Often overlooked, User Experience is a critical part of any website development project as should be considered an ongoing optimisation process throughout the life of any website.
Google Optimise
Running A/B tests on user interface and design components to optimise conversion rates.
HotJar
Record user activity to identify usability problems in real-life, as well as analyse heatmaps and read realtime feedback from visitors.
Loop11
Create surveys and user tests where visitors are asked to complete pre-defined tasks. Loop11 analyses how easy or difficult a task is to complete, how many clicks it took, and how lost the users are getting.