><b>something that seems obvious when you're close to a website isn't necessarily obvious to the person using it.</b></p>\r\n<h2><b>Your customers don't know your website as you do</b></h2>\r\n<p><span style=\"font-weight: 400;\">When you've spent months or years working with a website, it's almost impossible to experience it like a new customer.</span></p>\r\n<p><span style=\"font-weight: 400;\">You know the navigation. You know the terminology. You know where the important information lives.</span></p>\r\n<p><span style=\"font-weight: 400;\">Your customers don't.</span></p>\r\n<p><span style=\"font-weight: 400;\">Through user testing, we've watched people look in unexpected places for information, interpret labels differently from how they were intended, and struggle with journeys that seemed straightforward on paper.</span></p>\r\n<p><span style=\"font-weight: 400;\">Rather than simply asking people whether they like a website, we give them realistic tasks and watch what happens.</span></p>\r\n<p><span style=\"font-weight: 400;\">Can they find what they're looking for? Where do they hesitate? What do they expect to happen next?</span></p>\r\n<p><span style=\"font-weight: 400;\">Sometimes the most valuable insight isn't what someone says. </span><b>It's what they actually do.</b></p>\r\n<h2><b>The real value comes from combining the signals</b></h2>\r\n<p><span style=\"font-weight: 400;\">User testing isn't a replacement for analytics, heatmaps or session recordings. They answer different questions and become more useful when they're brought together.</span></p>\r\n<p><b>Analytics → What is happening?</b></p>\r\n<p><b>Heatmaps &amp; session recordings → Where is it happening?</b></p>\r\n<p><b>User testing → Why might it be happening?</b></p>\r\n<p><b>UX &amp; CRO → What should we do about it?</b></p>\r\n<p><span style=\"font-weight: 400;\">Analytics might highlight a drop-off. Session recordings might reveal a behavioural pattern. User testing can help us understand what's behind that behaviour. UX and CRO can then turn those insights into something we can improve and test.</span></p>\r\n<p><span style=\"font-weight: 400;\">It's not about choosing between quantitative and qualitative research. </span><b>It's about using them together to make better decisions.</b></p>\r\n<h2><b>Watch. Listen. Then optimise.</b></h2>\r\n<p><span style=\"font-weight: 400;\">Digital optimisation is often framed as a numbers problem: increase conversion, reduce drop-off, improve engagement.</span></p>\r\n<p><span style=\"font-weight: 400;\">But behind every one of those numbers is a person trying to accomplish something.</span></p>\r\n<p><span style=\"font-weight: 400;\">Analytics helps us see the patterns in their behaviour. User testing helps us better understand the experience behind those patterns.</span></p>\r\n<p><span style=\"font-weight: 400;\">And when we bring the two together, we can move away from assumptions and make more informed decisions about what actually needs to change.</span></p>\r\n<p><span style=\"font-weight: 400;\">Because sometimes the best way to understand your website isn't to look at another dashboard. It's to watch someone use it.</span></p>\r\n<p><b><a href=\"https://sonargroup.com.au/get-in-touch/\">Get in touch</a> with the Sonar team to chat about how user testing could help uncover what's happening behind the data. </b><b><br />\r\n</b></p>\r\n<p>&nbsp;</p>\r\n<p>&nbsp;</p>",{"block":25,"content":26,"align":12},"paragraph","\n<p></p>\n",[28,41,50,63],{"id":29,"title":30,"slug":31,"excerpt":12,"date":32,"image":33,"image_src":34,"image_alt":35,"cat":36,"read_time":40},2210,"Why \"Information Gain\" is the New Gold Standard for Digital PR & Thought Leadership in the Era of LLMs","/whats-new/information-gain-llms-digital-pr-aeo-strategy/","Aug 2026",2212,"https://sonargroup.com.au/app/uploads/2026/08/Gemini_Generated_Image_wypqo5wypqo5wypq.jpg","Sonar Ai Blog Articke",[37],{"name":38,"slug":39},"News","news","3-min",{"id":42,"title":43,"slug":44,"excerpt":12,"date":32,"image":45,"image_src":46,"image_alt":47,"cat":48,"read_time":40},2172,"Google Finally Comes to the Party with AI Data (But Forgot to Bring the Clicks)","/whats-new/google-finally-comes-to-the-party-with-ai-data-but-forgot-to-bring-the-clicks/",2187,"https://sonargroup.com.au/app/uploads/2026/08/Google-Blog.jpg","Google Blog",[49],{"name":38,"slug":39},{"id":51,"title":52,"slug":53,"excerpt":12,"date":54,"image":55,"image_src":56,"image_alt":57,"cat":58,"read_time":40},2161,"How to Structure Website Content for AI Search","/whats-new/how-to-structure-website-content-for-ai-search/","Jul 2026",2162,"https://sonargroup.com.au/app/uploads/2026/07/AEO_Blog_July26.png","AEO_Blog_July26",[59,62],{"name":60,"slug":61},"Articles","articles",{"name":38,"slug":39},{"id":64,"title":65,"slug":66,"excerpt":12,"date":67,"image":68,"image_src":69,"image_alt":70,"cat":71,"read_time":19},2152,"Why We Expanded Beyond Google Ads","/whats-new/why-we-expanded-beyond-google-ads/","May 2026",2156,"https://sonargroup.com.au/app/uploads/2026/05/Sonar-GoogleAds-MicrosoftAds_2.png","Sonar-GoogleAds-MicrosoftAds_2",[72],{"name":38,"slug":39},{"block":74,"heading":75,"icon":76,"form_id":83,"background_color":94,"fields":95,"button":138},"form","Let's Talk",{"ID":77,"id":77,"title":78,"filename":79,"filesize":80,"url":81,"link":82,"alt":12,"author":83,"description":12,"caption":12,"name":78,"status":84,"uploaded_to":85,"date":86,"modified":86,"menu_order":87,"mime_type":88,"type":89,"subtype":90,"icon":91,"width":87,"height":87,"sizes":92},45,"icon","icon.svg",839,"https://sonargroup.com.au/app/uploads/2024/06/icon.svg","https://admin.sonargroup.com.au/home/icon/","1","inherit",2,"2024-06-06 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