User behavior analytics (UBA)

It is a combination of methods, helping to learn about users’ behavior and its reasons. It is executed with special software to gather, combine, and analyze information about users’ interaction with a product. Don’t confuse it with UEBA (User and entity behavior analytics), which is totally about cybersecurity.

There are five huge instruments for UBA execution:


  1. Heat maps, illustrating the most and the least popular zones of the website
  2. Session recordings, allowing watching users activity at the website
  3. Funnel analysis, showing how many users reach the goal, going through the service step-by-step
  4. On-site surveys, letting asking additional information at a particular page
  5. Feedback widgets, helping to get exact users’ feedback about the product

share the term