• True Intent is a research approach that enables you to obtain a more holistic view of how well your site is doing

    Web analytics provide you with traffic information, but no insight into the visitor profile or their purpose for visiting.

    Online surveys may capture the attitudinal information, but not behaviors.

    True Intent Studies bridge the gap between Web Analytics and Online Surveys.

    By capturing both attitudes and behaviors of your actual site visitors in context of what they’re trying to do on the site, researchers are empowered to make informed decisions about site changes.

Insights gained from True Intent Studies

Discover what kind of visitors are coming to your site

By intercepting site visitors and asking a few questions (e.g., age, gender, customer vs. prospect, first time visitor vs. repeat visitor) you can determine the demographic makeup of your visitors.

Determine what visitors are trying to do

Understand visitors’ true intent by simply asking them. Visitors could be asked to describe the purpose of their visit in an open-ended text question to obtained their unbiased responses. A close-ended, single response question should also be used to easily track and quantify their primary intended task. Results can later be filtered by top intents to understand differences in the site experience by intended task.

Find out what visitors are actually doing on the site

With clickstreams and heatmaps, visualize where visitors are going on the site to understand how they are interacting with your site to perform their intended task.

Determine if visitors are successful in completing their intended task

Ask visitors if they were able to complete their task and also potentially verify if they navigated to the correct page(s) to complete the task.

Quantify what obstacles prevent visitors from task completion

Include a close-ended question to understand what issues visitors encountered while interacting with the site. Validate hypotheses about pain points in the site.

Assess how visitors feel about their experience

Establish a baseline of how visitors feel about your site on measures of usability, trust, appearance and conversion. True Intent studies can be run longitudinally over time. As changes are made to the site, determine how the changes impact user experience.

What results do you get?

  • Quantitative Data
  • Qualitative Data
  • Satisfaction Metrics
  • Heatmaps
  • Clickstreams
  • Customer Feedback

Would you like to see the results for yourself?

How does it work?

  • 1 Intercept Visitors

    Place a small piece of JavaScript code on your website. Our software generates the code for you. Intercept visitors to your site and invite them to participate.
  • 2 Obtain Feedback

    After being intercepted, visitors browse your website as they intended. Once they're finished they can give feedback about their experience.
  • 3 Get Results and Insights

    Results are aggregated within the UserZoom for easy analysis. Filters allow for drilling down deeper into the data.

What makes UserZoom’s True Intent Studies unique?


Customize your study and choose what you want to measure and how. Adapt the look & feel to your brand.

Customer behavior

Gather not only customer feedback, but you also obtain behavioral data such as clickstreams and heatmaps.

Easy to implement

By adding a few lines of JavaScript code to your website, you are able to intercept site visitors into your site. You can also pause the study, modify it, adjust the intercept rate and more.


Gain insights across all your digital properties. UserZoom True Intent studies can conducted on desktops, smartphones or tablets.

Tag Management Integration

Easily add and manage UserZoom code on your site through your tag management solution

Web Analytics Integration

Integrate your study results with the most common Web Analytics solutions to tie data from your Analytics package with data from your True Intent study

Spotlight Feature: Web Analytics Integration

Web Analytics Integration
  • Integrate the data from your True Intent studies with Google Analytics and Adobe Analytics so that you can get deeper insight into your analytics data. Filter traffic data by metrics captured in the study, such as gender, visitor intent, and satisfaction. Obtain the WHY behind your analytics data.

Want to know more? Let's Talk!