Every day, users visit your website and leave behind clues about where and how they interact. These behavioral signals can reveal what people are trying to do and where friction might be holding them back.

In this course, you’ll learn how to investigate user behavior using visual analytics such as click maps, scroll maps, session replays, funnels, and form analytics. You’ll uncover patterns, spot friction, and objectively prioritize improvements that make it easier for users to complete their goals, whether that’s finding information, signing up for a demo, or completing a purchase.

Who Should Attend

  • UX researchers wanting to extend their discovery toolkit with behavioral website data
  • Designers and content creators looking to understand how users interact with the website experiences they create
  • CROs, SEOs, and digital marketers who need ideas to improve website performance

What You’ll Learn

Interpret heatmaps to identify behaviors and pain points

  • Spot patterns using click, scroll, move, and revenue heatmaps
  • Learn what different click behaviors reveal about intent and friction
  • Understand the strengths and limitations of AI-generated heatmaps
  • Combine pages into templates and account for sample size

Combine methods to validate and strengthen findings

  • Triangulate heatmaps with session replays, funnels, and form analytics to build confidence in your findings
  • Understand the strengths and limitations of visual analytics, and when to use other methods

Build an investigatory mindset to uncover deeper insight

  • Ask deeper questions of your data to guide exploration and next steps
  • Select the right methods for the question you’re trying to answer

Inform content and design decisions

  • Optimize content hierarchy based on engagement signals
  • Maximize campaign impact by understanding content reach
  • Uncover content gaps where users expect to interact
  • Identify friction in funnels and forms to improve conversion rates

Prioritize findings to maximize impact

  • Use atomic research principles to turn observations into insight
  • Apply objective prioritization frameworks to decide what to fix first
  • This course does not provide instructions for setting up or using specific visual analytics tools. 
  • This course dives deep into heatmaps and visual analytics. For a general introduction to web analytics, consider our complementary Analytics and User Experience course.

Taught by an Industry Expert

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Why Live Online Courses

Frequently Asked Questions

How will I get the link to the Zoom meeting for the course?

60 minutes before your course begins, your link will be available when you log into your NN/G profile.

Can I watch a recording of the course?

Live Online courses are live events hosted on Zoom that extend throughout the day and include many periods of interactive exercises. The learning experience cannot be replicated by simply watching recordings after the event. We will not be making course recordings, and making your own recordings is not permitted.

Will I be able to network and get to know other participants?

You'll join a Slack community for both course-related discussion and networking with fellow participants. You'll also be able to use the Slack workspace before, during, and after the event to maintain your connections. You'll be invited to join the Slack community the week before the event starts.

What equipment will I need to participate in NN/G Live Online courses?

You'll be streaming video and audio to your computer, and also speaking with other participants. Make sure you have:

  • A laptop or desktop (using a tablet is not recommended)
  • A stable high-speed internet connection
  • Speakers or headphones
  • A microphone
  • A webcam
Do I really need a microphone and webcam?

While it's possible to attend our Live Online courses without your own webcam or microphone, you will not be able to fully participate in learning activities. Many of our courses use hands-on practice as the primary way of learning design and research techniques. You'll learn more during these activities if you can fully participate, and your collaboration partners can see and hear you. We also recommend using headphones.

Do I have to download any software?

All courses use Zoom and Hightail, a file-sharing service. Some courses require the use of Google Drive apps or Miro. All tools are free to use and do not require you to create an account, but you should ensure your device permissions allow you to access these tools.

  • Zoom is a video conferencing service. Our meetings follow security best practices, including passwords and waiting rooms. We recommend installing the Zoom app, which is free. If you are not able to install the Zoom software, you can also join through Chrome web browser. Test your access to Zoom.
  • Hightail will be used to share downloadable course materials (such as PDF copies of presentation slides). Test your access to Hightail. (If your network blocks you from access Hightail, during the event our conference team will be able to assist you with alternative ways to receive your course materials.
  • Google Drive apps are used for collaborative learning activities. If you are not able to use Google Docs or Sheets, you will be able to download copies of the activity materials, but may not be able to fully participate in group work. Test your access to Google Docs.
  • Miro is an online whiteboarding tool and is used for collaborative learning activities in some courses. You can download the Miro app or open a Miro link in your browser.
Will my internet connection be fast enough?

You will need a stable internet connection with a minimum of 3 Mbps (up and down) in order o participate in 
NN/g virtual courses. Ideally, a faster connection speed of 25 Mbps download and 5Mbps upload is recommended to ensure HD video and audio quality. If you are using a WIFI network, disconnect all other devices from that network to improve the streaming quality. Check your internet connection speed.

Can I join from my phone or tablet?

We do not recommend attending our classes from a small-screen device. Although you will be able to connect to the meeting, it will be difficult to see the detailed examples shared during class. It will also be extremely difficult to participate in collaborative exercises which require typing and interactive documents.