Find obstacles, issues and bugs.
By observing where users get stuck you will identify elements that are confusing and frustrating to the user as they experience it. These obstacles that keep the user from progressing can be both technical and informational. This will help guide you to misleading copy, unclear instructions and broken elements.
Get a better understanding of real user behavior
By viewing the actual behavior of your users you will be able to see how they navigate and interact with your website. You will be better able to pinpoint crucial parts of the journey which you then can improve on in order to optimize your conversion.
Find out how users interact with specific elements on your website
Go in-depth into how key elements on your website are used. Stop speculating about what users click on, where they focus, what they skip over and which section they spend a lot of time on. By using real data you can identify opportunities to improve and start making impactful changes.