While analytics may not always be the first thing designers get excited about, its importance is huge and shouldn’t be left out of the creative process. Part of the reason being that users aren’t always truthful in their feedback. Without realizing it, they may say – or you may think, that they use or need a feature more than they actually do. Setting up and reviewing analytics reports is a surefire way to get a clear picture of what’s being used, clicked, and working.
“Sometimes users lie.
They don’t usually do it on purpose, to be fair. We can blame it on poor memory recall, something so many of us suffer from.
I’ve conducted studies where participants told me they used a feature on a daily basis. But when I looked at the analytics, I saw a different story: they only used the feature maybe every 3-6 months.”