Amplitude — product events analytics
Product analytics are pretty popular niche today with a number of leaders.
I've chosen Amplitude because I think it has more educational resources on the topic. Their demo mode is something really clever, educational, and selling. They build great content around them that attracts fellow product managers to chat with for help (check their North-Star book). They have good pricing to start with.
- Heap — actively growing, a new generation of analytics (better no-code capabilities)
- MixPanel — leader, comparable to Amplitude. Amplitude has better pricing to start with.
- Pendo & Stonly — engagement, user guidance and on-boarding
Hotjar — user sessions analytics & surveys
There are a lot of tools on product analytics, but I currently divide them on 2 categories.
Hotjar isn't simply comparable with Amplitude — it's different. It's a very simple to activate tool and it looks like magic when you haven't heard anything about recorded user sessions.
There are 3 simple features there:
- Recorded user sessions. List of video-like replays of user screen and actions. Wow!
- Heatmap. Accumulated results of users clicks.
- Product feedback & surveys. Ask user feedback simply within a product/site page and then analyze it within Hotjar.
And you can use all these features inside your web application, not just marketing website. Here's what stories you can tell using session recordings
- SmartLook — slightly better pricing, but UI overloaded a bit
- FullStory — I see it often but haven't tried it
- Yandex Metrica — it's totally free for recordings; FYI — Yandex is Russian's Google
🍎🍊 A/B testing, Personalization & Engagement
⚠️ Warning: I have little practical experience in this area. Automated A/B testing is pretty expensive and requires solid traffic to make it work. I'm sharing the list of tools I heard more often from our partners.
It's free to use, that's what makes it stand out. Start from it.
I amazed with their demo and functionality. It allows you to modify copy on the website without deploying it, personalize for specific industry and even person from your email list, run split testing, give insights on competitors' tactics and recommend next steps for your website optimization. What's interesting — they're not well-known, but they have huge clients, such as Segment, Amplitude, Brex, Carta.
It can be treated as a less expensive and easier to onboard Mutiny alternative.
But they've started and grown with "social proof" notifications, like something you see on Booking or Airbnb: "10 people are looking on this product", "3 people bought the product today" etc. Apparently, this tactic leads to conversions boost. Proof built a flexible interface to define your own events, run split tests, and analyze the results.
They later introduced functionality to personalize your site. Amazing growth story.
⚠️ Warning: I'm biased. Read Paralect+Wynter story.
Founded by Peep Laja — a marketing pioneer and CRO expert (except Wynter he is Founder/ex-CEO at Speero and CEO at CXL). You can imagine he knows a lot on optimizing sites copy and improving conversions.
I find Wynter's power in B2B boards (but there is a general audience option too). Basically, you send your website screenshots to the handpicked leaders in Marketing, Product Management, Design and get comprehensive feedback on their impressions. Check how they smashed Paralect's design page.
Market leader in A/B testing. Note: Prices are high, they're focused on enterprise size.
User enrichment for B2B. You get the data about your anonymous leads without directly asking them — what are their email, position, company, size, geo. You can get this data for specific emails from your alternative sources. Scary.
But you won't buy this cheap — it's another expensive enterprise product.