The problems in general analytics
Google Analytics, Mixpanel, and Optimizely are highly flexible, all-round solutions. However, they are too generic for conversion optimization. Here's the problem.
General analytics is not built for any specific purpose. There's just tons of data without priority. You have too many metrics, graphs, and opinions to make confident decisions, and there is no goal to work for.
Use Mixpanel for anything from measuring how your users fair slaying digital monsters, to QAing a back-end fix, or monitoring and tweaking performance metrics.
Missing or broken metrics
The general data model is not designed to solve all the unique demands in conversion optimization.
- No bottlenecks — not knowing the “low-hanging fruits” where you make the biggest wins with the lowest possible effort
- No leading indicators — not measuring the details on how people gradually build interest and desire before taking action.
- No north star metric — not striving for maximum visitor lifetime value.
Worse yet, many of the vital metrics are broken.
Measurement is fabulous. Unless you're busy measuring what's easy to measure as opposed to what's important.
A/B testing has serious issues
Traditional A/B testing is trivial: you are limited to small changes on a single page and see how they impact a single, temporary metric. Moreover, you must wait for months to get the results and you must stop developing the site while waiting.
There is so much more you can do to optimize your site.
Many businesses would be better off if they didn’t run any A/B tests at all.
Author of “Design for Hackers”
Damaged visitor experience
These UX problems cause more people to leave your site even before they become aware of the product.