How to use user behavior analytics to improve your website
e-commerce, gaming, social media and other niches to achieve specific business results.
There is an analysis of scroll depth. For example, you want visitors to read the information on your site to the end, but not go beyond the first two screens. Or vice versa: you need to stimulate visitors to action, but they get stuck at the reading and thinking stage. In both cases, the situation can be changed – rearrange the site blocks, remove unnecessary content.
Popular behavioral factors are:
- bounce rate
- number of pages viewed
- scroll depth
- moving the mouse cursor
- number of events per session
- the user’s stay on the site is less than 15 seconds
- a user who has not performed a single action during the session
- clicks in dynamic elements
The main task of analyzing user behavior on website pages is to find anomalies that affect his conversion path. But the main goal is to increase micro and macro conversions.
Why Behavior Analytics is So Important
Based on behavioral analytics, you can find what needs to be improved on the site – and the conversion rate will increase. For example, there is an undeniable fact about website visitors – they are lazy. Therefore, their path to the target action should be as short and simple as possible.
Behavioral analytics will help you understand what is useful on your website and converts visitors into customers, and what is not. Based on our experience, we can say that long pages do not convert, and texts are not always effective.
The conversion rate of your website will definitely not improve:
- unclear call to action
- identical elements
- strange icons
- banners on the main page – few people click them
What metrics can you track using web analytics
Channels where traffic comes to you. We already talked a little about this at the beginning. With the help of web analytics, you can see from which sources people come to your site, and where the most traffic comes from. For example, you have several sources of attracting customers: Instagram, external publications on other resources, contextual advertising on Google. Web analytics tools will show you which of these channels brings the most users to your site. You can also find out which audience leaves the most requests or makes purchases (if you can make a purchase directly through the website). From this we can draw conclusions about the effectiveness of a particular channel.
User characteristics. For example, we can determine who contacts the company more often: men or women. And what age are these people, what city are they from, what are their interests, etc.
You can also see from which device a person accessed the Internet: from a PC, mobile phone, tablet, TV, etc. And there is data not only on types of devices, but also on specific models, operating systems and screen sizes. This may be important, for example, for website layout.
User behavior. In addition to knowing where people come from, we can see what they are doing on the site. How many and what pages are visited, how much time is spent on the site, which forms are opened, which icons are clicked, what information is read, etc.
Technical indicators of the site. Web analytics systems provide basic data on how well a website is functioning. For example, how long does it take to load, is it displayed correctly in different browsers, are there any serious errors that affect its operation, etc.
Conversions. Conversions are the ratio of users on your site to the applications you receive. You can track them through: completed forms (how many people entered their contact information and clicked “Submit”), email address (how many people clicked or copied it), phone number (for this you need an additional analytics tool – call tracking). All of these actions are called macro conversions. That is, this is what turns a site visitor into a buyer or lead (a person who left his contact information). You also need to track micro-conversions. These are small actions on the site that the user performs until the moment of macro conversion. For example, he puts an item in the cart, clicks on the “Contact us” button, fills out the fields in the order form, etc. Micro conversions are also very important because with their help we can track the entire customer journey. You can also find out at what stage most people fall off.
Influence on user behavior
Understanding user behavior on a website is only part of a marketer’s job—then you need to understand how this behavior can be influenced.и There are various methods and strategies for influencing the behavior of website users. We are sure that you have already met many of them without even knowing it. Here are a few techniques to apply to your UX design to influence user behavior and guide them towards a transaction.
Understanding and influencing user behavior on a website requires careful analysis and thoughtful decisions. The same solutions do not always work the same for different users, so don’t get hung up on one thing and experiment.